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

Creative performance

Monday 17 August – Sunday 23 August 2026, against the prior seven days (10–16 August). Account figures are Meta platform data; creative figures are from Motion, reconciled ad-by-ad against the platform.

$22,800 spent  ·  $52,494 revenue  ·  2.30 ROAS  ·  72 purchases  ·  15 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
$22,800
▼-9% vs $25,127
Revenue
$52,494
▼-15% vs $62,113
ROAS
2.30
▼-7% vs 2.47
Customer acq. cost
$317
▲+12% vs $282
Outbound CTR
2.43%
▲+6% vs 2.29%
AOV
$729
▲+4% vs $698
Conversion rate
0.51%
▼-18% vs 0.62%
Purchases
72
▼-19% vs 89
CPM
$39.21
▼-2% vs $40.06
  • A softer week, in a softer window. Spend came down 9.3% and revenue 15.5%, so ROAS eased to 2.30 and CAC rose to $317. Worth reading against the calendar — we are heading into Labor Day, when consumer demand for a $700 special-occasion order naturally dips.
  • Demand held; conversion did not. Outbound CTR rose 6.3% to 2.43% while conversion fell 17.9%. People still want in. Fewer completed the purchase, which is what you would expect from a pre-holiday lull rather than from creative that stopped working.
  • Our biggest campaign is running on old creative. The Welcome Offer campaign took 40.5% of spend at a 2.16 ROAS, and its spend-weighted creative age is 42 days. The offer is live and unchanged — the executions in front of it are just tired.
  • Andy carried the account. Meta allocated it from $908 to $3,631 unprompted and ROAS improved to 3.47 with CAC down 25%.
  • One week, not a trend. These ads have a strong history. Nothing here needs an emergency response — it needs a creative refresh in the campaign carrying the most money, and a wider set of angles.
53.5%
of media spend
sits in the top 10 creatives
15.9%
in one ad
Andy’s BehindTheScenes, at a 3.47 ROAS
3.0%
behind this week’s launches
week one — last week’s batch opened at 15.3%
28
creatives carry 80%
of delivery, out of 150 live

Creative vintage — where this week's money sat, by launch date

Every ad assigned to the week it first went live, so the cohorts add to 100%. The grey bar is the share the same-aged cohort held last week, which shows how each weekly batch matures once Meta has had time to allocate to it.

Launch cohortShare of spendThis wkLast wkROASSpend
Launched this week
3.0%
15.3%
1.19
$676
Launched 1 week ago
21.3%
11.0%
3.00
$4,842
Launched 2 weeks ago
12.7%
3.0%
1.91
$2,895
Launched 3 weeks ago
2.6%
13.6%
0.00
$602
Launched 4 weeks ago
4.8%
7.9%
1.90
$1,094
Launched 5+ weeks ago
55.5%
49.3%
2.22
$12,627
Aug 17–23Aug 10–16

Last week's batch is this week's engine. Creatives launched 10–16 August now carry 21.3% of spend at a 3.00 ROAS — the best-performing vintage in the account, and up from the 11.0% that cohort position held a week ago. Take the two batches before this one together and 34.0% of spend sits in creative launched in the previous fortnight, returning 2.59 against a 2.30 account rate. The pipeline is working; it just takes a week or two for Meta to find each batch. This week's launches at 3.0% are simply at day one of that same curve.

02  ·  New this week

Launched since Monday 17 August

15 creatives went live — 8 video, 7 static — and the cohort took $676, 3.0% of media spend, so most of it has not had enough delivery to read yet. Volume is not the issue; a few of these are worth funding properly next week. The one to watch is the Nate Gill shipping batch — the Objection Series brief, executed. Click any thumbnail to play the ad.

08/17/2026_202608 - Insense [Nate Gill@nategill8] - Skeptic - NoConcernsWithShipping - UGCVid - Evergreen - V2_Video_HP▶
▶ Watch the ad · On Meta · Landing page
VIDEO · 63s · launched 2026-08-17
First week live“$600 worth of king crab legs delivered overnight.”
The longer variant of the same Nate Gill shipping-objection video, same footage and script, different edit and thumbnail.
Spend
$384
1.7% of media spend
ROAS
1.78
acct 2.30
CAC
$384
acct $317
Outbound CTR
2.03%
acct 2.43%
AOV
$683
acct $729
Conv. rate
0.56%
acct 0.51%
Why it's performing this way
  • Took $385 — three times its sibling's budget — and produced materially less: 1.78 ROAS against 6.77.
  • Outbound CTR of 2.03% is below the 2.43% account rate, so it is losing people before the click rather than after.
  • Likely why: leading on the $600 figure without the nervousness line attached reads as a price flex. The sibling cut pairs the number with the fear immediately, which reframes it as a stakes-setter.
Suggested iteration
  • Cut the price-first open and match the sibling's pairing of number plus fear.
  • If the two edits keep diverging, retire this one and put the budget behind the winner.
Reliable DeliveryBroadBold ClaimDemoTestimonialAlways-On Offer
Video retention curve
Hook rate
29.1%
acct 34.7%
Held to 25%
20%
acct 50%
Held to 75%
9%
acct 19%
Finished
4%
acct 8%
Avg watch
5.6s
of 63s
ThruPlays
530
3s plays 2,542
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 20% of remaining viewers against 50% typical. Hook rate is 5.6 pts below 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 1:03, 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

08/17/2026_202608 - Insense [Nate Gill@nategill8] - Skeptic - NoConcernsWithShipping - UGCVid - Evergreen - V2_Video_HP

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

Worried King Crab Legs won't survive shipping? It will. Alaskan King Crab Legs — packed in dry ice, shipped overnight, and frozen solid on arrival, every single time. See for yourself.

