▶BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP
| Spend | $6,542 | |
|---|---|---|
| ROAS | 2.89x | acct 2.89x |
| CAC | $273 | acct $253 |
| Outbound CTR | 2.17% | acct 2.74% |
| AOV | $788 | acct $729 |
| Page to cart | 7.4% | acct 9.9% |
| CVR (purch / LPV) | 0.63% | acct 0.59% |
01 · The plan
270 ads live in November, the number set in the Sep to Dec model; last November ran the whole month on 30
The active November plan carries $194.4K ($119.2K Meta, 56% above last November's $76.3K), so 270 is the floor, not the ceiling.
270ads live in November, as decidedThe Sep to Dec model's Base case: 270 launched ads (119 evergreen, 151 moment); Floor 240, Volume-Led 293
264ads to build in November270 live, minus 24 Thanksgiving ads already built in October, plus 18 December gifting ads banked for Dec 1
54of those are cuts of 7 funded winners20% of the build; 210 ads are net new
59%of November live is a dated momentBlack Friday 90, Thanksgiving 48, cutoff 8, Veterans Day 6, Skip-the-turkey 8
Launches by month, Meta ad IDs by first month with spend
7Oct
30Nov
19Dec
174Jan
26Feb
49Mar
230Apr
120May
299Jun
264Jul
301Aug
261Sep
118Oct
Launch = a distinct Meta ad ID whose first month with spend is that month. Distinct names shown on hover. October is month to date (Oct 8). The trailing four months average 251 distinct names (281 ad IDs), so 270 is about 8% above the current pace.
How the 264 split by awareness stage
13
48
41
69
93
Unaware 13 (5%)Problem Aware 48 (18%)Solution Aware 41 (16%)Product Aware 69 (26%)Most Aware 93 (35%)
The moments close, the evergreen build moves up the funnel. 44% of the last 90 days of spend sat on Most Aware offer creative, and the Sep to Dec model put half of November into dated moments, so 93 of the 264 new ads are Most Aware by design. The 128 evergreen ads go the other way: 81 open at Problem or Solution Aware, the two stages where the account has the least funded creative, and only 3 close on an offer.
Three dates that matter
- Oct 28: week-one kits approved (58 ads), live Mon Nov 2.
- Nov 10: both Thanksgiving waves approved (48 ads), live Nov 15 with Email #1, closes Nov 18.
- Nov 22: Black Friday kit approved (90 ads), live 12:01am Fri Nov 27; Cyber Monday add-on Nov 30.
Formats and who builds
- 119 vertical 9:16 videos with audio (45% of the build), 117 4:5 images, 22 4:5 video adaptations, 6 catalog or carousel. Meta's playbook: 9:16 video with audio leads volume, images second, other video third, and every ad set holds all three.
- Images stay at 44% because they lead on ROAS here: lifestyle statics ran 3.85x on $33.6K against UGC video at 2.64x on $238.1K. Every 9:16 is shot once, adapted to 4:5 and cut into stills, so most 4:5 videos and about 40 statics cost no extra shoot.
- Black Drum in-house builds the statics and the iteration cuts; Insense creators and the whitelisted partners carry the new UGC bodies.
1 / 12
02 · Awareness
44% of spend is Most Aware offer creative and it is the only stage above the account rate
Stage is read from the job the first three seconds do (hook tactic, messaging theme and offer type in Motion), not from whether crab is on screen. Spend, purchases and ROAS are Meta via Motion, last 90 days, account rate 2.89x.
| Stage | 90d spend | Share | Purchases | ROAS | Creatives | Nov build | Share | What the first three seconds do |
|---|---|---|---|---|---|---|---|---|
| Unaware | $25,989 | 7.1% | 95 | 2.75x | 65 | 13 | 5% | Worth watching before the product is the point: a feast, a reaction, the dock in Alaska. |
| Problem Aware | $69,119 | 19.0% | 277 | 2.69x | 145 | 48 | 18% | Name the frustration in three seconds: twelve people coming, nothing planned, the turkey nobody wants. |
| Solution Aware | $27,467 | 7.5% | 105 | 2.54x | 103 | 41 | 16% | The category answer, not the brand: restaurant crab at home for less, better than the fish counter. |
| Product Aware | $82,051 | 22.5% | 283 | 2.65x | 128 | 69 | 26% | Why this crab: size, sweetness, frozen solid at the door, 31,000 reviews. |
| Most Aware | $159,484 | 43.8% | 682 | 3.17x | 297 | 93 | 35% | Close it: the offer, the deadline, the reorder. |
| Total | $364,110 | 100% | 1442 | 2.89x | 738 | 264 | 100% |
Solution Aware is the thin rung. 103 creatives share $27.5K (7.5% of spend), so Meta has rarely funded a "restaurant crab at home for less" or "better than the fish counter" ad long enough to read it. November gives that stage 41 ads (39 of them evergreen), led by the receipt-compare static that already ran 6.32x on 22 purchases. The Most Aware column is the two sale sets plus the cutoff and Veterans Day; the evergreen build adds only 3 offer-led ads.
One creative per stage, the top spender in each
Unaware
▶Problem Aware
▶Insense -NAKATMYDOORHEYSHANNONLEE - Gifting - Birthday - Evergreen - V
| Spend | $14,384 | |
|---|---|---|
| ROAS | 2.41x | acct 2.89x |
| CAC | $294 | acct $253 |
| Outbound CTR | 2.35% | acct 2.74% |
| AOV | $706 | acct $729 |
| Page to cart | 11.0% | acct 9.9% |
| CVR (purch / LPV) | 0.68% | acct 0.59% |
Solution Aware
▶BD - Gifting - Birthday - Evergreen - v1_Video_202604 - BD - Gifting
| Spend | $6,909 | |
|---|---|---|
| ROAS | 1.56x | acct 2.89x |
| CAC | $493 | acct $253 |
| Outbound CTR | 2.00% | acct 2.74% |
| AOV | $771 | acct $729 |
| Page to cart | 6.5% | acct 9.9% |
| CVR (purch / LPV) | 0.28% | acct 0.59% |
Product Aware
▶BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video_H
| Spend | $20,631 | |
|---|---|---|
| ROAS | 2.56x | acct 2.89x |
| CAC | $317 | acct $253 |
| Outbound CTR | 3.43% | acct 2.74% |
| AOV | $812 | acct $729 |
| Page to cart | 6.4% | acct 9.9% |
| CVR (purch / LPV) | 0.43% | acct 0.59% |
Most Aware
▶BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_HP
| Spend | $33,374 | |
|---|---|---|
| ROAS | 2.17x | acct 2.89x |
| CAC | $348 | acct $253 |
| Outbound CTR | 2.72% | acct 2.74% |
| AOV | $755 | acct $729 |
| Page to cart | 12.7% | acct 9.9% |
| CVR (purch / LPV) | 0.47% | acct 0.59% |
Most Aware includes the Buy 4 Get 1 welcome offer, which is an always-on acquisition offer rather than a sale; it is why the stage carries 297 creatives. Stage labels are derived, not Motion tags; adding an awareness category to the Motion glossary would make this read exact next month.
2 / 12
03 · Persona fit
Repeat and tradition stories are 20% of customer voice and 0.8% of spend; hosts take 26% of spend for 11% of voice
Left bar: share of named-persona Meta spend, last 90 days, by the Motion Intended Audience tag grouped into nine personas. Right bar: share of persona mentions in 1,978 Yotpo reviews, Oct 2024 to Oct 2026 (1,112 name a persona, 1,745 mentions). Rows sorted by the size of the gap; hover a row for spend, purchases and ROAS.
← share of named-persona spend (Meta via Motion)share of persona mentions in reviews (Yotpo) →
Repeat & Loyal Customers11 creatives · 347 mentions
+19.1 pts
Hosts & Entertainers192 creatives · 196 mentions
-15.2 pts
Celebrators & Couples50 creatives · 85 mentions
-11.7 pts
Home Cooks & Grillers39 creatives · 228 mentions
+8.0 pts
Seafood Enthusiasts & Self Treaters89 creatives · 210 mentions
-7.4 pts
Restaurant Comparers2 creatives · 119 mentions
+6.8 pts
Gift Givers81 creatives · 64 mentions
-3.9 pts
Delivery-Reassurance Seekers22 creatives · 403 mentions
+3.7 pts
First Timers & Skeptics61 creatives · 93 mentions
+0.7 pts
$319,785 of $364,111 carried a named persona; $44,326 (12.2%) carried no persona tag and sits outside the shares. Creatives with two persona tags are split evenly. Persona groups: Hosts and Entertainers = Social Hosts + Dinner Planners; Gift Givers includes Adult Children and Last Minute Gift Givers; Celebrators and Couples includes Parents; Seafood Enthusiasts includes At-Home Gourmets, Self Treaters and Alaska travelers; Home Cooks includes Grillers and Non Chefs; First Timers includes Skeptical, Verified and Grocery Store buyers; Delivery-Reassurance = Online Food Shoppers + Landlocked; Repeat includes Returning, Lapsed, Loyalty and High Value. Review classification is keyword based (who it was for, how it was cooked, how it arrived, whether it was a reorder); the published review set is five-star only, so there is no complaint read here.
What this means for November
- Tradition is an acquisition angle, not a retention one. 347 reviews describe reordering every year or for every holiday. The Ordered3Times greenscreen is a four-time funded winner. Brief G8 for new customers: "the tradition starts this year", not "reorder now".
- Hosts are over-served relative to voice, and that is fine while they lead on ROAS (3.37x on $84,573). The fix is variety inside the lane, not less of it: headcount math, the no-turkey table, the non-cook, three different openings on one body.
- Cooking method is under-briefed. 228 reviews say how they cooked it (butter 89, steam 28, grill 24) against 5.1% of spend. Demo creative runs 3.40x. G5 gives it 14 ads.
- Delivery reassurance is matched on share but thin on assets. 23% of voice, 19% of spend on only 22 creatives. G4 adds 24 so the lane has more than two bodies to rotate.
- Restaurant comparison has no spend at all. 119 reviews compare price or quality to eating out; two creatives, $14. It becomes a Solution Aware rung inside G7 and the Black Friday set.
