A percentage playbook for the creative team. The floor is ~100 net-new ads in July — a deliberate push for momentum — but the number that matters is the mix: what share of output goes to which persona, moment, and format. Hold the proportions and the volume takes care of itself.
100 is a floor, not a ceiling — we expect to exceed it. Every target below is a % of total output. This models Facebook/Meta ad volume only — email & retention are planned separately. Built from Motion 90-day data + AKC's real July calendar. July 4th creative is excluded (already built & live); this plan owns the rest of the month — led by summer/BBQ, the new intro offer (live Jul 6), and the Christmas-in-July flagship.
With July 4th already built, July's paid creative is led by summer/BBQ evergreen, the new intro offer (4 lb XL → 1 lb L free, live Jul 6), and the Christmas-in-July free-shipping flagship (Jul 25–26). We build only two kinds of creative — Moments / Offers and Evergreen. Here's the split.
Own summer, then convert it. The account leans on boiling + gifting; the white space is the grill. Lead with net-new BBQ/surf-&-turf creative for the Host + Foodie lanes, launch the intro offer (Jul 6) to pull new customers in, and front-load the Christmas-in-July free-shipping flagship (≥10 creatives) for the back-half peak. Stand up the formats and audiences AKC isn't running yet — see Untapped Personas and Creative Gaps.
The first decision on any brief. A Moment/Offer ad is built for a dated window or a standing offer (intro offer, Christmas-in-July) and retired/refreshed when it changes. An Evergreen ad runs always-on against a persona's durable want. The split below is the target proportion of total output.
If a brief can't name the dated window or standing offer it's for, it's Evergreen — and it should lead with a persona want (a better cookout, restaurant-quality at home), not a discount. Offers run heavier this month (the new intro offer + Christmas-in-July), but the 65% evergreen base is still what builds the audience pool the offers convert.
Each window's share of moment+offer creative, weighted to importance. The intro offer (live Jul 6) is the standing offer; Christmas-in-July (Jul 25–26) is the dated flagship at ≥10 creatives. Pulled from your real July calendar. July 4th is excluded — already built.
| Window · what's in it | % of offer creative | IMG / VID |
|---|---|---|
| 1Intro Offer — 4 lb XL → 1 lb L FreeNEW · JUL 6Jul 6 → ongoing. New-customer acquisition offer. 'Stock the freezer for summer' / value-math framing. Always-on once live — a major standing offer of the month. | 37%≈13 ADS | 6 / 7 |
| 2Christmas in July — Free ShippingFLAGSHIPJul 25 – 26. Sitewide free-shipping push — the back-half revenue peak. Offer-first statics + gift-the-feast UGC. Front-load by Jul 22; resourced at 13 creatives (well above the 8 floor). | 37%≈13 ADS | 5 / 8 |
| 3Surf & Turf Bundle — Grilling OfferJul 12 – 20. Mid-month bundle/AOV offer: king crab + steak grilling bundle at one set price. Value-math vs the steakhouse; reuses summer creative. | 11%≈4 ADS | 2 / 2 |
| 4Giveaway / Partnership + InfluencerJul 28 – Aug 1. Aug-1 giveaway/partnership event + influencer social video. Pre-seed late July with teaser + entry creative. | 9%≈3 ADS | 0 / 3 |
| 5Labor Day — Pre-Seedlate July. Light end-of-summer pre-tease; lock in the last cookout. Reuses evergreen with a Labor Day hook. | 6%≈2 ADS | 0 / 2 |
| Σ All Moments + Offer | 100% ≈35 ADS | 13 / 22 |
Two pulses to hit. Intro-offer statics + UGC live Jul 6 (then run always-on). The Christmas-in-July free-shipping kit front-loads by Jul 22 for the Jul 25–26 window — offer statics + gift-the-feast UGC. The mid-month Surf & Turf bundle offer (Jul 12–20) reuses summer creative; the Aug-1 giveaway/partnership + influencer pre-seeds late July.
