v1.7 · $70 reframed as BLENDED target (organic + paid), not paid-only · custom conversions = growth strategy / lifecycle math · Strategy Lock Mon Jun 2
HOW TO READ. Two clients: H2Tab and Veloci. Per client: strategic POV, account strip, diagnostic, metric posture, all 8 cuts (collapsed except Cut 1), production plan, Week 1 concepts with APPROVE / HOLD / KILL, reference creative mapping. Click any "+" to expand a cut.
Engine Run · v1.2 · for Hayes + John lock · methodology shareable
How this packet is built
First time you are seeing the full pipeline end to end. The output below for H2Tab and Veloci follows the 7-step process. Both John-pod clients are full-cycle. Hayes pod and John pod both run on this. Mark it up where anything does not read right.
Motion pull. Full account at L30 today. L7 trend pulls Mon 8 AM (auto). L90 baseline lands at end-of-month close. Multi-window deltas surface as Cut 1-5 columns from v1.7. Today's L30 cuts are the baseline; L7 deltas land Monday 8 AM auto-pull and re-rank the cuts for the Strategy Lock. Not top 10. The full ad set with Motion AI tagging attached.
8 cuts. The strat-framework cuts. Cuts 1-5 are per-ad time-based (spend, efficiency, scaling, hook, fatigue). Cuts 6-8 are tag-based (hook tactic, persona, Frankenstein candidates). Cuts 9-10 are monthly or quarterly cross-account (not in this packet).
Persona mapping. Cut 7 surfaces Motion's intended_audience tags. We do not accept them at face value. We map each Motion tag against the AND Persona Databank (VALS, NMI LOHAS, Hartman, CRN, Mosaic, NPD, IHRSA frameworks) so the macro structure rests on a real category persona, not Motion's auto-label.
Production Plan. The cuts feed the plan. H2Tab: 14-asset allocation by persona; Veloci: 30-asset allocation by persona. Format mix from Cut 2, hook distribution from Cut 6. 4-week ladder shows ship cadence. PRIMARY APPROVE GATE sits on this plan, not on individual ads.
Week 1 concepts. The assets shipping by Thursday EOD so they are live in the ad account by Friday. H2Tab: 3 concepts; Veloci: 7 concepts. Each is a brief that goes into Asana once the plan is approved. Per-concept Approve / Hold / Kill is secondary to plan-level approval.
Brief expansion. Approved concepts get expanded into individual briefs in Robbie's existing Asana templates (v1 Full Engine, v2 Post-Prod, v4 Post-Prod + UGC). Briefs land Monday June 2 EOD.
Friday read. Cassandra v0 fires Mon 8 AM with the L7 re-pull. The cycle closes weekly. Macro reweighting at Monday strategy lock based on the read.
What we need from you (Hayes + John). Mark up the persona mapping if you would call any cohort differently. Flag the Week 1 bets you would not take. Tell us which of the 8 cuts you actually use Monday and which we should drop. The Production Plan APPROVE gate is the strategic decision; per-concept gates are secondary. Lock by Mon June 2 EOD.
Attribution window7-day click only (no view). Confirmed Motion config for H2Tab. All ROAS / CPA / CPIC numbers below reflect 7DC attribution. Note: campaign names encode 7DC1DV (Meta's delivery optimization window) but Motion is configured to report at 7DC only · Meta optimizes against the broader window while Motion measures at the tighter one. The 0.99x ROAS read is therefore conservative; the same data at 7DC+1DV would likely read slightly higher. Changeable in Motion at the workspace level if Cole wants the broader read.
Strategic POV · H2Tab
The smart alternative to the $1,200 hydrogen bottle. Science you can swallow, daily. Brecka credibility is the carrier, form-factor moat is the wedge. Every concept below earns its place by serving this argument or feeding a test that informs it.
Account is majority non-AND (63%). Our 37% slice outperforms baseline by 18% (1.09x vs 0.92x). Real case for growing production share inside H2Tab · our creative beats theirs at scale.
Bottom line. Account at 0.99x L30 ROAS, sub-breakeven on immediate purchase. Diagnostic reweights production toward Expert Explainer + Cinematic B-Roll + Split Screen formats, away from Yapper. Hook tactics reweight toward Curiosity + Question + Directive, away from How To and Relatability. Brecka credibility is the carrier; the form-factor argument is what the creative needs to land.
Three signals call it.
Signal 1: Expert Explainer is the scalable format. Yapper is the inefficient absorber. Expert Explainer reads 1.14x ROAS on $76K, 75 ads · the strongest defensible format. Podcast reads 1.05x on $54K, 17 ads (Brecka podcast cuts working). Split Screen reads 1.21x on $26K, 25 ads. Yapper absorbs $63K at 0.77x across 93 ads and is the drag. June reweights Yapper down, Expert Explainer + Split Screen up.
Signal 2: Cognitive Function + Scientific Validation messaging are the defensible angles. Recovery & Performance is overinvested. Cognitive Function & Focus reads 1.15x ROAS on $26K, n=11 · directional. Scientific Validation reads 1.05x on $42K, n=31 · defensible. Cellular Health reads 1.11x on $21K, n=40. Recovery & Performance carries 73 ads on $23K at 0.69x · misfit. The angle reweight is the second lever.