What customers talk about, all 1,978 reviews
| Theme | Reviews | Share |
|---|---|---|
| Size (huge, massive, giant) | 265 | 13.4% |
| Arrived on time / overnight | 152 | 7.7% |
| Sweet | 113 | 5.7% |
| Butter | 89 | 4.5% |
| Christmas | 89 | 4.5% |
| Everyone / guests / party | 88 | 4.4% |
| Husband or wife | 57 | 2.9% |
| Frozen solid / packaging | 50 | 2.5% |
| Gift | 48 | 2.4% |
| Birthday | 43 | 2.2% |
| First time | 38 | 1.9% |
| Tradition / every year | 37 | 1.9% |
| New Year | 30 | 1.5% |
| Grocery or store comparison | 27 | 1.4% |
| Restaurant comparison | 21 | 1.1% |
| Thanksgiving | 9 | 0.5% |
Size is the single biggest theme and "arrived on time" the second. Thanksgiving is almost absent from reviews (9) while Christmas has 89: reviews land after the holiday, so the Christmas voice is the December gifting brief.
What each persona talks about, one review each
Repeat & Loyal Customers347 mentions · 19.1% of Nov to Jan voice
Every year the family can't wait cuz they now Santa is sending crab. I never get tired of repeating. . . . . You folks are simply the BEST !!5 stars · Red King Crab Legs · 2024-12
Hosts & Entertainers196 mentions · 14.2% of Nov to Jan voice
This was for a party so you have 20 recommendations as the crab was fresh and delicious. We also ordered the salmon, my husband's favorite, and it was a big hit. Love this company and most of all the freshness of their products.C5 stars · Dungeness Crab · 2024-10
Celebrators & Couples85 mentions · 4.0% of Nov to Jan voice
So difficult to locally find king crab legs. We wanted to celebrate our 50th anniversary with something special. You did not disappoint. The crab legs were deliciously arriving fresh and short time frame. Thanks for making our day special.5 stars · Red King Crab Legs · 2026-08
Home Cooks & Grillers228 mentions · 12.3% of Nov to Jan voice
I thawed as directed. I boiled about a quart of water, added juice of a lemon put claws in just to warm, drained water then added over the claws a sprinkling of Old Bay seasoning, drizzled with melted butter. They were absolutely Delicious!5 stars · Snow Crab Cocktail Claws · 2025-07
Seafood Enthusiasts & Self Treaters210 mentions · 11.0% of Nov to Jan voice
Ordered mix quantities of different fish. Had some of the smoked salmon and it was excellent. Tonight had parm cheese coated halibut and it was so tender. I love buying from here because if there is a problem they address immediately.5 stars · Precut/Split Red King Crab Legs · 2025-09
Restaurant Comparers119 mentions · 7.4% of Nov to Jan voice
Always amazing king crab. My company feel like they are at the best restaurant in town.5 stars · King Crab Knuckles · 2025-02
Gift Givers64 mentions · 4.7% of Nov to Jan voice
We had just been on an excursion to George Inlet, where we really enjoyed the Dungeness crab! On return the crab was very well received as a get well and get back out there gift after hip surgery !! Loved it!!5 stars · Dungeness Crab · 2025-08
Delivery-Reassurance Seekers403 mentions · 22.8% of Nov to Jan voice
These shrimp arrived on time. They are larger than I expected and taste amazing. I used these to make some shrimp scampi. I did cut the shrimp into smaller pieces before putting them in the scampi. The meal turned out great!5 stars · Headless Oishii Shrimp · 2025-08
First Timers & Skeptics93 mentions · 4.4% of Nov to Jan voice
My first order did not go so great, but the company graciously sent me another order of the king crab legs, and they were absolutely fantastic! Not only where the crab legs delicious, Customer Service for this company is amazing!5 stars · Red King Crab Legs · 2026-01
3 / 12
04 · Iterate winners
54 of the 264 new ads are cuts of seven funded winners, briefed before anything new
A funded winner is a creative at $300 or more, 10 or more purchases and at or above the 2.89x account rate in the last 90 days. 16 creatives clear it; seven have a body worth stretching. The method: change only the first ten seconds and keep the body, so one finished video becomes three ads with the proof, offer and call to action unchanged, then stretch the idea into statics or a sale version.
1 Visualsubject, setting, framing
2 Movementcamera, subject, cuts, pace
3 On-screen textthe promise, readable with sound off
4 Audiothe spoken line, sound, music
A hook is four layers running at once in the first ten seconds, and each is a variable. Three openings vary those layers; the body stays. That is how a $6.5K host video becomes six ads in a week without a shoot.
| Source winner | Lands in | Cuts |
|---|---|---|
| NotaChef host video | G3 | 6 |
| AReasonToGoBig + GoBIG offer videos | G13 | 18 |
| feedyourwholeparty static | G1 | 6 |
| Ordered3Times greenscreen | G8 | 6 |
| ReceiptCompare static | G7 | 6 |
| Break a Leg size video | G6 | 6 |
| OrderingKingCrabOnline BTS video | G4 | 6 |
| Total iterations | 54 |
▶BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP
| Spend | $6,542 | |
|---|---|---|
| ROAS | 2.89x | acct 2.89x |
| CAC | $273 | acct $253 |
| Outbound CTR | 2.17% | acct 2.74% |
| AOV | $788 | acct $729 |
| Page to cart | 7.4% | acct 9.9% |
| CVR (purch / LPV) | 0.63% | acct 0.59% |
6 cuts into G3. Three openings on the same body (visual: a cluttered kitchen; movement: hands only, no face; text: I am not a chef), then three statics lifting the Thaw. Heat. Eat. Impress. line.
▶Host - AReasonToGoBig - LDay - UGCVid - BuyMoreSaveMoreXXL$Off - V1_Vi
| Spend | $5,027 | |
|---|---|---|
| ROAS | 11.81x | acct 2.89x |
| CAC | $65 | acct $253 |
| Outbound CTR | 2.88% | acct 2.74% |
| AOV | $771 | acct $729 |
| Page to cart | 20.3% | acct 9.9% |
| CVR (purch / LPV) | 2.88% | acct 0.59% |
18 cuts into G13. Re-cut both Labor Day Buy More Save More videos for 20% off XL King Crab: keep the body, swap the offer card and the deadline, three openings each (host table, receipt, unboxing) in 9:16 and 4:5, plus three statics pulled from each. Eighteen cuts.
BD - Host - feedyourwholeparty - Static - Evergreen - V1_Image_HP
| Spend | $4,151 | |
|---|---|---|
| ROAS | 3.71x | acct 2.89x |
| CAC | $198 | acct $253 |
| Outbound CTR | 1.74% | acct 2.74% |
| AOV | $734 | acct $729 |
| Page to cart | 10.6% | acct 9.9% |
| CVR (purch / LPV) | 0.99% | acct 0.59% |
6 cuts into G1. Six statics: same photo family, headline changes to headcount (Feeds 8, Feeds 12), one with a price per person line.
▶BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2_Video_202605 - B
| Spend | $2,997 | |
|---|---|---|
| ROAS | 3.43x | acct 2.89x |
| CAC | $231 | acct $253 |
| Outbound CTR | 3.52% | acct 2.74% |
| AOV | $791 | acct $729 |
| Page to cart | 8.2% | acct 9.9% |
| CVR (purch / LPV) | 0.45% | acct 0.59% |
6 cuts into G8. Three openings (first order, third order, every Christmas) on the same greenscreen body, then three cuts that end on start yours this year instead of grab your order.
BD - Host - ReceiptCompare - Static - Evergreen - V1_Image_HP – Copy
| Spend | $2,314 | |
|---|---|---|
| ROAS | 6.32x | acct 2.89x |
| CAC | $105 | acct $253 |
| Outbound CTR | 1.04% | acct 2.74% |
| AOV | $665 | acct $729 |
| Page to cart | 14.8% | acct 9.9% |
| CVR (purch / LPV) | 3.05% | acct 0.59% |
6 cuts into G7. Six statics: the receipt against Red Lobster, against the grocery counter, against last year, then the same three with the Black Friday price.
▶VI | Break a Leg – Copy
| Spend | $2,274 | |
|---|---|---|
| ROAS | 6.79x | acct 2.89x |
| CAC | $73 | acct $253 |
| Outbound CTR | 1.34% | acct 2.74% |
| AOV | $498 | acct $729 |
| Page to cart | 28.1% | acct 9.9% |
| CVR (purch / LPV) | 5.03% | acct 0.59% |
6 cuts into G6. Three openings on the question hook (tape measure, forearm, dinner plate), three cuts that cut straight to the crack.
▶FirstTimer - OrderingKingCrabOnline - UGCVid - V1_Video_HP – Copy
| Spend | $1,680 | |
|---|---|---|
| ROAS | 3.58x | acct 2.89x |
| CAC | $168 | acct $253 |
| Outbound CTR | 1.57% | acct 2.74% |
| AOV | $602 | acct $729 |
| Page to cart | 22.0% | acct 9.9% |
| CVR (purch / LPV) | 3.33% | acct 0.59% |
6 cuts into G4. Three openings (dry ice smoke, the box on a porch in snow, I was nervous ordering seafood online), three cuts ending on the frozen-solid proof.
Card metrics are Meta via Motion, last 90 days, each beside the account rate.
4 / 12
05 · Meta playbook
45% of the build is 9:16 video with audio, every group ships three formats, and the white space is polished emotional creative
Meta's Creative on Meta playbook (Creative Shop, 2026) asks for diversification at the ad-set level across formats, visuals and messages, a creative operating system built on motivators and remixing, and Advantage+ creative for personalization at the impression level.
Creative white space map, last 90 days of spend
Lo-fi · functional62%$224,128 · 874 purchases · 2.89x · 245 creatives
Lo-fi · emotional24%$88,482 · 326 purchases · 2.60x · 174 creatives
Hi-fi · functional12%$42,191 · 205 purchases · 3.41x · 197 creatives
Hi-fi · emotional3%$9,310 · 37 purchases · 3.11x · 122 creatives
Lo-fi = UGC, UGC mashup, hybrid. Hi-fi = polished video, lifestyle and product statics. Emotional = occasion, gift, treat, feast, tradition themes; functional = price, size, shipping, quality, prep. Meta's own exercise: map the top performers on two axes and brief into the empty quadrant.
Polished emotional creative is 2.6% of spend across 122 creatives, and polished functional is the best-returning quadrant at 3.41x. UGC functional (offers, size, shipping) carries 62%. November's host-table statics (G1, G2), the tradition stories (G8) and the gifting set (G9) are the hi-fi emotional build; they are 24 statics and 26 videos, plus the host-table statics inside both sale sets.
Hooks Meta says resonate, and the AKC line for each
- A text from a friend. Suggested line: ok how much crab for 12 people (G1).
- A quiet confession. Suggested line: I was nervous ordering seafood online (G4).
