The October creative mix for Legacybox: 5 core personas, 3 dated moments, 4 vendor lanes, with an output floor of 150 launched ads. The number that matters is the mix: hold the proportions and the volume takes care of itself.
150 is a floor, not a ceiling. Every target below is a % of total output. Every brief names a persona, a media type and an awareness stage, and either the dated offer it serves or the word Evergreen.
October does two jobs: it rebuilds the evergreen library around named personas and it stocks the two Q4 levers early (the $9 tapes flash and the gift pre-build). Every ad is a Moment or it is Evergreen.
Make the ads match the buyers, then front-load the library. Paid has been running on broad offer-first statics (41% of spend) and 55+ nostalgia UGC, with the most efficient buyers in the account (35 to 54, digitizing a parent's tapes) barely named. This model gives them lanes, caps offer creative at 20% of output, keeps the proven $9 tapes lever stocked, and lands 60%+ of the 150 in the first two weeks so winners have time to earn budget before November.
New ads with spend per month (first month a Meta ad object delivered, all lanes). Last Q4 shows what the account can absorb: 578 new ads in November at $471K. Summer settled at 67 to 168. All figures are launched ads, same unit across the chart.
The account launched 130 to 176 ads a month all spring and spend sat at $140K to $185K either way, so volume is not what has been holding spend. What changed in summer is velocity: 67 to 85 launches while purchases per dollar softened. 150 is the right floor: it restores the spring cadence, funds the new lanes, and stocks November, without asking the team for last December's 382 in one month.
* SEP = full-month pace from 8 days actual (13 launched, $45.9K). † OCT = the 150 floor. Spend line = Meta $K, Motion in-platform.
Legacybox has no researched persona map yet, so this one is built from what the account already proves: Motion audience and message tags, the age x gender read, and 10,256 Yotpo reviews. Output share is the correction to where spend sits today. Moment lanes carry the remaining 30%.
| Core persona · who is inside | Share of paid today | Oct output |
|---|---|---|
| Family Memory KeeperThe 55+ owner of the tapes, film and slides. Over-served by broad offer creative for a year; still the base, now sized to leave room for the build lanes. | ~45% of paid · 68% is 55+TODAY | 22%OF OCT OUTPUT |
| Adult Children · Sandwich GenDigitizing a parent's media, gifting it back, or clearing a house. Most efficient age bands in the account; under-built. | ~14% of paid · 25 to 54TODAY | 16%OF OCT OUTPUT |
| Grieving & LegacyLost a parent or grandparent; the tapes are the last copy of a voice. Careful, testimonial-first build. | ~1% of paid · review-ledTODAY | 8%OF OCT OUTPUT |
| Parents & GrandparentsReliving the kids' childhood with the kids. Reaction and How To formats; the account's best persona ROAS at 3.60x. | ~6% of paidTODAY | 10%OF OCT OUTPUT |
| Always-On Value BuyerThe evergreen kit-and-discount buyer. Kept as an evergreen lane, normalized down so offer creative stops being the whole account. | ~41% of paid (offer-first)TODAY | 14%OF OCT OUTPUT |
Spend share shows where the account has been; output share is where it should go. The Family Memory Keeper and the Value Buyer get less than their spend share because a year of broad offer statics already serves them. Adult Children, Parents & Grandparents and the new Grieving lane get more because they convert well on scraps and have almost no dedicated creative. As the new lanes bank data, the two columns converge.
