A floor of 150 launched ads, produced internally. The number that matters is the mix.
150 is a floor, not a ceiling. Every target below is a % of total output — whatever ships (floor + vendor commits), hold the proportions.
Every ad is a Moment (built for a dated window, retired when it closes) or it's Evergreen (always-on against a persona's durable pain). August triples output, holds the house split, and bakes in Max's directives: congruent ad→PDP routing, vegan-up-front clarity, and a Shark Tank UVP rework.
Scale the proven engine 3x, and aim it at named humans. July shipped 30 ads that ran 1.76x with 15 new winners — the machine works, it's just been underfed. August floors at 150 internal ads, adds ~50 vendor ads on top, routes every ad to the product page for its set, and spends the new volume on product-proof statics (2.37x) instead of vague celebrity video (0.92x).
Unique ads launched per month (distinct ad names with spend, Meta). The testing engine peaked in April–May, then slipped two straight months — July shipped 30. August's 150 floor is a deliberate regime change, not a run-rate extrapolation. All figures are launched ads, same unit across the chart.
This floor is a capacity bet, not a trend line — internal believes it can produce ~150, so the model plans for it. The risk isn't creative quality (July's cohort proves the hit-rate); it's mix discipline at speed. That's what this deck is for: at 5 ads a day, the percentages are the only thing standing between a system and a spray.
† AUG = the 150 floor (month in flight — 5 launched through Aug 3, not shown). Spend line = Meta $K.
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 split is the target proportion of total output.
If a brief can't name the dated offer it's for, it's Evergreen — and it should lead with a persona pain, not a discount. Promo creative runs 1.89x here, which is exactly why the cap matters: an account that lives on offers collapses when the sale ends. Rebel's evergreen product-proof already out-earns it (2.37x statics) — protect that engine, especially at 150-ad speed.
Each window's share of the ~38 moment ads, weighted to revenue impact. The Fromagier drop is already live; the Send-Off window and Birthday dates are assumed — confirm against the calendar.
| Window · what's in it | % of moments | IMG / VID |
|---|---|---|
| 1August Fromagier DropFLAGSHIPAug 1–31 · live. Strawberry Basil Fromage reveal — already launched. Complete the kit: drop static (live), drop video, lineup carousel, and the last-call RMK for the final week (the 5.35x pattern from July). | 40%≈15 ADS | 11 / 4 |
| 2Summer Send-OffAug 18–31 *assumed*. The summer angle with an expiry date: last boards of the season, cookout tables — smoked cheddar on the burger, pimento on the side — close-out energy. Smokehouse Sizzle (2.87x) is the template — flavor-hero statics with urgency, not discounts (unless the calendar says otherwise). | 40%≈15 ADS | 10 / 5 |
| 3Birthday Angle RelaunchAug 11–31. Re-briefed birthday lane per Max: gifting-experience frame, clear offer, 'the cheese cake they'll actually remember.' Small, disposable batch — if the re-brief can't beat 1.3x it goes back on the shelf. | 20%≈8 ADS | 6 / 2 |
| Σ All Moments | 100% ≈38 ADS | 27 / 11 |
The Fromagier kit completes first — the drop is live but the video, lineup carousel and last-call (the 5.35x pattern) aren't built yet. Send-Off assets need approval by Aug 15 for an Aug 18 open. Birthday is the low-pressure lane: small batch, mid-month, and it has to out-run its 0.85–1.3x history to earn a September slot.
The share of total output each lane should get. Ad counts (at the 150 floor) shown for reference — vendor ads on top follow the same percentages. Gold = lean-in / moment lanes. Lanes are derived from Motion audience tags + demographics — no client persona research exists yet, so treat these as v1 pending research and VOC.
| Persona / lane | % of output | Share | # at 150 |
|---|---|---|---|
| The Dairy-Free FoodieLEAN IN | 20% | 30 ads | |
| The Cheese-Loving SkepticNORMALIZED | 16% | 24 ads | |
| The Committed VeganNORMALIZED | 13% | 20 ads | |
| The Entertainer & Gift GiverLEAN IN | 13% | 19 ads | |
| The Rebel RegularLEAN IN | 13% | 19 ads | |
| August Fromagier DropMOMENT | 10% | 15 ads | |
| Summer Send-OffMOMENT | 10% | 15 ads | |
| Birthday AngleMOMENT | 5% | 8 ads | |
| Total | 100% | 150 floor |
Each % is anchored to Motion 90-day performance, Max's notes, and the August calendar. One structural note: 32.5% of current spend is tagged "Broad" at 1.95x — targeting can stay broad, but every brief now names the human it's for. This is the brief-level "why" for the creative team and vendors.
