	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6
Creators live	0	2	4	6	8	10
Creator videos / week	0	14	28	42	56	70
Landing pages live	1	2	3	4	5	6
New ads / week	5	6	8	8	8	8
Unique experiments	2	3	4	5	6	6

Every ad is shown in the feed with its landing page. Switch the size:

BBones Coffee CompanySponsored · 04 · Meme: Drake

Some mornings call for more.

Plain black coffee. Again.

Coffee that tastes like maple waffles

bonescoffee.comMaple Waffle · $17.99Shop now

Lands on → /products/maple-waffle-12ozMeme · Drake format. Third-party template: clear rights before paid.

BBones Coffee CompanySponsored · 06 · Grid

Drop, brew, and go.

Drop. Brew. Go.

bonescoffee.comBones Cups 24ct Variety · $29.99Shop now

Lands on → /products/bones-cups-24-count-variety-packTheir own headline (“Drop, brew, and go!”, 55 days live) on a flavor grid.

BBones Coffee CompanySponsored · 07 · Meme: Surprised Pikachu

Every sample pack, ever.

Me: orders one sample pack “just to try”
Also me, a month later: five full bags on the shelf

bonescoffee.comFavorite Flavors Sample Pack · $34.99Shop now

Lands on → /products/bones-favorite-flavors-sample-packMeme · Surprised Pikachu. A joke, no claim. Third-party template: clear rights before paid.

BBones Coffee CompanySponsored · 10 · Meme: Starter pack

The Bones Coffee fall starter pack.

The fall coffee starter pack

Apple Cider Donut, sweater on

Pumpkin spice, but with a skeleton

The “Dead Inside” mug

Frankenbones for movie night

bonescoffee.comFall Favorites Sample Pack · $34.99Shop now

Lands on → /collections/allMeme · Starter pack. Uses only their own product photos.

BBones Coffee CompanySponsored · 11 · Review

“like a kid being in a candy shop!”

★★★★★

“mind...BLOWN. so many different kids of coffee its like a kid being in a candy shop!”

Scotty Bones · Verified Buyer

bonescoffee.comShop all flavorsShop now

Lands on → /pages/featured-reviewsVerbatim review from their featured-reviews page, typos kept.

BBones Coffee CompanySponsored · 12 · Meme: Always has been

Look closer.

“Wait, there’s a skeleton on every single bag?”“Always has been. Since 2016.”

bonescoffee.comShop all flavorsShop now

Lands on → /collections/allMeme · Always Has Been. Third-party template: clear rights before paid.

BBones Coffee CompanySponsored · 13 · Collector

For the bounty hunter in the house.

Bounty Hunter Bundle
Collector’s Box$43.99

bonescoffee.comBounty Hunter Bundle · $43.99Shop now

Lands on → /products/bounty-hunter-bundle-collectors-boxLicensed Star Wars product: needs licensor sign-off before paid.

BBones Coffee CompanySponsored · 14 · Flat lay

Can’t pick one flavor? Don’t.

5 flavors · 4oz each · $34.99

bonescoffee.comFavorite Flavors Sample Pack · $34.99Shop now

Lands on → /products/bones-favorite-flavors-sample-packPhoto-led, one price. Their own product photo.

Concepts only, not live ads. Photography © Bones Coffee Company, from bonescoffee.com. Four of fifteen are memes on third-party templates: clear rights before paid. Licensed Star Wars art needs licensor approval.

Disturbance	Likelihood	Impact	Owner	Gate (proposed)
Fatigue on the Better Brain video	High	High	Danilo	Best ad CPA +20% over 7 days → rotate
Q4 auction costs	High	High	Danilo	CPM +30% vs Sept → hold tests, scale only winners
Better Brain claim wording drifts	Med	High	Bones + Danilo	Every creator post checked against one claims sheet
Seasonal flavors selling out	Med	Med	Bones	Seasonal ads paused the day stock ends
Licensed art in paid	Med	Med	Bones	No licensed IP in creator ads without licensor sign-off
Creator overlap with Snowball affiliates	Med	Med	Bones	One owner per creator, agreed in week one
Landing page leak	Med	Med	Danilo	Concept page must beat product page CVR at equal traffic

Line	Value	Status
First order value	$17.99	Proxy: one 12oz bag. Replace with real AOV
Gross margin	55%	ASSUMED, replace in week one
Refund rate	3%	ASSUMED, replace in week one
Second order, 90 days	50% of buyers at $14.39	ASSUMED: Subscribe & Save price
90-day CAC ceiling	$13.56	= 17.99 × 55% × 97% + 0.5 × 14.39 × 55%

Week	New ads live	Test budget / ad (proposed)	Creators posting	Your CAC target
1	5	$300	0	Set with you, day one
2	6	$300	2	Set with you, day one
3	8	$300	4	Set with you, day one
4	8	$300	6	Set with you, day one
5	8	$400	8	Set with you, day one
6	8	$400	10	Set with you, day one

Concepts tested / month	Hit rate (assumed)	Winners / month	Spend each winner can hold (assumed)
20	5%	1	$10,000 / mo
40	5%	2	$20,000 / mo
60	5%	3	$30,000 / mo

