	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6
Creators live	0	5	7	10	10	10
Creator videos / week	0	35	49	70	70	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:

DDavidSponsored · 02 · Read the label

Read the label.

28g protein.
150 calories.
0g sugar.

davidprotein.comChocolate Chip Cookie Dough · $39Shop now

Lands on → /pages/meet-david-goldBuilt from the 149-ad line, but led by the label, not the sentence.

DDavidSponsored · 04 · Meme: Drake

The 3pm decision.

A candy bar at 3pm

A Bronze bar at 3pm20g protein · 0g sugar

davidprotein.comBronze · $39Shop now

Lands on → /pages/meet-david-bronzeMeme · Drake. Third-party template: clear rights before paid.

DDavidSponsored · 06 · Grid

Nine flavors. Same macros.

Nine flavors. 28g each.

davidprotein.comShop Gold · $39Shop now

Lands on → /pages/meet-david-goldRange grid on their own studio shots.

DDavidSponsored · 07 · Meme: Surprised Pikachu

Not the shake you expected.

Me: opens a protein shake expecting chalk
David milkshake: 30g protein, 150 calories, tastes like a milkshake

davidprotein.comChocolate Milkshakes · $49Shop now

Lands on → /products/chocolate-protein-milkshakesMeme · Surprised Pikachu. First creative for shakes (0 of 426 active ads). Clear template rights before paid.

DDavidSponsored · 08 · Hero product

Drink David.

30G PROTEIN · 150 CAL

davidprotein.comChocolate Milkshakes · $49Shop now

Lands on → /products/chocolate-protein-milkshakesSite claim verbatim. No bottle count stated (not on the page).

DDavidSponsored · 09 · Pints

30g of protein per pint.

30g a pint. 260 cal.6 pints · $90

davidprotein.comCookie Dough Pints · $90Shop now

Lands on → /products/cookie-dough-pintsFirst creative for pints. Ships to 48 states: geo-target the ad.

DDavidSponsored · 10 · Meme: Starter pack

The 9-to-5-and-gym starter pack.

The 9-to-5-and-gym starter pack

The desk-drawer bar

The commute shake

The Sunday-night pint

The cod. Don’t ask.

davidprotein.comShop DavidShop now

Lands on → /collections/allMeme · Starter pack. Their own product photos.

DDavidSponsored · 11 · Reviews

4.7 stars from 1,855 ratings.

★★★★★4.7from 1,855 ratings on Fudge Brownie

davidprotein.comFudge Brownie · $39Shop now

Lands on → /products/fudge-brownieJSON-LD rating (the og tag says 4.8; we use the lower).

DDavidSponsored · 12 · Meme: Always has been

About that cod.

“Wait, the cod billboards were about protein per calorie?”“Always has been.”

davidprotein.comShop DavidShop now

Lands on → /collections/allMeme · Always Has Been, on their own cod stunt. Clear template rights before paid.

DDavidSponsored · 13 · Offer

Four cartons. The fifth is free.

4 cartons.
The 5th is free.

Mix and match · free shipping over $50

davidprotein.comBuild a bundle · $156Shop now

Lands on → /products/build-a-bundleReal standing offer. No urgency.

DDavidSponsored · 14 · Stunt

18g protein. 70 calories. It’s cod.

WILD CAUGHT ATLANTIC COD · $39

davidprotein.comWild Caught Atlantic Cod · $39Shop now

Lands on → /products/wild-caught-atlantic-codLeans into their own stunt. Macros as listed.

Concepts only, not live ads. Photography © David, from davidprotein.com. Four of fifteen are memes on third-party templates: clear rights before paid. Every claim is word for word from davidprotein.com.

Disturbance	Likelihood	Impact	Owner	Gate (proposed)
Fatigue on the 149-ad line	High	High	Danilo	Best ad CPA +20% over 7 days → rotate
Calorie-claim scrutiny	Med	High	David + Danilo	Numbers only from the site, word for word; class action dismissed 31 Mar 2026
Q4 auction costs	High	High	Danilo	CPM +30% vs Sept → hold tests, scale only winners
EPG questions in comments	Med	Med	David	Approved reply from the FAQ wording
Creator overlap with ambassadors	Med	Med	David	One owner per creator, agreed in week one
Pints ship to 48 states only	Low	Low	Danilo	Geo-targeted pint ads
Landing page leak	Med	Med	Danilo	Concept page must beat product page CVR at equal traffic

Line	Value	Status
First order value	$39	Proxy: one 12-bar carton. Replace with real AOV
Gross margin	50%	ASSUMED, replace in week one
Refund rate	2%	ASSUMED, replace in week one
Second order, 90 days	50% of buyers at $35.10	ASSUMED: subscription price
90-day CAC ceiling	$27.89	= 39 × 50% × 98% + 0.5 × 35.10 × 50%