The biggest durable lane: people who dropped dairy for their gut, their skin, or their kid — and miss real cheese every day. Motion's Dairy-Free Consumers + Health-Conscious tags carry ~16% of 90d spend with loud winners inside (the 'Mozzarella Pizza' recipe ad 4.07x, Brie Unboxing 1.56x — ad names, not brand positioning: Rebel sells artisan wheels and wedges). August adds the Starter Kit concept — a first-timer bundle priced off the AOV histogram — as this lane's front door.
The flexitarian who loves dairy cheese and doubts vegan cheese can be good. Two directives from Max shape this lane: iterate on the Shark Tank ads with a much clearer unique value proposition (the footage stays, the vague authority framing goes — $53K at 0.92x proves the current cut doesn't work), and lead with question-hook taste-proof, which runs 4.43x vs Authority's 0.86x.
The core identity buyer — already convinced on ethics, shopping on craft and flavor. Vegans tag: 11.5% of spend at 1.51x, with the account's single best ad living here (Mozzarella Drop, 4.7x). Hold share; keep feeding drop-news and artisan-craft angles.
Boards, boxes and occasions — Entertainers ran 1.86x and every dated box converts (Memorial Day 2.23x, July 4th 1.61x). August ships Max's Build-Your-Own-Board concept — an interactive pick-your-cheeses experience, natively suited to carousel — and seeds Q4 gifting early.
Returning customers and Fromagier subscribers — 10.7% of spend at 2.00x, the most efficient persona tag in the account. The 'Mozzarella Available Solo' playbook (2.2–3.0x) shows what works: product-news statics that treat the base like insiders.
The monthly subscription-box drop — already live with the Strawberry Basil Fromage creative. Proven machine: July's drop static carried $26.7K at 1.51x and last-call creative ran 5.35x. Full kit: drop static, drop video, lineup carousel, last-call RMK.
Max's summer angle, given a dated frame: last-of-summer boards, cookout tables (smoked cheddar + pimento), and a late-August close-out window (assumed — confirm dates). Summer-tagged creative ran 1.95x and the Smokehouse Summer Sizzle static is the account's #2 winner at 2.87x.
Max's call to rebuild the birthday lane. The concept has real spend history ($15K+) but weak returns (0.85–1.3x) — the angle is right (there's always a birthday), the execution isn't. Re-brief with the gifting-experience frame + a clear offer, and treat 'birthday' as the hook, not the product.
The specific humans inside each evergreen lane — briefing lenses, not budget lines. Micro-personas share their parent lane's ad count; they're how the % gets spent. Derived from Motion audience/angle tags, the demographic read (women 35–65+ ≈ 70% of spend), and Rebel's own positioning (award-winning cultured cashew cheese · deli + gifting + Fromagier subscription). Validate against VOC when the review export lands.
Quit dairy for their stomach, not their values. Recipe-proof frames — caprese with fresh mozzarella, baked brie, creamy pasta — 'your gut called, dinner's back.'
The household shopper making family food safe. Factual allergen clarity, family cheese-board-night payoff. No safety claims — just clean labels shown plainly.
Dropped dairy on a dermatologist's or influencer's advice and misses cheese most at 9pm. 'You gave up dairy, not joy' framing.
Doing a reset month; needs a bridge that doesn't feel like sacrifice. Starter Kit is literally built for them — priced off the AOV histogram.
Their whole objection is a bad 2019 shred. 'This isn't the vegan cheese you tried' — cultured, cave-aged, cut from a wheel. Contrast is the hook.
Chases craft — cave-aged, cultured, award-winning beats 'vegan' for them. Lead with the deli case, not the diet.
Warm from TV but the current cut wastes it (0.92x). Re-cut around one sharp claim per version — the UVP rework lane.
Not vegan, lives with one. It has to pass *their* palate at the shared table. 'One board you'll both fight over.'
Nostalgia is the lever: the cheeses they said goodbye to, back. 'Some people give up cheese. You found better cheese.'
Highest cheese-missing pain in the market. Drop-news and 'first brie in months' unboxing emotion.
Builds boards for the feed; limited drops are content. Mozzarella Drop (4.7x) proved this lane — keep feeding drop announcements.
Sends boxes to vegan friends who never get good food gifts. Gifting Experience angle, minus the birthday clutter.
The hostess whose boards are her signature. Build-Your-Own-Board is hers — interactive pick-your-six, carousel-native.
Solves the real dinner-party problem: one board everyone can eat. 'Nobody asks which side is theirs.'
Sends birthdays and holidays by mail — the Birthday Angle's best audience. Gifting frame + arrival-moment proof.