Headlines: Overnight Shipping, Always / Thaw, Heat, and Eat  ·  CTA: SHOP_NOW

08/17/2026_202608 - Insense [Nate Gill_@nategill8] - Skeptic - NoConcernsWithShipping - UGCVid - Evergreen - V1_Video_HP▶
▶ Watch the ad · On Meta · Landing page
VIDEO · 64s · launched 2026-08-17
First week live“$600 worth of king crab legs delivered overnight. Every reason to be nervous was right there.”
64-second Insense partnership with Nate Gill. Opens on the price and the fear in the same breath, then walks the whole delivery — date picked, shipped overnight, box opened, crab still frozen solid.
Spend
$119
0.5% of media spend
ROAS
6.77
acct 2.30
CAC
$59
acct $317
Outbound CTR
1.99%
acct 2.43%
AOV
$401
acct $729
Conv. rate
4.65%
acct 0.51%
Why it's performing this way
  • Best efficiency of anything launched this week: 6.77 ROAS and a $59 CAC on $119. Small sample — two purchases — so treat it as a signal, not a result.
  • Likely why: this is the Objection Series brief executed almost exactly. It names the risk (shipping), shows the resolution (frozen solid on arrival), and closes on it — “shipping is the reason you haven't ordered yet.”
  • Its sibling variant took $385 and produced far less, so the concept is not yet proven at spend — the delta between the two cuts is where the next test lives.
Suggested iteration
  • Fund this cut to a readable sample before drawing any conclusion — it is the cheapest upside in the report.
  • Run it head-to-head against the $385 variant to isolate which edit is doing the work.
  • Build two more objections on the same spine: “will it arrive in time” and “is frozen actually fresh”.
Reliable DeliverySkeptical BuyersShocking StatementDemoTestimonialUnboxing
Video retention curve
Hook rate
31.5%
acct 34.7%
Held to 25%
22%
acct 50%
Held to 75%
10%
acct 19%
Finished
4%
acct 8%
Avg watch
6.6s
of 63s
ThruPlays
157
3s plays 682
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 22% of remaining viewers against 50% typical. Hook rate is 3.2 pts below 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 1:03, 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

08/17/2026_202608 - Insense [Nate Gill_@nategill8] - Skeptic - NoConcernsWithShipping - UGCVid - Evergreen - V1_Video_HP

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

Worried King Crab Legs won't survive shipping? It will. Alaskan King Crab Legs — packed in dry ice, shipped overnight, and frozen solid on arrival, every single time. See for yourself.

Headlines: Overnight Shipping, Always / Thaw, Heat, and Eat  ·  CTA: SHOP_NOW

08/19/2026_202608 - BD - Repeat Buyer - LoyalCustomerReview - Static - Evergreen V3_Image_HP
Landing page
IMAGE · static · launched 2026-08-22
First week live“Ordered once in 2019. Never stopped.”
Static review card — a five-star quote, “Ordered once in 2019. Never stopped.”, over the shipping box on white.
Spend
$71
0.3% of media spend
ROAS
no sales
acct 2.30
CAC
—
acct $317
Outbound CTR
1.40%
acct 2.43%
AOV
—
acct $729
Conv. rate
0.00%
acct 0.51%
Why it's performing this way
  • $71 and no purchases yet. Outbound CTR of 1.40% is well below the 2.43% account rate.
  • Likely why: clean and credible, but static review cards ask the viewer to read before they feel anything. Every high-CTR asset in this account leads with the food.
  • Worth noting this is aimed at repeat buyers — a segment the account has barely served, so a weak cold-traffic read may be the wrong test.
Suggested iteration
  • Retarget it to past purchasers rather than cold — the loyalty message is built for them.
  • If it stays in prospecting, put the crab in the top half and the quote underneath.
Customer ValidationBroadReviewNo OfferEvergreen
Full ad name & copy

08/19/2026_202608 - BD - Repeat Buyer - LoyalCustomerReview - Static - Evergreen V3_Image_HP

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

One birthday order in 2019. Still going strong today. You know exactly how that happens.

Headlines: Order King Crab / King Crab Feast / Overnight Shipping, Always  ·  CTA: SHOP_NOW

08/17/2026_202608 - Insense [Nate Gill_@nategill8] - Skeptic - ShippingHesistation - UGCVid - Evergreen - V1_Video_HP▶
▶ Watch the ad · On Meta · Landing page
VIDEO · 63s · launched 2026-08-17
First week live“I just spent $600 on King Crab Legs. They're shipping overnight.”
Third Nate Gill cut, built on shipping hesitation, opening on him plating a $600 order in his kitchen.
Spend
$42
0.2% of media spend
ROAS
no sales
acct 2.30
CAC
—
acct $317
Outbound CTR
1.97%
acct 2.43%
AOV
—
acct $729
Conv. rate
0.00%
acct 0.51%
Why it's performing this way
  • $42 spent — nothing to read yet.
  • Outbound CTR of 1.97% is tracking just under the account rate on very thin delivery.
  • Listed so the whole Nate Gill batch is visible: three cuts, one budget, and the spend split unevenly across them.
Suggested iteration
  • Fold into the head-to-head test rather than running as a third separate line.
Reliable DeliverySkeptical BuyersShocking StatementScreen RecordingTestimonialUnboxing
Video retention curve
Hook rate
35.2%
acct 34.7%
Held to 25%
23%
acct 50%
Held to 75%
16%
acct 19%
Finished
7%
acct 8%
Avg watch
8.3s
of 62s
ThruPlays
79
3s plays 303
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 23% of remaining viewers against 50% 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 1:02, 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

