Alaskan King Crab Co.  ·  Meta Paid Social  ·  Weekly Creative Report

Creative performance

Monday 10 August – Sunday 16 August 2026, against the prior seven days. Account figures are Meta platform data; creative figures are from Motion, reconciled ad-by-ad against the platform.

$25,102 spent  ·  $62,113 revenue  ·  2.47 ROAS  ·  89 purchases  ·  19 creatives launched
01  ·  Performance overview

The week in nine numbers

Percentages compare against the seven days immediately prior. Green means the number moved the way you want.

Spend
$25,102
▲+17% vs $21,509
Revenue
$62,113
▲+15% vs $53,964
ROAS
2.47
▼-1% vs 2.51
Customer acq. cost
$282
▼-2% vs $287
Outbound CTR
2.29%
▼-5% vs 2.40%
AOV
$698
▼-3% vs $720
Conversion rate
0.62%
▲+17% vs 0.53%
Purchases
89
▲+19% vs 75
CPM
$40.06
▲+10% vs $36.49
  • We spent 16.7% more and held the rate. Revenue followed at +15.1%, purchases rose 18.7% to 89, and ROAS moved only −1.4%. Holding efficiency through a one-sixth budget increase means the creative pool had genuine headroom.
  • The cost of scale showed up in media, not creative. CPM rose 9.8% while impressions rose only 6.3% — we paid more per thousand for proportionally less reach.
  • Fewer clicks, better clicks. Outbound CTR softened 4.6% as delivery widened, but conversion improved 17.0%. Wider targeting brought in less curious traffic and more buyers.
  • The drag is allocation, not quality. Our largest ad returns below account average while three creatives at 3.1–4.6 ROAS sit under $4,200 combined.
64.8%
of media spend
sits in the top 10 creatives
13.3%
in one ad
ForgottenBday, at a below-average 2.15 ROAS
17.6%
in ads launched this week
returning 2.60 — ahead of the account
21
creatives carry 80%
of delivery, out of 150 live
02  ·  New this week

Launched since Monday 10 August

19 creatives went live — 15 video, 3 static, 1 carousel. The cohort took $4,417 (17.6% of media spend) and returned 2.60 ROAS, ahead of the 2.47 account rate. Beating the account average while still in learning is the clearest argument for holding launch volume where it is. Click any thumbnail to play the ad.

08/12/2026_202608 - BD - Gifting - Foundtheperfectgift - UGCVideo - Evergreen - V2_Video_HP▶
▶ Watch the ad · On Meta · Landing page
VIDEO · 78s · launched 2026-08-13
First week live“I finally stopped shopping for the unforgettable gift…”
78-second UGC gift walkthrough that screen-records the actual gifting flow — pick the size, pick the delivery date, add the address, add a personal note.
Spend
$1,460
5.8% of media spend
ROAS
2.46
acct 2.47
CAC
$292
acct $282
Outbound CTR
2.52%
acct 2.29%
AOV
$718
acct $698
Conv. rate
0.69%
acct 0.62%
Why it's performing this way
  • Landed at 2.46 ROAS and 0.69% conversion by day 4 — dead level with the account, which is unusual for a 78-second cold-traffic ad.
  • Likely why: it is the only ad that answers the real gifting objection — logistics — with proof on screen instead of a claim. Watching someone add a delivery date removes the fear of a thawed box arriving on the wrong day.
  • The length is not hurting it. Outbound CTR of 2.52% is above account, so people are self-selecting into the long version.
Suggested iteration
  • Cut a 30s version that opens on the screen recording and drops the monologue.
  • Static/carousel of the same four steps as a low-cost companion.
  • Swap the occasion — same walkthrough for anniversary and holiday.
Perfect GiftGift GiversCuriosityScreen RecordingTestimonialUnboxing
Video retention curve
Hook rate
30.6%
acct 31.4%
Held to 25%
21%
acct 52%
Held to 75%
5%
acct 18%
Finished
2%
acct 8%
Avg watch
5.5s
of 77s
ThruPlays
2,658
3s plays 8,796
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 3s → 25%, where this ad keeps 21% of remaining viewers against 52% typical. Hook rate is level with the account and retention runs behind the account, so the body is the weak link. The curve breaks early — people leave almost immediately after the opening. Read it against the length: this cut runs 1:17, so 25% is 19s in and a steep early curve is expected — the account line mixes ads from 17s to 290s.

Full ad name & copy

08/12/2026_202608 - BD - Gifting - Foundtheperfectgift - UGCVideo - Evergreen - V2_Video_HP

RSG - Acquisition - CBO - Welcome Offer Ad - RG  ›  RSG - Acquisition - CBO - HP - RG

Looking for a birthday gift that actually gets a reaction? 🎉 Try sending 4 lbs of wild-caught Alaskan king crab legs—delivered frozen and packed in dry ice. It’s not another candle. It’s not a gift card. It’s a next-level surprise they’ll be talking about long after the candles are blown out. Make their birthday unforgettable.

Headlines: The Gift They'll Talk About / Ship Crab, Not a Birthday Card / You’ll Never Send a Basic Birthday Gift Again.  ·  CTA: SHOP_NOW

08/10/2026_202608 - Skeptic - ComePack$1500Order - UGCVideo - Evergreen - V1_HP▶
▶ Watch the ad · On Meta · Landing page
VIDEO · 49s · launched 2026-08-10
First week live“Come pack a $1,500 King Crab order with me.”
49-second behind-the-scenes packing a real named customer's $1,500 order — 10 lbs of XXL legs, freezer to dry ice to overnight.
Spend
$990
3.9% of media spend
ROAS
1.90
acct 2.47
CAC
$330
acct $282
Outbound CTR
1.71%
acct 2.29%
AOV
$628
acct $698
Conv. rate
0.57%
acct 0.62%
Why it's performing this way
  • Weakest click of the funded new launches: 1.71% outbound CTR, 25% below account, and 1.90 ROAS.
  • Likely why: the $1,500 anchor is doing the opposite of what we intended. It reads as “this is for someone else” rather than “look at the scale of this,” filtering out the mid-basket buyer who is most of our volume.
  • The format is not the problem — the near-identical HolySmokes cut returned 4.84 on a smaller budget.
Suggested iteration
  • Re-cut with a neutral open: “come pack a real order.” Same footage, no price anchor.
  • Test a mid-anchor version around a typical basket instead of the outlier.
  • Move the $1,500 reveal to the end as a payoff rather than the hook.
Massive SizeBroadCuriosityBehind The ScenesNo OfferEvergreen
Video retention curve
Hook rate
30.5%
acct 31.4%
Held to 25%
36%
acct 52%
Held to 75%
18%
acct 18%
Finished
9%
acct 8%
Avg watch
6.3s
of 49s
ThruPlays
3,003
3s plays 9,448
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 3s → 25%, where this ad keeps 36% of remaining viewers against 52% typical. Hook rate is level with the account and retention runs behind the account, so the body is the weak link. The curve breaks early — people leave almost immediately after the opening.

