A September percentage playbook reconciled to the completed 220-ad Creative Plan, Motion performance, the real calendar windows and a visible monthly newness requirement.
220 launched ads is a recommended floor, not a ceiling. Hold the percentages as output scales. Every brief is either a dated Moment or durable Evergreen.
September protects the evergreen engine, funds the dated windows and introduces a measurable newness layer. The workbook now makes every percentage operational at launched-ad grain.
Make newness a governed monthly input. Keep proven systems working, but reserve 25–35% of output for fresh concepts with a named seasonal signal, human tension or proof mechanism. Gold-tagged work is reviewed for adoption and winners before it earns iteration share.
Bars are distinct ad names launched from Motion launch dates; the line is monthly Meta spend from Motion. August is partial through August 19. September is the planning floor.
Use 220 as the floor. July proved 214, August is pacing slightly above it, and September has six real windows after the September 1 placeholders are removed. A lower number would force the giveaway and free-shipping work to crowd out evergreen.
The model now matches AssetMaster exactly: every ad has one primary persona. Moments and offers are scheduling layers—not extra “people” that inflate the persona total.
| Primary persona · who is inside | Closest Motion base | Sept output |
|---|---|---|
| HostGame-day hosts, family-table organizers and repeat gathering buyers. Strong base; add sharper September rituals. | 27.0% Social HostsMOTION 90D | 25.5%SEPT OUTPUT |
| GifterBirthdays, fall occasions, Grandparents Day and referral-sharing all roll into one person-led lane. | 21.4% Celebrators + GiftersMOTION 90D | 21.4%SEPT OUTPUT |
| FoodieDesire, provenance, preparation and species education earn expansion ahead of Seafood Month. | 20.3% Enthusiasts + Food ShoppersMOTION 90D | 25.0%SEPT OUTPUT |
| First TimerThe largest correction: delivery, price, preparation and selection confidence. | 3.7% Skeptics + First-TimeMOTION 90D | 16.8%SEPT OUTPUT |
| SplurgerOccasion-led indulgence plus restaurant-value proof converts a small but productive signal. | 2.1% Self-TreatersMOTION 90D | 11.3%SEPT OUTPUT |
Historical spend describes what the account already knows; output decides what it learns next. Host remains the lead performance lane, Foodie expands into education, and First Timer receives the largest whitespace correction. The workbook is the executional tie-out.
A Moment has a dated window and a retirement date. Evergreen targets a durable human tension. September is busy enough to earn 30% moments—but not busy enough to let promo become the whole account.
If a brief cannot name its dated offer window, it is Evergreen. Promo creative ran 3.65× and price promotion 5.43× in Motion; that strength earns attention, not permanent dependence.
Each row is a share of the 66 moment ads. September 1 is excluded because the calendar labels there are placeholders.
| Window · what ships | % of moments | IMG / VID |
|---|---|---|
| 1Birthdays + Fall OccasionsSep 7–10. Gift walkthroughs, recipient reactions and specific September milestones. Football is now a separate evergreen seasonal lane. | 16%≈11 ADS | 4 / 7 |
| 2One Last SmokeSep 13. End-of-summer permission to splurge. Fire, smoke and product texture; no vague lifestyle montage. | 9%≈6 ADS | 2 / 4 |
| 3Redeem Your PointsSep 15. Sunset the loyalty program positively: spend remaining points and treat yourself before October. | 12%≈8 ADS | 5 / 3 |
| 4Ultimate King Crab Feast GiveawayFLAGSHIPSep 16–Oct 4. Double-winner referral mechanic, custom thank-you-page conversion and a shoppable post-entry experience. | 33%≈22 ADS | 7 / 15 |
| 5Free Shipping PushSep 21–23. Isolated campaign and message window; strongest offer proof receives its own budget and read. | 21%≈14 ADS | 8 / 6 |
| 6Sunday Feast + Make It a NightSep 27–29. Close the month on ritual and splurge, then hand into October fall-harvest storytelling. | 9%≈5 ADS | 2 / 3 |
| Σ All Moments | 100% ≈66 ADS | 28 / 38 |
Front-load the giveaway. Referral, paid-social, landing-page and thank-you-page creative must be approved before September 16. Build the free-shipping kit as a separate, shorter campaign. Retire points messaging after the sunset window and the shipping offer after September 23.
Gold is not decoration: it identifies work that is genuinely new to the system and must be graded before it becomes an iteration lane.
