May (rest) + June 2026 persona allocation, awareness mix, and creative format breakdown — where we're pacing on track and where we're investing more spend & effort.
Motion · Supermetrics · wandrd.com · External reviews
May 17, 2026
13mo Meta · 30/90d Motion · MTD May
Three questions Andrew's team asked us to make visible: are we briefing the right mix of personas this month, the right mix of awareness stages, and the right mix of creative formats? All three views are pacing well on the upper-funnel work but each has a clear lean-in we should action this week.
Each row shows our June target share for that persona, the actual share of ads launched May month-to-date, and the gap. Five net-new persona tests shape this slate (see test-personas slide).
Each persona allocation is anchored to either historical Motion performance, calendar moments, or a deliberate gap-filling test. Here's the data behind every persona's share.
Largest spend share at 41.8% / 3.16× ROAS over 90d. PRVKE V4 + Camera Cube V2 + Stratus Photo are built for this persona. Still the workhorse — but May MTD over-indexed because Disruptive's launch wave is photographer-heavy. Hold steady, don't add.
5% spend at 3.15× ROAS — underfunded. Carryall Duffel + TRANSIT 35L/45L cinematographer testimonials. Add this week.
2.4% spend at 3.13× ROAS — Disruptive's biggest under-investment. Urban commuter UGC, ROGUE Sling daily-carry POV. Test through the slate.
Combined Adventurers (4.45×) + Explorers (2.98×) — strongest blended ROAS in account. Mountain b-roll, weatherproof tests. Adventure photographer UGC.
Net-new — first-time interchangeable-lens buyers (Sony A7C, Fuji X-T5 owners) searching 'what camera bag should I get first.' PRVKE 15L/21L entry SKUs + Camera Cube modular system.
Net-new — Mavic + mirrorless + laptop combo users. Motion has no audience tag for this. PRVKE 31L + Camera Cube V2 Deep. 'Drone fits inside' demos.
A descriptive view, not a strict target. The theme-to-stage mapping is judgment-driven — take bucket assignments with a grain of salt. What's measured: spend and ROAS in each bucket from the last 30 days of Motion data. Sizes follow Schwartz convention (left = larger audience, harder to sell), not our spend share.
Solution Aware + Product Aware are our best-converting buckets (3.05–3.18× ROAS, 42–48% win rate). This is where the "Wandrd vs Peak Design," "Worryless Locking Zippers" demo, and "4 sizes / 9 colors" creative lives. Most Aware (Father's Day sale) is small — that's intentional with the 15-ad cap.
UGC video, branded video, lifestyle imagery, and statics each play a different role in the funnel. WANDRD's mix has been heavily branded-video + static through Motion's 90-day window; we're rebalancing aggressively toward UGC video — the format with the best ROAS in the account (3.61×) and the most production scalability.
Each format has a job. Here's the data behind every format's allocation — and how it pairs with persona and awareness stage. UGC video gets the most love because it's where the data, the production scalability, and the creator network all align.
The single biggest lean. Currently 15% of 90d spend at 3.61× ROAS (best in account). Day-in-the-life, packing demo, ASMR, photographer-dad testimonials, urban commute POV. 10-12 creators across personas.
Cinematic + founder authority. Cope brothers Kickstarter origin story, BTS bag testing, 'Why we made the rolltop' explainers. Studio shoot week of May 26 covers 4-5 pieces.
Top-performing creator footage re-cut to brand style. Bridge between authentic + premium. Editor-led, low marginal cost.
Underfunded gem (3.93× ROAS at 8.9% spend). Bag in real travel/photo settings. Persona-tinted color rotation. Photo studio + reskinnable templates.
Workhorse for sale-moment urgency + color rotation. Lowest format priority for new spend — already over-indexed in account.
Pack Finder Quiz routing, Us-vs-Them comparisons, Father's Day shipping cutoffs. Design-team owned.