Channel	Open when (proposed)	Why wait
TikTok Shop (paid)	Meta CAC holds for 30 days at 1.5× spend	Shop is live (TikTok Exclusive Bundle, $89.95); feed it organic winners first
TikTok (organic)	Day 1	The creator roster posts here anyway
YouTube	A creator ad beats the Better Brain control	Long format needs a proven script
Retail halo (Safeway, Albertsons)	Not a paid channel	Track store-region lift separately
Wholesale (Faire)	Not a paid channel	Out of scope

Day	Keep going if (proposed)	Stop or change if
14	At least 1 new ad is holding spend at target CAC	No new ad beats the control at equal spend
30	2+ new winners; creator cost per 1,000 views under $5	Creator cost per 1,000 views over $8
60	Spend up 1.5× at target CAC	CAC over target for 14 days
90	90-day cohort pays back	Cohort doesn’t: fold winners into paid and stop

Piece	Exists today	Missing	Forced order
Claims	Better Brain wording in ads	One approved sheet	1st
Creative	252 ads, mostly statics	Person-on-camera volume	2nd
Creators	Snowball Collabs affiliates	A scripted roster on dedicated accounts	3rd
Landing pages	Product and collection pages	Offer-led pages per concept	4th
Reporting	Not public	Weekly creator + ad report	With 2nd

Figure	Source	Type
252 active ads; 74 video; 201 at 30+ days	Meta Ad Library, 29 Sept 2026	Fact
Better Brain 156 days, 17 versions	Meta Ad Library, ID 2031609514898998	Fact
$17.99 bag · $14.39 subscribed · $29.99 cups · $34.99 sample pack	bonescoffee.com, products.json	Fact
Free shipping over $75	/pages/faq	Fact
Highland Grog 4.9; Better Brain 4.8 / 4.7	bonescoffee.com	Fact
Founded 2016; 50,000 sq ft; 70+ employees	Cape Coral Breeze; /pages/about-us	Fact
TikTok Exclusive Bundle $89.95	bonescoffee.com	Fact
Margin 55%, refund 3%, repeat 50%	Danilo	Assumed
Creators, budgets, gates, ramp	Danilo	Proposed

Piece	What it is (proposed)
Roster	10 creators, added two a week, at least 50% US
Output	7 short videos a week each, on a dedicated account she runs (faceless slots: 10)
Platforms	TikTok and Instagram, where Bones already posts (@bonescoffee, @bonescoffeecompany)
Scripts	Written by us every Monday. No two creators on the same script
Claims	Every line about Better Brain comes off one approved sheet
Paid	Winners whitelisted into Meta partnership ads
Cost	Under $15,000 a month at ten, bonuses included

Driver	What we do
Volume	7 a week each, so there are enough shots at a breakout
Variety	A different flavor and message per creator per week
Speed	Drafts reviewed within 24 hours
Selection	Creators scored monthly; the weakest slot is replaced
Hooks	A flavor moment in the first two seconds: the pour, the sip, the reaction

#	Real ad (ID)	Run length	Real hook (verbatim)	Our version
1	Better Brain (2031609514898998)	156 days, 17 versions	“Mushroom coffee that doesn’t taste like dirt”	First sip on camera, no edit: what she expected and what happened
2	Better Brain (973550688623100)	120 days	“Better Brain Mushroom Coffee blends rich medium or bold dark roast…”	A week of swapping her usual cup; ends on “would I reorder”
3	Bones Cups 24ct (1767222394293635)	55 days	“Drop, brew, and go!”	Office or car morning: pod in, cup out, ranks all six on camera
4	Apple Cider Donut (1060644726590537)	44 days	“Grab your cozy sweater and snuggle up…”	Cozy kitchen: reads the tasting notes aloud vs what she tastes
5	“Have you heard?” (1606627167722971)	39 days, 5 ads	“…say goodbye to boring forever.”	Three bags out of a box: the one she wouldn’t tell co-workers about
6	Fall flavors (2312563552846729)	55 days	“All the fan-favorite flavors are back!”	Blind-tastes the fall lineup and scores each

Risk	How it’s handled
Structure/function claims	Only approved lines from the claims sheet, quoted verbatim
“#1” superlative	Off-limits unless the sheet carries substantiation
Disclosure	Every post labelled paid partnership, plus #ad
Review	One reviewer, 24-hour SLA, before anything posts
Licensed IP	No Star Wars or Disney product in creator posts without licensor sign-off

Channel	Why
Snowball Collabs (Bones’ own affiliate program)	Already exists; audit who is in it before recruiting outside
Collabstr and UGC marketplaces	Coffee category, filtered under 5,000 followers
TikTok and Instagram coffee communities	Same platforms Bones already posts on
Bones’ own reviewers	1000+ reviews and a Rewards program: the warmest pool

Filter	Test
1 · Portfolio	Three delivered assets plus retainer history
2 · Claims test	One brief from the sheet, scored on staying inside it
3 · Trial month	Full deliverables, real deadlines, real review
4 · Score	Reliability, craft and compliance at month end
5 · Retainer	Winners continue; the rest are cut by name, in writing