08/17/2026_202608 - Insense [Nate Gill_@nategill8] - Skeptic - ShippingHesistation - UGCVid - Evergreen - V1_Video_HP

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

Worried King Crab Legs won't survive shipping? It will. Alaskan King Crab Legs — packed in dry ice, shipped overnight, and frozen solid on arrival, every single time. See for yourself.

Headlines: Overnight Shipping, Always / Thaw, Heat, and Eat  ·  CTA: SHOP_NOW

08/17/2026_202608 - BD - Splurge - OvernightShipping- Static - Evergreen - V1_Image_HP
Landing page
IMAGE · static · launched 2026-08-17
First week live“Ordered yesterday. Dinner tonight.”
Static — legs with a checkmark and “Ordered yesterday, dinner tonight” over a plated shot.
Spend
$23
0.1% of media spend
ROAS
no sales
acct 2.30
CAC
—
acct $317
Outbound CTR
1.12%
acct 2.43%
AOV
—
acct $729
Conv. rate
0.00%
acct 0.51%
Why it's performing this way
  • $23 spent. Outbound CTR 1.12%, the weakest of the new batch.
  • Likely why: it makes the overnight promise as a claim in text. The videos that win on this same message show the frozen box being opened.
Suggested iteration
  • The line is good — move it into video as an end card rather than running it as a standalone static.
Shipped OvernightHome CooksBefore and AfterNo OfferEvergreen
Full ad name & copy

08/17/2026_202608 - BD - Splurge - OvernightShipping- Static - Evergreen - V1_Image_HP

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

Knock knock. That's dinner showing up already fully cooked, no effort required, just crack open the king crab and dig in.

Headlines: King Crab at Home / Shipped Overnight Always  ·  CTA: SHOP_NOW

Also launched — under $20 in spend

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

Ad nameLaunchedTypeSpendoCTR
08/17/2026_202608 - BD - FirstTimer - LongerThanForearn - GIF - Evergreen - V1_Video_HP2026-08-17video$81.25%
08/17/2026_202608 - BD - Splurger Self-Treater - Foodie - NobodyRegrets - Static- Evergreen - V1_Image_HP2026-08-17image$62.27%
08/17/2026_202608 - BD - Repeat Buyer - LoyalCustomerReview - Static - Evergreen V1_Image_HP2026-08-18image$42.60%
08/20/2026_202608 - BD - RepeatBuyer _ Loyalist - BeenAwhile - Static - Evergreen - V1_Image_HP2026-08-23image$30.00%
08/17/2026_202608 - Insense [Nate Gill_@nategill8] - Skeptic - ShippingHesistation - UGCVid - Evergreen - V2_Video_HP2026-08-17video$34.17%
08/17/2026_202608- BD - FirstTimer - TheyarePre-cooked - Static - Evergreen - V1_Image_HP2026-08-17image$31.19%
08/17/2026_202608 - BD - TheVacationHouse - ShowUpinaBox - UGCVid - Evergreen - V1_Video_HP2026-08-17video$31.94%
08/17/2026_202608 - BD - Host - TailgatingGoodluckCharm - Static - Evergreen - V1_Image_HP2026-08-17image$30.00%
08/17/2026_202608 - FirstTimer - FulfillmentOrder - UGCVideo - Evergreen - v1_Video_HP2026-08-17video$21.67%
08/17/2026_202608 - BD - TheOccasionMaker - BirthdayAtHome - UGCVid - Evergreen - V1_Video_HP2026-08-17video$21.79%
03  ·  Top 10 by spend

Where the money went

The ten creatives carrying the most budget. Deduplicated to the platform they represent $12,190 — 53.5% of media spend — returning $25,478 at 2.09 ROAS, below the 2.30 account rate. Only three of the ten beat account average this week.

08/11/2026_202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video_HP▶
▶ Watch the ad
VIDEO · 80s · launched 2026-08-11
#1“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
$3,631
▲+300%
15.9% of media spend
ROAS
3.47
▲+11%
acct 2.30
CAC
$227
▼-25%
acct $317
Outbound CTR
3.31%
▼-0%
acct 2.43%
AOV
$787
▼-17%
acct $729
Conv. rate
0.54%
▼-5%
acct 0.51%
Why it's performing this way
  • The week's clear win. Meta pushed spend from $908 to $3,631 on its own and ROAS improved to 3.47 while CAC fell 25% to $227. It is now 15.9% of media spend.
  • Outbound CTR held dead flat at 3.31% through the scale, which is the tell: the audience did not thin out as budget went in.
  • Likely why: operator authority does not fatigue the way a creator testimonial does. There is no performance to get tired of — it is a person doing his job, and the proof is the process.
Suggested iteration
  • Monitor whether it keeps taking budget this week — the algorithm allocated into it unprompted, which is the signal worth tracking.
  • Get the second and third Andy cuts into production so there is a bench behind it.
  • Test a 30-second edit to open a second placement without touching the 80-second original.
Shipped OvernightOnline Food ShoppersHow ToBehind The ScenesNo OfferEvergreen
Video retention curve
Hook rate
42.4%
acct 34.7%
Held to 25%
35%
acct 50%
Held to 75%
21%
acct 19%
Finished
4%
acct 8%
Avg watch
12.0s
of 79s
ThruPlays
14,437
3s plays 38,098
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 51% of remaining viewers against 78% typical. Hook rate is 7.8 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: —