The headline number is the share of total output each persona/lane should get. Ad counts (at a 100 floor) are shown small — scale them to your actual volume. Chartreuse = new / offer / moment lanes.
| Persona / Lane | % of output | Share | # at 100 |
|---|---|---|---|
| HostSUMMER CORE | 16% | 16 ads | |
| FoodieLEAN IN | 13% | 13 ads | |
| SplurgerLEAN IN | 11% | 11 ads | |
| First Timer | 10% | 10 ads | |
| GifterTRIM | 8% | 8 ads | |
| Repeat Buyer / Loyalty | 7% | 7 ads | |
| Intro Offer — New CustomerNEW · JUL 6 | 13% | 13 ads | |
| Christmas in July — Free ShippingMOMENT | 13% | 13 ads | |
| Bundle Offer · Giveaway · Labor Day pre-seedMOMENT | 9% | 9 ads | |
| Total | 100% | 100 floor |
Each % is anchored to Motion 90-day performance, AKC's persona taxonomy + calendar content themes, or a deliberate test. This is the brief-level "why" for the creative team and vendors.
The lead evergreen lane for July. Social Hosts carry ~16% of 90d spend (1.82x) and own the season — backyard parties, grilling, 'set the table,' don't-waste-the-weekend. This is where the net-new summer/BBQ angles live. Hold the volume, lift the hook bar.
Seafood Enthusiasts convert at 2.96x on just ~4% of spend — the most under-invested high-ROAS audience. Wild-caught, flash-frozen, 'better than any restaurant,' massive-size spectacle. Grow it; pull share from undifferentiated Broad.
Highest-efficiency evergreen: At-Home Gourmets 3.26x and Self-Treaters 2.82x at only ~12% of spend. 'Treat Yourself' hits 3.20x. Over-supply it — restaurant-quality-at-home and cinematic indulgence.
New + skeptical buyers (Skeptical 3.09x, Verified 2.83x) plus the 'why AKC is better' / product-reviews lane. Lower the trust barrier — first-boil reactions, fulfillment proof, 31k reviews. Feeds the new intro offer.
Gifting is ~40% of 90d spend and AKC's most reliable converter — but mid-summer is its softest seasonal window, so July trims it to fund Host/Foodie/Splurger and the offer lanes. Keep an evergreen gift base; it re-scales into Q4.
The account already runs a 'Do It Again' / 'Summer Tradition' repeat-buyer lane on the calendar. Pair it with the Double-Points theme — the single highest-ROAS message in the data (3.90x). Retention + LTV + ritual.
The new acquisition offer going live Jul 6: buy 4 lbs XL, get 1 lb L free. A major standing, offer-forward lane — historically offers are a large share of AKC output — to lower CAC and raise first-order size. 'Stock the freezer for summer.' Most-Aware + skeptic-converted.
The back-half flagship (Jul 25–26 on the calendar): free shipping sitewide. Offer-forward and disposable — front-load it and retire when the window closes. Resourced at 13 creatives, well above the 8-creative floor.
The smaller offer moments: a mid-month Surf & Turf grilling-bundle offer (Jul 12–20), the Aug-1 Giveaway/Partnership + influencer kickoff (pre-seed late July), and a Labor Day pre-tease. Reuse offer + evergreen assets.
Pulled from Motion's audience taxonomy + your calendar: audiences AKC names but barely targets in paid, plus high-ROAS pockets running on almost no budget. Several are summer-perfect (Home Grillers first). Each is a net-new test lane. Signals from Motion 90d; add VOC review quotes when the export is connected.
The summer-perfect audience AKC isn't targeting: people who cook on the grill. Crab + Tomahawk on the grates, 'upgrade the cookout from burgers.' Net-new prep angle (the account leans on boiling).
Peak-season fit hiding in plain sight; currently absorbed into generic Host creative.
Love premium seafood but live nowhere near the coast. 'We ship real Alaska king crab to your door, overnight.' Distinct from hosting and gifting.
A named taxonomy audience with no dedicated paid creative.
Burned by rubbery, thawed supermarket crab. The clearest us-vs-them — wild-caught + flash-frozen vs the seafood counter. Ties to 'Why AKC Is Better.'
'Superior Alternative' exists in the taxonomy but barely runs in paid.
Restaurant surf & turf at home costs less than the reservation + the babysitter. High-intent value math; casts younger (the efficient 25–34 pocket).
'Couples' and 'Parents (babysitter cost)' are named audiences with no paid creative.
Relive the cruise / lodge king-crab dinner at home. The calendar already runs an 'Alaskan Nostalgic: Dockside' content piece — extend it into paid.
Pairs with the under-used 'Authentic Alaskan Experience' theme.