Every persona lane and hook family in this model is checked against the review base. Left: what customers talk about. Right: how those themes land on the October lanes, with a verbatim 4 to 5 star line each. Counts are non-exclusive keyword matches over review title and text.
| Theme | Reviews | Share | |
|---|---|---|---|
| VHS / tapes | 2,694 | 26.3% | |
| Price / value | 1,187 | 11.6% | |
| Slides / photos / prints | 948 | 9.2% | |
| Film reels / 8mm / Super 8 | 908 | 8.9% | |
| Easy / simple | 881 | 8.6% | |
| Fast turnaround | 556 | 5.4% | |
| Audio cassettes / voices | 501 | 4.9% | |
| Sharing with family | 306 | 3.0% | |
| Move / declutter / closet / box | 270 | 2.6% | |
| Kids' childhood | 266 | 2.6% | |
| Parents / grandparents as subjects | 248 | 2.4% | |
| Christmas / holiday | 206 | 2.0% |
| Persona · lane | Reviews | A line customers already wrote |
|---|---|---|
| Family Memory Keeper→ Family Memory Keeper | 8538.3% OF REVIEWS | "I had VHS tapes sitting in the closet for years collecting dust. So grateful they were brought back to life." |
| Adult Children→ Adult Children | 2242.2% OF REVIEWS | "I trusted Legacybox with my mom’s 16mm film from her wedding. The service exceeded my expectations!" |
| Grieving & Legacy→ Grieving & Legacy (new lane) | 1661.6% OF REVIEWS | "I recently lost my mom and these films bring back so many great moments and memories." |
| Parents & Grandparents→ Parents & Grandparents | 2612.5% OF REVIEWS | "Really great to see all my children so many years ago they are all grown now ;)" |
| Gift Giver→ Q4 Gift Pre-Build | 2782.7% OF REVIEWS | "Love watching all of the old family movies, sent everyone in the family the movies as a Christmas gift!!" |
| Nervous First-Timer→ Adult Children sub-persona | 1011.0% OF REVIEWS | "I was very nervous sending my film reels off, but I was kept informed during the entire process!" |
| Mover / Declutterer→ Adult Children sub-persona | 880.9% OF REVIEWS | "All my photos were lost when I moved, and all I had were the VHS tapes. PRICELESS" |
Turnaround / waiting 926 (25% of 1 to 2 star) · Customer service 493 (13% of 1 to 2 star) · Lost / missing items 297 (8% of 1 to 2 star) · Output quality 290 (8% of 1 to 2 star). Do not sell speed the plant cannot deliver in Q4; sell tracking, care and the protection plan instead, and keep any turnaround claim to the stated processing window.
The first decision on any brief. A Moment ad is built for a dated window and retired when it closes. An Evergreen ad runs always-on against a persona's durable pain (the player is gone, the tapes are fading, the box has moved four times). The split is the target proportion of total output.
If a brief cannot name the dated offer it is for, it is Evergreen, and it should lead with a persona pain, not a price. Promo creative runs 3.59x today, which is exactly why the cap matters: an account that lives on offer creative sags the week the sale ends, and Sept and Oct have no big sale to lean on.
Each window's share of the 45 moment ads, weighted to revenue impact. Assumed from the 9/2 and 9/8 syncs; dates update when the promo calendar sheet is shared.
| Window · what is in it | % of moments | IMG / VID |
|---|---|---|
| 1$9 Tapes 72-Hour FlashFLAGSHIPDate TBC (promo calendar). $9 per tape or reel, 72 hours only. Offer-first statics plus 2 to 3 UGC 'I sent 20 tapes for $180' cuts. Everything approved 5 days before it opens; retired when it closes. | 40%≈18 ADS | 13 / 5 |
| 2Halloween · What's On The TapeOct 20 to 31. Seasonal skin on evergreen nostalgia: costumes from 1994, the haunted-house home video, 'you don't know what's on that tape'. Pairs with the evergreen 50% off. | 20%≈9 ADS | 6 / 3 |
| 3Q4 Gift Pre-BuildBuilt Oct 15 to 31 · live Nov 1. 'The gift that makes them cry.' Gift-box statics, unboxing and reaction UGC, ships-by-Christmas urgency held for November. Built now so November's calendar opens stocked. | 40%≈18 ADS | 9 / 9 |
| Σ All Moments | 100% ≈45 ADS | 28 / 17 |
Stock the flagship before the window, and give Shelby a five-day rule. The $9 tapes kit needs approval five days before the 72-hour window opens, and it retires the morning it closes. The Halloween skin runs Oct 20 to 31 on evergreen budgets. The gift pre-build is produced Oct 15 to 31 and launches Nov 1, so November opens with a library rather than a brief.