32.7% of the floor. Five seasonal lanes create 50; giveaway, packing and objection mechanics add 22.
One more feast together; table-talk prompts and three-generation connection.
Crab draft, first-drive feast, halftime butter board and Sunday playbook.
Gift reaction, crab-cracking lessons and intergenerational table stories.
First cold-night feast, brown-butter season and grill-to-table transition.
Species school, size-to-yield and Alaska authority ahead of October.
12 new giveaway mechanics (two winners, feast captain, referral relay) + 5 new packing-proof executions (temperature test, real order, ice-pack ASMR) + 5 new objection executions (comment replies and preparation confidence). Research basis: NFL Week 1, Family Meals Month, Grandparents Day, the September equinox, NOAA Seafood Month and FMI seafood-barrier research.
Reference counts are the exact AssetMaster row totals at the 220 floor. Gold rows are deliberate expansion or build lanes.
| Primary persona | % of output | Share | # at 220 |
|---|---|---|---|
| HostLEAN IN | 25.5% | 56 ads | |
| GifterLEAN IN | 21.4% | 47 ads | |
| FoodieEXPAND | 25.0% | 55 ads | |
| First TimerBUILD | 16.8% | 37 ads | |
| SplurgerEXPAND | 11.3% | 25 ads | |
| Total | 100% | 220 floor |
Each allocation is tied to Motion performance, the September calendar or the selective meeting inputs.
The lead persona absorbs game day, Family Meals Month, Sunday Feast, repeat rituals and operational proof. It remains below the 27.0% Social Host paid share while gaining more distinct occasions.
September birthdays remain proven, while Grandparents Day and giveaway-sharing create genuinely new reasons to give. The creative sells the recipient reaction and complete dinner experience.
Sensory food desire remains the base; species education and National Seafood Month pre-seeding expand the lane from appetite into authority and repeat purchase.
The largest intentional correction. Packing proof, comment-reply objections, free shipping and preparation education address the exact knowledge and price barriers suppressing seafood trial.
One Last Smoke, the fall equinox, loyalty redemption and Make It a Night give self-treaters timely permission plus a rational restaurant-value frame.
The first 103 ads target a specific gathering or gifting job. Moment campaigns roll into the person responsible for the purchase.
| Sub-persona | # ads |
|---|---|
| Family Table HostFamily Meals Month: one more meal together, table-talk prompts and three-generation stories. | 16 |
| Game-Day HostKickoff draft, first-drive feast, halftime butter board and Sunday playbook. | 12 |
| Sunday / Repeat HostSunday Feast, fall-is-crab-season and the box everyone asks for again. | 18 |
| Proof-Led HostPortions, packing and prep ease for the person responsible for the whole table. | 10 |
| Σ Host | 56 |
| Sub-persona | # ads |
|---|---|
| Birthday / Fall GifterGift walkthroughs and milestone-specific recipient reactions. | 13 |
| Grandparents Day GifterIntergenerational table stories and “call before the box arrives.” | 8 |
| Giveaway SharerTwo-winner and feast-captain mechanics that make entry social. | 12 |
| Gift Journey BuyerCheckout-to-unboxing clarity, shipping confidence and fall occasion gifting. | 14 |
| Σ Gifter | 47 |
Every concept names the person and the occasion. “Host” is incomplete; “kickoff feast captain replacing wings with king crab” is briefable.
The remaining 117 ads map desire, proof, education, retention and indulgence without creating extra persona rows.
| Sub-persona | # ads |
|---|---|
| Food-First SensorySteam, texture, scale, butter pulls and first-crack sound. | 18 |
| Seafood StudentKing vs snow, size-to-yield and preparation education before October. | 8 |
| Proof / Value FoodiePacking authenticity and restaurant-experience comparison. | 15 |
| Repeat / Giveaway FoodieReorder memory, product love and qualified feast sharing. | 14 |
| Σ Foodie | 55 |
| Sub-persona | # ads |
|---|---|
| Objection-Series BuyerOne question per ad: arrival, portioning, cracking, preparation and quality. | 15 |
| Cold-Chain SkepticReal orders, temperature checks, ice-pack ASMR and doorstep proof. | 9 |
| Offer-Assisted First TimerFree shipping plus transparent value and preparation confidence. | 13 |
| Σ First Timer | 37 |
| Sub-persona | # ads |
|---|---|
| Seasonal Self-TreaterOne Last Smoke and first-cold-night fall rituals. | 12 |
| Reward RedeemerTurn points into plates before the loyalty sunset. | 5 |
| Date-Night ComparerMake It a Night and restaurant-receipt value framing. | 8 |
| Σ Splurger | 25 |
Use verified product, sourcing and shipping facts. “Not all king crab is the same” must prove a real distinction; never imply a competitor’s product is counterfeit or unsafe without substantiation.