Signal 3: How To hook tactic is a drag. Curiosity, Question, Directive are the working hooks. How To reads 0.57x ROAS on 20 ads, $34K · drop. Curiosity reads 1.09x on n=57, $23K · the efficient defensible hook with volume. Question reads 1.05x on n=21, $45K · also defensible. Directive reads 1.19x on n=13, $24K · efficient. Relatability at 0.60x on n=29, $11K also reweights down.
Two data holes acknowledged. (1) 124 of 500 ads (25%) untagged on intended_audience. Cut 7 reads on tagged subset only. Augmentation plan: rule-based classifier on adName patterns (Chelsea, 30 min weekly), LLM tagger on copy + thumbnail OCR for residual, Motion AI in flight. Target 90%+ tagged by W2. (2) H2Tab does not currently have an LTV custom conversion wired into Motion. Daily read is immediate purchase ROAS at 7d-click/1d-view. Hydrogen tablet subscription LTV math sits with the client team; we do not have it. June commit: surface the LTV ask in the Mon Jun 9 read once W1 baseline is in.
Metric posture · H2Tab · post-prod retainer, no perf-fee meter
How we read against an account at 0.99x
H2Tab is a post-prod retainer this month. There is no performance-fee meter in flight, which means the immediate-purchase ROAS does not need to gate spend the way it would on a keys-on account. The daily read is direction, not a contract.
Headline metric. Immediate purchase ROAS at 7d-click/1d-view, L7 auto Mon 8 AM. June floor target: 1.10x on the cuts we are reweighting toward (Expert Explainer, Curiosity hooks, Scientific Validation angle). Account floor of 0.99x today is the starting line; the lift comes from reweighting, not from raising the ceiling.
What we are NOT doing. Not setting a hard ROAS gate that kills creative below threshold. The 0.99x account average masks 1.14x performers (Expert Explainer) and 0.42x drags (Testimonial format on H2Tab is broken at $7K, 0.43x). Direction beats threshold this month. Lemon Lime launch July will need its own meter; we wire that conversation when the launch packet ships.
Third data hole · Hook tactic tagging at 62%
H2Tab Cut 6 (hook tactic ROAS) is built on 310 of 500 tagged ads. The Curiosity 1.09x and Question 1.05x reads sit on the tagged subset and may carry selection bias. Augmentation plan: (a) rule-based classifier on adName patterns + creative copy (Chelsea, 30 min weekly · covers ~30% of untagged), (b) LLM tagger on creative copy + thumbnail OCR for residual ~8% (John runs Mon AM as part of L7 read), (c) Motion product team escalation. Combined target: 90%+ tagged coverage by end of W2. Until then, Cut 6 reads are directional; the format-level reweight (Cut 2) remains the load-bearing signal.
All 8 cuts · H2Tab · full 500-ad L30 dataset · $345,359 spend · 0.99x ROAS · $54 CPA
Cut 1Top by spend L30Where the budget actually went. The carrying creatives. What every other cut gets compared to.
Cut 4Hook winners (thumbstop · video only · spend > $1K)What is actually stopping the scroll. These hooks get extracted and tested on other creative bodies via cut 8.
#
Ad name
Spend
ROAS
CPA
Thumb
State
1
Rogan_Gary_Pod_101_082925
$37,358
1.05x
$49
48%
scaling
2
Gary_Joe Rogan x Gary Brecka NO CAPTIONS_V1 - Copy
Gary_Joe Rogan x Gary Brecka NO CAPTIONS_V1 - Copy
$5,765
1.20x
$39
48%
declining
10
Mazza_April_H2Tab_V1
$5,577
0.49x
$105
17%
declining
Cut 6Hook tactic comparisonWhich hook archetype is converting account-wide. Direct input into next month's brief.
Tag
Spend
ROAS
N
Thumb
Question
$45,466
1.05x
21
47%
How To
$34,294
0.57x
20
30%
Bold Claim
$30,030
1.05x
32
23%
Directive
$24,035
1.19x
13
24%
Curiosity
$23,064
1.09x
57
32%
Statistic
$18,396
0.98x
6
28%
Product Launch
$13,692
1.12x
6
18%
Shocking Statement
$12,780
1.21x
3
20%
Relatability
$11,384
0.60x
29
23%
Social Proof
$9,798
1.08x
4
38%
Storytelling
$9,429
0.99x
15
34%
Explainer
$6,956
1.02x
16
19%
Cut 7Persona analysis (intended audience)Which persona each ad targets and the conversion math behind it. Decides which personas to add or kill at the macro level.