07/01/2026_202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_HP▶
▶ Watch the ad
VIDEO · 41s · launched 2026-07-08
#2“Four pounds of king crab won’t be enough. We know that.”
The homepage-routed instance of the same Buy 4 lbs / get 1 lb free video, running as a separate asset alongside the Welcome Offer LP version.
Spend
$2,238
▼-14%
9.8% of media spend
ROAS
1.83
▼-60%
acct 2.30
CAC
$448
▲+142%
acct $317
Outbound CTR
2.66%
▲+2%
acct 2.43%
AOV
$820
▼-3%
acct $729
Conv. rate
0.43%
▼-51%
acct 0.51%
Why it's performing this way
  • Tracks its twin almost exactly — 1.83 ROAS, $448 CAC, 2.66% outbound CTR. Two separate ad IDs, identical movement.
  • That matched decline is useful evidence: it rules out placement, audience pocket and landing page, which leaves creative age as the explanation.
  • Together the pair took $4,474 this week and returned $8,196 — still profitable, just off its peak.
Suggested iteration
  • Refresh both together so the next read is clean.
  • Once the new cut is live, consolidate to one instance rather than running the refresh twice.
Free ProductSocial HostsBold ClaimMontagePromoEvergreen
Video retention curve
Hook rate
31.8%
acct 34.7%
Held to 25%
42%
acct 50%
Held to 75%
9%
acct 19%
Finished
5%
acct 8%
Avg watch
4.7s
of 40s
ThruPlays
3,574
3s plays 13,717
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 56% typical. Hook rate is 2.9 pts below 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_HP

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

07/01/2026_202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_Welcome_Offer LP▶
▶ Watch the ad
VIDEO · 41s · launched 2026-07-08
#3“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
$2,237
▼-14%
9.8% of media spend
ROAS
1.83
▼-60%
acct 2.30
CAC
$447
▲+142%
acct $317
Outbound CTR
2.66%
▲+2%
acct 2.43%
AOV
$820
▼-3%
acct $729
Conv. rate
0.43%
▼-51%
acct 0.51%
Why it's performing this way
  • Softened from 4.56 to 1.83, with CAC up to $448. The break is post-click: outbound CTR actually rose to 2.66% while conversion halved.
  • Likely why: age. This cut is 47 days old and still carries $4,474 a week across its two instances — half the Welcome Offer campaign. The offer is live and unchanged, so what is wearing out is the execution, not the mechanic. Rising CTR with falling conversion is the classic late-life signature: the people still clicking have seen it several times already.
  • Labor Day week is also a naturally softer demand window, so some of this is seasonal rather than creative.
Suggested iteration
  • Refresh the execution, keep the mechanic — same Buy 4 / Get 1 spine, new hook and new opening 5 seconds.
  • Three angles worth testing: the math open (restaurant price per pound vs. five pounds here), the regret open (“everyone who orders four says they should have ordered five”), and a real cart screen-recording showing the free pound auto-add.
  • Hold spend where it is while the refresh is built — it is still profitable, just less so.
Free ProductSeafood EnthusiastsShocking StatementMontagePromoEvergreen
Video retention curve
Hook rate
31.8%
acct 34.7%
Held to 25%
42%
acct 50%
Held to 75%
9%
acct 19%
Finished
5%
acct 8%
Avg watch
5.1s
of 40s
ThruPlays
3,572
3s plays 13,703
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 56% typical. Hook rate is 2.9 pts below 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: —

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
#4“Oh my god!” (unscripted, 0–5s)
18-second unscripted reaction — a full leg of meat pulled clean from the shell on a griddle, essentially no script.
Spend
$1,890
▲+28%
8.3% of media spend
ROAS
1.70
▲+12%
acct 2.30
CAC
$378
▼-49%
acct $317
Outbound CTR
1.73%
▼-10%
acct 2.43%
AOV
$642
▼-43%
acct $729
Conv. rate
0.57%
▲+84%
acct 0.51%
Why it's performing this way
  • Quietly improving. Spend up 28% to $1,890, ROAS up to 1.70, CAC down 49% to $378, and conversion up 84%.
  • Still below the 2.30 account rate, and AOV dropped 43% to $642 — the enormous baskets it pulled last week did not repeat.
  • Likely why: more budget widened delivery past the size-obsessed buyer into a more ordinary audience. Efficiency improved, basket size normalised.
Suggested iteration
  • Still the best cold-open footage we own — splice it onto a scripted body rather than running bare.
  • Test against the Andy open to see which earns the click more cheaply.
Perfect GiftGift GiversDirectiveReaction VideoNo OfferBirthday
Video retention curve
Hook rate
46.9%
acct 34.7%
Held to 25%
81%
acct 50%
Held to 75%
29%
acct 19%
Finished
10%
acct 8%
Avg watch
5.7s
of 17s
ThruPlays
5,321
3s plays 24,048
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 45% of remaining viewers against 53% typical. Hook rate is 12.3 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: —