The share of total output each lane should get. Ad counts at the 150 floor are for reference; scale to actual volume. Gold = new lanes and moment lanes · lavender = lean-in lane.
| Persona / lane | % of output | Share | # at 150 |
|---|---|---|---|
| Family Memory KeeperCORE | 22% | 33 ads | |
| Adult Children · Sandwich GenerationLEAN IN | 16% | 24 ads | |
| Grieving & LegacyNEW LANE | 8% | 12 ads | |
| Parents & Grandparents · Relive the Kids | 10% | 15 ads | |
| Always-On Value BuyerCORE | 14% | 21 ads | |
| $9 Tapes Flash SaleMOMENT | 12% | 18 ads | |
| Halloween · What's On The TapeMOMENT | 6% | 9 ads | |
| Q4 Gift Pre-BuildMOMENT | 12% | 18 ads | |
| Total | 100% | 150 floor |
Each % is anchored to Motion 90-day performance, the demographic read, the review base, or the October calendar. This is the brief-level why for Chris, Annabeth and the vendors.
The closet-of-tapes owner, 55+, usually her. She is 68% of Meta spend today (65+ women alone are $116K) and converts at 2.5 to 2.9x on evergreen. Still the largest lane, but output normalizes from the ~45% of paid it has been drifting toward, so the newer lanes get built.
The 35 to 54 buyer digitizing a parent's tapes, often as a gift or before a move. Smallest big segment, best efficiency: 35 to 44 men 4.21x, 35 to 44 women 3.26x, 25 to 34 women 3.54x on only 14% of spend. Reviews are full of them ('my parents' 1987 VHS wedding tape').
Loss is the most emotional review theme (143 deceased-loved-one mentions, 'see them as they were') and the review-angle sheet shows Grief UGC already at $14.8K. Motion has one tagged creative at 0.76x, so this is a careful build: 12 ads, testimonial-led, gentle tone, no urgency mechanics.
'Loved the look on my mom's face.' The reaction moment lane: 3.60x on $36K, third-best persona tag in the account, under-supplied at 6% of spend. Reaction video and How To formats already prove out here.
The evergreen 50%-off / kit buyer reached with offer-first statics. Affordability and Value carries 41% of spend at 3.43x and Offer-First Banner 39% at 3.48x. Kept as its own evergreen lane so the account never depends on a dated sale to convert.
The 72-hour $9 tapes flash mechanic is Legacybox's proven lever: $9 Tapes creative ran $85.7K at 3.49x over 90 days and the Chris_$9Tapes Hands static alone did $48K at 3.18x. Built early so the window opens fully stocked. Window date pending the promo calendar.
The one October cultural hook: old Halloween home videos, costumes from 1994, 'find out what's on the tape'. Light seasonal skin on evergreen nostalgia, not a discount moment. Clifford named Halloween as a tentpole he would have built for.
Built in October, launched into early November: 'the gift that makes them cry' for the sentimental gift giver. Gifting is 2.2% of spend today; Sentimental Gift Givers ran 3.96x on scraps. Last November launched 578 new ads, so the library has to exist before the calendar gets tight.