Tag
Spend
ROAS
N
Thumb
Human Optimizers
$164,880
1.12x
99
32%
None
$79,875
0.94x
124
26%
Athletes & Fitness Enthusiasts
$34,146
0.52x
116
24%
Skincare Enthusiasts
$12,563
1.18x
5
29%
Supplement Users
$9,984
1.28x
4
37%
Hydrogen Water Users & H2Tab Customers
$8,711
0.53x
21
16%
Health Conscious Consumers
$5,959
0.58x
23
22%
People with Chronic Health Concerns
$4,478
0.49x
8
44%
Brand Followers & Health Learners
$2,963
0.71x
5
19%
Informed Consumers
$1,837
1.48x
2
0%
Caffeine Users
$1,711
0.34x
4
32%
Parents
$1,708
0.79x
4
29%
Motion tag → AND Persona Databank mapping · H2Tab
Motion's intended_audience labels are a starting point, not the answer. The mapping below routes each Motion tag to a real category persona from the AND Persona Databank so the macro structure sits on the right cohort foundation. Frameworks used for supplements: NMI LOHAS, Hartman, VALS, CRN.
Audit interest layering · 124 ads untagged is a tagging hole, not a strategy
Cut 8Frankenstein candidates (high thumbstop + low ROAS)Thresholds: thumbstop ≥ account p75 AND ROAS ≤ account median × 0.6 AND spend ≥ $1K AND not in Cut 1 top 10. Pull the hook, swap onto a winning body, ship the hybrid.
H2Tab pipeline. Codified thresholds (thumbstop ≥ p75, ROAS ≤ 0.6x median, spend ≥ $1K) surface Trybe creator ads at high thumbstop but sub-breakeven ROAS. The hook earned attention, the body did not convert. Pull hooks onto winning Brecka-podcast bodies.
#
Ad name
Spend
ROAS
CPA
Thumb
State
1
VD_H2Tab_Trybe_Tab_ConnorClaussen_43c3761a
$10,690
0.36x
$134
37%
new
2
VD_H2Tab_Trybe_Tab_KayceeDominguez_7fb73888
$3,068
0.19x
$219
32%
declining
Production Plan · June 2026 · 14 assets · H2Tab
The plan, derived from the cuts
What we read. Expert Explainer (1.14x, n=75) and Podcast (1.05x, n=17) carry the scalable creative; Yapper at 0.77x on 93 ads is the inefficient absorber. Cognitive Function and Scientific Validation messaging beat Recovery & Performance at scale. Curiosity, Question, and Directive hooks beat How To and Relatability. Brecka podcast cuts are the credibility carrier. What the plan does. 14 assets total across three macros plus a Lemon Lime launch prep slot. Format mix pulls toward Expert Explainer + Cinematic B-Roll + Podcast + Split Screen. Hook mix pulls toward Curiosity + Question + Directive.
Asset allocation · 14 total
Macro
Persona (AND Databank)
Assets
% of 14
Why this count
M1 Brecka-credibility (Trust-Driven Optimizer)
Hartman Optimizer · VALS Innovators
4
29%
Brecka podcast cuts are the proven carrier. Human Optimizers cohort reads 1.12x ROAS on $164K. Format: Podcast + Expert Explainer. Refresh the existing Rogan/Gary stack; do not expand the cohort.
M2 Quiet Builder HERO
NMI Naturalites · Health Strivers
6
43%
HERO. Anchored on Scientific Validation (1.05x, n=31) + Cognitive Function (1.15x, n=11 directional) messaging. Format: Expert Explainer + Cinematic B-Roll. Hook: Curiosity + Question. The macro the data supports for scale; not Brecka-dependent.
M3 Value Seeker / Lapsed Buyer test
Drifters · NMI Naturalites (price-sensitive)
3
21%
TEST. Affordability & Accessibility reads 1.32x on $13K (n=17). Format: Demo + Static. Validates whether price-led messaging can carry a third cohort in July.
Lemon Lime launch prep
cross-cohort
1
7%
SKU launch July. Single concept teaser in June to start audience seeding. Hayes cross-pod consult on the launch frame (he ran Lemon Lime brief in May).
Total
·
14
100%
·
Format mix · driven by Cut 2 (visual format ROAS)
Visual format
Cut signal
Assets
Where it lands
Expert Explainer
1.14x ROAS · n=75 · WINNER
5
M2 hero · scientific authority anchor
Cinematic B-Roll
1.02x ROAS · n=40 · solid base
3
M2 hero · Cognitive Function visual
Podcast (Brecka recuts)
1.05x ROAS · n=17 · WINNER
2
M1 · founder/expert credibility
Split Screen
1.21x ROAS · n=25 · efficient
2
M2 · comparison framing (Recovery vs Cellular Health)
Demo / Static
0.94x ROAS · workhorse
2
M3 value · Lemon Lime teaser
Total
·
14
·
Hook tactic distribution · driven by Cut 6
Hook tactic
Cut signal
Assets
Copy direction
Curiosity
1.09x ROAS · n=57 · WINNER
5
"What hydrogen actually does inside a cell..."
Question
1.05x ROAS · n=21 · efficient
3
"Why is Brecka taking these?"
Bold Claim
1.05x · n=32 · solid base
2
"The smart alternative to the $1,200 bottle"
Directive
1.19x · n=13 · efficient
2
"Drop one in water before your morning"
Statistic
0.98x · n=6 · directional
1
Brecka cellular hydration stat
Storytelling
0.99x · n=15
1
Lemon Lime teaser narrative
Total
·
14
·
Cross-tab note. The three tables above describe the same 14 assets sliced through different dimensions. Joint feasibility (e.g., can 6 M2 assets carry the Curiosity hook + Expert Explainer format weights?) gets validated at brief intake. If a combination is infeasible, intake reweights and the plan re-baselines at Tuesday lock.