- A truth they did not want to say out loud but finally are. Suggested line: we stopped ordering crab out after we saw the receipt (G7).
- Like it came from the comment section. Suggested line: is it actually frozen solid when it gets there? (G4, G6).
Image ads are the digital billboard: subject centered, a person in frame, one bold headline written as a hook in platform language, branding clear but not loud. The host-table statics follow that spec.
Creator squad for November
Diversify the voices, not just the volume: a lifestyle host, a peer-to-peer first-timer, a cook with craft, and one adjacent creator (tailgate or holiday-table) alongside the Black Drum in-house bodies. Bigger is not better; the brief asks each for two 9:16 bodies with five openings.
| Meta's rule | How November applies it | Meta's evidence |
|---|---|---|
| At least three formats in every ad set: a 4:5 or 1:1 image, a 4:5 or 1:1 video, a 9:16 video with audio | November builds 117 images, 22 4:5 videos and 119 9:16 videos; every concept group ships all three. | Meta: ad sets with all three had 9.1% lower CPA. |
| At least 20% of the ad set is 9:16 video with audio | 45% of the November build is 9:16 with audio (119 of 264). | Meta: 7% lower cost per action above the 20% line. |
| 9:16 video leads volume, then images, then other video | 119 9:16 videos, 117 images, 22 other video: the order Meta found, with images close behind because they lead on ROAS in this account. | Meta: +3% incremental conversions for that ordering. |
| Reels essentials on every vertical video: built vertical, with audio, inside the safe zone | A kit is not approved until the 9:16 passes the safe-zone check; headline and offer text sit inside it. | Meta: 34.5% lower CPA than image ads in Reels; 15% lower than non-9:16 video without audio. |
| Layer at least one extra element: hook, visual pace, audio technique, text overlay, human presence | Every video brief carries the four-layer hook spec (visual, movement, on-screen text, audio) and a real person on screen. | Meta: +13% ROAS, 16% lower CPA, 29% higher conversion rate across lift studies. |
| Concept from motivators, not demographics | Each concept group carries motivator, barrier, benefit, theme and text hook, sourced from 1,978 customer reviews. | Meta: build people-first; comments and reviews are the place to start. |
| Remix and iterate: multiple hooks per body, swap one component at a time | 54 of 264 ads are cuts of seven funded winners; the rest are new concepts so the library still reaches new people. | Meta: iterate winners, keep balance with new concepts. |
| Shoot 9:16, adapt to 4:5, pull stills for the image ad | Standing production rule for every video group; it is where most of the 32 4:5 videos and about 40 statics come from. | Meta: double video coverage without a second shoot. |
| Brief creators for inputs, not outputs | Insense briefs ask for two 9:16 bodies, five alternate openings and ten seconds of textural B-roll each, not "one reel and one story". | Meta: the expansive brief fuels the content machine. |
| Opt into Advantage+ creative enhancements and placements | Keep Advantage+ placements on; opt into text generation, image expansion and video expansion on the acquisition CBO; add product videos to the catalog so Black Friday catalog ads can serve video in Reels. | Meta: catalog product video in Reels, +33% incremental conversions; AI video generation +10% CTR, +7.7% CVR in beta. |
Source: Creative on Meta, Creative Playbook (Meta Creative Shop). Meta's percentages are from its own causal and lift studies across large advertisers and are quoted as published, not re-measured on this account.
5 / 12
06 · Sale creative
Last Black Friday the sale catalog banners took $21,469 at 1.72x; evergreen proof creative ran 3.29x through the same weeks
Meta ad level, November 1 to December 1, 2025, 7-day click plus 1-day engaged view. Every sale ad AKC ran last season, plus the evergreen ads that carried the sale windows.
Last year, window by window (Meta)
| Window | Spend | Purchases | ROAS | CPA |
|---|---|---|---|---|
| Nov 1 to 14, before the sale (Early BFCM Nov 10 to 13) | $39,225 | 144 | 2.26x | $272 |
| Nov 15 to 26, Thanksgiving window | $18,261 | 113 | 4.48x | $162 |
| Nov 27 to Dec 1, Black Friday to Cyber Monday | $33,960 | 129 | 2.18x | $263 |
| Dec 2 to 17, holiday gifting | $54,438 | 498 | 4.88x | $109 |
| Dec 18 to 31, late December | $38,654 | 351 | 5.00x | $110 |
Season rate Nov 1 to Dec 1: 2.67x; tints against it. Thanksgiving week ran 4.48x on $18,261 and December gifting 4.88x on $54,438, both well above the Black Friday window (2.18x on $33,960).
Last year by creative kind, Nov 1 to Dec 1 (Meta)
| Kind | Spend | Purchases | ROAS |
|---|---|---|---|
| Evergreen video or static | $36,383 | 163 | 3.29x |
| Sale catalog banner | $21,469 | 76 | 1.72x |
| Sale video or static | $19,235 | 69 | 2.76x |
| Evergreen catalog (first-order discount) | $14,359 | 78 | 2.41x |
Kind read from the ad name. Sale = named Black Friday, BFCM or Holiday; the catalog banner is the dynamic product ad with the sale headline.
What last season's sale ads say
- The banner took the budget, the produced sale ads earned more. The catalog banner (15% off sitewide, code CRABFRIDAY) took $19,043 at 1.94x on 74 purchases. The Black Friday Promo static and video took $2,342 and $2,514 at 5.02x and 4.46x on 12 and 14 purchases: fewer than 15 orders each, so a signal, but the gap is wide.
- The best ad of the season was a creator hosting video, not an offer. Leah's holiday video ran $7,715 at 4.42x on 55 purchases in its first six days (Dec 2 to 7). It sells the holiday table, with no discount in the creative.
- Generic copy was the weakest sale opener. Early BFCM V1 with generic copy (20% off 6lb and 10lb packs, Nov 10 to 13) ran $5,762 at 1.19x on 11 purchases. This year's sale copy names the feast it feeds.
- Only 20 sale ads ran all season. Last year's whole Nov 1 to Dec 7 library was 20 sale ads (two holiday tests under $50 are left out below) and 34 evergreen ad IDs. This November's 90-ad Black Friday set alone is four times that.
Every sale ad from last season, plus the evergreen ads that carried it: 29 ads
20241128_Catalog_November 2025 Black Friday Sale
Black Friday: 15% Off Sitewide 🦀
| Spend | $19,043 | |
|---|---|---|
| Purchases | 74 | |
| ROAS | 1.94x | season 2.67x |
| CAC | $257 | season $237 |
| AOV | $499 | season $634 |
| Page to cart | 13.4% | season 14.0% |
| CVR (purch / LPV) | 1.38% | season 1.19% |
▶20251125_Leah_Holiday
Holiday Crab, Delivered 🦀
| Spend | $7,715 | |
|---|---|---|
| Purchases | 55 | |
| ROAS | 4.42x | season 2.67x |
| CAC | $140 | season $237 |
| AOV | $619 | season $634 |
| Page to cart | 18.2% | season 14.0% |
| CVR (purch / LPV) | 1.78% | season 1.19% |
20251109_AKC_Early BFCM V1 - Generic Copy
20% Off King Crab Legs 🦀
| Spend | $5,762 | |
|---|---|---|
| Purchases | 11 | |
| ROAS | 1.19x | season 2.67x |
| CAC | $524 | season $237 |
| AOV | $626 | season $634 |
| Page to cart | 19.2% | season 14.0% |
| CVR (purch / LPV) | 0.65% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
20251109_AKC_Early BFCM V3 - Generic Copy
20% Off King Crab Legs 🦀
| Spend | $3,248 | |
|---|---|---|
| Purchases | 10 | |
| ROAS | 2.80x | season 2.67x |
| CAC | $325 | season $237 |
| AOV | $910 | season $634 |
| Page to cart | 25.3% | season 14.0% |
| CVR (purch / LPV) | 1.07% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
▶20251128_AKC_Black Friday Promo V3
15% Off King Crab Legs 🦀
| Spend | $2,514 | |
|---|---|---|
| Purchases | 14 | |
| ROAS | 4.46x | season 2.67x |
| CAC | $180 | season $237 |
| AOV | $801 | season $634 |
| Page to cart | 33.0% | season 14.0% |
| CVR (purch / LPV) | 3.40% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
20251128_AKC_Black Friday Promo V1
15% Off King Crab Legs 🦀
| Spend | $2,342 | |
|---|---|---|
| Purchases | 12 | |
| ROAS | 5.02x | season 2.67x |
| CAC | $195 | season $237 |
| AOV | $980 | season $634 |
| Page to cart | 34.1% | season 14.0% |
| CVR (purch / LPV) | 2.71% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
20241128_Catalog_November 2025 Black Friday Sale - Last Minute
15% Off [product name, filled per shopper]
| Spend | $1,573 | |
|---|---|---|
| Purchases | 4 | |
| ROAS | 0.81x | season 2.67x |
| CAC | $393 | season $237 |
| AOV | $317 | season $634 |
| Page to cart | 14.7% | season 14.0% |
| CVR (purch / LPV) | 1.01% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
▶20250220_AKC_MB_JoeBBQ_Crab_ASMR1 - Black Friday Promo
Quality Crab Delivered Overnight
| Spend | $1,513 | |
|---|---|---|
| Purchases | 4 | |
| ROAS | 1.68x | season 2.67x |
| CAC | $378 | season $237 |
| AOV | $636 | season $634 |
| Page to cart | 13.8% | season 14.0% |
| CVR (purch / LPV) | 0.86% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
20241109_Catalog_November 2025 Early BFCM
20% Off King Crab Legs 🦀
| Spend | $853 | |
|---|---|---|
| Purchases | 3 | |
| ROAS | 3.16x | season 2.67x |
| CAC | $284 | season $237 |
| AOV | $899 | season $634 |
| Page to cart | 15.6% | season 14.0% |
| CVR (purch / LPV) | 1.30% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
▶20251130_AKC_Black Friday Promo Last Minute - Flexible Placement
Last Chance to Save 15%
| Spend | $741 | |
|---|---|---|
| Purchases | 7 | |
| ROAS | 4.49x | season 2.67x |