Every core persona is allocated below the parent, so every brief targets a specific human and situation; none targets 'people with old tapes'. The Family Memory Keeper splits by the object in the closet; Adult Children splits by the situation that triggers the order. Counts at the 150 floor; scale to volume.
| Sub-persona · how to brief it | # ads |
|---|---|
| VHS & Camcorder TapesThe biggest media type: 26% of all reviews mention tapes. 'The player is gone, the tapes are not.' | 10 |
| Film Reels · 8mm / Super 8'My grandfather's reels from 1962.' Oldest media, highest emotional charge, strongest urgency without a discount. | 6 |
| Photos, Slides & Prints948 review mentions. Bulk photo scanning ran 3.39x on $5.7K; the closet-of-shoeboxes buyer. | 6 |
| Audio Cassettes & Voices'Hearing my dad's voice again.' 501 reviews; Sherri's audio-cassette UGC ran 2.76x. Nobody in the category owns it. | 4 |
| The Degrading TapeUrgency without a price: tapes lose signal, mold, and players break. Problem-aware statics and 10s cuts. | 4 |
| The Retiree Project'Finally have the time.' 65+ women are 23.5% of spend; the weekend-project framing, kit walkthrough included. | 3 |
| Σ Family Memory Keeper | 33 |
| Sub-persona · how to brief it | # ads |
|---|---|
| The Gift-Back ChildDigitizes the parents' wedding or childhood tapes and gives it back. Bridges into the Q4 gift lane. | 6 |
| The Move & Downsize HelperClearing the parents' house; 270 move/declutter reviews. Spring Cleaners tag ran 6.13x on $5.7K. | 5 |
| The Nervous First-Timer'I was nervous mailing my only copies.' Trust and Security angle runs 3.77x; tracking, barcodes, $1,000 protection. | 5 |
| The Sibling Surprise'Surprised my middle-age siblings with video Dad took 50 years ago.' Share-with-family payoff, group-chat framing. | 3 |
| The Wedding Tape'My parents' 1987 VHS wedding tape.' One object, one story; the most quoted single hook in the reviews. | 3 |
| The Family HistorianOrganizing the whole archive: cloud gallery, sharing, tagging. Product-aware; feeds the Cloud subscription. | 2 |
| Σ Adult Children · Sandwich Generation | 24 |
Turnaround and customer service drive most 1 to 2 star reviews (926 and 493 mentions). Do not promise a turnaround the plant cannot hit in Q4; lead trust creative with tracking, barcodes and the protection plan, and keep any 'fast' claim to the stated processing window.
The three remaining evergreen lanes. Grieving & Legacy is built with care (no countdowns, offer in the last frame); Parents & Grandparents is the reaction lane; the Always-On Value Buyer gets the offer-first statics that carry the account, split so the price is never the only message.
| Sub-persona · how to brief it | # ads |
|---|---|
| Recently Lost a Parent'I recently lost my mom and these films bring back so many great moments.' Testimonial-led, no countdown, offer in the last frame. | 5 |
| Grandparents, Young Again'I got to see my grandfather and grandmother when they were young.' Reels and slides; wonder, not sadness. | 3 |
| The Voice on the TapeAudio cassettes and camcorder audio: the last recording of a voice. Sound-led UGC, captions on. | 2 |
| Memorial & Celebration of LifeDigitizing for a service or a slideshow. Gentle, practical: turnaround stated as the processing window, no rush claims. | 2 |
| Σ Grieving & Legacy | 12 |
| Sub-persona · how to brief it | # ads |
|---|---|
| Watch It With The KidsReaction video: the family on the couch watching 1996. Relive Memories angle runs 3.50x; Reaction formats prove out here. | 5 |
| Kids Now Grown'Really great to see all my children so many years ago, they are all grown now.' Empty-nest framing, 55 to 64. | 4 |
| Grandkids Meet Grandpa at 20Three generations in one clip. Sharing-with-family payoff; the cloud gallery as the family album. | 3 |
| Milestone MomentsFirst steps, birthdays, graduations, the school play. Montage cuts and How To (3.13x) for the 'what do I send' question. | 3 |
| Σ Parents & Grandparents | 15 |
| Sub-persona · how to brief it | # ads |
|---|---|
| Kit Price ExplainerWhat is in the 10 and 20-item box, what it costs per item. Offer-First Banner statics run 3.48x; the BOF workhorse. | 6 |
| The Value StackUSB plus cloud plus protection plan plus round-trip shipping. 'Over $550 in value' framing from the America250 copy. | 5 |
| Compare the AlternativesDIY capture cards, big-box drop-off, local shops. Us vs Them ran 3.79x on small spend; keep claims factual. | 4 |
| Objection ClosersTurnaround, safety, tracking, 'what if a tape is blank'. Trust and Security 3.77x; closing creative inside the consolidated structure. | 4 |
| Bulk & Multi-BoxThe 40-item and repeat buyer: 'sending off movies weekly'. Bulk photo scanning 3.39x; AOV lift lane. | 2 |
| Σ Always-On Value Buyer | 21 |
Persona → sub-persona → media type → awareness stage → format → offer → destination. Example: Adult Children → The Nervous First-Timer → VHS → Product Aware → static → evergreen 50% off → digitizing-kit PDP. File name Vendor_Persona_Angle (e.g. Chris_AdultChildren_NervousFirstTimer), logged in the Ad Log as In Production → Ready for Build → Ready for QA. Default destination is the kit PDP: the homepage takes 29% of spend at 2.66x while the digitizing-kit PDP runs 3.57x and the $9 tapes PDP 3.64x.