Full ad name & copy

08/10/2026_202608 - Skeptic - ComePack$1500Order - UGCVideo - Evergreen - V1_HP

RSG - Acquisition - CBO - Evergreen August Batch - RG  ›  RSG - Acquisition - CBO - Evergreen August Batch - RG

—

Headlines: —  ·  CTA: SHOP_NOW

08/11/2026_202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video_HP▶
▶ Watch the ad
VIDEO · 80s · launched 2026-08-11
First week live“Hey folks, Andy with AlaskanKingCrab.com here.”
80-second walkthrough with Andy from AlaskanKingCrab.com hand-packing a real order and thanking the customer by name.
Spend
$908
3.6% of media spend
ROAS
3.12
acct 2.47
CAC
$303
acct $282
Outbound CTR
3.32%
acct 2.29%
AOV
$945
acct $698
Conv. rate
0.57%
acct 0.62%
Why it's performing this way
  • Best traffic quality of any new launch: 3.32% outbound CTR (45% above account) and a $945 AOV, at 3.12 ROAS.
  • Likely why: a named operator carries authority that anonymous B-roll cannot. The same freezer footage without a human face is returning 1.17 — the difference is 2.7x and it is the only variable that changed.
  • The high AOV suggests the credibility is what unlocks the bigger order, not the size flex.
Suggested iteration
  • Make Andy recurring — one shoot day yields 4-6 cuts.
  • “Andy answers the question we get most” and “Andy grades a leg — XL vs XXL in hand.”
  • Put Andy's face and name in the first frame; test against a cold open on the freezer.
Shipped OvernightOnline Food ShoppersHow ToBehind The ScenesNo OfferEvergreen
Video retention curve
Hook rate
39.7%
acct 31.4%
Held to 25%
34%
acct 52%
Held to 75%
22%
acct 18%
Finished
4%
acct 8%
Avg watch
10.8s
of 79s
ThruPlays
2,347
3s plays 6,328
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 95% → 100%, where this ad keeps 50% of remaining viewers against 81% typical. Hook rate is 8.3 pts above the account and retention runs behind the account, so the body is the weak link. The curve breaks late — most of the ad holds and only the final stretch sheds viewers. Read it against the length: this cut runs 1:19, so 25% is 19s in and a steep early curve is expected — the account line mixes ads from 17s to 290s.

Full ad name & copy

08/11/2026_202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video_HP

RSG - Acquisition - CBO - Evergreen August Batch - RG  ›  RSG - Acquisition - CBO - Evergreen August Batch - RG

Ever wonder how fresh, wild-caught king crab makes its way from the ocean to your house? 🦀🌊 From the moment it’s pulled from the icy water to the moment it arrives at your door, there’s a whole journey behind every bite. Watch how we bring fresh, wild-caught king crab from the ocean straight to your table.

Headlines: Fresh King Crab. Guaranteed. / Flash-Frozen / Wild-Caught  ·  CTA: —

07/13/2026_202607 - FirstTimer - OrderingKingCrabOnline - UGCVid - V1_Video_HP – Copy▶
▶ Watch the ad
VIDEO · 33s · launched 2026-08-10
“Nervous about ordering king crab online? I get it.”
33-second objection-first BTS that names the fear out loud, then walks the freezer, hand-weighing, dry ice and overnight ship.
Spend
$693
▼-28%
2.8% of media spend
ROAS
4.26
▲+152%
acct 2.47
CAC
$173
▼-46%
acct $282
Outbound CTR
3.46%
▲+23%
acct 2.29%
AOV
$738
▲+36%
acct $698
Conv. rate
0.50%
▲+37%
acct 0.62%
Why it's performing this way
  • Best ROAS of the top ten at 4.26 (+152% WoW), CAC down 46% to $173, outbound CTR 3.46% (+23%).
  • Likely why: naming the objection in the first two seconds pre-qualifies the skeptic, so the click that follows is already leaning in — then the freezer footage discharges the doubt rather than just entertaining.
  • Independently replicated — the original ad ID of the same creative returned 3.99, also up ~150%. This is a repeatable result, not a fluke.
Suggested iteration
  • Turn “name the objection first” into a five-ad format (see next steps).
  • Test the same open with a female VO to widen delivery.
  • Add an end card with the offer — it currently ends on reassurance, not an ask.
Behind The ScenesOnline Food ShoppersWarningBehind The ScenesNo OfferEvergreen
Video retention curve
Hook rate
30.9%
acct 31.4%
Held to 25%
45%
acct 52%
Held to 75%
21%
acct 18%
Finished
10%
acct 8%
Avg watch
5.7s
of 33s
ThruPlays
2,136
3s plays 7,160
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 3s → 25%, where this ad keeps 45% of remaining viewers against 52% typical. Hook rate is level with the account and retention runs behind the account, so the body is the weak link. The curve breaks early — people leave almost immediately after the opening.

Full ad name & copy

07/13/2026_202607 - FirstTimer - OrderingKingCrabOnline - UGCVid - V1_Video_HP – Copy

RSG - Acquisition - CBO - Evergreen August Batch - RG  ›  RSG - Acquisition - CBO - Evergreen August Batch - RG

If you're going to order king crab, order the real thing. Wild-caught in Alaska, flash frozen at peak freshness, shipped overnight. Swipe to see the difference. 👉

Headlines: Real VS. Fake King Crab  ·  CTA: —

08/10/2026_202608 - 202608 - Skeptic - HolySmokesPackAnOrder - UGCVideo - Evergreen - V1_HP▶
▶ Watch the ad · On Meta · Landing page
VIDEO · 290s · launched 2026-08-10
First week liveBold-claim open on the scale of the order
Short pack-an-order BTS built on a bold-claim open about the size of the order rather than a price figure.
Spend
$141
0.6% of media spend
ROAS
4.84
acct 2.47
CAC
$141
acct $282
Outbound CTR
2.72%
acct 2.29%
AOV
$681
acct $698
Conv. rate
1.37%
acct 0.62%
Why it's performing this way
  • Cheapest customer in the report: $141 CAC, 4.84 ROAS, and 1.37% conversion — more than double the account rate.
  • Likely why: same footage as ComePack$1500 but without the price anchor, so it reads as spectacle rather than a price filter.
  • Caveat: one purchase on $141. Directionally excellent, statistically nothing yet.
Suggested iteration
  • Fund it until it clears a readable sample — it is the cheapest option on the board.
  • Run it head-to-head against the $1,500 cut to isolate the anchor.
Massive SizeSeafood EnthusiastsBold ClaimBehind The ScenesNo OfferEvergreen
Video retention curve
Hook rate
37.9%
acct 31.4%
Held to 25%
16%
acct 52%
Held to 75%
1%
acct 18%
Finished
1%
acct 8%
Avg watch
16.3s
of 290s
ThruPlays
274
3s plays 1,015
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 50% → 75%, where this ad keeps 9% of remaining viewers against 64% typical. Hook rate is 6.5 pts above the account and retention runs behind the account, so the body is the weak link. The curve breaks in the middle — the opening works and the body loses them. Read it against the length: this cut runs 4:50, so 25% is 72s in and a steep early curve is expected — the account line mixes ads from 17s to 290s.

Full ad name & copy

08/10/2026_202608 - 202608 - Skeptic - HolySmokesPackAnOrder - UGCVideo - Evergreen - V1_HP

RSG - Acquisition - CBO - Evergreen August Batch - RG  ›  RSG - Acquisition - CBO - Evergreen August Batch - RG

See what happens right after you place a king crab order with Alaskan King Crab Co.