Week	New creator ads live	Test budget / ad (proposed)	Creators posting	Your CAC target
1	5	$500	0	Set with you, day one
2	6	$500	5	Set with you, day one
3	8	$500	7	Set with you, day one
4	8	$750	10	Set with you, day one
5	8	$750	10	Set with you, day one
6	8	$750	10	Set with you, day one

Concepts tested / month	Hit rate (assumed)	Winners / month	Spend each winner can hold (assumed)
20	5%	1	$25,000 / mo
40	5%	2	$50,000 / mo
60	5%	3	$75,000 / mo

Channel	Open when (proposed)	Why wait
TikTok Spark Ads	A roster post beats 3× its account median	Boost what already works organically
YouTube Shorts	Day 1 organic; paid when a Short beats Meta CPA	Most shortlisted creators are on Shorts
Retail media (Walmart, Target)	A creator ad wins on Meta for 30 days	35,000+ stores; point proven creative at the shelf
Amazon	Meta CAC holds 30 days	Listings exist

Day	Keep going if (proposed)	Stop or change if
14	1+ new creator ad holding spend at target CAC	No new ad beats the control at equal spend
45	3+ winners; organic cost per 1,000 views under $5	Over $8 per 1,000
60	Spend up 1.5× at target CAC	CAC over target for 14 days
90	Cohort pays back; organic cost near $1 per 1,000	Cohort doesn’t: fold winners into paid and stop

Piece	Exists today	Missing	Forced order
Claims	Site copy, a dismissed class action	One approved sheet	1st
Creative	426 ads, weekly waves	Messages beyond one line	2nd
Creators	19 partnership ads; ambassador program	A daily-posting roster on dedicated accounts	2nd
New products	Shakes and pints on site	Any ads at all	3rd
Landing pages	Two pages for 422 ads	Pages per segment and product	With 2nd

Figure	Source	Type
426 active ads; 149 one line; 0 for shakes/pints	Meta Ad Library, 28 Sept 2026	Fact
28g / 150 cal / 0g; 20g Bronze; 30g shakes and pints	davidprotein.com	Fact
$39 carton · $35.10 subscribed · $49 shakes · $90 pints	davidprotein.com	Fact
4.7 from 1,855; 4.3 from 1,004; 4.9 from 58	davidprotein.com JSON-LD	Fact
$250M Series B; 35,000+ stores; $300M 2026	PR Newswire, 2 Sept 2026	Fact
Class action filed Jan 2026, dismissed 31 Mar 2026	CBS; NBC News	Fact
Margin 50%, refund 2%, repeat 50%	Danilo	Assumed
Creators, budgets, gates, ramp	Danilo	Proposed

Piece	What it is (proposed)
Roster	10 creators: five in week 2, ten by week 4; at least 50% US
Output	7 short videos a week each (faceless slots: 10), on a dedicated account
Platforms	TikTok, Instagram Reels and YouTube Shorts
Scripts	Written by us every Monday, lifted from hooks your ads already prove
Claims	Only lines from davidprotein.com, word for word
Paid	Any video past 100K views goes to your team as a whitelisting candidate
Measure	Cost per 1,000 organic views; $1 target by month 3

Driver	What we do
Volume	7 a week each, so there are enough shots at a breakout
Variety	A different segment and message per creator per week
Speed	Drafts reviewed within 24 hours
Selection	Creators scored monthly; the weakest slot is replaced
Hooks	The label in the first 2 seconds: 28g, 150, 0g

#	Ad (Library ID)	Line	Versions	Hook (verbatim)	Our version
1	ecovi with David — 1613969837180612	Gold	2 copies	“The highest protein-to-calorie ratio…”	Label read to camera, then the bite
2	ecovi with David — 1427863279459730	Gold	2 copies	Same line	“What’s actually in my gym bag”
3	Trained by Tay — 1095756306687259	Gold	multiple versions	“David delivers the most protein for the fewest calories…”	Trainer: “the snack I tell clients to keep in the car”
4	1797713627921604	Bronze	multiple versions	“Increase muscle and decrease fat without compromising…”	Break-in-half: “this is the one that eats like a candy bar”
5	2054583165166425	Bronze	multiple versions	[product name]	Rank all four Bronze bars, one bite each
6	1941646150293398	Gold	multiple versions	“…75% calories from protein…”	Grocery-aisle label read, their printed label only
7	1417419297165451	Gold	multiple versions	“David delivers the most protein…”	“What I eat in a day”: David as the 3pm snack
8	3516626981850625	Gold	multiple versions	Same	Blind taste test with a friend
9	2112693206006506	Gold	multiple versions	Same	Hands-only yogurt bowl (faceless slot)
10	1586179839954471	Bronze	multiple versions	[product name]	“Candy aisle vs. my bag”
11	1428985809131626	Gold	multiple versions	Same	Desk lunch: “gets me from lunch to 6pm”
12	1103455542181465	Bronze	multiple versions	“Increase muscle and decrease fat…”	Street “free sweet treat” reaction, then the label