Three of WANDRD's four hidden ROAS gems are UGC formats: UGC video (3.61×), Lifestyle-Product image (3.93×), and Founder testimonial (3.81×). All three are under-indexed today. Brief them in volume, and ROAS lifts mechanically — before any persona/awareness tuning kicks in.
When briefing the creative team, the question isn't just "what persona" — it's "what persona, at what awareness stage, in what format." This matrix is the cheatsheet for the 100-ad slate. UGC video carries the load across the board.
| Persona | Primary Awareness | UGC Vid | Brand Vid | Lifestyle | Static | Carousel | Total |
|---|---|---|---|---|---|---|---|
| Photographers & Creators Tag: Photographers & Creators |
Product / Solution | 17 | 8 | 4 | 2 | 1 | 32 |
| Travel Photographers Tag: Travel · Travel Photographers |
Solution Aware | 8 | 3 | 2 | 1 | 1 | 15 |
| Everyday Carriers + Urban Tag: Everyday · Urban · EDC · (incl. Bike + TikTok-POV sub-tests) |
Problem / Product | 10 | 1 | 2 | 1 | 1 | 15 |
| Explorers / Adventurers Tag: Adventurers · Explorers |
Unaware / Solution | 7 | 3 | 1 | 0 | 1 | 12 |
| First Camera Bag Buyers Tag: NEW · LAL off competitor reviews |
Problem Aware | 5 | 1 | 1 | 0 | 1 | 8 |
| Hybrid Tech / Drone Tag: NEW · Interest (DJI · GoPro) |
Problem Aware | 4 | 1 | 1 | 0 | 0 | 6 |
| Color-First Style Tag: NEW · Aesthetic LAL |
Product / Solution | 2 | 1 | 1 | 1 | 0 | 5 |
| Travelers / Vacation Tag: Travelers |
Solution / Most Aware | 2 | 1 | 1 | 0 | 0 | 4 |
| Brand / Founder Tag: Brand-General |
Unaware | 0 | 2 | 0 | 1 | 0 | 3 |
| TOTAL | 55 | 21 | 13 | 6 | 5 | 100 |
Last 30 days, Meta. Spend in $K, ROAS color-coded (green = above blended 2.61×). Male skew is real — 73% of spend is on male cells — but the highest-ROAS pockets are female. Hidden 25-34 female bucket (2.90× on $4.8K) is a clear UGC-creator-led scaling opportunity.
| Age | Female | Male | Unknown | Row Total |
|---|---|---|---|---|
| 18-24 | $0.5KROAS 2.24 |
$2.2KROAS 2.68 |
$0.0KROAS 9.52 |
$2.7K3.2% |
| 25-34 | $4.8KROAS 2.90 |
$17.0KROAS 2.12 |
$0.2KROAS 0.57 |
$22.0K26.3% |
| 35-44 | $6.4KROAS 2.52 |
$20.7KROAS 2.14 |
$0.3KROAS 2.65 |
$27.4K32.7% |
| 45-54 | $3.5KROAS 1.62 |
$12.1KROAS 2.14 |
$0.2KROAS 2.00 |
$15.8K18.9% |
| 55-64 | $2.9KROAS 2.57 |
$7.0KROAS 2.66 |
$0.1KROAS 2.10 |
$9.9K11.9% |
| 65+ | $1.8KROAS 1.54 |
$4.0KROAS 2.17 |
$0.1Kno purch |
$5.9K7.0% |
35-44 male is the #1 spend bucket at $20.7K (2.14×), but 25-34 female (2.90×) and 55-64 female (2.57×) are the highest-ROAS female pockets. The 45-54 female cell (1.62× on $3.5K) is the only weak spot — investigate funnel/LP before assuming creative fault.
Beyond Motion's existing Intended Audience taxonomy, here are five net-new personas identified from wandrd.com product mix, review profiles, search-trend signals, and competitor audience gaps. Each gets a meaningful test cell in the May+June slate — small enough to learn fast, big enough to read.