Headlines: Pack an Order / Shipped Overnight  ·  CTA: SHOP_NOW

08/10/2026_202608 - Skeptic - 15YearsPackAnOrder - UGCVideo - Evergreen - V1_Video_HP▶
▶ Watch the ad · On Meta · Landing page
VIDEO · 147s · launched 2026-08-10
First week liveAuthority open — years in the business
Third variant of the pack-an-order format, opened on a tenure/authority claim about years in the business.
Spend
$91
0.4% of media spend
ROAS
no sales
acct 2.47
CAC
—
acct $282
Outbound CTR
1.82%
acct 2.29%
AOV
—
acct $698
Conv. rate
0.00%
acct 0.62%
Why it's performing this way
  • $91 and no purchases — nothing to conclude on outcomes yet.
  • The one early signal: 1.82% outbound CTR, below the 2.29% account rate.
  • Likely why: a tenure claim is a brand statement, not a viewer benefit. The other two cuts of this footage open on something the viewer wants to see.
Suggested iteration
  • One more low-spend week against the other two pack-an-order cuts, then keep the winner.
  • If kept, move the tenure claim to the middle as credibility and open on the crab.
Massive SizeSeafood EnthusiastsAuthorityBehind The ScenesNo OfferEvergreen
Video retention curve
Hook rate
30.7%
acct 31.4%
Held to 25%
21%
acct 52%
Held to 75%
16%
acct 18%
Finished
4%
acct 8%
Avg watch
12.4s
of 147s
ThruPlays
148
3s plays 439
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 95% → 100%, where this ad keeps 33% of remaining viewers against 81% typical. Hook rate is level with the account and retention runs behind the account, so the body is the weak link. The curve breaks late — most of the ad holds and only the final stretch sheds viewers. Read it against the length: this cut runs 2:27, so 25% is 36s in and a steep early curve is expected — the account line mixes ads from 17s to 290s.

Full ad name & copy

08/10/2026_202608 - Skeptic - 15YearsPackAnOrder - UGCVideo - Evergreen - V1_Video_HP

RSG - Acquisition - CBO - Evergreen August Batch - RG  ›  RSG - Acquisition - CBO - Evergreen August Batch - RG

See what happens right after you place a king crab order with Alaskan King Crab Co.

Headlines: Pack an Order / Shipped Overnight  ·  CTA: SHOP_NOW

08/11/2026_202608 - BD - Host - FootballSpread - UGCVideo - Evergreen - V1_Video_HP▶
▶ Watch the ad
VIDEO · 31s · launched 2026-08-11
First week live“The guys thought I was doing too much, but then the king crab arrived.”
31-second game-day host story — legs on the table, next-day arrival, ten minutes on the grill, gone by halftime.
Spend
$32
0.1% of media spend
ROAS
no sales
acct 2.47
CAC
—
acct $282
Outbound CTR
2.86%
acct 2.29%
AOV
—
acct $698
Conv. rate
0.00%
acct 0.62%
Why it's performing this way
  • $32 spent. The only football asset in the account, with Week 1 three weeks out.
  • Social Hosts are our cheapest audience at a $150 CAC — this ad is pointed at the right person and is not being given a chance.
  • Likely why it will work: the “doing too much → validated” arc is a status story, and game day is one of the few occasions where over-delivering is the whole point.
Suggested iteration
  • Fund it now, ahead of Week 1 — not in Week 3.
  • Build two more cuts behind it: the table reveal, and a tailgate grill timer.
  • Version it for playoffs and holiday parties to extend the asset into December.
Special Occasion ElevationSocial HostsDirectiveMontageNo OfferFootball Season
Full ad name & copy

08/11/2026_202608 - BD - Host - FootballSpread - UGCVideo - Evergreen - V1_Video_HP

RSG - Acquisition - CBO - Evergreen August Batch - RG  ›  RSG - Acquisition - CBO - Evergreen August Batch - RG

Win game day before kickoff with wild-caught king crab delivered straight to your door.

Headlines: Fresh King Crab. Guaranteed. / Flash-Frozen / Wild-Caught  ·  CTA: —

Also launched — under $30 in spend

Not enough delivery to read. Listed so nothing is invisible.

Ad nameLaunchedTypeSpendoCTR
07/13/2026_202607 - Splurger - SplurgeMontage - UGCVid - Evergreen - V1_Video_HP – Copy2026-08-10video$202.64%
08/10/2026_202608 - BD - Gifting - TheirBdayTheirGift - Carousel - Evergreen - V1_HP2026-08-11carousel$181.33%
07/07/2026_202607 - Gifter - GiftCallout - UGCVid - Evergreen - V1_Video_HP – Copy2026-08-10video$171.47%
08/10/2026_202608 - BD - First Timer - PackageDelivered - UGCVideo - Evergreen - V1-91x6_Video_HP2026-08-11video$121.82%
08/10/2026_202608 - BD - Host - PhotographedTable - Static - Evergreen - V3_Image_HP2026-08-11image$80.53%
08/12/2026_202608 - BD - Gifting - Foundtheperfectgift - UGCVideo - Evergreen - V1_WelcomeOffer LP2026-08-13video$62.60%
08/10/2026_202608 - BD - Host - SummeratLake - UGCVideo - Evergreen - V1_HP2026-08-11video$512.00%
08/10/2026_202608 - BD - Host - InstagramPostTemplate - Static - Evergreen - V1-4x5_Image_HP2026-08-11image$30.00%
07/13/2026_202607 - Splurger - TreatYourself - UGCVid - Evergreen - V1_Video_HP – Copy2026-08-10video$30.00%
07/07/2026_202607 - Foodie - BreakALeg - UGCVid - Evergreen - V1_Video_HP – Copy2026-08-10video$20.00%
08/10/2026_202608 - BD - First Timer - BestAnywhere - Static - Evergreen - V1_HP2026-08-11image$20.00%
08/11/2026_202608 - BD - Foodie - Host - LaborGrillLegs - UGCVid - V1_Video_HP2026-08-11video$20.00%
03  ·  Top 10 by spend

Where the money went

The ten creatives carrying the most budget. Deduplicated to the platform they represent $16,271 — 64.8% of media spend — returning $42,299 at 2.60 ROAS.

07/24/2026_202607 - BD - Gifter - ForgottenBday - UGCVideo - Evergreen - V1_Video_HP – Copy▶
▶ Watch the ad · On Meta · Landing page
VIDEO · 23s · launched 2026-07-24
#1“Forgot someone's birthday? We've got you.”
23-second UGC mashup opening on guilt — a forgotten birthday — and resolving it with overnight delivery.
Spend
$3,348
▲+630%
13.3% of media spend
ROAS
2.15
▼-82%
acct 2.47
CAC
$335
▲+338%
acct $282
Outbound CTR
2.00%
▼-16%
acct 2.29%
AOV
$720
▼-20%
acct $698
Conv. rate
0.75%
▼-77%
acct 0.62%
Why it's performing this way
  • The account's biggest line item: 13.3% of media spend returning 11.6% of revenue, at 2.15 ROAS against a 2.47 account rate.
  • Scaled 7.3x from $458. Outbound CTR held at 2.00%, so the hook still works at volume — the loss is entirely post-click, with conversion at 0.75% and AOV at $720.
  • Likely why: guilt gets the click but does not build enough desire to justify a ~$700 order. It also runs to the gift landing page, which is returning 1.84 against 2.69 on the homepage — the ad is fighting its own destination.
Suggested iteration
  • Route it off the gift page and onto the welcome-pound page.
  • Add a proof beat in the middle — the ad currently sells urgency with no reason to believe.
  • Test the same guilt open paired with the Buy 4 / Get 1 offer to lift basket size.
Perfect GiftLast Minute Gift GiversQuestionMontageNo OfferBirthday
Video retention curve
Hook rate
25.3%
acct 31.4%
Held to 25%
56%
acct 52%
Held to 75%
17%
acct 18%
Finished
10%
acct 8%
Avg watch
4.0s
of 23s
ThruPlays
3,712
3s plays 16,910
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 50% → 75%, where this ad keeps 57% of remaining viewers against 64% typical. Hook rate is 6.1 pts below the account and retention tracks the account closely. The curve breaks in the middle — the opening works and the body loses them.

Full ad name & copy

07/24/2026_202607 - BD - Gifter - ForgottenBday - UGCVideo - Evergreen - V1_Video_HP – Copy

RSG - Acquisition - CBO - Celebrations - RG  ›  RSG - Acquisition - CBO - Celebrations - RG

Forgot a birthday? We won't tell. Order now, it ships overnight, and you'll still look like you had this planned since last month.