Orders for groups and wants it effortless and impressive. Boxes and boards sized for a crowd; seeds Q4 corporate gifting.
Opens the box like a magazine. Strawberry Basil Fromage reveal, next-month teasers, subscriber-first language.
Buys mozzarella on repeat. 'Available solo' product-news statics (2.2–3.0x) are literally their lane.
Fear of missing a flavor is the motor. Last-call and 'back for August only' urgency — the 5.35x RMK pattern.
Two-plus orders, no subscription. The conversion math static: 'your last 3 orders vs the Fromagier price.'
Every brief names a lane and a micro-persona. "Skeptic × Burned-Before Buyer × static" is a complete creative assignment — the persona sets the pain, the micro-persona sets the language, the matrix sets the format. Vendors: pick micro-personas nobody is covering yet before doubling up.
The % of output aimed at each funnel stage, with the 90-day ROAS (mapped from Motion messaging themes + hooks). Unaware doubles to 18% per Max — the extra reach ships in the suggested statics formats, wearing the vegan label up front.
| Awareness stage | Aug % | 90d ROAS | Verdict | The recommendation, and why |
|---|---|---|---|---|
| Unaware | 18% | 1.37x | build — per Max | Deliberately increased: broad 'cheese that happens to be vegan' reach in the suggested statics formats — and per Max's directive, the creative says vegan up front ('not real cheese') so the click is qualified before the PDP. |
| Problem Aware | 17% | 1.09x | build | 'You miss cheese' — the dairy-free pain lane. Ran 0.99x on one heavy UGC ad; the fix is sharper hooks, not less share. The Dairy-Free Foodie + Starter Kit live here. |
| Solution Aware | 25% | 1.60x | hold | Taste-proof: No Compromise 1.74x + Superior Plant-Based Alternative 1.49x. The Skeptic conversion layer — question hooks, real reactions, and the reworked Shark Tank UVP. |
| Product Aware | 28% | 2.10x | lean in | The engine: product/flavor statics (2.37x as a format, Specific Flavor 2.87x, Mozz Solo 3.0x). Product news, flavors, drops — each ad congruent to its set's product page. |
| Most Aware | 12% | 1.89x | lean (offer) | Offers + last-calls to the base: Promo theme 1.89x, Returning Customers 2.00x. Fromagier last-calls and the Send-Off window live here. |
Format signals awareness regardless of the theme tag — a great baked-brie shot functionally meets a cold viewer. Use these percentages to brief the balance of the funnel, not as a hard contract on every ad. Unaware's 1.37x is the current broad-lifestyle number; the vegan-up-front change is designed to raise it by qualifying the click before the PDP.
Spend share and ROAS are trailing-90d Motion data. The August Target % is what each format's share of output should be. cyan = video · rose = image. The increased Unaware share ships in these suggested formats — statics-first.
| Format | 90d spend share | ROAS | Aug target | Verdict |
|---|---|---|---|---|
| Product Image with Text img | 2.37x | 32% | The account's best format — Mozz Solo 3.0x, Smokehouse 2.87x. Make more | |
| Lifestyle Image with Text img | 1.38x | 26% | The workhorse; offer banners live here. Hold | |
| UGC Video vid | 1.53x | 24% | Question-hook recipe UGC is the video engine — Mozz Drop 4.7x, Mozz Pizza 4.07x. Hold, raise the hook bar | |
| High Production Video vid | 1.15x | 7% | $53K of celebrity spend at 0.92x drags it. Trim; rework the UVP | |
| Carousel img | — | 7% | Untested: Build-Your-Own-Board, flavor lineups, Fromagier reveals. Test | |
| GIF / Motion img | 0.60x | 4% | Tiny sample so far; dated-offer countdowns are the natural job. Probe | |
| IMAGE family | 51% spend · 1.82x | strong | → 69% | Out-earning video → rebalance up |
| VIDEO family | 49% spend · 1.35x | mixed | → 31% | Dragged by celebrity spend → trim, rework the UVP |
Product statics return 2.37x while high-production video returns 1.15x — so August ships 58% statics and re-cuts the celebrity footage around a sharper UVP instead of buying more of it. Video's job narrows to what it's proven at: question-hook food-proof, where it runs 4x+.
