A percentage playbook for the creative team. The floor points to ~100 net-new ads in July — but the number that matters is the mix: what share of output goes to which persona, moment, and format. Hold the proportions and the volume takes care of itself.
100 is a floor, not a ceiling — we expect to exceed it. The account already sustains ~236 active ads a month. Every target below is a % of total output: whatever volume ships, keep it in these proportions.
July stacks three suggested offer windows on a durable evergreen base. We build only two kinds of creative — Moments (tied to a dated offer) and Evergreen (always-on by persona). Here's how the output should split.
Rebalance out of the PRVKE core into the efficiency lanes. Blended ROAS slid 2.58 → 2.37 → 1.85 from April to June while volume tripled — the account scaled the saturated lane. Everyday-carry (3.48) and sling (3.21) creative beat the blend on a fraction of spend, and carousels run 4.86 nearly unfed. July shifts share to where the account is already telling us it wants to go.
The first decision on any brief. A Moment ad is built for a dated offer window and retired when it closes — offer-forward, disposable. An Evergreen ad runs always-on against a persona's durable pain. The split below 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. WANDRD wins on product truth and craft, not promo dependence: an account that lives on offer creative collapses the moment the sale ends. Keep the evergreen base at ~75%.
Each window's share of moment creative, weighted to expected revenue — the flagship gets a deliberate premium. WANDRD has no July marketing calendar today: every window below is our suggestion. Confirm offers before briefing.
| Window · what's in it | % of moments | IMG / VID |
|---|---|---|
| 1July 4 / Summer Kickoff SaleFLAGSHIPJul 1–7. Site-wide or SKU-led summer offer. Offer-first statics, countdown urgency, Rogue + PRVKE sale cuts. | 40%≈10 ADS | 6 / 4 |
| 2Prime Day CounterprogrammingJul 13–17. Value-add counter to the Prime surge — bundle / gift-with-purchase. Offer statics + one urgency video. | 36%≈9 ADS | 6 / 3 |
| 3Peak Trip Season PushJul 18–31. 'Trip coming up?' urgency for travelers. Seasonal hooks on evergreen packing demos and one-bag setups. | 24%≈6 ADS | 3 / 3 |
| Σ All Moments | 100% ≈25 ADS | 15 / 10 |
Front-load the flagship. The July 4 kit needs to be live Jul 1 — offer statics, countdown, and Rogue/PRVKE sale cuts briefed by Jun 30 equivalent lead time. The Prime Day counter briefs by Jul 8: value-add (bundle / gift-with-purchase), not discount-matching. The trip-season push is mostly seasonal re-hooks of evergreen winners — cheapest window to fill.
The headline number is the share of total output each persona should get. Ad counts (at a 100 floor) are shown small, for reference — scale them to your actual volume. Chartreuse = new / test / moment lanes.
| Persona | % of output | Share | # at 100 |
|---|---|---|---|
| Travel Photographers & CreatorsNORMALIZE | 22% | 22 ads | |
| Everyday Carriers (EDC)LEAN IN | 16% | 16 ads | |
| Urban Commuters / Sling CarryLEAN IN | 14% | 14 ads | |
| Travelers / One-Bag Minimalists | 12% | 12 ads | |
| Adventurers & OutdoorTEST | 7% | 7 ads | |
| Dissatisfied Bag OwnersNEW | 4% | 4 ads | |
| July 4 / Summer Kickoff SaleSUGGESTED | 10% | 10 ads | |
| Prime Day Counter (Jul 14–15)SUGGESTED | 9% | 9 ads | |
| Peak Trip Season PushSUGGESTED | 6% | 6 ads | |
| Total | 100% | 100 floor |
Each % is anchored to 13 months of ad-level spend and ROAS, the Motion audience taxonomy, or a deliberate test. This is the brief-level "why" for the creative team and vendors.
The PRVKE core and the account's engine — but over-concentrated: PRVKE-tagged ads eat ~33% of 90d spend at a 2.15 ROAS, below the lanes we're feeding next. Keep it #1, pull its share back to 22% and raise the hook bar on each brief.
The strongest efficiency signal in the account: everyday/EDC-angle ads return a 3.48 ROAS on ~2% of spend. Daily-carry pains — laptop + camera + gym in one bag — with Rogue and Sling as hero SKUs. Wildly under-produced vs how it converts.
Sling-tagged creative runs 3.21 ROAS on 6% of spend and Rogue runs 2.54 on 17% — both beat the account blend. City casting, transit b-roll, quick-access framing. Feed the small-bag lane before it saturates.
Transit Travel Backpack + carry-on-only framing: 2.33 ROAS, right at blend. Durable July demand — peak trip season — so it holds share. Packing demos and 'avoid travel hassle' angles over generic wanderlust.
Only 2 ads carried this angle in the window — at a 3.18 ROAS. Too thin to trust, strong enough to test properly: trail/alpine casting, weatherproofing and durability proof, PRVKE + Fernweh crossover.