Headlines: Gift King Crab / Shipped Overnight  ·  CTA: SHOP_NOW

05/01/2026_202501 - Insense -NAKATMYDOORHEYSHANNONLEE - Gifting - Birthday - Evergreen - V1- hi-fi vid-4x5_Video_202501 - Insense -NAKATMYDOOR/HEYSHANNONLEE - Gifting - Birthday - Evergreen - V1▶
▶ Watch the ad
VIDEO · 18s · launched 2026-08-04
#2“Birthday King Crab, delivered.” (on-screen, 0-2s)
Insense partnership video — creator dips a full leg into drawn butter under one on-screen line. Almost no voiceover.
Spend
$2,753
▼-33%
11.0% of media spend
ROAS
2.86
▲+26%
acct 2.47
CAC
$275
▲+1%
acct $282
Outbound CTR
2.14%
▼-9%
acct 2.29%
AOV
$787
▲+27%
acct $698
Conv. rate
0.72%
▲+23%
acct 0.62%
Why it's performing this way
  • Improved on every downstream metric while spend came down 33%: ROAS +26%, AOV +27% to $787, conversion +23%.
  • Likely why: it is the least “ad-like” asset in the set. No script, no pitch, just food — so it reads as content and the delivery promise lands without resistance.
  • Less spend plus better conversion means it is not fatigued; it was simply de-funded to pay for the ForgottenBday scale test.
Suggested iteration
  • Restore delivery — it is the most efficient asset in the birthday cluster.
  • Shoot two more silent, food-first cuts with a single on-screen line.
  • Test the same edit with the occasion swapped off birthday.
Perfect GiftCelebratorsRelatabilityMontageNo OfferBirthday
Video retention curve
Hook rate
27.4%
acct 31.4%
Held to 25%
67%
acct 52%
Held to 75%
21%
acct 18%
Finished
11%
acct 8%
Avg watch
3.7s
of 18s
ThruPlays
3,089
3s plays 17,911
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 50% → 75%, where this ad keeps 58% of remaining viewers against 64% typical. Hook rate is 4.0 pts below the account and retention runs ahead of the account, so the body is doing real work. The curve breaks in the middle — the opening works and the body loses them.

Full ad name & copy

05/01/2026_202501 - Insense -NAKATMYDOORHEYSHANNONLEE - Gifting - Birthday - Evergreen - V1- hi-fi vid-4x5_Video_202501 - Insense -NAKATMYDOOR/HEYSHANNONLEE - Gifting - Birthday - Evergreen - V1

RSG - Acquisition - CBO - Celebrations - RG  ›  RSG - Acquisition - CBO - Celebrations - RG

Tired of sending the same birthday gift every year? 🎂 Send sweet, buttery Alaskan king crab — wild-caught, flash frozen, and delivered overnight.

Headlines: Not Your Typical Birthday Gift / Birthday Crab Delivered. / Forget Cake. Send King Crab.  ·  CTA: —

05/01/2026_202501 - Insense -NAKATMYDOORHEYSHANNONLEE - Gifting - Birthday - Evergreen - V1- hi-fi vid-4x5_Video_202501 - Insense -NAKATMYDOOR/HEYSHANNONLEE - Gifting - Birthday - Evergreen - V1▶
▶ Watch the ad
VIDEO · 18s · launched 2026-05-04
#3“Birthday King Crab, delivered.” (on-screen, 0-2s)
The original upload of the same partnership video, running as a second asset instance with its own ad ID.
Spend
$2,654
▼-35%
10.6% of media spend
ROAS
2.96
▲+29%
acct 2.47
CAC
$265
▼-2%
acct $282
Outbound CTR
2.13%
▼-10%
acct 2.29%
AOV
$787
▲+27%
acct $698
Conv. rate
0.74%
▲+27%
acct 0.62%
Why it's performing this way
  • Mirrors its twin almost exactly: 2.96 ROAS (+29%), $265 CAC, $787 AOV, 0.74% conversion (+27%).
  • That near-identical result across two separate ad IDs is a clean validation — the performance is the creative, not the placement or the audience pocket.
  • Combined, the two instances are the account's real #1 at $5,407 spend and $15,732 revenue.
Suggested iteration
  • Consolidate to one ad ID so learning stops splitting.
  • Use the freed slot for a new hook on the same silent, food-first spine.
Perfect GiftCelebratorsRelatabilityMontageNo OfferBirthday
Video retention curve
Hook rate
27.5%
acct 31.4%
Held to 25%
67%
acct 52%
Held to 75%
21%
acct 18%
Finished
11%
acct 8%
Avg watch
3.6s
of 18s
ThruPlays
2,987
3s plays 17,352
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 50% → 75%, where this ad keeps 57% of remaining viewers against 64% typical. Hook rate is 3.9 pts below the account and retention runs ahead of the account, so the body is doing real work. The curve breaks in the middle — the opening works and the body loses them.

Full ad name & copy

05/01/2026_202501 - Insense -NAKATMYDOORHEYSHANNONLEE - Gifting - Birthday - Evergreen - V1- hi-fi vid-4x5_Video_202501 - Insense -NAKATMYDOOR/HEYSHANNONLEE - Gifting - Birthday - Evergreen - V1

RSG - Acquisition - ABO - Evergreen Testing - RG  ›  RSG - Acquisition - ABO - Price Comparison/Partnership Ads/Gifter - Batch 04/22/2026 - RG

Tired of sending the same birthday gift every year? 🎂 Send sweet, buttery Alaskan king crab — wild-caught, flash frozen, and delivered overnight.

Headlines: Not Your Typical Birthday Gift / Birthday Crab Delivered. / Forget Cake. Send King Crab.  ·  CTA: —

07/01/2026_202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_Welcome_Offer LP▶
▶ Watch the ad
VIDEO · 41s · launched 2026-07-08
#4“Four pounds of king crab won't be enough. We know that.”
40-second offer video for Buy 4 lbs XL / get 1 lb free, intercut with wild-caught, flash-frozen, hand-packed proof beats.
Spend
$2,590
▼-34%
10.3% of media spend
ROAS
4.56
▲+106%
acct 2.47
CAC
$185
▼-48%
acct $282
Outbound CTR
2.60%
▼-13%
acct 2.29%
AOV
$843
▲+7%
acct $698
Conv. rate
0.89%
▲+120%
acct 0.62%
Why it's performing this way
  • Best real performer at scale: 4.56 ROAS (+106%), $185 CAC (−48%), $843 AOV, conversion more than doubled to 0.89%.
  • Likely why: the offer requires a bigger order to unlock, so it lifts basket size and conversion at the same time. Most promos trade one for the other.
  • “No code, no gimmicks — we'll automatically add the extra pound” removes the redemption friction that normally kills promo conversion.
Suggested iteration
  • Three new hooks on the same “you'll want more than you think” spine.
  • Math open: what a pound costs at a restaurant vs. five pounds here.
  • Regret open: “everyone who orders four messages us saying they should've ordered five.”
Free ProductSeafood EnthusiastsShocking StatementMontagePromoEvergreen
Video retention curve
Hook rate
32.3%
acct 31.4%
Held to 25%
40%
acct 52%
Held to 75%
8%
acct 18%
Finished
4%
acct 8%
Avg watch
5.0s
of 40s
ThruPlays
4,866
3s plays 19,598
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 25% → 50%, where this ad keeps 39% of remaining viewers against 54% typical. Hook rate is level with the account and retention runs behind the account, so the body is the weak link. The curve breaks in the middle — the opening works and the body loses them.