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
#5“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
$1,326
▼-52%
5.8% of media spend
ROAS
1.08
▼-62%
acct 2.30
CAC
$442
▲+61%
acct $317
Outbound CTR
2.40%
▲+13%
acct 2.43%
AOV
$475
▼-40%
acct $729
Conv. rate
0.45%
▼-38%
acct 0.51%
Why it's performing this way
  • Fell hard: ROAS 2.86 → 1.08, CAC up 61% to $442, AOV down 40% to $475.
  • But outbound CTR went up 13% to 2.40%. More people clicking, far fewer buying, smaller orders when they do.
  • Likely why: textbook late-stage fatigue. After three heavy weeks the people still responding are the ones who have seen it repeatedly and are browsing rather than buying. The rising CTR is the giveaway — curiosity is holding while intent has drained.
Suggested iteration
  • Cut spend materially this week. This is the point where a fatigued asset starts costing more than it returns.
  • Reshoot the format, not the file — silent, food-first, one on-screen line, new creator.
Perfect GiftCelebratorsRelatabilityMontageNo OfferBirthday
Video retention curve
Hook rate
28.1%
acct 34.7%
Held to 25%
67%
acct 50%
Held to 75%
22%
acct 19%
Finished
11%
acct 8%
Avg watch
3.7s
of 18s
ThruPlays
1,404
3s plays 7,881
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 60% of remaining viewers against 66% typical. Hook rate is 6.5 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
#6“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
$1,249
▼-53%
5.5% of media spend
ROAS
1.14
▼-61%
acct 2.30
CAC
$416
▲+57%
acct $317
Outbound CTR
2.41%
▲+13%
acct 2.43%
AOV
$475
▼-40%
acct $729
Conv. rate
0.47%
▼-37%
acct 0.51%
Why it's performing this way
  • Mirrors its twin again: 1.14 ROAS, $416 CAC, $475 AOV, CTR up 13%. The decline is the creative, not the placement.
  • We flagged consolidating these two instances last week; both are still live and both are now below account average.
  • Combined they still took $2,575 this week — the second-largest line item in the account behind Andy.
Suggested iteration
  • Consolidate and cut together. There is no version of this asset worth $2,575 at a 1.1 ROAS.
Perfect GiftCelebratorsRelatabilityMontageNo OfferBirthday
Video retention curve
Hook rate
28.2%
acct 34.7%
Held to 25%
67%
acct 50%
Held to 75%
22%
acct 19%
Finished
11%
acct 8%
Avg watch
3.7s
of 18s
ThruPlays
1,347
3s plays 7,552
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 60% of remaining viewers against 66% typical. Hook rate is 6.5 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: —

07/24/2026_202607 - BD - Gifter - ForgottenBday - UGCVideo - Evergreen - V1_Video_HP – Copy▶
▶ Watch the ad · On Meta · Landing page
VIDEO · 23s · launched 2026-07-24
#7“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
$995
▼-70%
4.4% of media spend
ROAS
1.39
▼-35%
acct 2.30
CAC
$498
▲+49%
acct $317
Outbound CTR
2.49%
▲+24%
acct 2.43%
AOV
$691
▼-4%
acct $729
Conv. rate
0.38%
▼-49%
acct 0.51%
Why it's performing this way
  • Capped as recommended: spend down 70% from $3,348 to $995. But the efficiency did not recover — ROAS fell further to 1.39 and CAC rose to $498.
  • Outbound CTR jumped 24% to 2.49% while conversion fell 49%. The same pattern as the partnership videos: more clicking, less buying.
  • Likely why: capping the spend fixed the budget exposure but not the underlying problem. Guilt earns attention cheaply and builds no desire, so the traffic it sends is curious rather than ready.
Suggested iteration
  • Cut it. Two weeks of falling conversion at rising CTR is a settled answer.
  • Keep the guilt hook itself — pair it with the offer script rather than the gift page.
Perfect GiftLast Minute Gift GiversQuestionMontageNo OfferBirthday
Video retention curve
Hook rate
26.8%
acct 34.7%
Held to 25%
58%
acct 50%
Held to 75%
19%
acct 19%
Finished
11%
acct 8%
Avg watch
4.0s
of 23s
ThruPlays
1,346
3s plays 5,637
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 66% typical. Hook rate is 7.8 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

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

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
#8“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
$839
▼-43%
3.7% of media spend
ROAS
1.79
▼-27%
acct 2.30
CAC
$839
▲+187%
acct $317
Outbound CTR
2.82%
▲+12%
acct 2.43%
AOV
$1,501
▲+109%
acct $729
Conv. rate
0.22%
▼-68%
acct 0.51%
Why it's performing this way
  • Down to $839 from $1,460, ROAS 1.79, and a single purchase — but that purchase was $1,501, the largest AOV in the account.
  • Outbound CTR rose 12% to 2.82%, comfortably above account. Conversion fell to 0.22%.
  • Likely why: one order on $839 is not a read. The AOV figure is a sample of one and should not be treated as a trend — but the CTR strength across two weeks says the hook is real.
Suggested iteration
  • Give it another week at similar spend before judging — the sample is too thin either way.
  • Ship the 30-second cut we briefed last week so the concept gets a fair test at a shorter length.
Perfect GiftGift GiversCuriosityScreen RecordingTestimonialUnboxing
Video retention curve
Hook rate
33.8%
acct 34.7%
Held to 25%
21%
acct 50%
Held to 75%
4%
acct 19%
Finished
3%
acct 8%
Avg watch
6.3s
of 77s
ThruPlays
1,640
3s plays 5,357
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 50% 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