#	Post	Views	Hook (verbatim)	Our version
13	@natty_neighbors, TikTok	469K plays	“These are the TOP PROTEIN BAR BRANDS…”	Gold vs Bronze ranking after 5 days
14	@Natty_Neighbors, YT Shorts	237.7K	“PROTEIN BAR Tier List 🏆”	Every-flavor David tier list
15	@brandonjohnsonfit, YT Shorts	95.1K	“Best 3 protein bars at Costco…”	“The bar I keep in my gym bag”
16	@maxandsnax, YT Shorts	44.2K	“Are these the BEST protein bars?”	Does Bronze taste like a candy bar?
17	@kegan_miller, YT Shorts	28.7K	“Trying all BAREBELLS Protein Bars!”	Every David flavor in one sitting
18	@lisazeng, YT Shorts	20.5K	“Most comprehensive review for David protein bar…”	The most detailed David review, bite by bite
19	@FTVfitness, YT Shorts	10K	“David protein bars review 🍫”	Fit-dad review after runs
20	@suppbeastpod, YT Shorts	8.6K	“Is DAVID Protein Bar System Legit?”	Former bodybuilder: legit for cutting?

Risk	How it’s handled
Calorie and fat numbers	Only the site’s numbers, word for word
Comparisons	Never another brand’s numbers beyond its printed label
Body-change claims	Use the site’s own phrasing only; no personal results promised
Disclosure	Every post labelled paid partnership, plus #ad
EPG questions	One approved reply, from the FAQ

Channel	Why
David’s ambassador program	Already exists; audit it first
The 13 partnership creators	Already making David ads
YouTube Shorts reviewers	Counts readable; many already review David
TikTok in-app search	For the two open US TikTok slots

Filter	Test
1 · Portfolio	Three delivered assets
2 · Cross-platform check	No larger account elsewhere (four were cut for this)
3 · Claims test	One brief from the sheet
4 · Trial month	Full deliverables, real review
5 · Retainer	Winners continue; the rest are cut by name

#	Handle	Platform	Followers	Why they fit
1	@lindsaycorzine	Instagram	2.4K	Personal trainer and nutrition coach; Jacksonville Beach, FL (Collabstr)
2	@scottvasnik	YouTube	3.51K	Fit-dad reviews; two David videos already
3	@suppbeastpod	YouTube	3.51K	Supplement talk; David video hit 8.6K
4	@brysonbhealthy	YouTube	1.15K	Weight-loss journey; David review posted
5	@hannahhhcraves	YouTube	211	Near-daily what-I-eat-in-a-day
6	@tiffanyshepardd	YouTube	650	CPT and 9–5; David review posted
7	@Whatsuppwithlucas	YouTube	1.32K	Protein flavor-drop reviews
8	@MelissaReese711	YouTube	1.14K	Reviewed Target protein ice cream: pints fit
9	@grizzly.health	YouTube	67	“Macro University”; David review posted
10	@FitDadLife1	YouTube	695	Gym dad; Quest vs protein content
11	@FTVfitness	YouTube	209	His David review is his breakout
12	@kegan_miller	YouTube	143	Protein-snack tester (last post May)
13	@ethanchung3	YouTube	1.51K	College frat-food series
14	@daltoncharacky	YouTube	1.39K	Weight-loss coach (last post Nov 2025)
15	@lisazeng	YouTube	150	Her David review is her biggest video
16	@sarinaagarwal	YouTube	2.64K	Young-professional macro WIEIAD
17	@mostlyhealthyfoodieamy	TikTok	343	Macro-labelled bar reviews
18	@emilyrandazzo_	TikTok	2,668	Trainer; Target macro bars (2023)
19	@bexjcheung	YouTube	409	5’2 WIEIAD series; check geography
20	@boldifit	YouTube	544	High-protein recipes; check geography

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

Input (assumption, not David data)	Videos	Views
Median ~3,000	~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 → ~$2.80–3.20 per 1,000

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

Period	Creators (proposed)	What happens	Creator cap
Week 1	0	Claims sheet, recruiting, account warm-ups	—
Week 2	5	First five live	$5,000 / mo rate
Week 4	10	All ten live	$10,000 / mo rate
Day 45	10	Keep, cut or scale	≤$12,500
Day 90	10	Decision gate	≤$15,000

Review: David vs gold

{{ r.label }}

Rebuild request

Application — Growth

Who I am

What I built

What I’d do here

Month one

28g protein. 150 calories. 0g sugar.

Nine flavors. Same macros.

Serious protein. More indulgent bite.

Drink David.

30g of protein per pint.

Wild Caught Atlantic Cod.

Four cartons. The fifth is free.

David partners.

From launch to 35,000 stores in two years.

In more than 35,000 stores.

Which David?

Frequently asked questions.

Scale spend. Same CAC. More winners.

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

Twenty videos we’d remake

The part that makes this hard, handled first

How we find and test them

Twenty creators we’d recruit first

The model in one screen

Upside only where it earns it

Will it pay back?

We start with five, then ten

What you get every Monday