These are production lenses, not new budget rows. Each ad inherits Host, Gifter, Foodie, First Timer or Splurger as its primary persona.
The host drafting crab legs over wings for the first big Sunday table.
A distant family member sending the dinner their grandparent would never buy alone.
A self-treater switching from summer grill to brown-butter season.
A curious buyer who needs species, yield and preparation confidence.
Shipping, value and “will it look like the photo?” answered by real warehouse evidence.
A giveaway entrant choosing the person who gets the other half of the feast.
The plan preserves real packing, direct objections and food-first cuts, then adds researched seasonal humans: kickoff host, grandparent gifter, first-cold-night splurger and seafood student.
The percentages are the planning view; the counts are the exact Creative Plan tie-out: 22 / 48 / 51 / 55 / 44.
| Stage | Sept target | Evidence ROAS | Verdict | Recommendation |
|---|---|---|---|---|
| Unaware | 10%22 ADS | 2.61–3.57× | hold | Food-first, hosting and gifting scenes that create desire before the product explanation. |
| Problem Aware | 22%48 ADS | 3.07× | build | Shipping anxiety, gift fatigue, restaurant price and uncertainty about online seafood. |
| Solution Aware | 23%51 ADS | 2.63–3.48× | build | Overnight delivery, superior quality and worth-the-price proof. |
| Product Aware | 25%55 ADS | 3.25–4.41× | lean in | Packing authenticity, comparison, customer validation and specific occasion fit. |
| Most Aware | 20%44 ADS | 3.65× | cap | Giveaway, loyalty and free-shipping moments. Strong but intentionally capped. |
Offer-first creative can meet a cold viewer and a packing video can close a warm one. Use the split to maintain the funnel’s balance; do not force every ad into a false precision.
Motion supplies the efficiency read; the Creative Plan supplies the exact September counts. Steel = video · coral = image.
| Format | 90d spend share | ROAS | Sept target | Verdict |
|---|---|---|---|---|
| UGC Video vid | 3.09× | 50%110 ADS | The reach engine: one named person, one tension and one proof point per execution. | |
| Brand / Founder Video vid | — | 6.8%15 ADS | Use authority for species school, objection answers and Alaska provenance. | |
| Production / BTS Video vid | 3.34× | 8.2%18 ADS | Operational proof: real orders, cold chain, warehouse character and packing sound. | |
| Static img | 3.25× | 27.7%61 ADS | Scale persona proof, seasonal hooks and offer clarity in the underfed image family. | |
| Carousel img | — | 4.1%9 ADS | Sequence the buying journey: box → size → preparation → table. | |
| GIF / Motion img | 0.00× | 3.2%7 ADS | Controlled reveals and urgency; keep the test bounded until spend proves it. | |
| IMAGE family | 11.9% spend · 3.25× | underfed | → 35% | Scale proof, clarity and moment kits |
| VIDEO family | 85.6% spend · 3.03× | dominant | → 65% | Keep reach; raise specificity |
Video remains the volume engine, but image is the underfed efficient family. The exact floor is 110 UGC videos, 15 brand/founder videos, 18 production/BTS videos, 61 statics, 9 carousels and 7 GIFs.
This is the exact workbook matrix. Counts are at the 220 floor; video combines UGC, brand/founder and production/BTS.
| Primary persona | Primary awareness | Static | Video | Carousel | GIF | Total |
|---|---|---|---|---|---|---|
| HostLEAN | Unaware / Product | 14 | 38 | 3 | 1 | 56 |
| GifterLEAN | Unaware / Product | 13 | 30 | 3 | 1 | 47 |
| FoodieEXPAND | Unaware / Solution | 16 | 33 | 2 | 4 | 55 |
| First TimerBUILD | Problem / Solution | 11 | 25 | 1 | · | 37 |
| SplurgerEXPAND | Unaware / Product | 7 | 17 | · | 1 | 25 |
| Total · 220 floor | Image family 35% · Video 65% | 61 | 143 | 9 | 7 | 220 |
“First Timer × Video × 25” becomes cold-chain, preparation, selection and value concepts—not twenty-five near-identical edits. AssetMaster carries the distinct hook, variation and owner for every row.
