8-Week Launch Roadmap + Scaling
One element per test. Fixed tiers. NC CPA priority. Weekly creative read. Iteration pipeline from every winner.
Launch Campaign Structure (Week 1)
Structure
1 campaign, 1 ad set, $100+/day to start. Repurpose existing IG videos and statics as Meta ads before producing net-new.
First Move
Turn Sluff's existing IG reels and statics into Meta ads. Fastest path to learning with zero new production cost.
Founder Engine
Founder-led 9:16 verticals on every platform (social commerce snowball) as the organic layer feeding paid.
Flywheel
Product seeding at scale, TikTok Shop native first, usage rights secured, UGC flywheel compounding.
Launch Testing Roadmap (First 8 Weeks)
| Week | Angle | Test Batch | Variants | Primary Metric | Gate Check |
|---|---|---|---|---|---|
| 1-2 | Founder Origin | 3 hooks × 9:16 Founder | 1.1, 1.2, 1.3 | Thumb Stop Rate | LP Hero fix (dynamic hero, founder presence, variant paths) |
| 3-4 | Hidden Buildup | 3 hooks × 9:16 Expert/Customer | 2.1, 2.2, 2.7 | Thumb Stop + Link CTR | LP Problem visual (beading demo, barrier animation) |
| 5-6 | Disgustingly Satisfying | 3 hooks × 9:16 Customer | 3.1, 3.2, 3.7 | Thumb Stop + Hold Rate | LP Macro rolls (ASMR proof, visceral payoff) |
| 7-8 | Western Care Skips Step | 3 hooks × 9:16 Expert/Founder/Customer | 4.1, 4.2, 4.9 | Link CTR + Purchases 25% | LP Framework label (Prep → Sluff → Nourish) |
Retargeting (Week 3+): Launch 15s hook cuts (Combo 11) for all winners. Scaling (Week 5+): Iteration pipeline from winners.
Testing Rules (Locked In)
One Element Per Test
Hook only. Angle, format, persona fixed per test batch. No confounding variables.
Test Batch Size
3 hooks per angle per format per persona. Minimum 7 days or 1,000 impressions per variant.
Statistical Significance
90% confidence or clear tier separation. No early calls on gut feel.
Kill Rule
Weak tier + below-average Thumb Stop = kill. Don't "optimize" dead creative.
Performance Tiers (Starting Assumptions)
| Tier | CPA Threshold | NC CPA Threshold | Thumb Stop Rate | Action |
|---|---|---|---|---|
| Strong | <$20 | <$24 | >40% | Scale: duplicate, increase budget 20-30% |
| Average | $20-$30 | $24-$36 | 25-40% | Iterate: test new hooks, CTAs, shorter/longer versions |
| Weak | >$30 | >$36 | <25% | Scrap: if Thumb Stop below avg, replace hook. If Thumb Stop ok but weak, kill. |
Assumption tag: These tiers are starting assumptions for a zero-paid-history brand. Sluff has no CPA baseline yet. Set the real tiers from Week 1-2 data before making kill/scale calls.
NC CPA Priority: If custom conversion exists, prefer NC CPA alongside blended CPA. NC CPA tells you if you're acquiring new buyers or just retargeting existing ones.
Custom Creative Metrics (SOP)
| Metric | Formula | What It Reveals | Benchmark |
|---|---|---|---|
| Thumb Stop Rate | 3-second views / Impressions | Hook strength. Below average = replace hook. | >35% |
| Purchases at 25% | Purchases / 25% video views | Early-funnel convincing power | >5% |
| Purchases at 50% | Purchases / 50% video views | Mid-funnel conviction | >3% |
| Purchases at 100% | Purchases / 100% video views | Full-view conversion power. Use for retargeting creative. | >2% |
Decision Rule: Funnel placement matters as much as creative quality. A comparison creative that underperforms on cold audiences (low Thumb Stop) can still convert strongly on warm/retargeting. Read creative at the funnel placement it runs, not just the raw numbers.
Offer / LP / Creative Gate (Run BEFORE Any New Hook Batch)
Gate Checklist
- Check offer first — Is the offer competitive? (discount, bundle, guarantee, shipping)
- Check LP second — Does LP match paid promise? (message match audit)
- Check creative third — Only rewrite hooks if offer + LP are solid
Sluff Current Offer Status
- Offer: $48 Sluff It Kit (Bar + Mitt + Lotion)
- Guarantee: 30-day satisfaction guarantee
- Shipping: Free over $45
- Discount: 10% off first order (signup-based; confirm exact code with brand before using in ads)
- Competitive: Yes — $48 for 3-product system vs $10 commodity mitt (4-pack) or single products
LP Message Match Audit (Top 5 Planned Variants)
| Variant | Hook Match | Mech Match | VOC Match | Offer Match | Persona Match | Badge Match | Score |
|---|---|---|---|---|---|---|---|
| Founder Origin 1 | N | Y | N | Y | N | Y | 3/6 |
| Founder Origin 2 | N | Y | N | Y | N | Y | 3/6 |
| Hidden Buildup 1 | N | Y | N | Y | N | N | 2/6 |
| Disgustingly Satisfying 1 | N | Y | Y | Y | N | N | 3/6 |
| Western Care Skips Step 1 | N | Y | N | Y | N | N | 2/6 |
Gate Verdict: LP misaligned → fix LP first (hero headline, founder presence, variant-specific paths, "Prep → Sluff → Nourish" framework label, press quotes under logos, UTM-matched landing paths, CTA matching per variant)
Iteration Pipeline (12 Structural Variations)
For every winner, generate 12 structural variations — not just "refresh creative" but systematic expansion. This is the iteration pipeline. The SOP's 12-Combination System (4 emotional zones × 3 selves, Levinger) is a separate, deeper framework applied per winner; see the Creative Strategy Wiki for the full operating manual.
