Cherries
DTC intimate apparel brand exclusively for small bust sizes (AA-C cups) | ~€700-800K/month revenue
1. Brand Overview
🎯 Positioning
Not scaling down larger patterns — engineering specifically for small-bust geometry. The only brand that truly understands small chests.
🎭 Mission
Democratize access to properly-fitting small-bust bras through accessible pricing and direct-response marketing.
⚙️ Core Problems Solved
Mechanical: Gapping cups, slipping straps, floating bras, bras riding up
Emotional: Feeling incomplete, unfeminine, invisible, "puberty paused halfway through"
2. Products
📦 Core Product Lines
- Wireless push-ups
- Strapless bras
- Seamless t-shirt bras
- Lace designs
- Racerback styles
- Bralettes
- Matching underwear
- Loungewear collections
⭐ Bestsellers
- Office Elegance — Professional, smooth under work clothes
- 24/7 Lift — All-day push-up, most versatile
- Date Night — Lace, cleavage, feminine
✨ Key Features
- Body-hugging construction (no gapping)
- Natural lift technology
- Designed exclusively for AA-C cups
- Wide band sizes with small cups (rare in market)
💰 Pricing & Current Offer
Price Range: €39.95 - €69.95 (roughly 1/3 the cost of Pepper)
Main Offer: Buy 2 Get 5 (pay for 2, get 5 bras)
Shipping: Free worldwide, 7-10 business days
3. Customer Personas
⚠️ CRITICAL GAP: 4 of 5 personas are UNTARGETED in current creative. Massive opportunity.
Deep shame about small bust, feels physically incomplete. Owns five silicone cutlets but terrified they'll slip out. Buys late at night after "nothing fits" meltdowns. Looking for magic trick that creates illusion of curves.
Pain phrases: "cup gaps," "nothing fits," "flat friend"
Post-breastfeeding changes left her feeling like a stranger in her body. Describes breasts as "deflated." Not looking for hyper-sexualized push-up — wants restoration. Needs something for chasing kids that transitions to professional on Zoom.
Pain phrases: "deflated," "nothing like before," "nursing ruined my chest"
Lost weight, chest went first. Refuses "grandma bras." Frustrated by gapping under nice sweaters. Wants elegant and comfortable, not managed or infantilized. Practical buyer who stocks up.
Pain phrases: "lost weight and chest went first," "nothing fits under sweaters"
Athletic build, wide ribcage, minimal tissue. Lives in sports bras because nothing else works. Not emotional about size — just annoyed by mechanical failure. Wants structural integrity, not lace.
Pain phrases: "32 band A cup doesn't exist," "sports bras are my only option"
Early social transition. Flat chest creates painful dysphoria. Not buying underwear — buying gender euphoria. Padding and push-up are essential armor for facing the world.
Pain phrases: "I need this to feel like myself"
4. Brand Color Palette
5. Voice Guidelines
✅ Brand Voice Principles
- Playful but not juvenile (cherry imagery, wordplay)
- Empowerment without dwelling on problems
- Practical and straightforward
- Community-focused (100,000+ satisfied customers)
- Transformation: "I finally like my small cherries again"
❌ Never Say
- Small breasts need to be "fixed" or "corrected"
- Condescending or infantilizing language
- "Training bra" references
- Overly sexual or male-gaze messaging
- Surgical enhancement is the only solution
6. 🏆 Top 5 Winning Ads
7. Master Angles (Ranked by Spend)
| # | Angle | Total Spend | Avg ROAS | Status |
|---|---|---|---|---|
| 1 | Promotional Urgency | $106,000 | 2.11x | ⭐ Top Performer |
| 2 | Transformation Proof | $83,000 | 1.81x | ⭐ Core Angle |
| 3 | Engineering Flaw | $82,000 | 1.83x | ✅ Proven |