The workbook assigns all 220 ads across the observed production roster. These counts are the current planning allocation, not assumed contractual commitments.
Own the exact 65% production floor while covering all five personas and the speed-sensitive moment kits.
Lead Cold-Chain Proof Lab, recurring warehouse character, football/family-meal kits and the offer-calendar handoffs.
45 of 72 NEW ads originate here; every creator receives one persona, one seasonal job and one proof point.
First Cold-Night Feast, Grandparents Day, King Crab Species School and role-led first-timer objections.
Re-cut proven footage into workbook-mapped concepts; do not create a new ownerless lane.
Restaurant Receipt Challenge, stronger long-form openings and named successor cuts. Rename or retire.
If another active vendor exists outside the Motion naming convention, add it before production lock and re-scale these shares without changing the persona, awareness, format or newness mix.
Motion group-by-name data, classified from the ad-name convention. Account benchmark: 3.07× ROAS. Recent cohort is July launches; a new winner requires ≥$300 spend at ≥1.4×.
| Vendor · feedback | 90d spend | 90d ROAS | July cohort | Grade |
|---|---|---|---|---|
| Brand Development / InternalCarries the account above benchmark and produced 23 July winners. The opportunity is focus: fewer interchangeable montages, more named personas and successor concepts. | 3.30× | 2.73× · 23 wins / 212 | A- | |
| Insense / Creator NetworkBlended efficiency is below the 3.07× account benchmark and July had no meaningful new cohort. Give it a narrow, role-led September assignment and re-grade after spend adopts. | 2.63× | 1 launch · no read | B- | |
| Legacy / UnlabeledSmall but efficient spend is not attributable to a current owner. Rename winning assets into the convention and retire the remainder. | 3.95× | 3.94× · 1 win / 1 | — |
Grade → share → re-grade. Blended efficiency matters, but recent winner production decides whether a lane is compounding or living on old hits. Internal earns the largest September share; Insense gets a narrower role-led assignment; legacy must be renamed or retired.
Scorecard ROAS is the Motion workspace’s Meta-attributed goal metric. Use it for relative creative decisions, not as a substitute for contribution margin or blended business reporting.
Each move names a share, a creative mechanism and the measurement consequence.
Use 220 as the floor, not a quota. Hold the mix above it.
September is busy, but the giveaway and free-shipping windows cannot consume the month.
Reserve 25–35% of monthly output for fresh concepts, then grade adoption and winners before repeating.
Shipping, value, preparation and quality proof turn an underfed signal into a repeatable lane.
A named packer gives authenticity, social proof and a natural objection series.
Kickoff, Family Meals Month, Grandparents Day, the equinox and seafood education create one coherent table-to-fall narrative.
Static proof and offer clarity are underfed; video still owns 65% of output.
Averages earned by old ads do not protect next month’s share.
The Creative Plan is now the executional source of truth. Motion supplies the performance base; the calendar and research determine dated and seasonal demand; the meeting contributes only details that change execution.
| Output floor | 220 launched ads · exact workbook tie-out |
| Fresh / NEW | 72 ads · 32.7% of output |
| Primary personas | Host 56 · Gifter 47 · Foodie 55 · First Timer 37 · Splurger 25 |
| Moments / Evergreen | 66 / 154 · 30% / 70% |
| Image / Video | 77 / 143 · 35% / 65% |
| Awareness | 22 / 48 / 51 / 55 / 44 |
| Vendor split | 143 internal · 55 Insense · 22 legacy re-cuts |
| Calendar treatment | Sep 1 placeholders excluded |
| Creative Plan workbook | 220-row AssetMaster + eight-sheet execution system |
| Motion · 90d + cohort reads | persona, angle, format, volume and vendor efficiency |
| Weekly sync · Aug 17 | selective execution and offer inputs |
| September calendar screenshot | six real moment windows |
| NFL + FMI Family Meals | kickoff and connection-led seasonal timing |
| Grandparents Day + USNO | Sep 13 gift window + Sep 22 equinox |
| NOAA Seafood Month | October category pre-seed |
| FMI Power of Seafood | price and preparation barriers |
The 220 floor and vendor planning shares remain recommendations because contracted counts were not supplied. Motion audience tags are a performance architecture, not customer-base research. Seasonal sources establish timing and consumer context; they do not substitute for creative test results.
These are proportions, not quotas. Hold the persona, awareness and format mix above the floor—and preserve a governed 25–35% newness band so every month creates learning instead of only more iterations.