The specific humans inside the core personas, pulled from review language and the account's own tags. These are briefing lenses: every concept in the companion Creative Plan names one where it applies.
Shoeboxes of tapes and slides she has moved four times. Fronts Family Memory Keeper; the reaction moment is her seeing 1978.
'My parents' 1987 VHS wedding tape.' One object, one story, two generations. Bridges Adult Children into Grieving & Legacy.
'I was nervous mailing my only copies.' Barcodes, tracking, $1,000 protection, digitized in the USA.
Clearing the house, the garage, the parents' basement. Declutter plus preserve; fits Oct move season.
Service photos, letters, reels from deployment. Military Families tag is tiny today; a natural Nov 11 lane built in October.
Buyer is not the owner of the tapes. 'The gift that makes them cry' for the parent who has everything.
The Grandma With The Closet fronts Family Memory Keeper · The Wedding Tape and The Nervous First-Timer live in Adult Children · The Mover spans both · The Military Family is the Nov 11 lane built in October · The Gift Giver fronts the Q4 pre-build. Micro-personas share their parent lane's count; they are how the % gets spent, not a new line item.
The % of output aimed at each funnel stage, with the 90-day ROAS (mapped from Motion messaging themes and visual formats) that justifies it. Legacybox is a considered, educational purchase, so 65% of output sits above Product Aware.
| Awareness stage | Oct % | 90d ROAS | Verdict | The recommendation, and why |
|---|---|---|---|---|
| Unaware | 15% | 1.99x | hold small | Pure nostalgia and connection. Motion's biggest underperformer (Nostalgia format $115K at 1.99x) because it rarely pairs a problem or an offer. Keep it, but every Unaware ad needs a turn to 'the tape is degrading'. |
| Problem Aware | 30% | 2.64x | lead | Legacybox 'needs a bit more education': the player is gone, tapes fade, the box has moved four times. Emotional Legacy 2.88x, Urgency 2.39x. The backbone of the persona lanes. |
| Solution Aware | 20% | 3.28x | lean in | 'You can mail them and get a USB back.' Accessibility / Modernization 3.19x, Preserve Memories 3.37x, How To 3.13x. The bridge for every new lane. |
| Product Aware | 15% | 3.40x | lean in | Why Legacybox: 15 years, 1.5M families, digitized in the USA, tracking and protection. Trust and Security 3.77x, Before and After 3.10x, Demo 4.54x on small spend. |
| Most Aware | 20% | 3.46x | hold (offer) | Offer-first: $9 tapes, 50% off, the kit price. Affordability 3.43x and Offer-First Banner 3.48x carry the account; capped at 20% so the mix does not become a permanent sale. |
Format signals awareness regardless of the theme tag: a Sherri testimonial functionally meets a cold viewer. Use these percentages to brief the balance of the funnel, not as a hard contract on every ad. Most Aware's 3.46x is offer-driven and reads higher in a sale month.