~3M new mirrorless cameras sold in NA in 2025. Search volume for 'best first camera bag' steadily climbing. WANDRD's 15L + 21L PRVKE SKUs and modular cube system make this an unowned-entry-point play.
Sony A7C / Fuji X-T5 / Canon R10 owner lookalikes off competitor reviews + r/photography engagement. Hook: 'You just bought your first real camera. Here's the bag that grows with you.'
UGC unboxing (first camera + first bag together), 'My first 30 days with the PRVKE,' first-time-buyer comparison stack.
Mavic + mirrorless + laptop = a 3-device load no other camera-bag brand explicitly speaks to. Motion glossary has no tag for this — pure white space.
DJI Mavic 4 / Pro 3 buyers, GoPro Hero 13 owners, hybrid videographer lookalikes. Hook: 'Drone + camera + laptop in one bag.'
30s packing demo (drone fits inside hero cube), POV creator day on shoot, 'I used to take 3 bags to every shoot.'
9 colors is WANDRD's stealth differentiator vs Peak Design (mostly black). Style Conscious is winning in Comrad's deck — likely transferable test for WANDRD's 35-44 female + 25-34 female ROAS pockets (2.52, 2.90).
Aesthetic-driven fashion lookalikes, IG Style accounts, Sedona Orange / Rhone Burgundy / Wasatch Green color-led audiences.
Stop-motion color-rotation reveal, 'the bag that matches your aesthetic,' single-creator-multiple-colors fashion-edit cut.
Urban Dwellers + Everyday Carriers combined are 5.5% of spend at 3× ROAS — and bike commute is a discrete sub-segment with high weatherproofing relevance. Locking zippers + rolltop solve real bike-pannier-mounting problems.
Urban + Cycling + Photography intersection. Strava, Komoot, urban-cycling-creator lookalikes.
Bike-mount POV, rain-on-tarpaulin ASMR, 'why I switched from a courier bag.'
Vertical-format creators (phone-only) currently invisible in Motion glossary, which skews pro/DSLR. ROGUE Sling + D1 Fanny Pack + Pocket 21L are exactly built for this user.
TikTok-creator interest + phone-photography lookalikes. Smaller audience but strong fit for the 18-34 cohort.
iPhone-only UGC, 'one bag, no camera,' POV creator vlog, fanny-pack pivot moments.
Two-week read per persona. Kill or scale at Day 14. Tag every test ad in Motion under a custom "Test Persona" category so we can isolate signal from the broader account. If any test cell clears 2.5× ROAS at $1K+ spend, expand to 15+ ads in July.
The actionable layer. Each gap maps to a concrete brief direction and an owner. If we close these by mid-month, we hit the June 75-ad target on volume and mix — and we have Day-14 reads on the five new persona tests.
Only ~1 in 9 launched ads matures into a winner, and a handful of them are carrying spend today. June's 75-ad floor isn't a vanity number — it's the minimum shots-on-goal to refresh the winner pool before fatigue hits. Under-deliver on volume and CPA drifts up in July as today's winners decay.
The biggest creative bet of the slate. Brief 10-12 creators across personas (4 photographer, 3 traveler, 3 urban EDC, 2 adventurer) for May 24–31. Direct Insense / creator network to align scripts to the angle-layer themes (packing demo, ASMR, day-in-the-life, photographer-dad).
Disruptive's biggest under-investment vs. ROAS. Brief urban-commute UGC creator (work-from-anywhere creative archetype) for ROGUE Sling + PRVKE Pocket. 4 ads by May 30.
First Camera Bag Buyers (8), Drone+Hybrid (8), Color-First (6), Bike Commuters (4), TikTok-POV (4). Run 2-week reads per persona; kill or scale at Day 14.
Refreshed every Monday from Motion + Supermetrics. Data live as of May 17, 2026. Targets are revisited the first Monday of each month. The plan number (75 for June) is a deliberate floor — set against three model methods (winner-coverage ceiling, lifetime-per-launch average, historical launches-per-$1K ratio) and reality-checked against production capacity.