You're rebuilding Wildflower as a premium brand, more premium fashion than human wellness, while the category runs the sad dog paid machine on repeat. Ron has the substance: his own formulator, board certified veterinary nutritionists, no white labeling. What the brand doesn't have yet is the paid engine. This page is that engine: 14 spec ads built from the live brand world, the market format data, and the zero to one plan from the call.
Zero to one. Warm up campaign only.D2C plus AmazonPremium. No discounting.Meta creative plus media buying
Wildflower has no ad history yet. The market does.
The warm up campaign is a month and a half old, so there is no brand level Ad Library history to tag. What we have instead is the market: our swipe file digest of 259 impressions ranked active statics across 27 DTC brands, tagged by format family. It shows which formats are earning impressions right now, and it decided which formats fill the 14 slots on the work tab.
Share of the format's ads sitting in their brand's top 5 by impressionsMedian position = where the format's ads rank inside a brand's active set (lower is better)
Product hero
63% top-5median #5
UGC
33% top-5median #6
Us vs. them
36% top-5median #8
Native UI overlay
50% top-5median #14, small sample
Testimonials
25% top-5median #17.5
Offer / promotion
35% top-5excluded by design
Two signals worth naming. Headline formats are the volume king at 32% of all active statics, so the crowd is there; differentiation lives in the other families. And the market's biggest single earner, offer and promotion, is deliberately absent from your slate: you said Wildflower doesn't discount, so the 14 specs win without a single percent off. That is the premium position, executed.
Every format family above maps to a spec on the work tab: the illustrated brand world packshot, the white label face off, the native calendar card, the storm night story, all built from the live packaging.
Anna's own words from September 2, and how the engagement is built around each one.
"It's literally just like, picture of sad dog, picture of sad dog, picture of sad dog, click and buy."
Anna · on the call
That is the category's playbook, and it is exactly what the slate refuses. Every dog in the 14 specs is calm, dignified, or mid joy. One spec even makes the refusal the headline. Brand world building and direct response are not opposites; the slate is both at once.
"He's done so much, but is getting no credit for what he's put into these products."
Anna · on the call
The credit is the campaign. Own formulator. Board certified veterinary nutritionists. Zero white labeling. Three of the 14 specs run this credibility angle alone, and the ingredient led photography carries it through the rest.
"I think we should treat this more as a brand launch, to be honest, than anything else."
Anna · on the call
Agreed, and the timing works: now is persona exploration season, before Q4 CPMs make testing expensive. In zero to one, everything is a net new test. Social listening finds the personas, statics scout them cheaply, winners get pushed. And we take no new clients in Q4, so a September start is the window.
"It doesn't want to be a discount brand. That's part of the premium positioning too."
Anna · on the call
Fully aligned, and rare to hear. No percent off hooks, no signup bribes, anywhere in the slate. Subscribe and save reads as ritual, not markdown. Discounted acquisition buys the worst cohorts; premium brands are built on LTV, and that is the number we will model with Ron.
You asked for a range to bring to Ron. It is on this page: the starter engagement with media buying lands at $8K a month all in, before ad spend, exactly as discussed on the call. Pricing detail is below.
The examples tab has 48 pieces across 29 brands, statics and motion, from the same team that built your 14.
With no account history, the danger is testing blind and burning the launch budget finding out who the customer is. The engine replaces guessing with a loop: social listening finds the personas, every ad ships tagged, and the mix shifts as winners appear. Statics scout first because video consumes more test budget, and every ad is graded before it ships.
Phase one
Social listening before dollar one. Reviews, subreddits, Facebook and Instagram comments, and because Wildflower is young, the competitors' too. It surfaces the personas and the exact language they use: the anxious dog parent, the label reader burned by white labels, the small dog household.
Phase two
Everything ships tagged. Every ad carries persona, angle, format and emotion tags from day one. No lost learnings, no "that ad worked, why don't we do more of that" a quarter too late. The account compounds.
Phase three
The 60 20 20 mix. Once winners exist: 60% iterating on what works, 20% reskinning winners, 20% testing net new audiences. That is how accounts avoid the saturation purgatory where brands stall on one audience.