| CAC | $106 | season $237 |
| AOV | $475 | season $634 |
| Page to cart | 14.6% | season 14.0% |
| CVR (purch / LPV) | 6.80% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
20251109_AKC_Early BFCM V1 - Thanksgiving Focused Copy
Feast Ready: 20% Off King Crab Legs
| Spend | $674 | |
|---|---|---|
| Purchases | 3 | |
| ROAS | 2.70x | season 2.67x |
| CAC | $225 | season $237 |
| AOV | $606 | season $634 |
| Page to cart | 24.5% | season 14.0% |
| CVR (purch / LPV) | 3.06% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
▶20251117_Charlotte_akc_pov-sovereign-crab-boil - Black Friday Promo
Last Chance to Save 15%
| Spend | $654 | |
|---|---|---|
| Purchases | 1 | |
| ROAS | 0.56x | season 2.67x |
| CAC | $654 | season $237 |
| AOV | $368 | season $634 |
| Page to cart | 16.2% | season 14.0% |
| CVR (purch / LPV) | 0.68% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
20251109_AKC_Early BFCM V3 - Thanksgiving Focused Copy
Feast Ready: 20% Off King Crab Legs
| Spend | $546 | |
|---|---|---|
| Purchases | 1 | |
| ROAS | 2.76x | season 2.67x |
| CAC | $546 | season $237 |
| AOV | $1,507 | season $634 |
| Page to cart | 39.8% | season 14.0% |
| CVR (purch / LPV) | 0.75% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
▶20251109_AKC_Early BFCM V2 - Generic Copy
20% Off King Crab Legs 🦀
| Spend | $469 | |
|---|---|---|
| Purchases | 4 | |
| ROAS | 8.52x | season 2.67x |
| CAC | $117 | season $237 |
| AOV | $1,000 | season $634 |
| Page to cart | 16.9% | season 14.0% |
| CVR (purch / LPV) | 3.23% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
▶20251128_AKC_Black Friday Promo V4
15% Off King Crab Legs 🦀
| Spend | $411 | |
|---|---|---|
| Purchases | 2 | |
| ROAS | 2.53x | season 2.67x |
| CAC | $206 | season $237 |
| AOV | $520 | season $634 |
| Page to cart | 30.6% | season 14.0% |
| CVR (purch / LPV) | 2.35% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
20251128_AKC_Black Friday Promo V2
Black Friday Starts Now: CRABFRIDAY = 15% Off 🐟
| Spend | $303 | |
|---|---|---|
| Purchases | 0 | |
| ROAS | 0.00x | season 2.67x |
| CAC | none | season $237 |
| AOV | none | season $634 |
| Page to cart | 47.2% | season 14.0% |
| CVR (purch / LPV) | 0.00% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
20251201_Charlotte Holiday Ad 3
Holiday Crab, Delivered 🦀
| Spend | $65 | |
|---|---|---|
| Purchases | 0 | |
| ROAS | 0.00x | season 2.67x |
| CAC | none | season $237 |
| AOV | none | season $634 |
| Page to cart | 8.7% | season 14.0% |
| CVR (purch / LPV) | 0.00% | season 1.19% |
▶20251109_AKC_Early BFCM V2 - Thanksgiving Focused Copy
Feast Ready: 20% Off King Crab Legs
| Spend | $58 | |
|---|---|---|
| Purchases | 2 | |
| ROAS | 12.87x | season 2.67x |
| CAC | $29 | season $237 |
| AOV | $376 | season $634 |
| Page to cart | 87.5% | season 14.0% |
| CVR (purch / LPV) | 25.00% | season 1.19% |
20250702_AKC_Sockeye Salmon - Animated Reviews
Wild-Caught Seafood Delivered Overnight
| Spend | $12,297 | |
|---|---|---|
| Purchases | 63 | |
| ROAS | 3.05x | season 2.67x |
| CAC | $195 | season $237 |
| AOV | $596 | season $634 |
| Page to cart | 10.6% | season 14.0% |
| CVR (purch / LPV) | 0.97% | season 1.19% |
20250502_Gr0-ad_May2025_What_I_Ordered_vs_What_I_Got
Quality Crab Delivered Overnight
| Spend | $10,924 | |
|---|---|---|
| Purchases | 57 | |
| ROAS | 3.99x | season 2.67x |
| CAC | $192 | season $237 |
| AOV | $764 | season $634 |
| Page to cart | 13.3% | season 14.0% |
| CVR (purch / LPV) | 1.46% | season 1.19% |
20250529_Catalog_All Products_First Order Discount_Carousel
[product name, filled per shopper]
| Spend | $6,708 | |
|---|---|---|
| Purchases | 27 | |
| ROAS | 1.30x | season 2.67x |
| CAC | $248 | season $237 |
| AOV | $324 | season $634 |
| Page to cart | 16.6% | season 14.0% |
| CVR (purch / LPV) | 1.13% | season 1.19% |
20250702_AKC_Crab Legs Animated Reviews Lifestyle
10% Off First Order with Code NEWCRAB10
| Spend | $3,174 | |
|---|---|---|
| Purchases | 13 | |
| ROAS | 2.09x | season 2.67x |
| CAC | $244 | season $237 |
| AOV | $510 | season $634 |
| Page to cart | 11.6% | season 14.0% |
| CVR (purch / LPV) | 0.84% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
20250529_Catalog_All Products_First Order Discount_Single Image
[product name, filled per shopper]
| Spend | $3,503 | |
|---|---|---|
| Purchases | 21 | |
| ROAS | 2.93x | season 2.67x |
| CAC | $167 | season $237 |
| AOV | $488 | season $634 |
| Page to cart | 14.5% | season 14.0% |
| CVR (purch / LPV) | 1.61% | season 1.19% |
No image returned by Meta
GR0 | Joe BBQ Friend | VI 2
Restaurant-quality seafood, shipped overnight.
| Spend | $3,136 | |
|---|---|---|
| Purchases | 5 | |
| ROAS | 1.30x | season 2.67x |
| CAC | $627 | season $237 |
| AOV | $817 | season $634 |
| Page to cart | 7.7% | season 14.0% |
| CVR (purch / LPV) | 0.43% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
▶20251020_AKC_Leah Creator
Crab Legs Delivered Overnight
| Spend | $2,430 | |
|---|---|---|
| Purchases | 12 | |
| ROAS | 2.62x | season 2.67x |
| CAC | $202 | season $237 |
| AOV | $531 | season $634 |
| Page to cart | 15.7% | season 14.0% |
| CVR (purch / LPV) | 1.25% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
▶20250220_AKC_MB_JoeBBQ_Crab_ASMR1
Quality Crab Delivered Overnight
| Spend | $1,653 | |
|---|---|---|
| Purchases | 9 | |
| ROAS | 2.90x | season 2.67x |
| CAC | $184 | season $237 |
| AOV | $533 | season $634 |
| Page to cart | 9.9% | season 14.0% |
| CVR (purch / LPV) | 0.58% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
20250814_AKC_Fisherman
Wild-Caught Seafood Delivered Overnight
| Spend | $1,810 | |
|---|---|---|
| Purchases | 3 | |
| ROAS | 1.01x | season 2.67x |
| CAC | $603 | season $237 |
| AOV | $607 | season $634 |
| Page to cart | 11.8% | season 14.0% |
| CVR (purch / LPV) | 0.41% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
▶20251117_Charlotte_akc_pov-sovereign-crab-boil
Quality Crab Delivered Overnight
| Spend | $713 | |
|---|---|---|
| Purchases | 7 | |
| ROAS | 7.04x | season 2.67x |
| CAC | $102 | season $237 |
| AOV | $717 | season $634 |
| Page to cart | 10.7% | season 14.0% |
| CVR (purch / LPV) | 2.42% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
▶20251117_Charlotte_akc_pov-winter-crab-boil_1x1
Quality Crab Delivered Overnight
| Spend | $470 | |
|---|---|---|
| Purchases | 0 | |
| ROAS | 0.00x | season 2.67x |
| CAC | none | season $237 |
| AOV | none | season $634 |
| Page to cart | 18.4% | season 14.0% |
| CVR (purch / LPV) | 0.00% | season 1.19% |
Fewer than 15 purchases: read as a signal, not a result.
Card metrics are Meta, Nov 1 to Dec 7, 2025, 7-day click plus 1-day engaged view, each beside the season rate. Outbound clicks were not returned for that period, so outbound CTR is left off these cards. Tints only on ads with $300 or more.
This year's windows and what to build for each
Thanksgiving: 15% off sitewide, Nov 15 to 18
Code CRAB4TURKEYDAY. 48 ads: 24 built in October plus a 24-ad second wave (G11) that puts the Thanksgiving table in the ad, not just the code, and re-cuts the July 4th "your guests will never know" winners. Kit approved Nov 10, live Nov 15 with Email #1, final hours Nov 18. The cutoff set (G12, 8 ads) follows on Nov 22 for the Nov 24 deadline.
Black Friday: 20% off XL King Crab, Nov 27 to 30
90 ads, kit approved Nov 22, scheduled live 12:01am Fri Nov 27, Cyber Monday add-on Nov 30. The set below. Last year's Black Friday ads carried generic copy; this year every sale ad names the feast it feeds.
The offer, left to margin
Brands win the season with a strong offer and shoppers now expect 25 to 30% or more; Labor Day's Buy More Save More reached "up to 25%" and produced the two best videos of the quarter. Whether 15% and 20% off XL clear that bar is a margin call for your team; the creative plan holds at either number.
The Black Friday set: 90 ads by type, 38 images, 42 9:16 videos, 6 4:5 videos, 4 catalog
| Type | Why it still acquires during a sale | Ads |
|---|---|---|
| Proof-led offer video | The Labor Day Buy More Save More videos: a host or creator shows the feast, then the offer card. Ran 11.81x and 9.51x in September. Eighteen re-cuts for 20% off XL, then twelve new bodies from the November creators. | 30 |
| Receipt compare with the sale price | Us-vs-them static, restaurant or fish-counter receipt beside the XL legs at the Black Friday price. The evergreen version ran 6.32x. | 12 |
| Host feast with a price line | Lifestyle static of the table with "feeds 8 for $X" under the offer. Lifestyle statics run 3.85x in the account. | 14 |
| Packing room with an offer end card | Behind-the-scenes video (dry ice, overnight label) that ends on the deadline. Online Food Shoppers run 17% of spend; this is the one sale format that also reassures a first-timer. | 10 |
| Offer-first banners and catalog | The plain sale static in three sizes plus catalog cards with product video, so the Advantage+ catalog can serve video in Reels. Needed for the consolidated structure to find the Most Aware pool, kept to a minority of the set. | 24 |
| Total | 90 |
Sale ads for new customers carry the proof inside the offer. A first-time buyer at Black Friday still needs size, arrival and "what I ordered vs what I got" answered; the offer alone converted the list, not the stranger, which is why the catalog banner ran under the account rate on 100 purchases.