Spend share and ROAS are trailing-90-day Motion asset types (boosted posts, 10% of spend at 3.49x, are excluded from the family bars). The October target % is what each format's share of output should be. lavender = video · coral = image.
| Format | 90d spend share | ROAS | Oct target | Verdict |
|---|---|---|---|---|
| UGC Video vid | 2.80x | 27% | Volume engine, below account ROAS. Hold, raise the hook and offer bar | |
| Lifestyle Image with Text img | 3.47x | 25% | The statics workhorse. Make more | |
| Product / Offer Image with Text img | 3.47x | 17% | $9 tapes, kit price, America250-style banners. Make more | |
| High Production Video vid | 3.47x | 6% | Podcast clips, Today Show, brand spots. Grow | |
| Lifestyle-Product Static img | 1.89x | 5% | Kit-in-hand shots; weakest static family. Trim | |
| Partnership / Whitelisted UGC (subset of UGC) vid | 2.87x | 5% | WL ads $62K at 2.87x vs 1.94x non-WL. Grow via dynamic identity | |
| Text-Only / Social-Comment Static img | 5.02x | 4% | One creative at 5.02x on $6.3K. Test more | |
| Hybrid (Static-to-Video) vid | 1.77x | 3% | Middling. Hold small | |
| Carousel img | 1.87x | 3% | Media-type storytelling (tapes, reels, slides). Test | |
| Animation / Explainer img | n/a | 3% | 'What happens to your tapes' explainer; the stated production gap. New | |
| GIF / Motion Static img | 1.11x | 2% | Countdown and price-reveal GIFs for the flash window. Test | |
| IMAGE family | 52% spend · 3.49x | strong | → 55% | Efficient and under-supplied → rebalance up |
| VIDEO family | 37% spend · 2.62x | mixed | → 40% | UGC volume engine → hold, raise the bar, whitelist more |
| CAROUSEL + GIF | 0.8% spend | thin | → 5% | Small, deliberate tests |
UGC is 30% of spend at 2.80x while every static family that leads with an offer or a before-and-after runs 3.47x, so October rebalances to 55% image / 40% video / 5% carousel and GIF. Chris and the new vendor lane carry the statics; UGC stays the reach engine, with more of it whitelisted (2.87x vs 1.94x on the brand handle).
Pick a row and a column to get a brief. Counts at the 150 floor; scale to your volume. Color intensity = priority weight within the row.
| Persona / lane | Primary awareness | Static | Video | Carousel | GIF | Total |
|---|---|---|---|---|---|---|
| Family Memory KeeperCORE | Problem / Solution | 16 | 14 | 2 | 1 | 33 |
| Adult Children · Sandwich GenerationLEAN IN | Problem / Product | 12 | 10 | 1 | 1 | 24 |
| Grieving & LegacyNEW | Problem Aware | 4 | 8 | · | · | 12 |
| Parents & Grandparents · Relive the Kids | Solution / Product | 7 | 7 | 1 | · | 15 |
| Always-On Value BuyerCORE | Most Aware | 15 | 4 | 1 | 1 | 21 |
| $9 Tapes Flash SaleMOMENT | Most Aware | 13 | 5 | · | · | 18 |
| Halloween · What's On The TapeMOMENT | Unaware / Problem | 6 | 3 | · | · | 9 |
| Q4 Gift Pre-BuildMOMENT | Solution / Most Aware | 9 | 9 | · | · | 18 |
| Total · 150 floor | Static 55% · Video 40% · Caro 3% · GIF 2% | 82 | 60 | 5 | 3 | 150 |
"Family Memory Keeper × Static × 16" means 16 statics split across the six media-type and situation sub-personas on the sub-persona slides. The companion Creative Plan workbook breaks every cell into named concepts with briefs; this matrix is the summary view.