| Combo | Structural Change | Sluff Application |
|---|---|---|
| 1 | Format swap (9:16 → 4:5) | Winner Reel → Carousel / Feed static |
| 2 | Persona swap (Customer → Founder) | Customer UGC → Founder video (same hook) |
| 3 | TEEP phase shift (TOF → MOF) | TOF hook → MOF mechanism deep-dive |
| 4 | Hook archetype swap (Story → Contrarian) | Same angle, new hook type |
| 5 | VOC phrase swap ("thousands" → "incorrectly bathing") | Same angle, new verbatim |
| 6 | Demo mechanism swap (macro rolls → absorption demo) | Same proof, new visual |
| 7 | Proof attribution swap (Customer → Derm → Press) | Same claim, new authority |
| 8 | CTA swap ("Shop Now" → "Fix Your Prep" → "See Routine") | Same offer, new CTA |
| 9 | Funnel placement shift (TOF → Retargeting) | Winner TOF → RTG 15s hook cut |
| 10 | Platform swap (Meta → TikTok) | Winner Meta → TikTok Spark Ad |
| 11 | Length adaptation (45s → 15s hook-only) | Winner 45s → 15s retargeting cut |
| 12 | Talent swap (Founder → Creator) | Founder video → Whitelisted creator (same script) |
Organic & UGC Flywheel (Feeds Paid)
Founder-Led Verticals
9:16 phone-shot founder content on every platform: brand story, what makes Sluff unique, answers to common questions, behind-the-scenes.
Seeding + Rights
Product seeding at scale. TikTok Shop native first. Secure usage rights fast, then deploy earned media across paid, site, and email.
Flywheel Loop
Track → Rights → Multi-Funnel Deploy → Analyze → Amplify. UGC embeds on-site (Tolstoy) to lift conversion and becomes the raw material for video ads.
Tooling
Refunnel runs the loop end to end (listening, campaigns, one-click whitelisting, payments). Trybe (jointrybe.com) for narrower performance UGC/whitelisting.
Weekly Creative Read Output Template
Creative Performance Memo — Week of [Date]
Top 5 Spenders (by Spend Share)
| Variant | Spend % | CPA / NC CPA | Thumb Stop | Purchases at 100% | Tier | Action |
|---|---|---|---|---|---|---|
| [Name] | 35% | $18 / $22 | 42% | 8% | Strong | Scale +20% |
| [Name] | 22% | $24 / $31 | 31% | 5% | Average | Iterate hooks |
| [Name] | 18% | $28 / $35 | 28% | 3% | Average | New format |
| [Name] | 15% | $35 / $42 | 22% | 2% | Weak | Kill |
| [Name] | 10% | $19 / $24 | 38% | 7% | Strong | Scale +15% |
Cascade Read
- Platform KPIs: [CTR, CPM, CPA, ROAS trend]
- Backend: [Net Sales, Contribution Profit, MER]
- Verdict: [Creative / Offer / LP / Targeting bottleneck]
Iteration Pipeline
| Winner | Variation | Next Variant | Status |
|---|---|---|---|
| [Name] | 1 (format) | [Name]-4x5 | In production |
| [Name] | 4 (hook) | [Name]-H2 | Testing |
| [Name] | 9 (funnel) | [Name]-RTG | Live |
Offer/LP/Creative Gate
[Gate output from checklist above]
Open Loops
- [What would change this read]
Confidence Label
High / Medium / Low
Anti-Patterns (Enforced)
- Testing multiple hooks per angle simultaneously
- Calling "fatigue" on lifetime top performer without evidence
- Blaming creative when cascade shows offer/LP break
- No iteration pipeline (winners die after one format)
- Emotional decisions without fixed CPA/ROAS tiers
- No creative naming convention
- Skipping Offer/LP/Creative gate
- No NC CPA tracking
- No weekly creative read
Creative Naming Convention (Established Day 1)
Platform# - Product - Creative Concept - Order# - Ratio
Examples:
01 Sluff It Kit - Founder Origin 1 9x1601 Sluff It Kit - Founder Origin 2 9x1601 Sluff It Kit - Founder Origin 1 4x502 Sluff It Kit - Hidden Buildup 1 9x1602 Sluff It Kit - Hidden Buildup 2 9x1601 Sluff It Kit - Founder Origin RTG 1 9x16(retargeting)
Platform prefixes: 01=Meta, 02=TikTok, 03=YouTube Shorts, 04=Google Ads
Concept names (fixed): Founder Origin, Hidden Buildup, Disgustingly Satisfying, Western Care Skips Step, Comparison, Seasonal