| 4 | Functional Fix | $44,500 | 1.62x | ✅ Proven |
| 5 | Emotional Testimonial | $39,000 | 1.77x | ✅ Proven |
| 6 | Femininity Restoration | $33,000 | 1.65x | ✅ Proven |
Winning combo: Transformation Proof + Promotional Urgency
8. Creative Diversity Audit
⚠️ Current Mix — Over-Reliance Risks
The creative portfolio is dangerously narrow across multiple dimensions:
- One concept: 18 of 20 ads mention cup gapping
- One hook structure: Visual shock dominates top 3
- One format: 15 of 20 are UGC mashups
- One persona: Almost all target Sophia (20s)
Current Creative Distribution
❌ Missing Formats
- Founder/brand story
- Educational explainers
- Comparison ads (vs Pepper)
- Lifestyle integration (real outfits)
- Podcast/conversational
- ASMR/Aesthetic
- Meme/Humor
❌ Missing Persona Targeting
- Jennifer (post-breastfeeding moms) — ZERO ads
- Diane (45+, empty nesters) — ZERO ads
- Riley (athletic/wide ribcage) — ZERO ads
- Taylor (trans community) — ZERO ads
Opportunity: 4 untapped high-value audiences
9. Financial Performance (Aug 2025 - Jan 2026)
📈 6-Month Summary
Total Sales: €3,567,980 (+89%)
Net Profit: €751,634 (+57%)
Net Margin: 20% (+14%)
Blended ROAS: 2.01 (+10%)
⚠️ Warning Signs
NCPA: €37.5 (+58%) ⚠️
Meta ROAS Degrading: 2.05 → 1.57
Ad Spend Doubled: +104%
Profit Growth Slower: +57% vs +89% revenue
Monthly Breakdown
| Month | Sales | Ad Spend | ROAS | Net Profit | Margin | NCPA |
|---|---|---|---|---|---|---|
| Aug '25 | €541K | €287K | 2.05 | €115K | 20% | €29.4 |
| Sep '25 | €452K | €261K | 1.86 | €72K | 15% | €31.8 |
| Oct '25 | €396K | €219K | 1.92 | €75K | 18% | €32.0 |
| Nov '25 | €764K | €359K | 2.17 | €196K | 25% | €43.2 |
| Dec '25 | €599K | €322K | 1.93 | €112K | 18% | €46.2 |
| Jan '26 | €797K | €414K | 2.00 | €165K | 20% | €42.9 |
Channel Performance Comparison
| Channel | Spend | Revenue | ROAS | CPA | Budget Share |
|---|---|---|---|---|---|
| Meta | €1.48M | €2.76M | 1.86 | €36.53 | 86% ⚠️ |
| €197K | €707K | 3.59x ⭐ | €19.26 ⭐ | 11% 🚨 | |
| Klaviyo | — | €436K | ∞ | — | Email (free) |
| TikTok | €24K | €45K | 1.87 | €39.26 | 1.4% |
| €25K | €51K | 2.03 | €38.02 | 1.5% |
🎯 Key Finding: Google is Massively Underutilized
Google delivers 2-3x better ROAS and HALF the CPA of Meta, but receives only 11% of budget. Shifting 10-15% of Meta budget to Google could add €50K+ profit per month with zero creative investment.
10. Bounce Rate Analysis — Traffic Source Quality
| Source | Bounce Rate | Quality Rating |
|---|---|---|
| Google Ads | 49.2% | ⭐⭐⭐⭐⭐ Excellent |
| Klaviyo | 54.3% | ⭐⭐⭐⭐ Very Good |
| Organic | 53.6% | ⭐⭐⭐⭐ Very Good |
| 59.5% | ⭐⭐⭐ Good | |
| 64.4% | ⭐⭐⭐ Good | |
| Direct | 74.1% | ⭐⭐ Fair |
| AppLovin | 83.9% | ⭐ Poor 🚨 |
| TikTok | 86.7% | ⭐ Very Poor 🚨 |
🚨 The Problem: Paying for 200K+ Wasted Facebook Visits/Month
64.4% bounce rate on Facebook = only 35.6% engage. A 10% bounce reduction = €10,000/month recaptured revenue. TikTok and AppLovin are money pits at 85%+ bounce — kill or restructure immediately.
11. Strategic Recommendations (Priority Order)
🔴 Immediate (This Week)
1. Kill/Reduce TikTok & AppLovin
85%+ bounce rate = burning money. Cut spend immediately or restructure entirely with different creative/targeting. Current approach is fundamentally broken.
2. Shift 10-15% Budget to Google Ads
Target 20-25% of total spend (from current 11%). Google is 2-3x more efficient and STABLE. Could add €50K+ profit/month with zero creative investment.
3. Audit Facebook Landing Pages
64% bounce rate is fixable. A/B test landing pages specifically for Facebook traffic. 5% improvement = 15,000 more engaged sessions per month.