All four creative lanes, with 90-day performance context. 1) Find your card 2) read the % mix 3) multiply by your committed volume 4) split across the persona % (view 1) and name the sub-persona on every brief. The 150 is a floor; hold the proportions.
$9 Tapes flash kit ~25% · Always-On Value offer statics ~25% · Family Memory Keeper media-type statics ~25% · Adult Children + gift pre-build statics ~25%.
One request sheet, not ad-hoc asks: every static names a persona, a media type (VHS, reels, slides, audio) and an awareness stage. Before-and-after and collage skeletons are proven (3.10x, 4.24x); make the upper-funnel statics say more.
Adult Children + Grieving testimonials ~35% · Family Memory Keeper reaction and unboxing ~30% · Parents & Grandparents 'watch it with the kids' ~20% · gift pre-build ~15%.
Cast 35 to 54 for the sandwich-generation lane, not only 55+. Brief the first 3 seconds around a real tape, reel or cassette; pair every nostalgia hook with the evergreen offer in the last 5 seconds. Three hooks per shoot, 15s and 30s cuts.
Creator-handle versions of the best UGC ~60% · timekeepers / holiday handles ~25% · podcast and press clips ~15%.
Run new partnerships through dynamic identity with 30/60-day windows and ad-level end dates; dupe winners into evergreen on the Legacybox page. Naming stays Vendor_Persona_Angle so the scorecard can grade the lane.
Persona statics ~50% · animation / explainer ~20% · high-production reaction and story cuts ~20% · carousel and GIF tests ~10%.
The audition month. Ship against the proven offer-first and before-and-after skeletons, human-crafted (no amateur AI on Legacybox), get graded on the scorecard, earn share in November. Confirm the committed count once the vendor is selected.
Meta in-platform data via Motion, classified by ad-name convention (Chris_, UGC creator names, WL, Juho / RevivedAd / FLEX, Dottob). The grade weighs two lenses: 90-day blended ROAS AND the August launch cohort, because a strong blended number can ride on a few old winners. Account blended: 3.09x on $493K.
| Lane · feedback | 90d spend | 90d ROAS | Aug launches | Grade |
|---|---|---|---|---|
| Chris · In-House StaticsAbove the account benchmark on blended and the most reliable new-winner producer in August (3 of the month's 6). The $9 Tapes Hands static is still doing the heavy lifting; October's job is upper-funnel statics that earn spend without a price. Feedback: earns share. | 3.12x | 17 launches · 2.91x · 3 wins | B+ | |
| In-House Media · Remakes, Relaunches, FlexJuho email remakes (4.03x) and RevivedAd relaunches (3.80x) are the best-performing lane in the account; the August FLEX groups re-serve older winners at 2.71x. Blended is strong because the old hits are strong. Feedback: keep relaunching, but the winners need successors. | 3.39x | 16 launches · 2.71x · 1 win | B+ | |
| Insense UGC · AnnabethThe volume lane. Blended sits below benchmark, pulled down by non-whitelisted UGC at 1.94x, while August's 25 launches are already at 3.19x on a small sample with 2 early winners. Feedback: hold share, raise the hook and offer bar, cast younger for the Adult Children lane. | 2.44x | 25 launches · 3.19x · 2 wins | B | |
| Dottob · Video ProductionThe June archival-footage batch and the 6/19 hook-test batch did not adopt spend (1.54x on $20K). Feedback: a narrow, template-backed assignment (one before-and-after story cut) and one month to convert, or the lane retires. | 1.54x | 6 launches · no spend adopted | C | |
| Other / Legacy NamesPre-convention names: the Today Show clip (4.67x), 2025 LB/MK/TCF batches, BOGO New Year. Strong but unattributable. Action: rename into Vendor_Persona_Angle this month so November grades every dollar. | 4.13x | 0 launches | n/a |
Grade → share → re-grade. A-grades earn volume share next month; B holds; C gets a narrow, template-backed assignment and one month to convert. Grading basis: 90d blended ROAS vs the 3.09x benchmark and the last-month launch cohort (ROAS plus count of new winners at $300+ spend at or above account ROAS). New-winner production is what keeps a lane alive when the old hits fatigue. One fix first: 12% of spend still runs on pre-convention names; rename into Vendor_Persona_Angle so November grades every dollar.