Full ad name & copy

07/01/2026_202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_Welcome_Offer LP

RSG - Acquisition - CBO - Welcome Offer Ad - RG  ›  RSG - Acquisition - CBO - Welcome Offer LP - RG

Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll throw in an extra 1lb of our Large King Crab Legs to your order. You've got a feast, we're just making it bigger.

Headlines: Get 5th Pound Free / Your First Order Comes With a Gift / FREE King Crab  ·  CTA: —

x05/01/2026_202605 - BD - Foodie - First Time - Fulfillment Highlight-lo-fi-vid-founder-v3-9x16_Video_202605 - BD - Foodie - First Time - Fulfillment Highlight▶
▶ Watch the ad
VIDEO · 34s · launched 2026-05-04
#5“Come pack an Alaskan King Crab Co. order with me.”
Lo-fi operations BTS following an order from the −9.9°F freezer through hand-packing, dry ice and overnight ship.
Spend
$2,045
▼-28%
8.1% of media spend
ROAS
1.17
▼-62%
acct 2.47
CAC
$511
▲+135%
acct $282
Outbound CTR
2.75%
▼-7%
acct 2.29%
AOV
$596
▼-10%
acct $698
Conv. rate
0.21%
▼-53%
acct 0.62%
Why it's performing this way
  • Wins attention, loses the sale: 2.75% outbound CTR (above account) but 0.21% conversion (−53%) and a $511 CAC on $2,045.
  • Likely why: there is no ask. The video ends on process, so it lands as entertainment — satisfying to watch, no reason to buy tonight.
  • The newer Andy and OrderingKingCrabOnline cuts use the same footage and convert 2.7-3.6x better. The footage is fine; the ending is not.
Suggested iteration
  • Re-cut the last five seconds with an explicit reason to act.
  • Add a human introduction at the front — the anonymous version is the one that fails.
  • Route to the welcome-pound page instead of the homepage.
Superior QualityOnline Food ShoppersHow ToBehind The ScenesNo OfferEvergreen
Video retention curve
Hook rate
28.8%
acct 31.4%
Held to 25%
52%
acct 52%
Held to 75%
24%
acct 18%
Finished
10%
acct 8%
Avg watch
4.2s
of 33s
ThruPlays
7,136
3s plays 19,774
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 95% → 100%, where this ad keeps 72% of remaining viewers against 81% typical. Hook rate is 2.6 pts below the account and retention tracks the account closely. The curve breaks late — most of the ad holds and only the final stretch sheds viewers.

Full ad name & copy

x05/01/2026_202605 - BD - Foodie - First Time - Fulfillment Highlight-lo-fi-vid-founder-v3-9x16_Video_202605 - BD - Foodie - First Time - Fulfillment Highlight

RSG - Acquisition - ABO - Evergreen Testing - RG  ›  RSG - Acquisition - ABO - Evergreen Testing - RG – 04/17/2026

This is what it takes: a -9.9° freezer, a dialed-in fulfillment team, and zero shortcuts. Every order is packed to lock in freshness and arrive frozen solid — just how it should be. Free Overnight Shipping on orders $350+ →

Headlines: Expedited Shipping / Pack An Order With Me / Hand-Packed in Dry Ice  ·  CTA: —

04/10/2026_202604 - BD - Gifting - Birthday - Evergreen - v1_Video_202604 - BD - Gifting - Birthday - Evergreen - V1 – Copy▶
▶ Watch the ad
VIDEO · 18s · launched 2026-08-04
#6“Oh my god!” (unscripted, 0-5s)
18-second unscripted reaction — a full leg of meat pulled clean from the shell on a griddle, no real script.
Spend
$1,480
▲+3103%
5.9% of media spend
ROAS
1.52
acct 2.47
CAC
$740
acct $282
Outbound CTR
1.92%
▼-37%
acct 2.29%
AOV
$1,124
acct $698
Conv. rate
0.31%
acct 0.62%
Why it's performing this way
  • Highest AOV in the account at $1,124, but only 2 purchases on $1,480 — 1.52 ROAS, $740 CAC.
  • Outbound CTR of 1.92% is below account, so the reaction stops the scroll without creating intent.
  • Likely why: it is a hook with no body. The viewer gets the payoff in three seconds and has no reason to click — but the ones who do click are the size-driven buyers who order big.
Suggested iteration
  • Use it as a 3-second cold open on the Buy 4 / Get 1 script, not as a standalone ad.
  • Add a single line of on-screen text naming what they are looking at and the price.
Perfect GiftGift GiversDirectiveReaction VideoNo OfferBirthday
Video retention curve
Hook rate
47.9%
acct 31.4%
Held to 25%
82%
acct 52%
Held to 75%
30%
acct 18%
Finished
10%
acct 8%
Avg watch
5.6s
of 17s
ThruPlays
3,623
3s plays 16,216
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 75% → 95%, where this ad keeps 44% of remaining viewers against 59% typical. Hook rate is 16.5 pts above the account and retention runs ahead of the account, so the body is doing real work. The curve breaks late — most of the ad holds and only the final stretch sheds viewers.

Full ad name & copy

04/10/2026_202604 - BD - Gifting - Birthday - Evergreen - v1_Video_202604 - BD - Gifting - Birthday - Evergreen - V1 – Copy

RSG - Acquisition - CBO - Celebrations - RG  ›  RSG - Acquisition - CBO - Celebrations - RG

🦀Don't buy your king crab legs or seafood from anywhere else 🚫 Experience the mouthwatering difference of wild-caught king crab legs from Alaskan King Crab Co. 🤤 🚚 Get them delivered straight to your door with free overnight shipping on orders over $350. Order now and taste the difference! 👉🦀

Headlines: Enjoy $20 off your first order / $20 Off Your First Order  ·  CTA: —

08/12/2026_202608 - BD - Gifting - Foundtheperfectgift - UGCVideo - Evergreen - V2_Video_HP▶
▶ Watch the ad · On Meta · Landing page
VIDEO · 78s · launched 2026-08-13
#7First week live“I finally stopped shopping for the unforgettable gift…”
78-second UGC gift walkthrough that screen-records the actual gifting flow — pick the size, pick the delivery date, add the address, add a personal note.
Spend
$1,460
5.8% of media spend
ROAS
2.46
acct 2.47
CAC
$292
acct $282
Outbound CTR
2.52%
acct 2.29%
AOV
$718
acct $698
Conv. rate
0.69%
acct 0.62%
Why it's performing this way
  • Landed at 2.46 ROAS and 0.69% conversion by day 4 — dead level with the account, which is unusual for a 78-second cold-traffic ad.
  • Likely why: it is the only ad that answers the real gifting objection — logistics — with proof on screen instead of a claim. Watching someone add a delivery date removes the fear of a thawed box arriving on the wrong day.
  • The length is not hurting it. Outbound CTR of 2.52% is above account, so people are self-selecting into the long version.
Suggested iteration
  • Cut a 30s version that opens on the screen recording and drops the monologue.
  • Static/carousel of the same four steps as a low-cost companion.
  • Swap the occasion — same walkthrough for anniversary and holiday.
Perfect GiftGift GiversCuriosityScreen RecordingTestimonialUnboxing
Video retention curve
Hook rate
30.6%
acct 31.4%
Held to 25%
21%
acct 52%
Held to 75%
5%
acct 18%
Finished
2%
acct 8%
Avg watch
5.5s
of 77s
ThruPlays
2,658
3s plays 8,796
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 3s → 25%, where this ad keeps 21% of remaining viewers against 52% typical. Hook rate is level with the account and retention runs behind the account, so the body is the weak link. The curve breaks early — people leave almost immediately after the opening. Read it against the length: this cut runs 1:17, so 25% is 19s in and a steep early curve is expected — the account line mixes ads from 17s to 290s.