Pick a row and a column to get a brief. Counts at the 150 floor; vendor ads scale the same proportions. Color intensity = priority weight within the row.
| Persona / lane | Primary awareness | Static | Video | Carousel | GIF | Total |
|---|---|---|---|---|---|---|
| The Dairy-Free FoodieLEAN | Problem / Unaware | 17 | 10 | 3 | · | 30 |
| The Cheese-Loving SkepticNORM | Solution Aware | 14 | 8 | · | 2 | 24 |
| The Committed VeganNORM | Product / Most | 12 | 8 | · | · | 20 |
| The Entertainer & Gift GiverLEAN | Unaware / Product | 11 | 6 | 2 | · | 19 |
| The Rebel RegularLEAN | Most Aware | 12 | 4 | 1 | 2 | 19 |
| August Fromagier DropMOMENT | Product / Most | 8 | 4 | 3 | · | 15 |
| Summer Send-OffMOMENT | Unaware / Product | 8 | 5 | 1 | 1 | 15 |
| Birthday AngleMOMENT | Product Aware | 5 | 2 | · | 1 | 8 |
| Total · 150 floor | Static 58% · Video 31% · Caro 7% · GIF 4% | 87 | 47 | 10 | 6 | 150 |
"Dairy-Free Foodie × Static × 17" means seventeen product-proof statics aimed at the dairy-quitter — caprese and baked-brie shots, recipe frames, Starter Kit launches — each clicking through to the product page for its set. The companion Creative Plan workbook breaks every cell into named concepts with briefs.
Internal owns the 150 floor; 10x ROAS and Krave stack on top. 1) Find your card 2) read the mix 3) multiply by your committed volume 4) split across the persona % (View 1). Vendor counts are suggested — confirm commitments with each team.
The full playbook: product/flavor statics ~35% · offer + moment kits ~25% · question-hook UGC edits ~20% · lifestyle/board statics ~10% · carousel + GIF tests ~10%.
The proven skeletons at scale: Mozz-Solo product news (2.2–3.0x), Smokehouse-style flavor heroes (2.87x), question-hook food-proof video (4x+). One variant per persona lane, every ad congruent to the product page for its set — and every unaware-facing ad says vegan up front.
Statics ~70% (Dairy-Free Foodie, Skeptic, Rebel Regular lanes) · video ~30% (question-hook taste-proof).
The template lanes with the deepest proof: one static variant per sub-angle (wedge heroes, 'not real cheese' clarity frames, solo-product news). Ship under the vendor naming convention from day one so September's model can grade the work.
Starter Kit launch statics ~50% · Skeptic taste-test video ~30% · Build-Your-Own-Board carousel ~20%.
The new concepts where fresh eyes help most: the Starter Kit (first-timer bundle, priced off the AOV histogram) and BYO Board. Narrow, template-backed, graded Sep 1 — earn share in September.
A forward plan, not a report card: everything shipped to date reads as internal output, so there is no vendor track record in this account yet. This is the suggested August allocation — confirm the 10x ROAS and Krave counts, then the grading loop starts.
| Vendor · context | Suggested Aug ads | % of pipeline | Assignment |
|---|---|---|---|
| Internal Rebel Cheese CreativeThe proven engine: 90d blended 1.73x pixel on $524K; July's 30 launches ran 1.76x with 15 new winners. The 150 floor is the internal production bet — the mix percentages in this deck are its brief. | 75% | Full persona mix per Views 1–3 · all three moment kits | |
| 10x ROASSuggested commitment — confirm with the 10x team. First Rebel Cheese work, so August is about establishing the baseline: ship on the proven templates, adopt the naming convention, get graded Sep 1 on the two-lens standard (blended ROAS + new winners ≥$300 at ≥1.4x). | 15% | Proven static skeletons + taste-proof video · Foodie / Skeptic / Regular lanes | |
| KraveSuggested commitment — confirm with the Krave team. The audition month on the newest concepts; narrow and template-backed. Graded Sep 1 alongside 10x; grades move September share. | 10% | Starter Kit launch + BYO Board + skeptic taste-tests | |
| Σ August pipeline | 200 ads | 100% | 150 floor (internal) + 50 suggested vendor commits |
Convention first, grades second. Every vendor ad ships with a naming convention (e.g. 10X |, KRV |, INT | + launch-date prefix) so September's model can grade each vendor on the two-lens standard: 90d blended ROAS vs the 1.73x account benchmark and the launch cohort (ROAS + new winners ≥$300 spend at ≥1.4x). Grades move share: A earns more, B holds, C gets a narrow template-backed assignment and one month to convert.
Account figures are in-platform pixel ROAS and read slightly higher than blended MER math. The 30 / 20 vendor counts are Rosewater's suggestion sized to the lanes that need outside capacity — not yet commitments.
The actionable layer — each move names a share, an angle, and an owner. Four of the eight come straight from Max's notebook.