Four-week ladder · ship cadence
Week 1 · Foundation
3
Brecka podcast recut on Cognitive Function angle, Expert Explainer on Scientific Validation, Split Screen Recovery vs Cellular Health. Ship Thu Jun 5 EOD. L7 re-pull auto Mon 8 AM.
Week 2 · Push (Hero)
4
M2 Quiet Builder hero week. Expert Explainer + Cinematic B-Roll on Scientific Validation messaging. The macro the data supports for scale.
Week 3 · Scale
4
Top W1+W2 performers compound. M3 Value Seeker test launches mid-week. Mid-month check Thu.
Week 4 · Close
3
Evergreen winners locked. Lemon Lime launch prep concept ships. EOM read auto Mon Jun 30 8 AM. July roadmap delivered EOW.
Primary approval · the plan, not the ads
Approve the allocation, format mix, hook distribution, and 4-week ladder above.
This is the strategic approval gate. The 14-asset breakdown is what we commit to producing for H2Tab in June. Week 1 concepts below are operating output of this plan, not standalone strategy. If the allocation is wrong, flag it here and the rest re-baselines.
Week 1 · H2Tab · 3 concepts shipping Thu Jun 5 EOD · first slice of the 14-asset plan
Brecka Podcast Recut · Cognitive Function angle
Curiosity hook · "Why your brain feels foggy by 3pm" · pulled from existing Brecka/Rogan stack · Expert Explainer + Podcast hybrid · 9x16 + 4x5 variants
Bet: Brecka credibility carries the Cognitive Function angle (1.15x ROAS on n=11 today) into a defensible second hero macro. Reference: ANDG-H2TAB-Podcast-Video-5-9x16-REVISED (1.21x ROAS, $11.6K spend). DRI: John · founder relationship + sign-off · Asana template: v2 Post-Prod · Source: existing Brecka library
Expert Explainer · Scientific Validation
Question hook · "Why are doctors talking about molecular hydrogen?" · Expert Explainer format · scientific authority anchor · 9x16 + 1x1 variants
Bet: Scientific Validation messaging (1.05x ROAS on n=31, $42K) is the defensible scale angle. Expert Explainer format pulled 1.14x on 75 ads. Reference: ANDG-H2TAB-Keynote-Speech-Video-3-Brand-9x16-01 (1.25x, $22.2K). DRI: Chelsea · most edits · Asana template: v1 Full Engine · Source: stock + library b-roll, Brecka VO available if Jun 3 Zoom lands
Split Screen · Recovery vs Cellular Health
Directive hook · "Stop training for recovery. Train for cellular." · Split Screen comparison · reweights from underperforming Recovery angle to Cellular Health · 9x16 + 4x5 variants
Bet: Split Screen format pulled 1.21x ROAS on n=25, $26K. Cellular Health messaging at 1.11x on n=40 outperforms Recovery & Performance (0.69x, n=73). This concept rewrites the angle the account has been over-investing in. Reference: Gary_104-3_091525 (1.58x, $7.2K) as efficiency benchmark. DRI: Hayes · cross-pod consult on Lemon Lime adjacency · Asana template: v4 Post-Prod + UGC · Source: existing Brecka cuts + new VO
Reference creative for the Week 1 concepts · Cut 1 visualized
Each Week 1 concept above is paired below with the existing H2Tab ad it iterates from. Thumbnails ship when Motion pulls them next week; ad names below are the canonical Motion library references.
Week 1 concept
Reference ad (Motion library)
Ref ROAS
Ref spend
Brecka Podcast Recut · Cognitive Function
ANDG-H2TAB-Podcast-Video-5-9x16-REVISED
1.21x
$11,656
Expert Explainer · Scientific Validation
ANDG-H2TAB-Keynote-Speech-Video-3-Brand-9x16-01
1.25x
$22,184
Split Screen · Recovery vs Cellular Health
Gary_104-3_091525
1.58x
$7,211
Next steps · H2Tab · week of Jun 2
Mon-Fri cadence
Mon Jun 2Strategy lock. Plan approve gate closes EOD. Cassandra v0 fires 8 AM with L7 re-pull. 3 Week 1 briefs land in Asana by EOD if plan approved.
Tue Jun 3Brecka Zoom check. Confirm Tue/Wed Brecka availability for new voice notes / podcast clip selects. Floor commits: 3 W1 concepts ship without new Brecka capture if Zoom does not land.
Wed Jun 4Production sprint. All 3 W1 concepts in cut.
Thu Jun 5Ship EOD. 3 assets live in Meta ad account by Friday morning.
Fri Jun 6W1 baseline read. Initial in-account spend read; full L7 read auto Mon Jun 9 8 AM.