Full ad name & copy

08/12/2026_202608 - BD - Gifting - Foundtheperfectgift - UGCVideo - Evergreen - V2_Video_HP

RSG - Acquisition - CBO - Welcome Offer Ad - RG  ›  RSG - Acquisition - CBO - HP - RG

Looking for a birthday gift that actually gets a reaction? 🎉 Try sending 4 lbs of wild-caught Alaskan king crab legs—delivered frozen and packed in dry ice. It’s not another candle. It’s not a gift card. It’s a next-level surprise they’ll be talking about long after the candles are blown out. Make their birthday unforgettable.

Headlines: The Gift They'll Talk About / Ship Crab, Not a Birthday Card / You’ll Never Send a Basic Birthday Gift Again.  ·  CTA: SHOP_NOW

08/10/2026_202608 - Skeptic - ComePack$1500Order - UGCVideo - Evergreen - V1_HP▶
▶ Watch the ad · On Meta · Landing page
VIDEO · 49s · launched 2026-08-10
#8First week live“Come pack a $1,500 King Crab order with me.”
49-second behind-the-scenes packing a real named customer's $1,500 order — 10 lbs of XXL legs, freezer to dry ice to overnight.
Spend
$990
3.9% of media spend
ROAS
1.90
acct 2.47
CAC
$330
acct $282
Outbound CTR
1.71%
acct 2.29%
AOV
$628
acct $698
Conv. rate
0.57%
acct 0.62%
Why it's performing this way
  • Weakest click of the funded new launches: 1.71% outbound CTR, 25% below account, and 1.90 ROAS.
  • Likely why: the $1,500 anchor is doing the opposite of what we intended. It reads as “this is for someone else” rather than “look at the scale of this,” filtering out the mid-basket buyer who is most of our volume.
  • The format is not the problem — the near-identical HolySmokes cut returned 4.84 on a smaller budget.
Suggested iteration
  • Re-cut with a neutral open: “come pack a real order.” Same footage, no price anchor.
  • Test a mid-anchor version around a typical basket instead of the outlier.
  • Move the $1,500 reveal to the end as a payoff rather than the hook.
Massive SizeBroadCuriosityBehind The ScenesNo OfferEvergreen
Video retention curve
Hook rate
30.5%
acct 31.4%
Held to 25%
36%
acct 52%
Held to 75%
18%
acct 18%
Finished
9%
acct 8%
Avg watch
6.3s
of 49s
ThruPlays
3,003
3s plays 9,448
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 3s → 25%, where this ad keeps 36% of remaining viewers against 52% typical. Hook rate is level with the account and retention runs behind the account, so the body is the weak link. The curve breaks early — people leave almost immediately after the opening.

Full ad name & copy

08/10/2026_202608 - Skeptic - ComePack$1500Order - UGCVideo - Evergreen - V1_HP

RSG - Acquisition - CBO - Evergreen August Batch - RG  ›  RSG - Acquisition - CBO - Evergreen August Batch - RG

—

Headlines: —  ·  CTA: SHOP_NOW

08/11/2026_202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video_HP▶
▶ Watch the ad
VIDEO · 80s · launched 2026-08-11
#9First week live“Hey folks, Andy with AlaskanKingCrab.com here.”
80-second walkthrough with Andy from AlaskanKingCrab.com hand-packing a real order and thanking the customer by name.
Spend
$908
3.6% of media spend
ROAS
3.12
acct 2.47
CAC
$303
acct $282
Outbound CTR
3.32%
acct 2.29%
AOV
$945
acct $698
Conv. rate
0.57%
acct 0.62%
Why it's performing this way
  • Best traffic quality of any new launch: 3.32% outbound CTR (45% above account) and a $945 AOV, at 3.12 ROAS.
  • Likely why: a named operator carries authority that anonymous B-roll cannot. The same freezer footage without a human face is returning 1.17 — the difference is 2.7x and it is the only variable that changed.
  • The high AOV suggests the credibility is what unlocks the bigger order, not the size flex.
Suggested iteration
  • Make Andy recurring — one shoot day yields 4-6 cuts.
  • “Andy answers the question we get most” and “Andy grades a leg — XL vs XXL in hand.”
  • Put Andy's face and name in the first frame; test against a cold open on the freezer.
Shipped OvernightOnline Food ShoppersHow ToBehind The ScenesNo OfferEvergreen
Video retention curve
Hook rate
39.7%
acct 31.4%
Held to 25%
34%
acct 52%
Held to 75%
22%
acct 18%
Finished
4%
acct 8%
Avg watch
10.8s
of 79s
ThruPlays
2,347
3s plays 6,328
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 95% → 100%, where this ad keeps 50% of remaining viewers against 81% typical. Hook rate is 8.3 pts above the account and retention runs behind the account, so the body is the weak link. The curve breaks late — most of the ad holds and only the final stretch sheds viewers. Read it against the length: this cut runs 1:19, so 25% is 19s in and a steep early curve is expected — the account line mixes ads from 17s to 290s.

Full ad name & copy

08/11/2026_202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video_HP

RSG - Acquisition - CBO - Evergreen August Batch - RG  ›  RSG - Acquisition - CBO - Evergreen August Batch - RG

Ever wonder how fresh, wild-caught king crab makes its way from the ocean to your house? 🦀🌊 From the moment it’s pulled from the icy water to the moment it arrives at your door, there’s a whole journey behind every bite. Watch how we bring fresh, wild-caught king crab from the ocean straight to your table.

Headlines: Fresh King Crab. Guaranteed. / Flash-Frozen / Wild-Caught  ·  CTA: —

07/13/2026_202607 - FirstTimer - OrderingKingCrabOnline - UGCVid - V1_Video_HP – Copy▶
▶ Watch the ad
VIDEO · 33s · launched 2026-08-10
#10“Nervous about ordering king crab online? I get it.”
33-second objection-first BTS that names the fear out loud, then walks the freezer, hand-weighing, dry ice and overnight ship.
Spend
$693
▼-28%
2.8% of media spend
ROAS
4.26
▲+152%
acct 2.47
CAC
$173
▼-46%
acct $282
Outbound CTR
3.46%
▲+23%
acct 2.29%
AOV
$738
▲+36%
acct $698
Conv. rate
0.50%
▲+37%
acct 0.62%
Why it's performing this way
  • Best ROAS of the top ten at 4.26 (+152% WoW), CAC down 46% to $173, outbound CTR 3.46% (+23%).
  • Likely why: naming the objection in the first two seconds pre-qualifies the skeptic, so the click that follows is already leaning in — then the freezer footage discharges the doubt rather than just entertaining.
  • Independently replicated — the original ad ID of the same creative returned 3.99, also up ~150%. This is a repeatable result, not a fluke.
Suggested iteration
  • Turn “name the objection first” into a five-ad format (see next steps).
  • Test the same open with a female VO to widen delivery.
  • Add an end card with the offer — it currently ends on reassurance, not an ask.
Behind The ScenesOnline Food ShoppersWarningBehind The ScenesNo OfferEvergreen
Video retention curve
Hook rate
30.9%
acct 31.4%
Held to 25%
45%
acct 52%
Held to 75%
21%
acct 18%
Finished
10%
acct 8%
Avg watch
5.7s
of 33s
ThruPlays
2,136
3s plays 7,160
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 3s → 25%, where this ad keeps 45% of remaining viewers against 52% typical. Hook rate is level with the account and retention runs behind the account, so the body is the weak link. The curve breaks early — people leave almost immediately after the opening.