🟡 This Month
4. Fight CPA Creep with New Creative
NCPA +46% in 6 months is unsustainable. Test 4 untapped personas (Jennifer, Diane, Riley, Taylor) to unlock new efficient audience pools. Creative diversity = sustainable scaling.
5. Build Founder/Comparison Ads
ZERO founder content and ZERO comparison ads (vs Pepper). Two massive creative white spaces. "Same fit, 1/3 the price" is a killer angle sitting unused.
6. Scale Static Ad Format
Ad #3 ("WE'RE SO SORRY") proved static ads can deliver best ROAS (2.55x) and lowest CPA ($40.23). Create 10+ new static variations with different offers/hooks.
🟢 This Quarter
7. Build Google to 25%+ of Spend
Long-term de-risking. Meta degradation is real (2.05 → 1.57 ROAS). Google's stability makes it the best hedge against Meta's declining efficiency.
8. Lean Into Q4 Planning Early
BFCM is money-printing (€196K profit in Nov). Start creative production for Q4 in July/August, not September. Test promo angles in advance.
9. De-Risk Sep-Oct Lull
Sep-Oct are consistently lowest months. Build retention plays, pre-BFCM teasers, and email capture campaigns to smooth the revenue dip.
12. Competitive Intelligence — Cherries vs Pepper
| Aspect | Cherries | Pepper |
|---|---|---|
| Price | €39-70 (~1/3 cost) | $50-65/bra |
| Marketing | Heavy DTC, direct-response | Premium/aspirational |
| Positioning | Practical solution | Premium small-bust brand |
| Strength | Accessible pricing, proven direct-response funnels | Brand prestige, influencer relationships |
| Weakness | Return policy friction, delivery delays | Durability issues, inconsistent sizing, poor CS |
🎯 Killer Angle We're NOT Using Yet
"Same fit, 1/3 the price" — Direct comparison ads showing Cherries vs Pepper side-by-side. Customer quote: "Better than Pepper Bras. The 24/7 push up bra is easily the best bra I have tried for my tiny chest on the market."
This is a proven ICP attractor (people already shopping Pepper) at zero education cost. Massive opportunity.
Spirelia
Premium spirulina + chlorella supplement (50/50 blend, 2000mg per serving) | Launching Feb 2026
1. Brand Overview
🎯 Positioning
Premium, science-backed superfood nutrition. Not a quick fix — foundational nutrition that addresses root causes. Make nature's most nutrient-dense superfoods accessible and trustworthy.
💊 Product Details
Formula: 50/50 Spirulina + Chlorella blend
Dosage: 2000mg per serving
Feature: Broken cell walls for maximum absorption
Designed for: Women specifically
🎤 Brand Voice
Confident but not hype-y. Science-backed but accessible. "Quiet confidence" — let the product speak. Educational authority without being preachy. Never claim miracles or cures.
2. Product Context — The Complete Science
📦 Product Overview
What It Is
Spirelia offers a premium supplement blending Spirulina (blue-green algae from saltwater) and Chlorella (green algae from freshwater) in a 50/50 ratio. Each serving provides 2,000mg of this nutrient-dense superfood combination, available in tablet form with broken cell walls for superior absorption.
Key Features: Organic sourcing, vegan-friendly, complete protein (60-70% protein with all essential amino acids), B vitamins including B12, iron, magnesium, omega-3 fatty acids, and powerful antioxidants like phycocyanin and chlorophyll.
How It Works: The synergistic blend enhances bioavailability—Spirulina provides more protein and vitamins E/K, while Chlorella offers higher vitamin A and omega-3s. Taken daily (typically 3g), it integrates into the body's systems within weeks, with peak effects after 8-12 weeks.
⚡ Direct Benefits
🔋 Energy Boost
High protein and B vitamins reduce fatigue. Studies show improved endurance and reduced muscle soreness in athletes. Users report sustained daytime energy without crashes.
🥬 Nutrient Density
Delivers 12x more protein than meat per gram, plus iron for anemia prevention, and essential vitamins. Nature's most complete multivitamin.
🛡️ Enhanced Immunity
Increases NK cell activity and cytokines, reducing infection risk. Effective for allergies and viral defense through immune modulation.