H2Tab sign-off
Veloci
Barefoot performance running · hard launch June · Tyler founder · CPA target $70 BLENDED (organic + paid) · inventory tight to end-Sept · Trybe creator slate · CPA = cost per purchase
Attribution window7-day click only (no view). Confirmed Motion config for Veloci. All ROAS / CPA / CPIC numbers below reflect 7DC attribution. The 1.13x ROAS and $156 CPA are at this window. Changeable in Motion if Tyler wants 7DC+1DV.
Custom conversions discovered. 6 conversions in workspace: 3x "Purchase via Search After Ad View/Click" (PURCHASE), 2x "Search Traffic" (OTHER), 1x "marathon_session_from_direct_and_search". This is multi-touch attribution infrastructure measuring view-through-to-search-to-purchase · materially more sophisticated than last-touch click. None surface as Motion's headline metric today. Recommendation for Tyler: a growth strategy session, not a Motion wiring question. The 6 custom conversions are lifecycle measurement infrastructure: they tell us how customers behave AFTER the ad (view-through-to-search, search-to-purchase, marathon sessions). They do not change what Meta charges per acquisition. They DO tell us what the customer is actually worth over the lifecycle, which is the input we need to set a real ROAS and CAC target. We are currently running with $70 CPA as a working number. Worth a session with Tyler to understand the actual lifecycle math. Three questions: (1) what is paid's share of total acquisition vs organic · this sizes the real paid CPA gap, (2) what is the 30/60/90-day customer value, (3) what does that mean for sustainable CAC and target ROAS. The 6 custom conversions are exactly the infrastructure measuring this organic-to-paid bridge. Until that math is on the table, "$156 vs $70" is paid-vs-blended apples-to-oranges. Same flavor as the parallel custom-conversion discussion in the Hayes pod (separate packet): understand the business well enough to set the right number, then go produce against it.
Strategic POV · Veloci
Running shoes built for the foot you actually have. Tyler is a runner, not a brand designer. Natural-foot-shape positioning vs Hoka over-cushioning. Authenticity over influencer signal. Every concept below earns its place by serving this argument or feeding a test that informs it.
Account · Veloci · L30 baselineCPA 2.2x over target
Small ANDG slice (14% of spend). Narrow edge over baseline (103%). Sample is too thin to claim a creative-quality story; baseline is what most of the account looks like and we are basically at parity.
Bottom line. Account at 1.13x ROAS but CPA at $156 paid · $70 blended target · over by 2.2x. Major reweight needed. Diagnostic flips the prior assumption from earlier roadmaps: Testimonial format is the actual L30 winner at 1.49x ROAS, not the "Hoka Migration / Us Vs Them" hero we had penciled in. Us Vs Them is underperforming at 0.91x. June production plan inverts the hero macro.
Three signals call it.
Signal 1: CPA at $156 paid · $70 blended target is the headline question. The 2.2x overage on a $122K account means spend is buying acquisition at a premium the LTV does not support. Authentic Tyler-founder positioning is the wedge versus over-cushioned mass-running competitors; the creative reweight has to do the work because we cannot fix CPA by reducing spend (inventory tight to end-Sept, EOS launch needs the audience seeded). Production plan reweights aggressively toward Testimonial format + Authority hook (the efficient combos) and away from Us Vs Them format (the prior hero assumption that does not hold on this data).
Signal 2: Testimonial is the actual hero format. Us Vs Them is NOT. Testimonial reads 1.49x ROAS on $12K, 60 ads · the strongest defensible format. Us Vs Them reads 0.91x on $28K, 31 ads · underperforms account average. Listicle (1.62x, n=37) and Try-On (1.74x, n=12) are directional efficient signals. The "Hoka Migration" hero macro hypothesis from prior roadmaps does NOT hold on the L30 data. June plan inverts: Testimonial becomes the M2 hero (14 assets), Us Vs Them drops to test weight at most.
Signal 3: Authority hook is the strongest defensible hook. Curiosity surprisingly UNDER-performs. Authority reads 1.72x ROAS on n=16, $4K · the strongest defensible hook by ROAS. Demographic Callout reads 2.04x on n=8, $2K · directional, promising. Curiosity reads 0.93x on n=20, $7K · weaker than expected. Storytelling at 1.12x (n=13) and Explainer at 1.18x (n=20) are solid base.
Two data holes acknowledged. (1) 50 of 414 ads (12%) untagged on intended_audience. Cut 7 reads on tagged subset only. (2) Veloci does not have an LTV custom conversion wired into Motion yet; CPA target of $70 sits with Tyler / the client team. The $70 number is the contract floor we are reading against; if LTV math says we can afford $90, that resets the diagnostic. Surface in Mon Jun 2 strategy lock.
Metric posture · Veloci · full-cycle, no perf-fee meter in flight
How we read against $156 CPA vs $70 target
Veloci is full-cycle this month with no formal performance-fee meter. The $70 CPA target is the contract floor Tyler is reading against, not a perf-fee gate on AND. The daily read is direction; the contract conversation about whether $70 is achievable on hydrogen-tier creative versus a premium running brand needs its own session.