Full ad name & copy

07/13/2026_202607 - FirstTimer - OrderingKingCrabOnline - UGCVid - V1_Video_HP – Copy

RSG - Acquisition - CBO - Evergreen August Batch - RG  ›  RSG - Acquisition - CBO - Evergreen August Batch - RG

If you're going to order king crab, order the real thing. Wild-caught in Alaska, flash frozen at peak freshness, shipped overnight. Swipe to see the difference. 👉

Headlines: Real VS. Fake King Crab  ·  CTA: —

04  ·  Underperformers

Five to fix or cut

The weakest creatives carrying real budget ($350+) outside the top ten. Together they took $2,247 and returned $2,394. Worth reading as a group — four of the five earn the click and then lose the sale, which points at endings and offers rather than hooks. Fulfillment Highlight in Section 03 is the sixth and largest of these at $2,045 and 1.17 ROAS.

06/17/2026_202606 - BD - Host - feedyourwholeparty - Static - Evergreen - V1_Image_HP – Copy
IMAGE · static · launched 2026-06-17
WATCH“Feed your whole party for $500”
Static offer banner — product shot with “Feed your whole party for $500” set over a navy field.
Spend
$371
▲+26%
1.5% of media spend
ROAS
no sales
acct 2.47
CAC
—
acct $282
Outbound CTR
1.64%
▼-2%
acct 2.29%
AOV
—
acct $698
Conv. rate
0.00%
acct 0.62%
Why it's performing this way
  • $371 spent, zero purchases, 1.64% outbound CTR — the only creative in the account with real budget and no revenue at all.
  • Likely why: $500 as the lead message with no product story is a price objection delivered before any desire is built. Cold traffic reads it as expensive rather than as good value for a group.
  • Statics as a class are the weakest format here — the same money in video returned meaningfully more.
Suggested iteration
  • Kill it. Rebuild the same claim as a table-reveal video where the $500 lands after the food.
  • If a static is wanted, lead with a per-person number, not the total.
Effortless FeastSocial HostsOffer-First BannerAlways-On OfferEvergreen
Full ad name & copy

06/17/2026_202606 - BD - Host - feedyourwholeparty - Static - Evergreen - V1_Image_HP – Copy

RSG - RTN - Top Performing Ads (7dc) - RG  ›  RSG - RTN - Top Performing Ads (7dc) - RG

Feed your whole dinner party with Alaskan King Crab Legs.

Headlines: King Crab. Delivered Overnight.  ·  CTA: —

05/04/2026_202604 - Insense - MSGREENEBEAUTY - Splurge - POV Treat Yourself - Evergreen - V1_Video_202604 - Insense - MSGREENEBEAUTY/BLOGOFSALT - Splurge - POV Treat Yourself - Evergreen - V1 - Partnership Ad▶
▶ Watch the ad
VIDEO · 62s · launched 2026-05-04
WATCH“I treated myself and you should too.”
61-second Insense partnership — creator treats herself, unboxes, cooks, makes a butter sauce and eats.
Spend
$589
▲+37%
2.3% of media spend
ROAS
1.16
acct 2.47
CAC
$589
acct $282
Outbound CTR
5.20%
▲+2%
acct 2.29%
AOV
$683
acct $698
Conv. rate
0.17%
acct 0.62%
Why it's performing this way
  • The most extreme attention-to-conversion gap in the account: 5.20% outbound CTR — more than double the account rate — and 0.17% conversion, one purchase on $589.
  • Likely why: “treat yourself” is a mood, not a reason. It earns enormous curiosity and then hands the viewer no occasion, no deadline and no offer to act on.
  • Self Treaters as a segment return 1.00 ROAS overall — the traffic is genuinely there, the argument is not.
Suggested iteration
  • Keep the hook, replace the back half with an occasion or an offer.
  • This is the best CTR asset we have — retarget it to warm audiences instead of cold.
  • Test the same creator with the Buy 4 / Get 1 mechanic attached.
Treat YourselfSelf TreatersDirectiveTestimonialUnboxingNo Offer
Video retention curve
Hook rate
45.6%
acct 31.4%
Held to 25%
32%
acct 52%
Held to 75%
14%
acct 18%
Finished
9%
acct 8%
Avg watch
10.0s
of 61s
ThruPlays
1,721
3s plays 5,201
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 3s → 25%, where this ad keeps 32% of remaining viewers against 52% typical. Hook rate is 14.2 pts above the account and retention runs behind the account, so the body is the weak link. The curve breaks early — people leave almost immediately after the opening. Read it against the length: this cut runs 1:01, so 25% is 15s in and a steep early curve is expected — the account line mixes ads from 17s to 290s.

Full ad name & copy

05/04/2026_202604 - Insense - MSGREENEBEAUTY - Splurge - POV Treat Yourself - Evergreen - V1_Video_202604 - Insense - MSGREENEBEAUTY/BLOGOFSALT - Splurge - POV Treat Yourself - Evergreen - V1 - Partnership Ad

RSG - Acquisition - ABO - Evergreen Testing - RG  ›  RSG - Acquisition - ABO - Price Comparison/Partnership Ads/Gifter - Batch 04/22/2026 - RG

POV: You decided to treat yourself… and now it’s buttery, melt-in-your-mouth, next-level good. No special occasion—just Alaskan King Crab that’s worth it.

Headlines: Splurge Approved / This Is Your Sign / Treat Yourself Right  ·  CTA: —

07/29/2026_202607 - BD - Gifter - BirthdayKCL - Static - Evergreen - V1_Image_HP – Copy 2
Landing page
IMAGE · static · launched 2026-07-30
WATCH“Birthday King Crab — delivered overnight”
Static lifestyle image — plated legs with “Birthday King Crab, delivered overnight” and wild-caught / flash-frozen / pre-cooked badges.
Spend
$576
▼-61%
2.3% of media spend
ROAS
1.20
▼-80%
acct 2.47
CAC
$576
▲+247%
acct $282
Outbound CTR
1.23%
▼-10%
acct 2.29%
AOV
$690
▼-30%
acct $698
Conv. rate
0.35%
▼-68%
acct 0.62%
Why it's performing this way
  • 1.20 ROAS on $576, a $576 CAC, and the lowest outbound CTR of any funded creative at 1.23%.
  • Likely why: it is the video message compressed into a poster. The same words work in the partnership video because a person is eating the food — as a flat image there is no proof and nothing moving to stop the scroll.
  • Down 61% in spend week over week, and conversion fell 68% — this one is genuinely fading, not just de-funded.
Suggested iteration
  • Retire it. The message already has a better home in video.
  • If statics stay in the mix, test a hand-in-frame shot for scale rather than a flat plate.
Special Occasion ElevationCelebratorsFeature Benefit PointoutNo OfferBirthday
Full ad name & copy

07/29/2026_202607 - BD - Gifter - BirthdayKCL - Static - Evergreen - V1_Image_HP – Copy 2

RSG - RTN - Top Performing Ads (7dc) - RG  ›  RSG - RTN - Top Performing Ads (7dc) - RG

Forgot a birthday? We won't tell. Order now, it ships overnight, and you'll still look like you had this planned since last month.