Highest-ROAS message in the account, running on almost nothing. The calendar's 'Do It Again' / 'Summer Tradition' lane + Double Points = repeat-purchase / LTV (via paid social to past buyers).
Pair the existing repeat-buyer content with a members-only points push.
The whale segment — monster boxes, premium bundles, 'best of Alaska.' A distinct premium-AOV lane vs the discount buyer.
Named as 'High Value Customers' internally; no dedicated paid creative.
Skeptical Buyers convert at 3.09x but barely run. 'I didn't think frozen could be this good' — honest-confession proof. Feeds the new intro offer.
Scale the existing high-ROAS skeptic lane; pair with 31k-review proof.
Also worth testing: Dinner Planners ("what's for dinner tonight"), Premium Food Buyers, and People-with-ADHD relatable framing (a named audience with ~0 spend). Skip leaning the brand on discount-only positioning — AKC's edge is premium product truth (wild-caught, massive size, overnight); the offer lanes are capped for exactly that reason.
Cross-referencing Motion's full glossary taxonomy against 90-day spend surfaces what AKC isn't running — and several of these zero/near-zero buckets carry the highest ROAS in the account. This is the diversification backlog, summer edition.
Cheap, in-house, looping spectacle (grill steam, butter baste). Net-new.
Owns comparison + build-a-cookout bundle. The Product-Aware proof pipeline is empty.
Above-average elsewhere; AKC isn't testing the blend at all.
Highest-ROAS asset type, starved of budget. One summer shoot day fixes it.
Highest-ROAS hook in the data, barely used. 'Attention [state] grill masters…'
Grill sizzle, crack, butter-baste — built for crab, almost untested up front.
'A whole crab cookout for less than the steakhouse.' Perfect for the intro offer.
'How a chef grills king crab' — credibility for the Product-Aware stage.
Best-converting theme, almost no budget.
The summer hero angle is nearly absent — own it.
Splurger fuel — grow with the lane.
Ownable product-truth themes left on the shelf.
89% video / 11% image, and spend concentrates on the 55–65+ band — yet 25–34 women convert at 2.62x on a fraction of the budget. The summer play: build the missing formats (GIF grill-loops, Carousel cookout-builders, Founder/cinematic), test the missing hooks (Demographic Callout 4.38x, ASMR sizzle, value-math), fund the high-ROAS themes (Double Points 3.90x, surf-&-turf), and cast younger to open the efficient 25–44 pocket.
The % of output to aim at each funnel stage this month, with the directional 90d ROAS that justifies it. Read left-to-right: cold audiences on the left, ready-to-buy on the right.
| Awareness stage | July % | 90d ROAS | vs typical | The recommendation, and why |
|---|---|---|---|---|
| Problem Aware | 18% | 2.05 | hold | Naming the pain — rubbery supermarket crab, 'can't get good seafood inland,' a boring burgers-and-dogs cookout. Grocery-defector + landlocked + 'upgrade the BBQ' angles. Almost all evergreen. |
| Solution Aware | 26% | 2.10 | lean in | The premium reframe and the summer hero: restaurant-quality surf & turf at home, king crab as the cookout centerpiece, 'better than any restaurant' for less than a night out. Highest-share stage for a premium-AOV brand. |
| Product Aware | 18% | 2.40 | lean in | Why AKC vs the store / other shippers: wild-caught, flash-frozen, overnight, 31k reviews, massive size, 'why AKC is better.' Strong efficiency — over-supply proof + us-vs-them comparison. |
| Unaware | 16% | 2.09 | hold | Top-of-funnel summer spectacle: monster legs on the grill, ASMR sizzle, dockside-Alaska story, relatable backyard moments. Efficient enough to fund, not over-invest. |
| Most Aware | 22% | 2.65 | lean (offer) | Offers convert hardest: the new intro offer (4XL→1L free, live Jul 6), Christmas-in-July free shipping, Double Points (3.90x), urgency. Elevated in July because two offer pulses run; normalizes after. |
Format signals awareness regardless of theme tag — a relatable backyard mukbang functionally meets a cold viewer. ROAS by stage is mapped from messaging-theme + hook performance, not a clean stage cut. Use these percentages to brief the balance of the funnel, and validate in-platform reads against Triple Whale.