Headline metric. CPA at 7d-click/1d-view, L7 auto Mon 8 AM. June floor target: $110 on the M2 Testimonial-Led hero macro (the format reading 1.49x today). Account floor of $156 is starting line; the lift comes from reweighting away from Us Vs Them and toward Testimonial + Authority hook.
What we are NOT doing. Not committing to the $70 target by end of June. The 2.2x overage is structural · either the LTV math supports higher CPA than $70 (in which case the contract target resets) or the brand needs a different acquisition funnel (in which case we surface that). Direction beats threshold this month. EOS launch shifts the math when it lands; we wire that conversation when the launch packet ships.
Third data hole · Hook tactic tagging at 48%
Veloci Cut 6 (hook tactic ROAS) is built on 197 of 414 tagged ads · less than half the dataset. Authority 1.72x (n=16) and Demographic Callout 2.04x (n=8) directional reads carry selection bias that the Cut 2 format-level reweight does not. Augmentation plan: same 3-source approach as H2Tab (rule-based classifier + LLM tagger + Motion escalation, 90%+ target by W2). Until tagging closes, the M2 Testimonial-Led Authority hero rests primarily on Cut 2 (Testimonial format 1.49x ROAS on n=60, statistically defensible) NOT on the Cut 6 hook signals. The hook-level reweight (Authority + Storytelling + Explainer over Curiosity) is directional pending tagging closure.
All 8 cuts · Veloci · full 414-ad L30 dataset · $122,209 spend · 1.13x ROAS · $156 CPA
Cut 1Top by spend L30Where the budget actually went. The carrying creatives. What every other cut gets compared to.
FEATURE_Naturally shaped with icons_VELOCI_SINGLE_IMAGE_M_A…
$2
0.00x
·
0%
testing
Cut 4Hook winners (thumbstop · video only · spend > $500)What is actually stopping the scroll. These hooks get extracted and tested on other creative bodies via cut 8.
LANDINGPAGE_5 Reasons Why Runners Are Switching_Veloci_FLEX…
$1,657
1.71x
$104
0%
holding
Cut 6Hook tactic comparisonWhich hook archetype is converting account-wide. Direct input into next month's brief.
Tag
Spend
ROAS
N
Thumb
Explainer
$15,649
1.18x
20
24%
Contrarian
$11,312
0.98x
5
27%
Curiosity
$6,805
0.93x
20
11%
Authority
$4,254
1.72x
16
24%
Social Proof
$3,875
1.16x
11
30%
Storytelling
$3,480
1.12x
13
36%
Demographic Callout
$2,244
2.04x
8
34%
Relatability
$1,832
0.87x
10
30%
Directive
$1,621
2.05x
6
23%
Product Introduction
$1,588
1.40x
4
22%
Question
$1,249
0.82x
18
31%
Statistic
$846
1.43x
3
17%
Cut 7Persona analysis (intended audience)Which persona each ad targets and the conversion math behind it. Decides which personas to add or kill at the macro level.
Tag
Spend
ROAS
N
Thumb
Runners
$57,436
1.14x
182
13%
None
$30,253
1.08x
50
21%
Serious Runners
$16,805
1.06x
42
10%
Runners With Pain
$5,274
1.27x
37
28%
50+ Runners/Walkers
$4,693
1.46x
10
35%
Everyday Runners
$1,491
1.52x
15
23%
Run Walkers
$989
0.18x
4
6%
Minimalist & Zero Drop Runners
$687
1.19x
4
13%
Workers On Their Feet
$608
1.73x
15
30%
Injury-Prone Runners
$572
0.91x
5
1%
Anatomical Fit Seekers
$521
1.92x
2
38%
Stability Runners
$478
0.38x
2
0%
Motion tag → AND Persona Databank mapping · Veloci
Motion's intended_audience labels are a starting point, not the answer. The mapping below routes each Motion tag to a real category persona from the AND Persona Databank. Frameworks used for performance footwear: IHRSA running, Mosaic, NPD athletic, Hartman.
M3 test · adjacent cohort with strong directional signal
Minimalist & Zero Drop Runners (1.19x, n=4)
Barefoot Believer
proprietary
EOS launch cohort · niche but core to positioning
None / untagged ($30K)
Broad targeting
·
50 ads untagged · audit interest layering at W2 read
Cut 8Frankenstein candidates (high thumbstop + low ROAS)Thresholds: thumbstop ≥ account p75 AND ROAS ≤ account median × 0.6 AND spend ≥ $500 AND not in Cut 1 top 10. Pull the hook, swap onto a winning body, ship the hybrid.
No candidates at codified thresholds (thumbstop ≥ p75 ≈ 30%, ROAS ≤ 0.6x median ≈ 0.68x, spend ≥ $500). Veloci L30 video ads are either above-median ROAS already (no Frankenstein opportunity) or below the $500 spend floor (not enough signal to trust). Pipeline grows as hook tagging closes (currently 48%) and as Trybe creator UGC layers in during June.
Veloci pipeline. Codified thresholds (thumbstop ≥ p75, ROAS ≤ 0.6x median, spend ≥ $500) surface candidates where hook earned scroll but body did not convert. Pull strong-thumbstop hooks onto Testimonial bodies (the proven format).