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
#9“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
$679
▼-67%
3.0% of media spend
ROAS
0.83
▼-29%
acct 2.30
CAC
$340
▼-34%
acct $317
Outbound CTR
2.75%
▼-0%
acct 2.43%
AOV
$282
▼-53%
acct $729
Conv. rate
0.35%
▲+64%
acct 0.51%
Why it's performing this way
  • Worst ROAS of the top ten at 0.83 — it now loses money on every dollar. Spend was cut 67% to $679, which was right.
  • Outbound CTR held at 2.75%, above account, for the third week running. It has never had a traffic problem.
  • Likely why: unchanged from last week — there is no ask at the end. Andy's version of the same story is returning 3.47 at four times the spend, which isolates the variable cleanly: a named human and a reason to act.
Suggested iteration
  • Monitor for another week. Andy's version is outperforming it on the same footage, so if this stays under 1.0 it has been replaced rather than broken.
Superior QualityOnline Food ShoppersHow ToBehind The ScenesNo OfferEvergreen
Video retention curve
Hook rate
27.2%
acct 34.7%
Held to 25%
52%
acct 50%
Held to 75%
24%
acct 19%
Finished
10%
acct 8%
Avg watch
4.2s
of 33s
ThruPlays
2,080
3s plays 5,707
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 71% of remaining viewers against 78% typical. Hook rate is 7.5 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: —

07/13/2026_202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_HP▶
▶ Watch the ad
VIDEO · 23s · launched 2026-07-14
#10Offer-first open on the free pound
UGC testimonial built directly on the Buy 4 lbs / get 1 lb free mechanic, offer stated up front.
Spend
$576
▲+45%
2.5% of media spend
ROAS
2.32
▼-36%
acct 2.30
CAC
$288
▲+45%
acct $317
Outbound CTR
3.29%
▼-12%
acct 2.43%
AOV
$667
▼-7%
acct $729
Conv. rate
0.57%
▼-22%
acct 0.51%
Why it's performing this way
  • Spend up 45% to $576 but ROAS down from 3.60 to 2.32 and CAC up 45% to $288.
  • Still above the 2.30 account rate — one of only three creatives over $500 that is.
  • Likely why: it moves with 4lbsNotEnough because they sell the same mechanic. Both held their click rate and lost conversion in the same week, which points at the offer or the landing page rather than at either edit.
Suggested iteration
  • Treat as part of the same offer investigation — do not diagnose it separately.
  • If the mechanic is intact, this is the cut to keep and scale, since it held up better than its sibling.
Price PromotionBroadOffer OnlyMontageTestimonialPromo
Video retention curve
Hook rate
34.4%
acct 34.7%
Held to 25%
62%
acct 50%
Held to 75%
21%
acct 19%
Finished
12%
acct 8%
Avg watch
2.6s
of 23s
ThruPlays
1,037
3s plays 3,680
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 59% of remaining viewers against 66% typical. Hook rate is level with 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

07/13/2026_202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_HP

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

Been thinking about King Crab? Now's the time to order. We're giving you free crab. 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: —

04  ·  Underperformers

Five to keep an eye on

The weakest creatives carrying real budget ($300+) outside the top ten. Together they took $2,126 and returned $1,265. These are watch items rather than cuts — it has been one soft week and several have a good history. What to look for next week is whether the same names appear again, which would make it a trend rather than a dip.

08/04/2026_202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP – Copy▶
▶ Watch the ad · On Meta · Landing page
VIDEO · 35s · launched 2026-08-04
WATCH“Every single time I serve this, someone asks if I'm secretly a chef.”
35-second UGC — a host jokes that people ask if she is secretly a chef, then reveals the crab ships pre-cooked so all she did was thaw and heat it.
Spend
$456
▲+32%
2.0% of media spend
ROAS
no sales
acct 2.30
CAC
—
acct $317
Outbound CTR
2.11%
▲+30%
acct 2.43%
AOV
—
acct $729
Conv. rate
0.00%
acct 0.51%
Why it's performing this way
  • $456 and zero purchases. Outbound CTR of 2.11% is below the 2.43% account rate.
  • Likely why: the ad's whole payoff is that the host did nothing — which is charming, but it removes the reason to feel impressed by the product. The status reward it sets up in the hook is then explicitly cancelled.
  • Compare against FootballSpread, which uses the same host-status arc but keeps the credit with the host.
Suggested iteration
  • Re-cut so the ease is a benefit, not a confession — “I do almost nothing and still get asked this.”
  • Move the pre-cooked reveal to the end as relief rather than opening the middle with it.
Easy PreparationSocial HostsStorytellingMontageNo OfferEvergreen
Video retention curve
Hook rate
43.4%
acct 34.7%
Held to 25%
79%
acct 50%
Held to 75%
32%
acct 19%
Finished
13%
acct 8%
Avg watch
5.9s
of 34s
ThruPlays
1,882
3s plays 7,329
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 52% of remaining viewers against 53% typical. Hook rate is 8.7 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

08/04/2026_202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP – Copy

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

Thaw. Heat. Eat. Impress. Restaurant-quality king crab, ready in minutes — no special equipment, no guesswork, no stress. Just set it out and let it do the talking. By the time the shells start cracking, someone's already asking how you made it happen.