#	Handle	Platform	Followers	Fit
1	@sipnspins	TikTok	930	Dallas couple; specialty espresso and slow-living content; 122 videos
2	@brewbythewoods	TikTok	1,105	Home brewer, latte art; last post seen 27 Jul 2025, confirm active
3	@coffee.diy	Instagram	1,600	“MJ \| Home Cafe Barista”: DIY lattes and easy recipes
4	@latteartguide	Instagram	2,166	Milk-steaming guides and gear content
5	@nonpareilparade	Instagram	2,098	Food and coffee reviews UGC creator
6	@letsgofocoff	Instagram	1,010	Daily at-home coffee videos; 1,360 posts
7	@whatericaeats	Instagram / TikTok	4.3K / 3.8K	Home espresso, iced-coffee and latte recipes; Hammond, LA (Collabstr)
8	@northlynnliving	Instagram	1.4K	New mom at 40; food, coffee and small-town trips; Stafford, VA (Collabstr)
9	@sarahkaycee	TikTok	2.7K	Coffee runs and day-in-the-life; Long Beach, CA (Collabstr)
10	@dariandanae	TikTok	1.6K	Fit mom-to-be; recipes and coffee; Thibodaux, LA. IG listed 1K–10K, confirm under 5K (Collabstr)
11	@loveitalatte	TikTok	1.3K	Café and latte reviews; Niagara, ON. IG listed 1K–10K, confirm under 5K; check CA shipping (Collabstr)
12	@scorilis	Instagram	2.1K	Cozy mornings and simple coffee recipes; Laval, QC; check CA shipping (Collabstr)
13–20	Open. Every other under-5K coffee creator on Collabstr (30 Sept 2026) lives outside the US, and Bones ships US-only. Fill these from the first 30 days of #bonescoffee tags.

Band (proposed)	Retainer / month	Videos / week	Who
US premium	$800–1,500	7	US-based on-camera anchors
US standard	$500–600	7	Steady US creators
International, on camera	$500	7	Non-US, on camera
International, faceless	$500	10	Pour-and-brew, hands only

Input (assumption, not Bones data)	Videos	Views
Median ~3,000 views	~300	900,000
Breakout tail at ~60,000	~20	1,200,000
2–3 hits near 500,000	2–3	1.0–1.5M
Total	~300	~3.1–3.6M a month → ~$2.80–3.20 per 1,000

Period	Creators (proposed)	What happens	Creator cap
Days 1–2 per account	—	Warm-up: follow ~30 coffee accounts, scroll 24–48h before posting	—
Month 1	2 → 10, two a week	Shortlist, test briefs, claims training, lock the roster	$10,000
Month 2	10	Ship daily, score creators, whitelist winners into paid	$12,500
Month 3	10	Keep winners, replace weak slots, judge against the ceilings	$15,000
Day 90	—	Decision gate	—

Creator	Band	Posts	Median views	Best video	Cost / 1,000	Bonus	Status
Creator 01	US premium	7	4,200	62,000	$3.40	+$50	Keep
Creator 02	US standard	7	2,100	8,900	$6.60	$0	Watch
Creator 03	Intl on camera	7	3,800	41,000	$3.15	+$50	Keep
Creator 04	Intl faceless	10	1,600	5,200	$7.80	$0	Replace
Creator 05	US premium	6	5,900	118,000	$2.30	+$50	Keep

Review: Bones Coffee vs gold

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Rebuild request

Application — Growth

Who I am

What I built

What I’d do here

Month one

Say goodbye to boring coffee.

The ones people reorder.

Mushroom coffee that doesn’t taste like dirt.

All the fan-favorite flavors are back.

Maple Waffle is here.

Drop, brew, and go.

Lattes, twelve to a pack.

Star Wars, in a coffee bag.

Five flavors. One box.

Spare bedroom. Then 4,000 sq ft. Then 50,000.

Handthrown mugs.

Not sure which one?

Frequently asked questions.

Scale spend. Hold CAC.

Growth plan · ten parts

One number to protect. Seven ways it breaks. Three moves.

Only variety absorbs variety.

Seven disturbances, scored, owned, gated by a number.

The ceiling. Five lines, with the assumed ones labelled.

The test ramp. The blanks are yours to fill on day one.

Whatever your CAC is, creative volume is what moves it.

Where the next $100,000 goes.

What has to be true before a channel opens.

Payback is the real constraint, not CAC.

What this covers, and what it deliberately doesn’t.

Gates, written before spend, so stopping isn’t a negotiation.

What exists, what’s missing, and the order that’s forced.

Every number, and where it came from.

Month one is where it starts.

Ten creators. Seven videos a week each. One new script every Monday.

Contents

The whole program on one table

I have built this engine before

What the content actually looked like

What makes a creator program perform

What a roster actually ships

Twelve videos we’d remake

The part that makes this hard, handled first

How we find and test them

Six creators we’d recruit first

The model in one screen

Upside only where it earns it

Will it pay back?

We start with two, then ten

What you get every Monday