Piece one · personas
Persona mining, then persona ads.
Pets is saturated, so the play is to get niche and own the differentiators. The 14 specs already run nine distinct personas, from the storm night household to the preventative trail parent to the small dog home. Meta's current model indexes on the persona in the creative itself; the sharper the ad, the better the pixel trains.
Piece two · the dashboard
A tagged account you can actually read.
Every client gets the live dashboard: winners by persona, angle and format, fatigue flags, kill lists. Fully customizable, built for how SMAKK will oversee this as fractional CMO: creative direction and key dates on your side, execution and reporting on ours.
Piece three · the buy
Media buying built for zero to one.
Under $30K a month in spend, you want one partner running creative and the buy together; that control is how the ramp from zero to 30, 60, 90K stays profitable. Janet, our head of growth, structures the account from day one, and the LTV and CAC calculator gets built with Ron so the scale targets are his numbers, not ours.
The cadence: briefs Monday, your review by Wednesday, assets Friday. Everything runs through a shared Slack with a dedicated project manager, SMAKK in the channel. Statics scout net new personas and angles first; winners move to video, because video always consumes more test budget on Meta.
Pricing
Three tiers. Your spend picks one.
Slide to monthly Meta ad spend. The tier snaps in steps: Starter under $60K, Pro from $60K, Scale from $100K. The zero to one path from the call starts at the left edge of this slider, and the default below is the all in number Anna heard: $8K a month before ad spend.
Every tier includes the full engine: persona briefs from social listening, 9-rubric copy refinement, Agent-10 grading on every render before delivery, the weekly cadence, swipe-file re-runs, and the live tagged dashboard bundled.
Your monthly Meta ad spend
$20K/ month
$6,000 / mo creative
$10K$30K$60K$100K$150K
Recommended for your $20K
Starter
$6,000/ mo
Up to $60K/mo spend
Where Wildflower starts. The tier quoted on the call.
8 unique concepts a week · 32 net-new ads/mo
$188 per ad
Recommended for your $20K
Pro
$9,000/ mo
$60K to $100K/mo spend
14 unique concepts a week · 56 net-new ads/mo
$161 per ad
Persona-angle-emotion tested across 100+ formats · custom cluster dashboard
Recommended for your $20K
Scale
$15,000/ mo
$100K+/mo spend
30 unique concepts a week · 120 net-new ads/mo
$125 per ad
A concept is an entirely new ad, not a hook alt. 1 concept = 1 static; trade 6 statics for 1 scripted video, mixed any way inside the monthly total. For a brand launch that means statics scout the personas first, and video budget switches on once winners exist.
Add-on · media buying
+$2,000/ mo flat
We run the buy
Done-for-you media buying with a custom MER dashboard. $2K a month flat under $30K spend, 7% of spend above. Janet structures the account from day one, and the D2C tab comes with it: NCPA, new vs. returning, LTV. In the zero to 30K range this is on by default; the ramp needs one hand on creative and the buy.
Media buying added
Add-on · landing pages
+$3,000/ mo
Persona-tuned landing pages
Persona-tuned LPs against winning concepts, built premium to match the rebrand. Recent comp: roughly 30% CAC reduction from the layer alone. Natural fit once SMAKK's new site is live.
Add landing pages
Your proposal total
$8,000/ month
STARTER · 8 CONCEPTS A WEEK · MEDIA BUYING
Tier deliverables are fixed: 8, 14, or 30 unique concepts a week. This is the range to bring to Ron; the final shape locks on the call with him.
↑The zero to one path runs 0 to 30, 60, 90K in monthly spend, profitably. Ramping past $60K moves into Pro on the same per creative economics; the contract has a clear upward path the whole way.
Next step: a Slack channel, then Ron.
This page is the range you asked to bring to Ron, plus the 14 specs to show him. We will spin up the shared Slack this week, then get a call with Ron and Janet to walk the zero to one structure and build the LTV calculator with his numbers. The media buying freelancer recos for your other brands ride along either way.
.