#
Ad name
Spend
ROAS
CPA
Thumb
State
Production Plan · June 2026 · 30 assets · Veloci
The plan, derived from the cuts
What we read. Testimonial format (1.49x ROAS, n=60) is the hero, not the prior Hoka Migration / Us Vs Them hypothesis (Us Vs Them reads 0.91x on $28K). Authority hook (1.72x, n=16) and Demographic Callout (2.04x, n=8) are the efficient hooks. Tyler founder format reads 1.11x, n=8 · steady base. Static-to-Video Hybrid (1.27x, n=14) is efficient. What the plan does. 30 assets across four macros. M2 becomes Testimonial-Led Authority HERO (replacing the prior Hoka Migration hero hypothesis). Trybe creator slate diversifies M3. EOS launch prep starts in W4.
Asset allocation · 30 total
Macro
Persona (AND Databank)
Assets
% of 30
Why this count
M1 Performance Runner maintenance
IHRSA Performance · Naturalite Runner
6
20%
MAINTENANCE. Runners cohort reads 1.14x on $57K · workhorse. Format: Founder + Testimonial. Refresh the Tyler-founder stack; do not expand.
M2 Testimonial-Led Authority HERO
50+ Runners · Everyday Runners · Veteran Runner
14
47%
HERO · NEW based on L30 data. Replaces prior Hoka Migration hero hypothesis. Anchored on Testimonial format (1.49x, n=60) + Authority hook (1.72x, n=16). 50+ Runners cohort at 1.46x and Everyday Runners at 1.52x are the persona anchors. Format mix: Testimonial + Static-to-Video Hybrid + Founder. Note: hero built on Testimonial signal of $12K spend / n=60 ads · Week 1 stress-tests the read at scale; if Testimonial ROAS holds above 1.3x with 14-asset weight by end-W2, hero call confirms; if it regresses below 1.0x, M2 reweights back.
M3 Creator-Diversity test (Trybe slate)
Runners With Pain · Workers On Their Feet
6
20%
TEST. Trybe creator slate diversifies the founder-heavy creative. Runners With Pain (1.27x, n=37) is the largest sub-cohort. Format: Montage + Testimonial. Validates whether non-Tyler creator voice can carry M2-adjacent volume.
M4 EOS launch prep
Minimalist & Zero Drop Runners · core barefoot believers
4
13%
PREP. EOS launch lands later in the year. Single-cohort seeding in June. Format: Cinematic B-Roll + Headline. Tyler founder voice on the natural-foot-shape positioning.
Total
·
30
100%
·
Format mix · driven by Cut 2 (visual format ROAS)
Visual format
Cut signal
Assets
Where it lands
Testimonial
1.49x ROAS · n=60 · WINNER
12
M2 hero · authority-led customer voice
Static-to-Video Hybrid
1.27x ROAS · n=14 · efficient
5
M2 · product feature deep-dives
Founder (Tyler)
1.11x ROAS · n=8 · steady
5
M1 + M4 · authenticity anchor
Montage
1.06x ROAS · n=24
4
M3 Trybe · creator-diversity layer
Cinematic B-Roll
1.17x ROAS · n=14
4
M4 EOS · natural-foot-shape proof
Total
·
30
·
Hook tactic distribution · driven by Cut 6
Hook tactic
Cut signal
Assets
Copy direction
Authority
1.72x ROAS · n=16 · WINNER
8
"Podiatrists recommend...", expert-led testimony
Storytelling
1.12x · n=13 · solid
6
Customer journey, Tyler origin retelling
Explainer
1.18x · n=20 · solid
6
"The foot you actually have" anatomy talk
Demographic Callout
2.04x · n=8 · directional
4
"Wide-toe-box for runners over 50", age + need callouts
Cross-tab note. The three tables above describe the same 30 assets sliced through different dimensions. Joint feasibility (e.g., can 14 M2 assets carry the Authority hook weight AND the Testimonial format weight?) gets validated at brief intake. If a combination is infeasible, intake reweights and the plan re-baselines at Tuesday lock.
Four-week ladder · ship cadence
Week 1 · Foundation
7
Authority Hook Testimonial pilot + Tyler founder recut + Wide-Toe-Box demographic callout + 4 more concepts spanning M1/M2. Ship Thu Jun 5 EOD. L7 re-pull auto Mon 8 AM.
Week 2 · Push (Hero)
10
M2 Testimonial-Led Authority hero week. The macro the data supports for scale. UGC creator footage from Trybe lands W2.
Evergreen winners locked. M4 EOS launch prep ships. EOM read auto Mon Jun 30 8 AM. July roadmap delivered EOW.
Primary approval · the plan, not the ads
Approve the allocation, format mix, hook distribution, and 4-week ladder above.
This is the strategic approval gate. The 30-asset breakdown is what we commit to producing for Veloci in June. Note the macro reweight from prior roadmaps: M2 is now Testimonial-Led Authority, not Hoka Migration. If the allocation is wrong, flag it here and the rest re-baselines.