Spend share is trailing-90d Motion data; ROAS is the efficiency read. The July Target % is what we want each format to be — biased toward what earns its keep. cyan = video · rose = image.
| Format | 90d spend share | ROAS | July target | Verdict |
|---|---|---|---|---|
| UGC Video vid | 2.27 | 44% | Volume engine — biggest spend, builds the pool. Point it at grilling/backyard UGC this month. Hold, raise hook quality | |
| UGC Mashup / Social Proof vid | 2.40 | 10% | Mukbang + 'what I ordered vs got' mashups carry social proof. Above-blend ROAS. Hold | |
| High Production / Cinematic vid | 3.82 | 8% | Tiny spend, highest ROAS (3.82x). Cinematic grill + dockside-Alaska hero. Badly underfed. Make more | |
| Founder / Expert Explainer vid | 2.25 | 8% | Authority + origin — almost no paid spend. 'How a chef grills king crab.' Best-stage fit. Build it | |
| GIF / Motion vid | — | 5% | Not running at all. Cheap, in-house, looping spectacle — grill steam, butter baste. Net-new — test | |
| Static — Product / Offer img | 3.01 | 10% | Product-with-text statics hit 3.01x. Intro offer + Christmas-in-July need offer + SKU statics. Make more | |
| Lifestyle Image img | 2.21 | 8% | Reliable mid-funnel workhorse — plated feast, grill shots, the summer table. Hold | |
| Carousel (compare / build-a-cookout) img | — | 7% | Effectively unused. Owns Product-Aware comparison + bundle/cookout build-out. Net-new — build | |
| IMAGE family | ~11% spend → 25% | 2.47x | → grow | More efficient per $, under-fed → rebalance up |
| VIDEO family | ~89% spend → 75% | 2.28x | → hold | Over-indexed (UGC) → hold, raise the bar |
UGC video eats ~89% of spend but image converts better per dollar — so July rebalances to 25% image / 75% video. Keep UGC as the workhorse (point it at the grill), but build the three formats AKC isn't running: build-a-cookout Carousels, looping GIF spectacle, and Founder / cinematic (3.82x at ~1% of spend) — exactly what the offers and comparison proof demand.
Pick a row and a column to get a brief. Counts shown at the 100 floor; scale to your volume. Color intensity = priority weight within the row.
| Persona / Lane | Primary awareness | Static | Video | Carousel | GIF | Total |
|---|---|---|---|---|---|---|
| HostSUMMER | Solution Aware | 2 | 11 | 2 | 1 | 16 |
| FoodieLEAN IN | Unaware | 2 | 9 | 1 | 1 | 13 |
| SplurgerLEAN IN | Product Aware | 2 | 8 | 1 | · | 11 |
| First Timer | Problem Aware | 2 | 7 | 1 | · | 10 |
| GifterTRIM | Solution Aware | 1 | 5 | 1 | 1 | 8 |
| Repeat Buyer / Loyalty | Most Aware | 1 | 5 | · | 1 | 7 |
| Intro Offer (Jul 6)NEW | Most Aware | 5 | 8 | · | · | 13 |
| Christmas in JulyMOMENT | Most Aware | 3 | 9 | 1 | · | 13 |
| Bundle / Giveaway / LaborMOMENT | Most / Unaware | 2 | 7 | · | · | 9 |
| Total · 100 floor | Static 20% · Video 69% · Caro 7% · GIF 4% | 20 | 69 | 7 | 4 | 100 |
"Host × Video × 13" means 13 Host videos (backyard BBQ, grilled crab, surf & turf, set-the-table) about summer entertaining. Deep-rose cells get most volume; light cells sustain; dim cells are de-prioritized. Carousel and GIF columns are deliberately seeded — the net-new formats AKC isn't running (BD / in-house).
Each lane produces a different format family. Find your card, read your mix, and multiply by your own monthly volume — that's your brief count by persona and angle. 1) Find your family 2) read the % mix 3) multiply by output 4) split across the persona % (view 1) and pick angles from the rationale (view 2). The 100 is a floor — hold the proportions.
UGC ~70% · Mashup/Social-Proof ~20% · Testimonial ~10%.
Backyard-BBQ + grilled-crab UGC, skeptic-converted 'first boil/grill' stories, and intro-offer 'stock-up' content. UGC is the volume engine — keep it flowing and whitelist the winners.
Intro-offer (4XL→1L free) + Christmas-in-July free-shipping offer statics, comparison/build-a-cookout carousels, and net-new GIF loops (grill steam, butter baste).