The us-vs-them lane the taxonomy names but paid barely runs. WorryLess Zipper proof (1.72 today) belongs here reframed as comparison: your bag's zippers, straps, and access points vs ours. Problem-aware entry point for cold traffic.
Flagship suggested moment: a Jul 1–7 summer kickoff offer. Offer-forward statics + urgency cuts on the two proven sale SKUs (Rogue, PRVKE). Retired when the window closes.
Shoppers are primed to buy mid-July. A counter-program window — bundle value or gift-with-purchase rather than discount-matching — captures the surge without training promo dependence.
Late-July 'leaving soon?' urgency for the Travelers lane: ship-by framing, packing demos, one-bag setups. Lightest window — mostly evergreen creative re-cut with a seasonal hook.
The % of output to aim at each funnel stage this month, with the directional ROAS that justifies it. Read left-to-right: cold audiences on the left, ready-to-buy on the right.
| Awareness stage | July % | 90d ROAS | vs typical | The recommendation, and why |
|---|---|---|---|---|
| Solution Aware | 30% | 2.31 | hold | The backbone: one-bag solution, smart organization, versatile carry. Where packing demos and montages live. |
| Product Aware | 26% | 2.60 | lean in | Why PRVKE / Rogue vs the rest: feature-benefit pointouts, comparisons, carousels. Carousels run 4.86 here — badly underfed. Over-supply proof. |
| Problem Aware | 24% | 3.10 | lean in | Naming the pain — bag chaos, slow gear access, one-bag-per-job. Fuels the EDC and Dissatisfied-Owner lanes, the two efficiency winners. |
| Most Aware | 12% | 2.20 | hold (offer) | Offers and launches — the three July windows. Capped by the 25% moment ceiling; collapses in August by design. |
| Unaware | 8% | 1.95 | normalize | Brand-story and founder talking heads run below blend (1.95). Keep a trickle for reach; stop leading with it. |
Format signals awareness regardless of the theme tag — a relatable creator UGC functionally meets a cold viewer wherever it's aimed. Stage ROAS here is proxied from angle-level ad-name data while Motion's insight sync completes; use these percentages to brief the balance of the funnel, not as a hard contract on every ad.
Spend share is trailing-90d ad-level data; ROAS is the efficiency read. The July Target % is what we want each format to be — biased toward what earns its keep. cyan = video · rose = image.
| Format | 90d spend share | ROAS | July target | Verdict |
|---|---|---|---|---|
| UGC / Creator Video vid | 2.26 | 36% | Volume engine — biggest family, at-blend efficiency. Hold, raise the hook bar | |
| Static — Product / Offer img | 2.22 | 24% | Carries all three July windows + feature pointouts. Grow | |
| Partnership / Whitelisted vid | 2.40 | 10% | anybodyshoots 2.17 · DABA 2.83 — real signal. Keep whitelisting winners | |
| Lifestyle Image img | 2.20 | 8% | Mid-funnel workhorse; city + trail casting. Hold | |
| Founder Talking Head vid | 1.95 | 6% | 8%+ of spend at below-blend ROAS. Normalize down | |
| Carousel (feature / compare) img | 4.86 | 12% | Best ROAS in the account on 1.3% of spend. 10x it | |
| GIF / Motion Static img | 1.96 | 4% | Cheap in-house tests; tiny sample. Small bets | |
| IMAGE family | ~33% spend | 2.22–4.86 | → 48% | Under-fed vs efficiency (carousels!) → rebalance up |
| VIDEO family | ~59% spend | 1.95–2.40 | → 52% | Volume engine → hold, trim founder lane |
Video keeps the majority (52%) but the found money is in image: carousels return 4.86 on 1.3% of spend — the most underfed format in the account — and offer statics carry all three July windows. Trim the founder lane (1.95 on 8%+ of spend), keep whitelisting partnership winners.
Pick a row and a column to get a brief. Counts shown at the 100 floor; scale to your volume. Color intensity = priority weight within the row.
| Persona | Primary awareness | Static | Video | Carousel | GIF | Total |
|---|---|---|---|---|---|---|
| Travel Photographers & CreatorsNORMALIZE | Product Aware | 6 | 12 | 3 | 1 | 22 |
| Everyday Carriers (EDC)LEAN IN | Problem Aware | 5 | 9 | 2 | · | 16 |
| Urban Commuters / SlingLEAN IN | Solution Aware | 4 | 8 | 2 | · | 14 |
| Travelers / One-Bag | Solution Aware | 3 | 7 | 2 | · | 12 |
| Adventurers & OutdoorTEST | Unaware / Problem | 2 | 5 | · | · | 7 |
| Dissatisfied Bag OwnersNEW | Problem Aware | 1 | 2 | 1 | · | 4 |
| July 4 / Summer KickoffSUGGESTED | Most Aware | 5 | 3 | 1 | 1 | 10 |
| Prime Day CounterSUGGESTED | Most Aware | 4 | 3 | 1 | 1 | 9 |
| Peak Trip SeasonSUGGESTED | Solution / Most | 2 | 3 | · | 1 | 6 |
| Total · 100 floor | Static 32% · Video 52% · Caro 12% · GIF 4% | 32 | 52 | 12 | 4 | 100 |
"EDC × Video × 9" means 9 everyday-carry videos (UGC, creator demos) about daily-bag chaos and one-bag setups. Deep-rose cells get most volume; light cells sustain; dim cells are de-prioritized. Carousels are broken out because they're the 4.86-ROAS comparison pipeline (Designers / Internal).
