A full-funnel campaign that turns a launch into a brand.

Meta (FB/IG) — strongest interest + lookalike targeting; UGC Reels thrive.

TikTok — lowest CPM for cold reach; native UGC fuels virality.

YouTube Pre-roll — 6-second bumpers for unskippable brand recall.

Google Display — affinity audiences for cheap impression scale & retargeting later.

Demographics: 25–38, urban, $60k–$110k HHI, college-educated, mobile-first.

Psychographics: values quality over hype, sustainability-conscious, follows niche creators over celebs.

Pain points: overwhelmed by sameness of DTC brands, doesn't trust polished ads, wants social proof before buying.

• 8 UGC video ads (problem → product → result, 15s & 30s cuts)

• 4 founder-led Reels — origin story, behind-the-scenes

• 2 long-form awareness blog posts (SEO + retargeting pixel fuel)

• 1 YouTube hero film (60s) + 4 bumper cutdowns

Reach: 500k+ · Impressions: 1.2M+

CPM: ≤ $8 (Meta), ≤ $5 (TikTok)

Brand Lift (ad recall): +8 pts

• 75%+ video viewers → testimonial carousel

• Site visitors (no ATC, 14d) → social proof + UGC review reel

• Blog readers → comparison ad (vs. category leader)

• Email subs (no purchase, 7d) → founder-letter retargeting

10 nano (1k–10k) + 5 micro (10k–75k) creators. Gifted product + $75–$250 flat. Deliverables: 1 Reel/TikTok + 3 stories with link sticker. Brief mandates: unboxing → honest first reaction → use case → CTA code.

1. Welcome — “You're in. Here's why we built this.” · brand story

2. Founder Letter — “The product nobody else would make” · trust

3. Hero Product — “Meet [Product] — in 60 seconds” · education

4. Social Proof — “500 people already tried it. Here's what they said.” · reviews

5. First-Time Offer — “Your 10% welcome, expires in 48h.” · conversion

CTR (retargeting): 1.8%+

Email open rate: 45%+ · CTR: 4%+

Engagement rate (influencer): 5%+

Avg. time on site: 1:45+

1. Above-fold: hero promise + UGC video + 1 CTA

2. 3-icon value strip (benefit-led, not feature-led)

3. Social proof bar — press logos + star rating

4. Problem/solution split with comparison table

5. Reviews carousel with photo proof

6. FAQ + risk reversal (free returns / guarantee)

7. Sticky mobile CTA + exit-intent offer

+1h Email — “Did your wifi drop? Your cart's still here.”

+6h SMS — “Quick one — your [Product] is reserved for 24h.”

+24h Email — Social proof + review highlights

+48h Email — 10% nudge + scarcity (“low stock on bestseller”)

“Founders' 100” — first 100 buyers get a free gift + lifetime 15% perk. 72-hour countdown timer site-wide. Real stock counter on PDP. Email + SMS reminder at 24h and 1h left.

ROAS: 3.0x+ blended · 4.5x+ on BoFu

CVR (LP): 3.5%+

CAC: ≤ $22

Launch revenue target: $15k–$20k

Day 0 — Thank You: order confirmation + founder note

Day 2 — Onboarding: “Get the most out of your [Product]” how-to

Day 10 — Review Request: photo review = $5 credit

Day 21 — Upsell/Cross-sell: “Pairs perfectly with…” bundle

Day 45 — Replenishment / Refer-a-friend

Points per $ spent, per review, per referral. Tiers (Member → Insider → Founder) unlock early drops, free shipping, and 1:1 founder Q&As. Birthday gift + 2x points weekends to drive frequency.

Repeat purchase rate (90d): 22%+

LTV / CAC ratio: ≥ 3.0

NPS: 50+

Review rate per order: 15%+

By day 90 the brand has owned audiences (email, SMS, loyalty) doing 35–45% of revenue at near-zero CAC, freeing paid spend to scale the top of funnel without inflating blended CAC.