Week 1 · Veloci · 7 concepts shipping Thu Jun 5 EOD · first slice of the 30-asset plan
Authority hook · "Why podiatrists are quietly switching their patients to Veloci" · Testimonial format · 9x16 + 4x5
Bet: Authority hook (1.72x ROAS, n=16) on Testimonial format (1.49x, n=60) is the highest-confidence combo on the L30. Replaces Us Vs Them as the hero argument. Reference: POST ID-Michael B nurse review_Veloci_SINGLE_IMAGE_LIFESTYLE_W_Ascent_Black (1.21x, $8.8K). DRI: John · founder relationship + sign-off · Asana template: v4 Post-Prod + UGC · Source: new podiatrist review capture (Trybe slate) + Tyler VO
Tyler Founder Recut · Origin Story
Storytelling hook · "Tyler started with a problem" · Founder format recut from existing reel · 9x16
Bet: Tyler founder format reads 1.11x baseline. Authentic origin retelling carries M1 maintenance volume while M2 Testimonial scales. Reference: tyler started with a problem reel_Veloci_SINGLE_VIDEO_LIFESTYLE_M_Veloci_Black (1.05x, $3.7K). DRI: Chelsea · most edits · Asana template: v2 Post-Prod · Source: existing Tyler library
Wide-Toe-Box Demographic Callout
Demographic Callout hook · "For runners over 50 with wide feet" · Static-to-Video Hybrid · 1x1 + 9x16
Bet: Demographic Callout reads 2.04x on n=8 (directional). 50+ Runners cohort at 1.46x. Wide Toe Box messaging at 1.81x on $1.9K. This concept stacks three efficient signals on a small spend base. Reference: FEATURE_Toe Box Comparison Question_VELOCI_IMAGE_PRODUCT ONLY_M_ASCENT_BLUE (0.90x, $20.2K) as format anchor. DRI: John · Asana template: v1 Full Engine · Source: product photo library + new VO
Comfort Messaging Variant
Explainer hook · "What 'comfortable' actually means for a runner's foot" · Testimonial format · 9x16
Bet: Comfort messaging reads 1.46x on $6.9K (n=54) · efficient. Explainer hook at 1.18x is solid. Pairs comfort with anatomy authority. Reference: efficient comfort-angle ads from Cut 2. DRI: Chelsea · Asana template: v2 Post-Prod · Source: testimonial UGC + Tyler explainer VO
Static-to-Video Hybrid · Product Demo
Explainer hook · "Heel-drop vs toe-rotation in motion" · Static-to-Video Hybrid · 9x16 + 4x5
Bet: Static-to-Video Hybrid format reads 1.27x on n=14. Product anatomy is the visual proof for natural-foot-shape positioning. Reference: EDUCATION_Black Rotation Heel Drop_VELOCI_SINGLE_VIDEO_LIFESTYLE (1.26x, $6.9K). DRI: John · Asana template: v1 Full Engine · Source: existing product motion library
Founder vs Hoka Test Slot · explicit falsifiable test of "can Hoka contrast survive when the format changes from Us Vs Them to Founder?" Not a hero variant.
Bold Claim hook · "Hoka cushions away the problem. We solve it." · Founder format · 9x16
Bet: Holds the natural-foot-shape positioning argument · the brand wedge · without leaning on the Us Vs Them format that L30 data shows is underperforming. Founder voice carries the argument. Test slot for whether competitive framing works in Founder format. Reference: efficient Tyler ads. DRI: John · cross-pod consult with Hayes on competitive framing · Asana template: v2 Post-Prod · Source: Tyler library
EOS Launch Teaser
Bold Claim hook · "Running shoes built for the foot you actually have." · Cinematic B-Roll · 9x16
Bet: Single-asset seeding for the Minimalist & Zero Drop Runners cohort (1.19x, n=4 directional). Plants the EOS-launch audience-build. Tyler VO on the natural-foot-shape brand POV. DRI: Hayes · cross-pod consult on launch framing · Asana template: v1 Full Engine · Source: new product b-roll + Tyler VO
Reference creative for the Week 1 concepts · Cut 1 visualized
Each Week 1 concept above is paired below with the existing Veloci ad it iterates from. Thumbnails ship when Motion pulls them next week; ad names below are the canonical Motion library references.
Week 1 concept
Reference ad (Motion library)
Ref ROAS
Ref spend
Authority Hook Testimonial
POST ID-Michael B nurse review_Veloci_SINGLE_IMAGE_LIFESTYLE_W_Ascent_Black
1.21x
$8,766
Tyler Founder Recut
tyler started with a problem reel_Veloci_SINGLE_VIDEO_LIFESTYLE_M_Veloci_Black
Mon Jun 2Strategy lock. Plan approve gate closes EOD. Cassandra v0 fires 8 AM with L7 re-pull. 7 Week 1 briefs land in Asana by EOD if plan approved. Note macro reweight: M2 is now Testimonial-Led Authority, not Hoka Migration · surface to Tyler.
Thu Jun 5Ship EOD. 7 assets live in Meta ad account by Friday morning.
Fri Jun 6W1 baseline read. Initial CPA read against $70 target; full L7 read auto Mon Jun 9 8 AM. Macro reweighting at Mon Jun 9 strategy lock based on the read.