The actionable layer: each move names a share, an angle, and an owner.
A newly rebuilt account learns fastest when the library lands early. Aim for 90+ of the 150 live by Oct 14 so winners have three weeks to earn budget before the November calendar tightens.
The most efficient age bands in the account get a named lane, four sub-personas and casting that matches. Statics for the nervous first-timer, UGC for the gift-back child.
Build it with care: real review language, no countdowns, no price in the hook. The offer lives in the last frame. Legal and brand pass on every script.
The proven lever. Offer-first statics plus a countdown GIF and three UGC cuts, approved five days before launch. Retire everything on close so evergreen does not inherit a dead price.
'The gift that makes them cry.' Gift statics, unboxing and reaction UGC, ships-by-Christmas urgency saved for later. The library exists before the calendar gets dense.
Every image dollar returned a third more than video, and statics are the stated production gap. Chris plus the new vendor lane carry it; UGC stays the reach engine.
Pure nostalgia is the biggest underperformer in the account. Keep the emotion, add the problem ('the player is gone') and the evergreen offer in the close. Test before scaling.
Female-led casting stays default. Add the adult daughter or son on camera with the parent for the reaction lane, and a 35 to 44 male voice for the value and trust statics.
The 150 floor was set by Max against the 13-month run-rate and last Q4's absorption. The % splits come from Motion 90-day performance first, then the demographic read, the review base, the sync notes and the October calendar. Refreshed weekly; targets reset the first Tuesday of each month.
| Output floor (set by Max) | 150 launched ads |
| Committed pipeline | 50 Chris + 40 Insense UGC + 20 partnership + 40 external (TBD) |
| Vendor grading cadence | 1st Tuesday · grades move next month's share |
| Moments / Evergreen | 30% / 70% |
| Image / Video / Carousel-GIF | 55% / 40% / 5% |
| Persona architecture | 5 core · 25 sub · 6 micro (Motion tags + reviews) |
| Trailing Meta spend (Aug) | $155K · Sept pace ~$172K |
| 90d Meta ROAS (in-platform) | 3.09x on $493K · 7,625 purchases |
| Statlas incrementality | Meta 1.2x · blended target ~1.84x |
| October revenue / aMER goal | TBD · from the Statlas forecast |
| Motion · 90d SPEND + glossary | 429 creatives · persona / format / theme ROAS |
| Motion · age x gender | casting read |
| Motion · 13 months by ad | volume chart (new ads with spend per month) |
| Motion · 90d by lane | scorecard (blended + August cohort) |
| Yotpo Reviews Export 2023-26 (Shelby) | 10,256 reviews · theme shares · persona map · verbatim hooks |
| Meta Ad Angles Based on Reviews | review-theme x format spend |
| Onboarding + weekly sync notes | vendors, gaps, Q4 posture |
| Promo calendar | moment windows (pending the shared sheet) |
| Companion Creative Plan | 150-row workbook · Google Drive |
| Cadence | Weekly · Tuesdays 11am PT |
Moment window dates are assumed from the 9/2 and 9/8 syncs until the promo calendar sheet is shared. Sub-persona counts (25 across the five evergreen lanes) are a first allocation, re-paced as data lands. The external vendor lane's 40 ads are a placeholder until the vendor and committed count are confirmed. Supermetrics does not yet prioritise the Legacybox ad account, so volume and scorecard figures are Motion's Meta pull; both are the same in-platform data.
These are proportions, not quotas. 150 is the floor and we expect to exceed it. Whatever the lanes ship, hold the mix, and make every brief name its persona, media type and awareness stage. The companion Creative Plan workbook in Google Drive turns this into named, briefed concepts.