Each lane produces a different format family. Find your card, read your mix, and multiply by your own monthly volume — that's your brief count by persona and angle. 1) Find your family 2) read the % mix 3) multiply by output 4) split across the persona % (view 1) and pick angles from the rationale sheet. The 100 is a floor — hold the proportions.
UGC ~70% · Partnership/whitelisted ~20% · Hybrid ~10%.
EDC daily-carry stories, sling quick-access demos, and traveler packing content. Partnership ads (2.4 blended) are proven — keep sourcing creators and whitelist the winners.
Sale-window urgency cuts, seasonal re-hooks of evergreen winners, and the (reduced) founder lane.
July 4 kit cut by Jun 30, Prime Day counter by Jul 10. Founder talking heads drop to ~6% of output — fewer, better.
Product/Offer 50% · Carousel 25% · Lifestyle 17% · GIF 8%.
Offer statics for all three windows, then feature-comparison carousels — the 4.86-ROAS format on 1.3% of spend. You own the single biggest efficiency unlock in the account.
Photographer/creator seeding, city-commuter creators for the Sling lane, and trail creators for the Adventurer test.
Creator content reads Problem/Unaware regardless of tag — top-of-funnel builders. Whitelist winners into Meta.
The actionable layer — each move names a share, an angle, and an owner.
Volume nearly tripled this spring (178→295 active ads) while efficiency fell. July's answer isn't fewer ads — it's a different mix: shift share from the saturated PRVKE core into the lanes below.
The biggest gap between what converts and what we make. Brief daily-carry chaos → one-bag EDC setups; Rogue + Sling hero SKUs. UGC-led with static support.
City casting, transit b-roll, quick-access framing. The small-bag lane beats the account blend and has room before saturation. Creators + carousels.
Not a retreat — a rebalance. PRVKE keeps the #1 share; it stops absorbing every incremental brief. Each PRVKE brief needs a distinct angle: Japan-style story, feature pointout, or comparison.
The single most underfed format in the account. Feature-comparison and 'what fits inside' carousels for Product-Aware traffic. Designers own it; brief 12 in July.
Ryan's cuts earn a seat, not the table. Fewer, sharper founder videos — origin + product-decision stories — and reallocate the rest to EDC and sling briefs.
Men are ~62% of spend and the efficiency core is male 18–44. 55–64 men still return 2.31 — legacy-traveler casting works. Don't over-rotate creative toward 45+ women (1.78 and falling).
WANDRD has no July calendar today, so these windows are our proposal — confirm offers before briefing. Whatever changes, hold the cap: moment creative ≤25% so August doesn't start from zero.
The volume floor is a set recommendation; the % splits come from 13 months of ad-level performance, the Motion taxonomy, and a proposed July calendar. Refreshed weekly; targets reset the first Monday of each month.
| Forecast ad demand (floor) | ~100 ads |
| Recent run-rate (active ads/mo, 90d avg) | ~236 |
| Moments / Evergreen | 25% / 75% |
| Image / Video | 48% / 52% |
| June actual Meta spend | ~$46,400 |
| May actual Meta spend | ~$106,500 |
| Blended ROAS (90d in-platform) | 2.29 |
| Blended ROAS (13-mo) | 3.05 |
| July revenue / MER goal | TBD — from MLTO plan |
| Supermetrics · 13-mo ad-level | 1,757 rows · spend/ROAS basis |
| Motion · glossary taxonomy | personas · formats · themes |
| Motion · age × gender (90d) | casting read |
| Motion · creative insights | PENDING — workspace sync |
| Persona share basis | ad-name taxonomy × spend/ROAS |
| July calendar / moments | SUGGESTED — no client calendar |
| Voice of customer | not yet mined — next build |
| Cadence | Weekly · Mondays |
These are proportions, not quotas. 100 is the floor and the account already runs well past it — so whatever the shop ships, hold the mix: the persona %, the awareness split, and the format targets. Two gaps to close to make this exact: confirm the real July offer windows, and let Motion finish syncing the workspace for the tagged-insight view. Bring new signal to the Monday sync and we'll re-pace.