6 / 12
07 · Corporate gifts
Corporate gifting is a 20-ad test: AKC has never run a business-gift ad, and its corporate gifting page is already built for it
Founders, client owners and office managers buy holiday gifts in volume, and every box has to land before the holidays. None of AKC's ads in the last 14 months speak to them, and 1 of 1,978 reviews mentions a business gift, so this is new ground: six buyer personas, the proof AKC already has, and 14 ads from other brands (7 videos) showing how the category sells it.
What AKC already offers business buyers
- Self-service ordering: choose a product, then type in or upload a spreadsheet of recipient addresses
- E-gift: the recipient picks their own delivery date
- Crab Leg Concierge: recommended for orders with more than 10 recipients
From the corporate gifting page, which every G14 ad sends to. The page reviews below are the strongest proof for this buyer.
Reviews on that page, quoted as written
Very friendly and professional service in helping me get all my orders set up. They clearly explained the timing, shipping, and delivery details, and everything was executed flawlessly. Multiple orders were delivered to different addresses right on time, as promised, just two days before Christmas.Bobby M., verified customer (on the corporate gifting page)
Always a huge hit!! We gift something different every year and get such rave reviews from the receivers.Wendy T., verified customer (on the corporate gifting page)
Great company! The crab was a gift, but I got good 'intel' on when it left, when it was in transit and when it arrived. My friends said it was delicious!Ellison R., verified customer (on the corporate gifting page)
Six buyer personas for business gifting
The founder thanking the team
Owner of a 5 to 50 person company who signs off the holiday gift personally.
- Motivator
- I want the team to feel this year was worth it, and I want it to come from me.
- Barrier
- Swag feels cheap; a bonus feels transactional; a party misses the remote half.
- Angle
- Skip the swag. Send the feast. A dinner the whole household shares, from the founder.
- Suggested opening line
- This year the team gets king crab, not another hoodie.
- Format
- Founder to camera (F9), 9:16 with audio; a still of the handwritten card for the image ad.
- AKC proof
- E-gift lets each person choose their own delivery date.
The client-relationship owner
Agency owners, consultants, financial advisors, attorneys, accountants: people whose business runs on 10 to 100 key clients.
- Motivator
- I want my best clients to remember me in January.
- Barrier
- Every client gets a gift basket; mine has to stand out without looking extravagant.
- Angle
- The gift clients talk about at the next meeting. Not another mug.
- Suggested opening line
- The client gift that gets a thank-you text, not a shelf.
- Format
- Objection-first opener (F4): the pile of forgettable gifts, then the crab on a client's table.
- AKC proof
- Upload one spreadsheet; every client gets overnight delivery.
The office manager running the list
Executive assistant, office or people-ops manager handed a list of 40 names and a deadline.
- Motivator
- I want this off my plate by Thanksgiving and to look good doing it.
- Barrier
- 40 addresses, 40 checkouts, and no way to know what arrived.
- Angle
- One spreadsheet. Every address. Delivered before the holiday.
- Suggested opening line
- Upload the list. We handle the rest.
- Format
- Screen recording of the spreadsheet upload (F5 cousin) cut with the boxes arriving; 4:5 static of the three steps.
- AKC proof
- Bobby M.: multiple orders delivered to different addresses, two days before Christmas.
The realtor or lender closing gift
Realtors, mortgage brokers and builders who give a closing gift on every deal.
- Motivator
- I want the first dinner in their new home to be from me.
- Barrier
- Closing gifts are forgettable and get regifted.
- Angle
- The first dinner in the new house. A closing gift that gets a photo, and a referral.
- Suggested opening line
- Their first dinner in the new house is on you.
- Format
- Lifestyle static (F15) of an empty new kitchen with the AKC box on the counter; occasion montage (F11) for 9:16.
- AKC proof
- E-gift: they choose the date once they have moved in.
The sales leader thanking top accounts
VP of sales or account executive closing the year with their top 10 accounts.
- Motivator
- I want my best accounts to renew, and I want to be remembered in Q1.
- Barrier
- Gifting policies and dollar caps; it has to feel personal, not corporate.
- Angle
- Close the year at their dinner table. Ten accounts, one list.
- Suggested opening line
- Ten accounts. One list. Dinner by Friday.
- Format
- Proof number static (F14) with the per-recipient price; packing room video (F5) ending on the gift card.
- AKC proof
- Concierge for 10+ recipients handles timing and addresses.
The remote-team manager
A manager whose team is spread across states and never sits at one table.
- Motivator
- I want the team to share one meal even though we never share an office.
- Barrier
- Different addresses, time zones and delivery days.
- Angle
- Your team is in 12 states. Dinner still lands the same week.
- Suggested opening line
- One team, twelve states, one dinner.
- Format
- Split-screen montage (F11) of different kitchens opening the same box; map static for the image ad.
- AKC proof
- Overnight shipping Monday to Thursday to every address on the list.
How other brands sell corporate gifting: 14 ads, 7 videos
From Motion's ad library, searching about 34 gifting, food and premium-meat brands. No seafood or meat brand ran a corporate-gifting ad there; chocolate (Compartés), swag (Corporate Gear) and treat boxes (Sugarwish, Cheryl's) did. The patterns to borrow: the gift that is not another mug, one list for every address, volume and lead-time urgency, and a quote or concierge for big lists. Ad libraries carry no spend, so days live stands in for what works.
▶Compartés Chocolate · video · 160 days live
Luxury Gifts With Your Logo
In a competitive landscape, meaningful touchpoints matter. Compartés offers a sophisticated way to stand out—custom chocolate gifts that combine branding, quality, and unforgettable presentation.
▶Compartés Chocolate · video · 8 days live · still running
Give gifts they’ll actually want.
Your clients don’t need another mug— they need Compartés. Custom chocolate gifts that taste as good as they look. 🍫
▶Compartés Chocolate · video · 2 days live · still running
One List. Every Address.
Q4 volume books early. Compartés ships corporate programs in 24 hours to one week depending on customization, and a dedicated concierge owns your timeline start to finish. Get your quote.
▶Corporate Gear · video · 31 days live
Shop Premium Corporate Gifts
Corporate gifting, simplified. From sourcing to decoration to delivery, Corporate Gear handles every detail so your gifts arrive polished and on brand. Start your order today.
▶Corporate Gear · video · 22 days live
Elevate Your Corporate Gifts
Give gifts built to last. Customize premium Patagonia gear with your logo, perfect for your next employee or client gift. Shop our Patagonia Gift Guide today.
▶Corporate Gear · video · 4 days live · still running
Custom Holiday Gifts from Top Brands
Premium holiday gifts, without the hassle. Thank your team and clients with top-brand gifts customized with your logo, while Corporate Gear takes care of the details from order to delivery. Start your holiday order tod...
No preview in the ad library
Sugarwish · video · 1 days live
Holiday gifting, but make it iconic. 🎁✨ Our striped Holiday Boxes are back—bright, bold, and packed with choose-your-own-treat joy. Send sweetness. Send delight. Send Sugarwish. ❤️🎄 #HolidayGifting #GiftJoy #HolidayTre...
Compartés Chocolate · image · 282 days live
Luxury Gifts With Your Logo
In a competitive landscape, meaningful touchpoints matter. Compartés offers a sophisticated way to stand out—custom chocolate gifts that combine branding, quality, and unforgettable presentation.
Compartés Chocolate · image · 168 days live · still running
Discover the Perfect Corporate Gift
Impress your clients, reward your team, or elevate your next event with handcrafted chocolate gifts—customized for your brand.
Compartés Chocolate · image · 18 days live · still running
Quoted In One Business Day
Set a budget and we return a curated slate of options. Custom boxes, logo chocolates, and a No-Melt Guarantee so every gift arrives looking the way you pictured it. Ask for a quote, no obligation.
Compartés Chocolate · image · 1 days live · still running
Corporate Gifts, 50 To 50,000
Searching for corporate holiday gifts that aren't another mug? Compartés has handmade chocolate gifts from $28, custom-branded with your logo and shipped to every recipient on your list. 50 to 50,000 units. Request a quo...
Corporate Gear · image · 69 days live
Employee Gifts Made Easy
In a corporate environment, the right gift speaks volumes. Equip your team and clients with branded gear that combines functionality, appreciation, and brand visibility all season long.
Cheryl's Cookies and Brownies · image · 7 days live
Save with Bulk Gifts
Give delicious cookies as party favors, corporate gifts, breakroom snacks, stocking stuffers, classroom treats, and more.
Sugarwish · image · 1 days live
Custom Holiday Gifts | Sugarwish Corporate Gifting
Holiday delivery has entered the chat ✨ Thoughtfully curated Sugarwishes—beautifully wrapped, joyfully delivered, and filled with choose-your-own treats they’ll love. Because holiday gifting should feel this easy (and ...
The November test: G14, 20 ads
- 9 images, 8 9:16 videos, 3 4:5 videos. 14 live Mon Nov 9 (kit Nov 4), six banked for Dec 1, when the order-by deadline does the selling.
- Lead with three personas: the client-relationship owner, the office manager running the list, the founder thanking the team, four ads each in November; the other two November ads test the realtor or lender closing gift.
- Every G14 ad sends to the corporate gifting page and carries "CorpGift" in the ad name, so the weekly reads it as one test on its own line.
- Read it on orders of 3 or more recipients and concierge form fills, not only ROAS: a business buyer's first order is the list, and the next is next year's.
7 / 12
08 · Concept groups
Fourteen concept groups make the 264 new ads; each is one persona, one angle and a five-rung awareness ladder
A group is the brief. The ladder shows how many of its ads open at each awareness stage; one concept produces about five assets (hold the format, change the headline and the imagery). Each group carries Meta's concepting chain, with motivators taken from the reviews. 264 ads is roughly 52 concepts; 54 of the ads are cuts of existing winners.
UnawareProblem AwareSolution AwareProduct AwareMost Aware
G1
Feed the whole table
14 adsHow much crab per person, the feast math, feed your whole party
Awareness ladder: how many of the 14 ads open at each stage · 7 Problem Aware · 4 Solution Aware · 3 Product Aware
7 Problem4 Solution3 Product
Hosts are the lead lane: 26% of named spend at 3.37x. The reviews that talk about guests describe serving a crowd, so the brief opens on the headcount, not the crab.
MotivatorI have ten people coming and I want the table to be the story
BarrierHow much do I need, and what if it is not enough?
BenefitPortion guidance, feeds-X sizing, overnight delivery
ThemeEffortless Feast
Text hookTwelve people. One box. Zero turkey.