Headlines: Order King Crab Legs / Order Today. Deivered Tomorrow.  ·  CTA: SHOP_NOW

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
$443
▼-25%
1.9% of media spend
ROAS
no sales
acct 2.30
CAC
—
acct $317
Outbound CTR
4.81%
▼-8%
acct 2.43%
AOV
—
acct $729
Conv. rate
0.00%
acct 0.51%
Why it's performing this way
  • Third consecutive week of the same pattern, now at its worst: $443 spent, zero purchases, and a 4.81% outbound CTR — more than double the account rate.
  • It is the single best attention-generating asset in the account and has now produced almost no revenue across three weeks.
  • Likely why: unchanged — “treat yourself” is a mood, not a reason. It gets the click and hands the viewer no occasion, deadline or offer.
Suggested iteration
  • Move it to retargeting where the click is already qualified — the 4.81% CTR is too good to spend on cold traffic.
  • If it stays in prospecting, the back half needs an occasion or an offer attached — it is a half-finished ad.
Treat YourselfSelf TreatersDirectiveTestimonialUnboxingNo Offer
Video retention curve
Hook rate
42.1%
acct 34.7%
Held to 25%
32%
acct 50%
Held to 75%
14%
acct 19%
Finished
9%
acct 8%
Avg watch
10.0s
of 61s
ThruPlays
1,238
3s plays 3,733
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 50% typical. Hook rate is 7.5 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
$401
▼-30%
1.8% of media spend
ROAS
no sales
acct 2.30
CAC
—
acct $317
Outbound CTR
1.22%
▼-1%
acct 2.43%
AOV
—
acct $729
Conv. rate
0.00%
acct 0.51%
Why it's performing this way
  • $401 and zero purchases this week, after 1.20 ROAS last week. Outbound CTR of 1.22% is the weakest of any funded creative for the second week running.
  • Flagged last week too, so this is now two consecutive soft weeks rather than one bad one.
  • Likely why: it is the partnership video's message flattened into a poster. Without a person eating the food there is no proof and nothing moving to stop the scroll.
Suggested iteration
  • Two weeks of the account's weakest CTR — worth watching closely. If week three looks the same, that is a trend rather than a dip.
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

07/13/2026_202607 - FirstTimer - OrderingKingCrabOnline - UGCVid - V1_Video_HP▶
▶ Watch the ad
VIDEO · 33s · launched 2026-07-15
WATCH“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
$408
▼-31%
1.8% of media spend
ROAS
1.64
▼-59%
acct 2.30
CAC
$408
▲+106%
acct $317
Outbound CTR
4.16%
▲+17%
acct 2.43%
AOV
$669
▼-15%
acct $729
Conv. rate
0.23%
▼-43%
acct 0.51%
Why it's performing this way
  • Last week's best performer at 4.26 ROAS has fallen to 1.64 on $408. That reversal deserves a flag, not a footnote.
  • The mechanics inverted: outbound CTR climbed to 4.16% — one of the highest in the account — while conversion collapsed from 0.50% to 0.23%.
  • Likely why: it was never funded past a small budget in either week, so both readings sit on a handful of purchases. The honest interpretation is that last week's 4.26 was a small-sample high rather than a repeatable rate — which is exactly why the Objection Series brief matters more than this single asset.
Suggested iteration
  • Fund it properly or stop reading it — $400 a week will never settle the question.
  • The 4.16% CTR is the durable finding here. Keep the hook, and test it against a stronger closing ask.
Behind The ScenesOnline Food ShoppersWarningBehind The ScenesNo OfferEvergreen
Video retention curve
Hook rate
32.6%
acct 34.7%
Held to 25%
45%
acct 50%
Held to 75%
20%
acct 19%
Finished
10%
acct 8%
Avg watch
6.3s
of 33s
ThruPlays
1,031
3s plays 3,450
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 50% typical. Hook rate is 2.0 pts below 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

RSG - Acquisition - ABO - Evergreen Testing - RG  ›  RSG - Acquisition - ABO - Evergreen Testing - RG – 07/07/2026

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: —

05/20/2026_202605 - BD - FirstTimer - ThinkingForWeeks - UGCVid - Evergreen - V1_Video_202605 - BD - FirstTimer - ThinkingForWeeks - UGCVid - Evergreen - V1▶
▶ Watch the ad · On Meta · Landing page
VIDEO · 21s · launched 2026-05-21
WATCH“I'd been thinking about this for weeks…”
UGC testimonial from a first-time buyer who says she had been thinking about ordering for weeks before finally doing it.
Spend
$418
▼-1%
1.8% of media spend
ROAS
1.43
▼-14%
acct 2.30
CAC
$418
▼-1%
acct $317
Outbound CTR
2.10%
▲+2%
acct 2.43%
AOV
$597
▼-15%
acct $729
Conv. rate
1.11%
▲+16%
acct 0.51%
Why it's performing this way
  • $418 at 1.43 ROAS with a single purchase, and a 2.10% outbound CTR just under the account rate.
  • Conversion of 1.11% is actually well above the 0.51% account rate — the traffic it does send converts unusually well.
  • Likely why: the hesitation story speaks precisely to a small, high-intent group. It is not broad enough to spend into, but it is not broken either.
Suggested iteration
  • Narrow rather than kill — this reads like a retargeting asset running in prospecting.
  • Test the same hesitation open with a deadline attached to compress the decision.
Shipped OvernightSkeptical BuyersRelatabilityMontageTestimonialNo Offer
Video retention curve
Hook rate
33.2%
acct 34.7%
Held to 25%
59%
acct 50%
Held to 75%
23%
acct 19%
Finished
11%
acct 8%
Avg watch
4.6s
of 20s
ThruPlays
339
3s plays 1,422
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 56% of remaining viewers against 56% typical. Hook rate is level with 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

05/20/2026_202605 - BD - FirstTimer - ThinkingForWeeks - UGCVid - Evergreen - V1_Video_202605 - BD - FirstTimer - ThinkingForWeeks - UGCVid - Evergreen - V1

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

Just go for it. It's worth it every time. Buttery goodness, top-tier quality, and ready in minutes. This is your sign to buy king crab.