Speed lane for anything dated. Intro-offer statics live Jul 6; Christmas-in-July kit live by Jul 22.
Cinematic grill + dockside-Alaska B-roll, 'how a chef grills king crab' explainer, and the authentic-Alaska origin story.
High-Production is 3.82x at ~1% of spend and Product-Aware is the best stage — over-index cinematic + expert. One summer shoot day covers it.
Double-Points / loyalty statics (3.90x theme), 'Do It Again' repeat-buyer creative, intro-offer statics, and Christmas-in-July free-shipping statics + carousels.
Offer lanes are Most-Aware — keep them committed and small; pair with the 100-day guarantee + the new intro offer. (Paid social only — email/retention is modeled separately.)
The actionable layer — each move names a share, an angle, and an owner.
The month's flagship offer. Free-shipping statics + 'gift-the-feast' UGC + countdown. BD on offer statics, Insense on UGC, Founder on a cinematic sizzle. Resourced at 13 creatives — well above the 8-ad floor you asked for.
The new acquisition offer. Frame it as a summer stock-up + value-math ('a free pound for the cookout'). Lead with it for First-Timers and skeptic-converted, Most-Aware. Static offer-first + UGC unboxing. Lower CAC, raise first-order size.
The account leans on boiling and gifting; almost nothing on the grill. Net-new: grilled king crab + surf & turf on the grates, 'upgrade the cookout from burgers,' lake-house/dockside weekend, seafood-boil party. Reference 'Upgrade The Grill' / 'Your Next Backyard Party' but show the grill, not the pot.
Reallocate undifferentiated 'Broad' spend (15.5%, 1.95x) into wild-caught Foodie spectacle and treat-yourself Splurger indulgence. Casting read: these pockets skew 25–44 — cast younger than the 55+ core.
Three proven-elsewhere formats AKC isn't running: build-a-cookout / comparison Carousels, looping GIF spectacle (grill steam, butter baste), and Founder/cinematic authority (3.82x). Cheap to test, all map to high-ROAS stages.
The best-converting message in the account runs on almost nothing. Pair the existing 'Do It Again' / 'Summer Tradition' repeat-buyer lane with a Double-Points push to lift AOV + LTV. Design owns the statics.
Summer-perfect audiences AKC names internally but never targets: Home Grillers (the BBQ buyer), Landlocked ('we ship Alaska to your door'), and Grocery-Defectors (us-vs-them vs the seafood counter). Each is a net-new test lane.
Spend concentrates 55–65+, but 25–34 women convert at 2.62x. Cast younger creators for backyard/date-night, and test the hooks we don't run: Demographic Callout (4.38x — 'Attention [state] grill masters'), ASMR sizzle, and value-math price anchors.
The volume floor is a momentum-driven recommendation; the % splits come from Motion 90-day creative performance, the audience taxonomy, and your real July calendar. Refreshed weekly; targets reset the first Monday of each month.
| Forecast ad demand (floor) | ~100 ads (minimum) |
| Moments+Offer / Evergreen | 35% / 65% |
| Image / Video | 25% / 75% |
| Goal metric (Motion) | ROAS · $500 spend threshold |
| Blended ROAS (Motion 90d) | 2.30x |
| New intro offer | 4 lb XL → 1 lb L free · live Jul 6 |
| Christmas in July (free ship) | Jul 25–26 · resourced ≥10 ads |
| July 4th promo | EXCLUDED — assets already built & live |
| Motion · 90d creative insights | 40 top creatives · format + persona spend + ROAS |
| Motion · age × gender | casting read |
| Motion · glossary taxonomy | coverage-gap analysis |
| AKC July marketing calendar | real — moments, offers, content themes |
| Persona share basis | 90d spend + AKC persona taxonomy |
| Supermetrics · 13mo ad-level | NOT PULLED — Motion-based proxy |
| VOC / review mining | not connected — flagged where assumed |
| Cadence | Weekly · Mondays |
These are proportions, not quotas. 100 is the floor and we expect to exceed it — so whatever the shop ships, hold the mix: the persona %, the awareness split, and the format targets. July 4th creative is excluded (already built); this plan owns summer/BBQ, the new intro offer (Jul 6), and the Christmas-in-July flagship. Connect the VOC review export next so the untapped lanes get verbatim customer language.