FormatsF2 Receipt compareF3 Feeds-N sizing chartF10 Reaction at the tableF11 Occasion montageF17 Static to video (animated still)
7 images · 5 9:16 video · 2 4:5 video · iterates feedyourwholeparty static (6 cuts)
G2
Skip the turkey, serve crab
8 adsThanksgiving table without the bird; rides the Nov 4 "Skip Turkey, Serve Crab" email and the Nov 12 hosting game plan
Awareness ladder: how many of the 8 ads open at each stage · 6 Problem Aware · 2 Solution Aware
6 Problem2 Solution
Thanksgiving is the one hosting moment the calendar names four times before the 15% window opens. These ads carry no offer so they stay live through the cutoff reminders.
MotivatorI want a Thanksgiving people remember
BarrierTradition says turkey
BenefitA centerpiece nobody has to carve
ThemeSpecial Occasion Elevation
Text hookWe skipped the turkey. Nobody complained.
FormatsF3 Feeds-N sizing chartF7 Cooking method demoF11 Occasion montageF12 Meme or contrarian opener
4 images · 4 9:16 video · 0 4:5 video
G3
Not a chef, still the hero
12 adsThaw, heat, eat, impress: the easy-prep story told by a non-cook
Awareness ladder: how many of the 12 ads open at each stage · 4 Unaware · 4 Problem Aware · 4 Solution Aware
4 Unaware4 Problem4 Solution
The NotaChef host video is the top-spend funded winner ($6.5K, 24 purchases, 2.89x). Three new openings on the same body, then stretch to a static set.
MotivatorI want to impress without cooking
BarrierI am not a chef
BenefitArrives fully cooked, heat and serve
ThemeEasy Preparation
Text hookThaw. Heat. Eat. Impress.
4 images · 6 9:16 video · 2 4:5 video · iterates NotaChef host video (6 cuts: 3 openings, 3 statics)
G4
Dock to your door
18 adsPacking, dry ice, frozen solid, overnight: the proof customers ask for before a first order
Awareness ladder: how many of the 18 ads open at each stage · 4 Problem Aware · 4 Solution Aware · 10 Product Aware
4 Problem4 Solution10 Product
23% of customer voice is about arrival and packaging, the largest single theme after size. Online Food Shoppers run 17% of spend on only 14 creatives, so this lane is thin on fresh assets.
MotivatorI want it to arrive perfect
BarrierSeafood by mail makes me nervous
BenefitPacked in dry ice, overnight, frozen solid at the door
ThemeReliable Delivery
Text hookI was nervous ordering seafood online. Then the box arrived.
FormatsF4 Objection-first openerF5 Packing room behind the scenesF6 Unboxing arrivalF13 Provenance label staticF14 Proof number static
6 images · 10 9:16 video · 2 4:5 video · iterates OrderingKingCrabOnline BTS video (6 cuts)
G5
The ten-minute method
14 adsSteam, grill, oven, butter: short method videos and recipe statics using what reviewers actually do
Awareness ladder: how many of the 14 ads open at each stage · 2 Unaware · 4 Problem Aware · 8 Solution Aware
2 Unaware4 Problem8 Solution
13% of voice is cooking method (butter 89 mentions, steam 28, grill 24) against 5% of spend. The Demo format runs 3.40x on $12.7K, above account.
MotivatorI cook, and I want to do this right
BarrierHow do I cook king crab?
BenefitTen minutes, one pot, melted butter
ThemeEasy Preparation
Text hookTen minutes. One pot. Melted butter.
FormatsF7 Cooking method demo
4 images · 8 9:16 video · 2 4:5 video
G6
Legs the size of your forearm
8 adsSize and sweetness, the two words customers use most
Awareness ladder: how many of the 8 ads open at each stage · 3 Unaware · 3 Problem Aware · 2 Product Aware
3 Unaware3 Problem2 Product
Size is the biggest theme in reviews (13% mention huge or massive). Massive Size ads run 2.77x on $22.7K; the Break a Leg question hook ran 6.79x on 31 purchases.
MotivatorI want the legs I remember, the biggest ones
BarrierGrocery crab is small and watery
BenefitExtra large and XXL legs, sweet meat
ThemeMassive Size
Text hookLegs the size of your forearm.
FormatsF6 Unboxing arrivalF8 Sensory crack (ASMR)F9 Customer testimonial and review readF12 Meme or contrarian openerF13 Provenance label static
4 images · 4 9:16 video · 0 4:5 video · iterates Break a Leg size video (6 cuts)
G7
Better than the fish counter
12 adsReceipt compare, grocery vs AKC, what I ordered vs what I got
Awareness ladder: how many of the 12 ads open at each stage · 4 Problem Aware · 8 Solution Aware
4 Problem8 Solution
The ReceiptCompare us-vs-them static ran 6.32x on 22 purchases and the Solution Aware stage is the thinnest in the account (7.5% of spend). First-order hesitation shows up in 5% of voice.
MotivatorI want restaurant crab without the bill
BarrierIs it worth the price?
BenefitA pound at home costs less than a plate out
ThemeBetter Value Than Restaurants
Text hookThe receipt that made us stop ordering crab out.
FormatsF2 Receipt compareF4 Objection-first openerF9 Customer testimonial and review readF14 Proof number staticF17 Static to video (animated still)
8 images · 4 9:16 video · 0 4:5 video · iterates ReceiptCompare static (6 cuts)
G8
Make it your tradition
12 adsEvery-year stories told as an invitation to start one, not a reorder prompt
Awareness ladder: how many of the 12 ads open at each stage · 4 Unaware · 4 Problem Aware · 4 Product Aware
4 Unaware4 Problem4 Product
One in five persona mentions is a repeat or tradition story and the Ordered3Times greenscreen is a four-time funded winner (3.25x to 4.40x). Briefed for new customers: the tradition starts this year.
MotivatorI want a holiday tradition that is ours
BarrierWill it be the same every time?
BenefitSame legs, same quality, year after year
ThemeCustomer Validation
Text hookYear three. Same legs. Same table.
4 images · 6 9:16 video · 2 4:5 video · iterates Ordered3Times greenscreen (6 cuts)
G9
Send the feast
18 adsGift framing for the Nov 9 "Send The Feast" email now, then the December gifting set (Christmas is 4.5% of voice, 89 mentions) banked by Nov 26 for a Dec 1 go-live; the business-gift version is G14
Awareness ladder: how many of the 18 ads open at each stage · 6 Problem Aware · 4 Solution Aware · 5 Product Aware · 3 Most Aware
6 Problem4 Solution5 Product3 Most
Gifting is under-voiced (3.7%) but the calendar leans on it from Nov 9 and all of December. The Birthday gifting static was a funded winner (3.74x, 14 purchases); the December set builds on it.
MotivatorI want a gift that lands
BarrierWill it get there, and will they know what to do with it?
BenefitShips overnight, arrives ready, no wrapping
ThemePerfect Gift
Text hookThe gift that does not need wrapping.
FormatsF5 Packing room behind the scenesF6 Unboxing arrivalF11 Occasion montageF15 Gift-ready static
9 images · 6 9:16 video · 1 4:5 video · 2 catalog/carousel
G14
The gift your clients remember
20 adsCorporate and client gifting: one list, every address, delivered overnight. Sends to the corporate gifting page (spreadsheet upload, e-gift, concierge for 10+ recipients)
Awareness ladder: how many of the 20 ads open at each stage · 6 Problem Aware · 7 Solution Aware · 7 Product Aware
6 Problem7 Solution7 Product
AKC has never run a corporate gifting ad, yet its corporate gifting page already offers spreadsheet upload, e-gifts and a concierge for 10+ recipients, and its own page reviews describe multiple addresses delivered two days before Christmas. A 20-ad test, live before most companies lock their holiday gift lists in late November.
MotivatorI want my clients and my team to feel thanked, not marketed to
BarrierAnother gift list with 40 addresses and no time to manage it
BenefitUpload one spreadsheet, every recipient gets overnight king crab; a concierge handles 10+ recipients
ThemePerfect Gift
Text hookOne list. Every client. Dinner by Friday.
FormatsF5 Packing room behind the scenesF9 Customer testimonial and review readF14 Proof number staticF15 Gift-ready static
9 images · 8 9:16 video · 3 4:5 video
G10
Veterans Day thank you
6 adsMilitary discount, Nov 11, two days of delivery
Awareness ladder: how many of the 6 ads open at each stage · 6 Most Aware
6 Most
Small dated moment on the calendar; six assets, nothing more.
MotivatorI want to say thank you
BarrierNone
BenefitMilitary discount on Veterans Day
ThemePrice Promotion
Text hookThank you for your service. Your Veterans Day discount is live.
FormatsF1 Offer-first banner
4 images · 2 9:16 video · 0 4:5 video
G11
Thanksgiving 15% off: the second wave
24 adsCode CRAB4TURKEYDAY. 24 ads built in October are the first wave; these 24 add the Thanksgiving table (not just the code), the July 4th "your guests will never know" winners re-cut for a Thanksgiving table, and three cutoff-aware closers
Awareness ladder: how many of the 24 ads open at each stage · 8 Product Aware · 16 Most Aware
8 Product16 Most
The Sep to Dec model sized Thanksgiving at about 50 ads, a re-run of the July 4th mechanic that ran 5.93x. Last year the Thanksgiving window ran 4.48x (7-day click plus 1-day engaged view), well above the Black Friday window; it earns a full set, not a banner.
MotivatorI want a Thanksgiving centerpiece and a reason to order it now
BarrierI was going to do turkey; is 15% enough to switch?
Benefit15% off sitewide for four days, arrives before the table is set
ThemePrice Promotion
Text hookYour guests will never know you skipped the turkey. 15% off until Wednesday.
10 images · 12 9:16 video · 2 4:5 video
G12
The Thanksgiving cutoff is tomorrow
8 adsOrder-by deadline, Nov 24, 3pm ET: not a discount, a date
Awareness ladder: how many of the 8 ads open at each stage · 8 Most Aware
8 Most
Urgency hooks run above the account rate and the calendar hands this one over for free (SMS and email cutoff reminders Nov 23 and 24). Cheap, static-led, no offer approval needed.
MotivatorI still have not ordered and Thanksgiving is next week
BarrierWill it arrive in time?
BenefitOrder by Nov 24, 3pm ET, it is on the table Thursday
ThemeLimited Time Offer
Text hookCutoff is tomorrow at 3pm. After that, it is turkey.
