Four-week creative plan · prepared by AND Studio · for Paul + team review
This is the operating plan for June across both MyPrize 1 and MyPrize 2 workspaces. It sets the positioning, the macro structure spend rolls up to, the weekly cadence the team ships against, and what we need from you to keep velocity. One-page sign-off at the end locks the month; revisions handled within 24 hours.
A note on the data driving this plan. We baselined the full account this week, both workspaces combined: $1.33M in trailing-30 spend, 1.75x immediate purchase ROAS, 91,313 purchases at $14.52 average cost per purchase, and $75.77 cost per initiated checkout, your primary CAC metric. The macros below are not opinions. They are clusters that earned their place in the spend distribution. June is about pulling resources toward the winners and killing the friction in the underperformers.
01
North Star
Aspirational entry into the win. Lifestyle-led, niche-specific, scaled through trusted faces.
The platform sells aspiration. The creative has to do the same. June leans hardest into the three persona clusters that already converted: lifestyle-niche specificity that earns the scroll-stop, aspirational-self framing that justifies the entry, and trusted-face anchoring (athletes, creators) that lends the credibility the category is short on. The hooks change. That positioning does not.
02
Macro Structure
Three macros carry June, weighted by how they have actually performed in the trailing-30 window. Spend allocation reads from the data; reweighted at the Week 2 read.
Trailing ROAS in this cluster: 5.47x. The strongest macro in the account. Specificity is the unlock. Concept tied to a real lifestyle context that the player recognizes (sports fandom, daily routine, social moment) outperforms generic prize callouts by a wide margin. June puts the biggest production weight here.
Primary hooks: lifestyle moment specificity, recognized daily context, social proof inside the moment
Asset count: ~22 assets across the month
M2 · Aspirational Self (HERO · 30-35% spend)
Trailing ROAS in this cluster: 3.99x. The "this is who I become when I win" framing. Pulls the entry decision from "I might win" to "this is the version of me on the other side." Strong evergreen rotation. New variants compound steadily.
Trailing ROAS in this cluster: 2.12x. Below the hero macros, but provides the credibility scaffolding that the aspirational frame relies on. Treat as a brand-and-credibility layer feeding M1 and M2 rather than a standalone direct-response macro.
Day-3 signal check: thumbstop rate and 3-second view-through. Day-7 read: spend allocation reweighted, M3 reread for whether it earns its 20-25% or drops to 15%.
05
Key Data Points
Where we start (trailing 30 days, MP1 + MP2 combined)
Spend: $1.33M
Immediate purchase ROAS: 1.75x weighted
CAC (cost per initiated checkout): $75.77
Purchases: 91,313 at $14.52 average cost per purchase
50 assets shipped by month-end across the three macros
CAC held under $80 for cost per initiated checkout
Hero macros at 70%+ spend share (M1 + M2 combined)
ROAS at or above 1.75x on the combined account
06
What We Need From You
This week
ROAS definition alignment. Confirm whether the 1.75x purchase ROAS we are reading from Motion is the right top-line metric, or whether there is an LTV or backend conversion event we should be weighting against
Celebrity/athlete partner content that exists in archive but is not currently in rotation
Top-priority cohort confirmation between MP1 and MP2 (where should the heaviest spend land)
Next week
Mid-month availability for Hayes to walk through Week 2 read
Standing
Mid-month check-in with Paul + team on Thursday June 18
Month-end review week of June 22 for July roadmap sign-off
Sign-off · one-click approval
Reply to this doc with "Approved" to lock the month. Revisions handled within 24 hours via email, Slack, or reply.
Primary contact: Hayes Gotsick · hayes@andstudio.nyc · pod leader