Headlines: Stop Overthinking. / Buy King Crab. / You Deserve This.  ·  CTA: SHOP_NOW

05  ·  Next

What we're doing about it

Five moves. The headline one is a creative refresh in the campaign carrying the most money — not a fix for something broken, but a replacement for something that has been in market a long time.

1. Refresh the Welcome Offer campaign

40.5% of spend · 2.16 ROAS · 42-day average creative age

The offer is live and unchanged, so this is not a mechanic problem. It is that $9,224 a week is running behind executions that are six to seven weeks old — the 4lbsNotEnough pair alone is 47 days old and carries $4,474 of it. The last offer-native creative launched into this campaign was 20 July, 35 days ago.

  • Rebuild 4lbsNotEnough on the same Buy 4 / Get 1 spine with a new opening five seconds
  • Math open — what a pound costs at a restaurant against five pounds here
  • Regret open — “everyone who orders four tells us they should have ordered five”
  • Cart proof — screen-record the free pound auto-adding, the way Foundtheperfectgift screen-records the gifting flow
Ship by: scripts this week, in market before Labor Day.

2. Widen the objection set beyond price

Price-led messaging is 34.5% of spend · Shipped Overnight returns 3.17

The Objection Series is working, but we have mostly aimed it at price — and price is the one objection footage cannot actually resolve. Showing a big leg does not make $600 feel smaller. The objections that can be resolved on camera are the ones already outperforming.

  • Will it arrive thawed? — Shipped Overnight is 18.2% of spend at 3.17 ROAS, our best-performing angle at scale
  • Do I know how to cook it? — How To hooks return 3.05 on 18.9% of spend, but Easy Preparation as an angle is only 2.6%. Biggest open gap.
  • Is frozen as good as fresh? — Superior Quality is failing at 0.62 as a claim; reframe it as an objection someone raises and the footage answers
  • Is it better than going out? — Restaurant Quality At Home returns 5.83 on just 2.5% of spend, the most under-served angle in the account
  • Will it arrive in time for the day I need it? — date-certain delivery, currently unaddressed
Note: Relatability hooks are 15.4% of spend at 1.17 ROAS. That is the budget to move.

3. Fund the offer creatives that never got a chance

Seven Welcome Offer assets over 3.0 ROAS, all under $600

The campaign already contains proven executions that were never given delivery. All are 35–47 days old and several are statics, which cuts against the instinct to only build video.

  • Free1lbFirstOrder — 3.94 ROAS on $524 (static)
  • GetaFreePound — 11.71 on $114 (UGC video)
  • ExtraKingCrab — 3.97 on $127 (static)
  • Free1lb — 6.01 on $99 (static)
Caveat: all thin samples — fund to read, not to conclude.

4. Monitor, don’t intervene

Andy · the fatigue set · the Nate Gill batch

Three things to watch rather than act on this week. Meta is already allocating sensibly; the useful signal is where it chooses to put money next.

  • Andy: does it keep taking budget? The algorithm scaled it 4x unprompted — if that continues, it has more room
  • The fatigue set: NAK AT MY DOOR, ForgottenBday, Fulfillment Highlight all softened. One week is a dip; a second week is a trend
  • Nate Gill: the two edits diverged sharply on small budgets. Let them run before picking a winner
Decision point: next Monday, with two weeks of data.

5. Get the Labor Day and Game Day cuts live

Labor Day is 7 Sept · NFL Week 1 kicks off 9 Sept

Two seasonal moments land inside the next fortnight and we have one asset between them. The FootballSpread cut took $7 this week and a new tailgating static took $3. Social Hosts remain a cheap audience and neither asset is being given a chance to prove it.

  • Fund FootballSpread and the tailgating static now rather than in Week 3
  • Labor Day: a grill-forward cut — “ten minutes on the grill” is already in the FootballSpread script
  • Table reveal for game day, and a playoff/holiday version to extend the asset into December
Ship by: both live by 5 September.

Last week’s calls, marked

What we said · what happened
  • Scale Andy — right, and Meta did it for us. 4x spend, ROAS up to 3.47, CAC down 25%. Noted for next time: flag these to monitor rather than to push.
  • Build the Objection Series — shipped, early-positive. Best efficiency of any launch on a thin sample. The refinement is which objection, not whether.
  • Cap ForgottenBday — done. Spend down 70%. ROAS still eased to 1.39, so keep watching.
  • Kill feedyourwholeparty — wrong. Called on a zero-purchase week. Given more budget it returned 1.66 ROAS at a $267 CAC, the best CAC of any static. Reversing.
  • Consolidate the NAK duplicates — not done. Both still live and both softened this week.
  • Fund the Game Day cut — not done. Now urgent: Week 1 kicks off 9 September.
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