FormatsF4 Objection-first opener
6 images · 2 9:16 video · 0 4:5 video
G13
Black Friday: 20% off XL King Crab
90 adsOffer-led, but proof first: the Labor Day Buy More Save More videos re-cut for the XL offer, receipt compare with the sale price, host feast with a price line, the packing room with an offer end card
Awareness ladder: how many of the 90 ads open at each stage · 30 Product Aware · 60 Most Aware
30 Product60 Most
The Sep to Dec model made Black Friday the flagship at about 98 ads. Last Black Friday the catalog sale banner took $19.0K at 1.94x on 74 purchases, while the produced Black Friday static and video ran 5.02x and 4.46x on 12 and 14 purchases. Sale assets lead with the proof and close with the offer.
MotivatorI want the big splurge at a fair price
BarrierIs the sale real, and will it arrive before the holiday?
Benefit20% off XL King Crab, shipped overnight
ThemePrice Promotion
Text hook20% off XL. Same legs. Still overnight.
FormatsF1 Offer-first bannerF2 Receipt compareF3 Feeds-N sizing chartF5 Packing room behind the scenesF8 Sensory crack (ASMR)F11 Occasion montageF15 Gift-ready staticF16 Free item perkF17 Static to video (animated still)
38 images · 42 9:16 video · 6 4:5 video · 4 catalog/carousel · iterates AReasonToGoBig and GoBIG offer videos (18 cuts)
Not counted above: Thanksgiving 15% off sitewide, code CRAB4TURKEYDAY, first wave, 24 ads built in October, kit Nov 10, live Sun Nov 15. Counted above but live Dec 1: the 18 December gifting ads inside G9. So November builds 264 and puts 270 live, the number the Sep to Dec model set. File names follow MM/DD/YYYY_Vendor_Persona_Angle_Cut so the Motion tags land automatically.
8 / 12
09 · Production tracker
Claim a brief: 264 ads in 35 briefs across 14 concept groups
Pick your profile, claim a brief and move it from Claimed to Live; everyone with this link sees the same board, and it refreshes on its own every few seconds.
Loading the shared board...
9 / 12
10 · Format board
17 formats for November: 5 proven in this account, 3 at the account rate, 5 to test, 4 that only work one way here
Each card is one way to make an ad, with AKC's own last-90-day result for it (Meta via Motion, account rate 2.89x), the best AKC example, two or three ads from other brands that use it well (from the October Creative Translator library), and exactly how each November concept group should use it. Filter by concept group to see a group's format menu.
F1
Offer-first banner
The offer is the image: one number, one product shot, one deadline. Built to be read in a second.
AKC, last 90 days: $30,119 · 157 purchases · 3.70x · 104 creatives. Proven: 3.70x across 104 statics. Keep it a minority of each sale set so the proof formats carry the reach.
Build: 4:5 image, 1:1 crop. Visual: product centered. Text: the number, nothing else. No audio.
- G10Veterans Day thank you The Veterans Day thank-you with the discount line, two sizes.
- G11Thanksgiving 15% off: the second wave 15% off sitewide, ends Wednesday over the Thanksgiving table photo, code CRAB4TURKEYDAY on the image.
- G13Black Friday: 20% off XL King Crab Three sizes of 20% off XL King Crab with the Nov 30 deadline; the minority of the Black Friday set, not the lead.
F2
Receipt compare
Two receipts or two plates side by side: the restaurant or fish counter against AKC. The math does the selling.
▶
▶
▶AKC, last 90 days: $3,862 · 29 purchases · 4.80x · 10 creatives. The best-returning format in the account at 4.80x, on only 10 creatives. Under-used, not under-performing.
Build: 4:5 image; 9:16 version as a scroll-through. Visual: two columns, totals circled. Text: the gap in dollars. 9:16 cut adds a voice reading the totals.
- G1Feed the whole table Dinner for 8 out vs at home receipt for the host lane.
- G7Better than the fish counter The ReceiptCompare winner re-cut three ways: against Red Lobster, against the grocery counter, against last year's holiday dinner out.
- G13Black Friday: 20% off XL King Crab The same receipt with the Black Friday price, so the saving reads twice.
F3
Feeds-N sizing chart
Sizes sold by how many people they feed, not by pounds. Removes the "how much do I need" barrier in one glance.
▶
▶AKC, last 90 days: $5,003 · 22 purchases · 3.22x · 33 creatives. Above the account rate, led by the feedyourwholeparty static. Cheap to make: one photo, six headlines.
Build: 4:5 image. Visual: plated portions in a row. Text: Feeds 8. Rewrite the headline as a hook (12 people. One box.).
- G1Feed the whole table The core asset of the group: 4, 8 and 12 guests, legs per person, price per head. Six statics, headline changes only.
- G2Skip the turkey, serve crab Thanksgiving for 10 without a turkey sizing card.
- G13Black Friday: 20% off XL King Crab The same chart with sale prices per head for Black Friday.
F4
Objection-first opener
Open on the buyer's own doubt in their words, then answer it with proof. Get Maine Lobster opens "Ordering lobster online? That's crazy."
▶
▶
AKC, last 90 days: $11,917 · 55 purchases · 3.00x · 13 creatives. The greenscreen and doubt-first openings run 3.00x on $11.9K. The opening is what to copy; the body can be any proof.
Build: 9:16 with audio, 4:5 adaptation. Audio: the doubt, spoken first. Text: the doubt as a caption. Movement: cut to proof by second 3.
- G4Dock to your door I was nervous ordering seafood online over the box on the porch, then dry ice and frozen-solid legs.
- G7Better than the fish counter Is it worth $X a pound? answered with the receipt.
- G12The Thanksgiving cutoff is tomorrow Will it get here by Thursday? answered with the Nov 24, 3pm ET cutoff.
F5
Packing room behind the scenes
The warehouse, the dry ice, the overnight label. The logistics step most brands hide becomes the quality proof.
▶
▶
▶
▶AKC, last 90 days: $70,707 · 223 purchases · 2.45x · 34 creatives. Under the account rate as a straight warehouse tour ($70.7K at 2.45x), but the OrderingKingCrabOnline cut that opens on the buyer's doubt ran 3.58x. Pair it with an objection-first opening.
Build: 9:16 with audio. Visual: hands and ice, no faces needed. Audio: real room sound. Text: Packed today. At your door tomorrow.
- G4Dock to your door The OrderingKingCrabOnline BTS body with three new openings (dry ice smoke, the label printing, a box going on a truck).
- G9Send the feast A gift box being packed with a note card, for the December set.
- G13Black Friday: 20% off XL King Crab Packing room with a Black Friday end card: packed tonight, on your table Friday.
- G14The gift your clients remember Forty boxes being packed with forty gift cards: the volume is the proof for the office manager.
F6
Unboxing arrival
The box opened on camera: still frozen, legs bigger than expected. Answers delivery fear and sells size at once.
▶
▶
▶AKC, last 90 days: $20,899 · 99 purchases · 2.89x · 68 creatives. At the account rate across 68 videos. Works best as proof inside another format, not as the whole ad.
Build: 9:16 with audio, stills pulled for 4:5 images. Movement: lid off in the first second. Text: Arrived 10:42am. Still frozen.
- G4Dock to your door Frozen-solid reveal, timestamped, a customer in a snowy driveway.
- G6Legs the size of your forearm Leg held against a forearm the moment it comes out of the box.
- G9Send the feast The recipient opening a gift box, for December.
F7
Cooking method demo
One method, start to finish, with an exact time or cue. Fulton Fish Market runs a whole series of doneness tips with no offer.
▶
▶
▶
▶AKC, last 90 days: $13,880 · 66 purchases · 3.27x · 52 creatives. Above the account rate at 3.27x and the clearest gap against customer voice (13% of reviews describe how they cooked it).
Build: 9:16 with audio. Text: the time (10 minutes) as the headline. Audio: the sizzle. Human presence: hands only is fine.
- G2Skip the turkey, serve crab Crab as the Thanksgiving main, one method, plated on a holiday table.
- G3Not a chef, still the hero The non-cook version: Thaw. Heat. Eat. with a timer on screen.
- G5The ten-minute method The ten-minute series: steam, grill, oven, each with the butter step. One body per method, three openings each.
F8
Sensory crack (ASMR)
No voiceover. The shell cracks, the butter drips, the meat pulls out whole. The sound is the hook.
▶▶
▶AKC, last 90 days: $1,405 · 6 purchases · 3.13x · 10 creatives. Small sample, above the account rate. Cheap to test because it needs no script.
Build: 9:16 with audio, sound on. Audio: the crack in the first second. Visual: macro, shallow focus. Text: none or one word.
- G3Not a chef, still the hero A five-second crack-and-pull opening on the NotaChef body.
- G6Legs the size of your forearm The Break a Leg body opened on the crack instead of the question; three openings.
- G13Black Friday: 20% off XL King Crab A 6-second crack with the sale line as the only text.
F9
Customer testimonial and review read
A customer, or a creator reading a customer review, on camera. HexClad has run a review read as voiceover for 343 days.
▶
▶
▶
AKC, last 90 days: $37,063 · 146 purchases · 2.60x · 74 creatives. Plain testimonials run under the account rate; the Ordered3Times greenscreen review runs 3.25x to 4.40x. Brief the greenscreen version.
Build: 9:16 with audio. Human presence: a real person on screen. Audio: the review in their voice. Text: the one line that names the product.
- G6Legs the size of your forearm A review that names size, read over the leg reveal.
- G7Better than the fish counter What I ordered vs what I got read over the unboxing.
- G8Make it your tradition The Ordered3Times greenscreen body with three openings: first order, third order, every Christmas.
- G14The gift your clients remember A founder or office manager on camera: how the spreadsheet upload went and what the team said.
F10
Reaction at the table
The guest's face when the platter lands. Use it as an opening only: in this account reaction videos run under the account rate when they carry the whole ad.
▶
▶
▶AKC, last 90 days: $13,405 · 33 purchases · 1.96x · 15 creatives. Under the account rate when it carries the whole ad (1.96x on $13.4K). Use two seconds of it as an opening, never the body.
Build: 9:16 with audio. Visual: faces first, product second. Movement: one cut to the platter by second 2.
- G1Feed the whole table A two-second guest reaction as one of three openings on the host body, then cut to the feast math.
- G11Thanksgiving 15% off: the second wave Thanksgiving table reaction as the opening of the second-wave video.
F11
Occasion montage
Fast cuts of one occasion: the table, the guests, the crab, the toast. The occasion, not the product, is the idea. This is most of the account's spend today.