The floor jumps from a 48/mo run-rate to 150 — a deliberate regime change, ~2.4x the best month ever (62 in May). Internal owns the floor; 10x ROAS and Krave commitments land on top. The mix percentages hold at any volume.
No more winners dumped on the homepage: each ad routes to the product page of the exact set it shows — mozzarella ads to the mozzarella PDP, board ads to the board builder. Congruence is a free conversion-rate lever at 150-ad scale.
Max's directive: stop letting cold viewers discover it's vegan on the PDP. Unaware share rises to 18% and every unaware-facing ad wears the label proudly — 'not real cheese' is the hook, not the fine print. Skeptics respect the honesty; the wrong clicks stay home.
Per Max: iterate, don't sunset. The Shark Tank asset gets re-cut around one sharp unique value proposition per version — award-winning cashew cheese, cultured like dairy, that fools cheese lovers — instead of generic celebrity authority. Question-hook re-cuts first (4.43x pattern).
Every image dollar returned ~35% more than video over 90 days, and the August lanes are statics-native (product news, offers, boards). 87 statics + 10 carousels + 6 GIFs at the floor; video holds 31% with a higher hook bar.
Two concepts from Max's notes get built this month: a first-timer Starter Kit (bundle priced off the AOV histogram — run the histogram first) as the Dairy-Free Foodie on-ramp, and Build-Your-Own-Board as the Entertainer lane's interactive carousel.
The Strawberry Fromagier drop is live — finish its kit (video, lineup carousel, 5.35x-pattern last-call). Summer Send-Off opens ~Aug 18 with Sizzle-style flavor heroes. Birthday relaunches small with the gifting frame; it must beat 1.3x to survive September.
Women are ~78% of spend and every 35+ female cell beats 1.6x. Cast hosts, grandmothers, board-builders. The counter-test: 25–34 F runs 1.78x on 8% of spend — restart the dormant creator lane (1.92x) with the younger faces.
The 150 floor was set by Max as an internal-production bet, with vendor commitments on top. The % splits come from Motion 90-day performance, Supermetrics 13-month ad-level history, the demographic casting read, and Max's notebook. Refreshed monthly; vendors graded from Sep 1.
| Output floor (set by Max) | 150 launched ads — internal production |
| Vendor commitments (suggested) | 10x ROAS 30 + Krave 20 — confirm counts |
| Moments / Evergreen | 25% / 75% |
| Static / Video (of output) | 58% / 31% + carousel 7% / GIF 4% |
| Unaware share | 18% — increased per Max · vegan-up-front creative |
| Persona lanes | 5 evergreen + 3 moment — data-derived (no research yet) |
| Trailing launches (Apr–Jul avg) | 48 / month · best month 62 (May) |
| 90d Meta spend | $524K · blended 1.71x Motion / 1.73x pixel |
| AOV histogram | requested — prices the Starter Kit + bundle ladder |
| August calendar | partially assumed — Fromagier live; Send-Off + Birthday dates TBC |
| rebelcheese.com catalog check | artisan wheels/wedges/fromages · boards + boxes · Fromagier box · NOT a pizza/shreds brand |
| Max's notebook · 8/5 | congruent ads→PDP · AOV histogram · birthday + summer angles · Starter Kit · vegan clarity · Shark Tank UVP · BYO Board |
| Motion · 90d SPEND + glossary | persona / angle / format / seasonality ROAS |
| Motion · age × gender | casting read (women 78% of spend) |
| Supermetrics · 13-mo ad-level | volume chart (unique ad names / month) |
| Supermetrics · 90d ad-level | performance basis + July launch cohort |
| Micro-personas | 20 (4 per lane) — data-derived + brand positioning |
| Client persona research | NONE YET — lanes are data-derived |
| VOC / survey data | NONE YET — recommended next input |
| Vendor commitments | suggested — confirm 10x + Krave counts |
| Companion Creative Plan | 150-row workbook — on request |
| Cadence | monthly · vendors graded from Sep 1 |
Still open: (1) the Summer Send-Off and Birthday window dates (Fromagier is live; the rest of the calendar is assumed), (2) the 10x ROAS and Krave committed counts (30 / 20 are suggestions), (3) the persona lanes — data-derived pending client research and VOC, (4) the AOV histogram — requested; it prices the Starter Kit. Dietary copy guardrail: keep dairy-free/allergen language factual — no allergy-safety or health-outcome claims without a compliance pass.
These are proportions, not quotas. 150 is the floor, vendor work stacks on top, and the mix is the deliverable — whatever ships, hold the proportions, make every brief name its persona, and route every ad to the product page for its set. The companion Creative Plan workbook turns this into 150 named, briefed rows on request.