Headlines: Gift King Crab / Shipped Overnight  ·  CTA: SHOP_NOW

06/16/2026_202606 - Insense [LIFEWITHSHANB] - Splurger - GiftSurprise - UGCVid - Evergreen - V1_Video_HP – Copy 2▶
▶ Watch the ad · On Meta · Landing page
VIDEO · 52s · launched 2026-06-17
WATCH“Bro just got home and the birthday gift I got my husband just arrived.”
52-second couple's unboxing — a wife films her husband opening his birthday king crab, then they cook and eat it.
Spend
$353
▼-1%
1.4% of media spend
ROAS
1.43
acct 2.47
CAC
$353
acct $282
Outbound CTR
2.73%
▼-4%
acct 2.29%
AOV
$504
acct $698
Conv. rate
0.56%
acct 0.62%
Why it's performing this way
  • 1.43 ROAS on $353, one purchase, and a $504 AOV — the smallest basket among the underperformers.
  • Likely why: the story is about receiving, not gifting. The buyer we need is the person choosing the gift, and this ad spends most of its runtime on the recipient's reaction instead of on how easy it is to send.
  • It also runs long before any product information appears — the first 14 seconds are ambient.
Suggested iteration
  • Re-cut to open on the gifter's decision, then pay off with the reaction.
  • Add the ordering flow — the Foundtheperfectgift ad proves that beat converts.
Massive SizeCouplesRelatabilityTestimonialUnboxingNo Offer
Video retention curve
Hook rate
34.2%
acct 31.4%
Held to 25%
30%
acct 52%
Held to 75%
17%
acct 18%
Finished
10%
acct 8%
Avg watch
7.0s
of 52s
ThruPlays
632
3s plays 2,237
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 3s → 25%, where this ad keeps 30% of remaining viewers against 52% typical. Hook rate is 2.8 pts above the account and retention runs behind the account, so the body is the weak link. The curve breaks early — people leave almost immediately after the opening.

Full ad name & copy

06/16/2026_202606 - Insense [LIFEWITHSHANB] - Splurger - GiftSurprise - UGCVid - Evergreen - V1_Video_HP – Copy 2

RSG - RTN - Top Performing Ads (7dc) - RG  ›  RSG - RTN - Top Performing Ads (7dc) - RG

I wanted to make my husband's birthday extra special, so I ordered King Crab. His reaction said it all.

Headlines: Best Birthday Gift / King Crab Birthday  ·  CTA: SHOP_NOW

06/06/2026_202606 - BDProd - Foodie - MassiveSizeFlex - UGCVid - Evergreen - V1_Video_HP – Copy 2▶
▶ Watch the ad
VIDEO · 25s · launched 2026-06-25
WATCH“I thought $500 for king crab legs was insane.”
26-second price-objection testimonial — “I thought $500 for king crab legs was insane” — then a foot-long leg reveal.
Spend
$358
▼-35%
1.4% of media spend
ROAS
1.45
▲+18%
acct 2.47
CAC
$358
▼-35%
acct $282
Outbound CTR
2.42%
▲+6%
acct 2.29%
AOV
$517
▼-24%
acct $698
Conv. rate
0.58%
▲+57%
acct 0.62%
Why it's performing this way
  • 1.45 ROAS on $358 with a $517 AOV — underperforming despite using the objection-first structure that is winning elsewhere.
  • Likely why: the objection it names is price, and price objections are the one kind this format cannot discharge — showing a big leg does not make $500 feel smaller. The Warning-hook winners name a risk (will it arrive frozen?) which footage can genuinely resolve.
  • Useful negative result: the format works, the objection choice matters.
Suggested iteration
  • Swap the objection from price to risk and keep everything else.
  • If price stays, resolve it with a real comparison — restaurant receipt vs. per-pound cost.
Massive SizeSeafood EnthusiastsCuriosityMontageNo OfferEvergreen
Video retention curve
Hook rate
34.1%
acct 31.4%
Held to 25%
57%
acct 52%
Held to 75%
18%
acct 18%
Finished
8%
acct 8%
Avg watch
3.6s
of 25s
ThruPlays
575
3s plays 2,414
0%50%100%3s25%50%75%95%100%
This ad   Account average (all video)   % of 3-second viewers still watching

Steepest loss vs. the account: 50% → 75%, where this ad keeps 58% of remaining viewers against 64% typical. Hook rate is 2.7 pts above the account and retention runs ahead of the account, so the body is doing real work. The curve breaks in the middle — the opening works and the body loses them.

Full ad name & copy

06/06/2026_202606 - BDProd - Foodie - MassiveSizeFlex - UGCVid - Evergreen - V1_Video_HP – Copy 2

RSG - RTN - Top Performing Ads (7dc) - RG  ›  RSG - RTN - Top Performing Ads (7dc) - RG

Not all king crab is created equal. Wild-caught, massive legs, and unforgettable flavor delivered straight to your door.

Headlines: Seafood Lover / Treat Yourself / Massive Sized King Crab Legs  ·  CTA: —

05  ·  Next

What we're doing about it

Six moves, ordered by conviction. The first three extend things that are already working; the rest fix specific leaks the data surfaced this week.

1. Build the Objection Series

Extends OrderingKingCrabOnline · 4.26 ROAS · $173 CAC

Naming a real objection in the first two seconds is the most reliable thing in this account — it worked twice independently at ~4.0 and ~4.3 ROAS. Make it a format, five cuts, one objection each. Critically: name a risk, not a price. MassiveSizeFlex proves footage can't argue away $500.

  • “Worried it'll arrive thawed?” → dry ice, doorstep open
  • “Worried it won't arrive in time?” → the tracking email
  • “Don't know how to cook it?” → 10 minutes, grill, done
  • “Is it actually fresh if it's frozen?” → flash-frozen off the boat
Ship by: scripts Wed, in market next Monday.

2. Make Andy recurring

Extends BehindTheScenes · 3.12 ROAS · $945 AOV

The named-operator version of our fulfillment footage beat the anonymous version by 2.7x with 45% higher CTR. That is the single cleanest A/B we have. One shoot day gets four to six cuts and gives the brand a face.

  • “Andy packs a real order” — rotate customer, city and size
  • “Andy answers the question we get most”
  • “Andy grades a leg” — XL vs XXL in hand
  • Re-cut the failing Fulfillment Highlight with Andy at the front
Ship by: book the shoot this week.

3. Get the Game Day cluster live before Week 1

Opens Social Hosts · $150 CAC — our cheapest audience

One football asset exists and it has spent $32. The season starts in three weeks. Reacting in Week 3 means missing the moment entirely.

  • Fund the existing FootballSpread cut now
  • Table reveal: “the spread that ends the wings-and-dip era”
  • Tailgate grill timer — ten minutes, on camera
  • Version for playoffs and holiday parties to extend into December
Ship by: two new cuts in market within 14 days.

4. Fix the gift landing page

Fixes the account's largest structural leak

Traffic to /pages/gift-king-crab returned 1.84 ROAS this week. The homepage returned 2.69 and the welcome-pound page 2.97 — a 46–61% gap that has nothing to do with the creative. Our single largest ad points straight at the weakest page.

  • Move ForgottenBday off the gift page immediately
  • Audit the gift page against welcome-pound for offer visibility and delivery-date clarity
  • Re-test the gift page only once it's rebuilt
Owner: site side — flag to the AKC team this week.

5. Give the strong hooks a body

Fixes MSGREENEBEAUTY (5.20% CTR, 0.17% CVR) and the reaction cut

Two creatives are generating exceptional attention and converting almost nobody. Both stop at the payoff and never make an ask. These are half-finished ads, not bad ones.

  • Reaction footage becomes a 3-second cold open on the Buy 4 / Get 1 script
  • MSGREENEBEAUTY keeps its hook, gets an occasion or offer in the back half
  • Retarget the high-CTR cuts to warm audiences rather than cold
Ship by: re-cuts only — no new shoot needed.

6. Housekeeping that costs nothing

Consolidation and retirement

Three quick fixes that free delivery without cutting a single idea.

  • Consolidate the duplicate NAK AT MY DOOR instances to one ad ID — they're splitting learning
  • Retire the two failing statics (feedyourwholeparty, BirthdayKCL) — the message works better in video
  • Re-cut ComePack$1500 without the price anchor and run it against HolySmokes
Ship by: in-platform, this week.
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