▶
▶
▶AKC, last 90 days: $195,290 · 779 purchases · 2.95x · 279 creatives. Most of the account's spend ($195K) and right at the account rate. It is the volume engine; the other formats are what make it diverse.
Build: 9:16 with audio, 4:5 adaptation. Movement: cuts under one second. Audio: music plus one spoken line. Text: the occasion in the first frame.
- G1Feed the whole table The host montage with a feeds-N end card.
- G2Skip the turkey, serve crab Thanksgiving table montage, no turkey anywhere in frame.
- G9Send the feast December gifting montage: box, card, recipient, dinner.
- G13Black Friday: 20% off XL King Crab The Labor Day Buy More Save More montages re-cut for 20% off XL.
F12
Meme or contrarian opener
Open on a joke or a line that goes against the norm, then answer it with a fact. Snake River Farms opens on "we have steak at home".
▶
▶
▶AKC, last 90 days: $842 · 5 purchases · 2.77x · 6 creatives. Barely tested here ($842). One or two cuts per group to learn, not a lane.
Build: 9:16 with audio. Text: the meme line, platform language. Audio: trending or native sound. Keep the answer under 10 seconds.
- G2Skip the turkey, serve crab We have turkey at home opening, then the crab platter.
- G6Legs the size of your forearm My grocery store calls these jumbo next to an XL leg.
F13
Provenance label static
Name the water, the boat, the freeze. Wild For Salmon's "Ingredients you can count on one hand" is its top-ranked ad.
▶AKC, last 90 days: $4,535 · 16 purchases · 2.86x · 16 creatives. At the account rate. Strongest as a static twin of a video that already proves the claim.
Build: 4:5 image. Visual: one product, centered, clean. Text: three facts, one line each. Branding in the type, not a big logo.
- G4Dock to your door Caught, frozen, packed, shipped four-beat strip.
- G6Legs the size of your forearm Wild caught. Flash frozen. XL. over a single leg.
- G8Make it your tradition Same legs every year with the grade and the source.
F14
Proof number static
One number does the whole ad: a review count, a customer count, a survey stat. True Classic's "81% of men" has run 192 days.
▶
▶
▶AKC, last 90 days: $2,097 · 8 purchases · 3.59x · 19 creatives. Above the account rate on a thin base. Only print numbers AKC can verify.
Build: 4:5 image. Text: the number at headline size. Visual: product small. One line of context under it.
- G4Dock to your door Order Monday to Thursday. At your door the next day. as the single promise.
- G7Better than the fish counter 7,340 reviews on one product page over the King Crab Legs still.
- G8Make it your tradition 31,000 reviews. Most of them say the same thing. over the Ordered3Times still.
- G14The gift your clients remember One number for business buyers: the per-recipient price, or 10+ recipients handled by the concierge.
F15
Gift-ready static
The box as the present: no wrapping, ships overnight, a card inside. ButcherBox's birthday gifting static has run 130 days.
▶AKC, last 90 days: $820 · 4 purchases · 3.82x · 13 creatives. Barely tested as a static ($820), and gifting reviews talk about the recipient, not the box. Worth a proper test in the December set.
Build: 4:5 image. Visual: the box with a bow or card, a hand handing it over. Text: who it is for. Branding on the box itself.
- G9Send the feast The core of the December set: The gift that does not need wrapping, three recipients (dad, boss, the in-laws).
- G13Black Friday: 20% off XL King Crab A gifting line in the Black Friday set for early holiday buyers.
- G14The gift your clients remember The business version: the box on a client's desk with a handwritten card from the founder; three recipients (team, clients, closing).
F16
Free item perk
A free add-on instead of a deeper discount: the extra pound, the free side. Wild Alaskan and Sitka both lead with it.
▶
▶AKC, last 90 days: $94,650 · 278 purchases · 2.23x · 82 creatives. The free-pound welcome offer runs under the account rate ($94.7K at 2.23x). Keep the free item as the secondary line under a proof-led sale ad, not the headline.
Build: 4:5 image, 9:16 version. Text: Free first, the item named. Visual: the free item next to the main product, same size.
- G13Black Friday: 20% off XL King Crab Cyber Monday's free meat product as the second line under a proof-led video, not the headline.
F17
Static to video (animated still)
Turn a winning static into a short vertical video: motion on the headline, a zoom on the product, music. Meta's Advantage+ creative can generate these; in its beta, AI video from images lifted CTR 10% and CVR 7.7%.
▶AKC, last 90 days: $267 · 4 purchases · 9.00x · 17 creatives. Barely tested here, and Meta recommends it to keep the 9:16 share up without new shoots. Low cost, worth a batch.
Build: 9:16, made from a 4:5 image. Movement: one zoom and one text build. Audio: AI music or a single sound. Takes minutes, not a shoot.
- G1Feed the whole table Animate the feedyourwholeparty static into a 6-second 9:16.
- G7Better than the fish counter Animate the receipt: totals tick up, then the gap appears.
- G13Black Friday: 20% off XL King Crab Every Black Friday banner gets an animated 9:16 twin, so the set keeps its 9:16 share without new shoots.
Status: Proven = above the account rate on $2,000+ and 15+ purchases; At the account rate = within 3%; Promising = above the account rate on thin data; Barely tested = under $1,000 of spend; Under = below the account rate on $1,000+. A creative with two format tags counts toward both. Outside examples come from the Motion ad library and carry no spend data; days live is the proxy for what is working.
10 / 12
11 · Flight
All 124 evergreen and seasonal ads live by Nov 9; the 146 sale ads land on their own dates
Kit approval is five days before go-live, always. The 65% front-load rule is applied to the evergreen library (100% live by Nov 9), not to the month: the Sep to Dec model put more than half of November into dated moments, and those cannot go live before their windows. 46% of the month's 270 are live by Nov 14; the rest is Thanksgiving, the cutoff and Black Friday.
Nov 1Nov 8Nov 15Nov 22Nov 27Dec 1
G1 Feed the whole table
14
G2 Skip the turkey, serve crab
8
G3 Not a chef, still the hero
12
G4 Dock to your door
18
G5 The ten-minute method
14
G6 Legs the size of your forearm
8
G7 Better than the fish counter
12
G8 Make it your tradition
12
G9 Send the feast
12
G14 The gift your clients remember
20
G10 Veterans Day thank you
6
G11 Thanksgiving 15% off: the second wave
24
G12 The Thanksgiving cutoff is tomorrow
8
G13 Black Friday: 20% off XL King Crab
90
Thanksgiving 15% (Oct build)
24
G9 December gifting pre-build
18
Amber dot = kit approved. Bar = live window, number = ads. Evergreen groups run past month end.
| Week | Live | Cumulative | % of month | Gate |
|---|---|---|---|---|
| W1 Nov 1 to Nov 7 | 66 | 66 | 24% | Oct 28: kits for G1, G3, G4, G5 approved (58 ads), live Mon Nov 2. Oct 30: Skip-the-turkey kit approved (8), live Nov 4 with the email. |
| W2 Nov 8 to Nov 14 | 58 | 124 | 46% | Nov 4: kits for G6, G7, G8, G9 evergreen, G14 corporate gifting and Veterans Day approved (58 ads), live Nov 9. Nov 10: both Thanksgiving waves approved (24 October-built + 24 new), live Nov 15. |
| W3 Nov 15 to Nov 21 | 48 | 172 | 64% | Nov 15: 48 Thanksgiving ads live with Email #1. Nov 17: cutoff-urgency kit approved (8). Nov 18: window closes with Email #9 Final Hours; sale ads paused Nov 19. |
| W4 Nov 22 to Nov 28 | 98 | 270 | 100% | Nov 22: cutoff set live (8) and Black Friday kit approved (90 ads), scheduled live 12:01am Fri Nov 27. Nov 26: December gifting kits approved (18: 12 consumer, 6 corporate) for Dec 1. |
| W5 Nov 29 to Nov 30 | 0 | 270 | 100% | Nov 30: Cyber Monday add-on live, Black Friday set closes at midnight. November closed: 264 built, 270 live, 18 December kits banked for Dec 1. |
11 / 12
12 · Actions
Twelve dated items; the first two unlock 58 ads on Nov 2
| Action | Owner | Due | The number it moves |
|---|---|---|---|
| Approve week-one kits: G1, G3, G4, G5 (58 ads) | Anna Lane / Black Drum | Oct 28 | 58 live Nov 2 |
| Deliver the seven iteration source files and the 54 cut briefs | Rosewater | Oct 23 | 54 of 264 |
| Confirm Insense creator briefs for the new UGC bodies (G4, G5, G6, G8, G13) | Black Drum | Oct 26 | 56 videos |
| Approve Skip-the-turkey set to ride the Nov 4 email | Keelin | Oct 30 | 8 live Nov 4 |
| Approve week-two kits: G6, G7, G8, G9, G14 corporate gifting, Veterans Day (58 ads) | Anna Lane | Nov 4 | 58 live Nov 9 |
| Confirm the corporate gifting page and concierge form are ready for paid traffic (spreadsheet upload, e-gift, 10+ recipient concierge) | Anna Lane | Nov 4 | G14 test can read |
| Both Thanksgiving waves approved: 24 October-built plus the 24-ad second wave | Anna Lane | Nov 10 | 48 live Nov 15 |
| Cutoff-urgency set approved for Nov 22 | Keelin | Nov 17 | 8 live Nov 22 |
| Black Friday 20% off XL kit approved, scheduled for 12:01am Nov 27 | Anna Lane / Mylene | Nov 22 | 90 live Nov 27 |
| December gifting kit approved for Dec 1 | Anna Lane | Nov 26 | 18 banked |
| Add an Awareness Stage category to the Motion glossary and tag November launches at upload | Black Drum | Nov 2 | exact stage read in December |
| Tag the 188 creatives that have no persona tag in Motion | Black Drum | Nov 13 | 12% of spend gains a persona |
First-batch push
- 66 ads live by Nov 7 across five groups; the whole evergreen and seasonal library (124 ads) is live by Nov 9.
- Iterations first: the 54 cuts need no shoot and 18 of them are in week one.
- Black Friday is the big build of the month (90 ads) and its kit date is Nov 22: start it the week of Nov 2, not the week before.
If the number is missed
A tight month still lands if the dated sets (Thanksgiving second wave, cutoff, Black Friday, December gifting) and the 54 iterations ship on their dates; that is 200 of the 270, and everything else flexes. Missing a week-one count is not a problem, it is information: tell us by Oct 28 what the team can carry and the evergreen groups re-spread, dated windows untouched.
12 / 12