🔥 Anti-Inflammatory
Lowers inflammation markers (hs-CRP), supporting heart health and reducing oxidative stress through powerful antioxidants.
🫃 Gut & Detox Support
Promotes beneficial bacteria, alleviates IBS symptoms like bloating, and aids heavy metal removal through chlorophyll binding.
✨ Skin & Hair Health
Antioxidants improve quality and vitality. Users report dewy skin, reduced eczema, shinier hair growing faster and thicker.
🌟 Indirect Benefits — Root Cause Support
By targeting chronic inflammation, nutrient deficiencies, oxidative stress, and toxin accumulation, this blend indirectly supports a wide array of health challenges:
🦴 Joint Pain & Mobility
Reduces root inflammation via NF-κB inhibition and cytokine suppression (TNF-α, IL-6). Studies in arthritis models show reduced clinical scores, swelling, and oxidative damage—beneficial for osteoarthritis and rheumatoid arthritis without acting as a direct painkiller.
❤️ Cardiovascular Health
Lowers diastolic BP (-0.42 mmHg) and lipids, preventing heart disease through antioxidant protection and improved endothelial function. Particularly beneficial for metabolic syndrome with up to 3x greater improvements.
⚖️ Metabolic Disorders
Improves insulin sensitivity and gut microbiota, aiding weight loss (e.g., -1.07kg body weight) and diabetes management. Helps prevent complications like neuropathy or retinopathy through better blood sugar stability.
🧠 Neurological & Aging Support
Enhances circulation and reduces oxidative stress, potentially preventing cognitive decline. Supports brain health against Alzheimer's and aids eye health via beta-carotene to mitigate age-related macular degeneration.
🛡️ Cancer & Chronic Disease Prevention
Antioxidants like phycocyanin offer anti-cancer properties. Reduces oxidative damage linked to COPD, cancer risk, and autoimmune disorders through immune modulation and inflammation control.
🫁 Respiratory & Allergic Conditions
Supports lung function by protecting against oxidative stress in COPD. Alleviates allergic rhinitis symptoms via anti-inflammatory and immuno-stimulating effects.
🌸 Skin & Autoimmune Issues
Indirectly improves eczema, psoriasis, and inflammatory skin conditions by boosting immunity and reducing systemic inflammation. May aid autoimmune diseases through balanced immune responses.
🌈 Overall Wellness
Fosters beneficial gut bacteria and detox, indirectly boosting mood, energy, and resilience against stressors. May support mental health issues like depression or anxiety via nutrient support and reduced inflammation.
🔬 Scientific Research
| Benefit Category | Key Findings | Studies/Participants | Evidence Grade |
|---|---|---|---|
| Wound Healing | Improved angiogenesis and epithelialization in diabetic rats; 100% healing by day 21 | 1 study (rats) | Strong (animal) |
| Cardiometabolic | Reduced BP, lipids, glucose; small effects on weight/BMI | 21 RCTs (5,344 participants) | A-B Grade |
| Immunity | Enhanced NK cells and cytokines; Th1 response | 8-week RCT (51 humans) | Strong |
| Antioxidant | Improved TAC, reduced MDA/oxidative markers | Multiple RCTs (108 participants) | B-C Grade |
| Gut Health | Increased beneficial bacteria; prebiotic effects | 90-day study (mice) | Promising (animal) |
| Arthritis/Inflammation | Reduced clinical scores, swelling, and cytokines in adjuvant-induced arthritis models | Animal studies | Strong (animal) |
💭 Customer Desires & Motivations
"Clean Eating Without the Hassle"
Buyers want daily nutrition support that "fits into my routine" without planning or living like a health influencer.
Steady Energy (Not a Jolt)
Desire is "gentle, steady support rather than a jolting boost"—smooth, reliable energy throughout the day.
Digestive Calm + Regularity
"Bloating is reduced," "digestion felt smoother," "quite regular"—seeking comfort and consistency.
Purity as Peace of Mind
Organic/non-GMO/no fillers language used as a trust shortcut. Clean formula reduces uncertainty.
Identity Motivation
"I call it my green pills"—self-image badge of being disciplined, health-aware, "I take care of myself."
⚠️ Pain Points & Frustrations
Taste/Smell Friction
"Initial smell… I have now gotten used to it." Green algae taste can be a deterrent even if tolerated.
Pill Burden
Real dosing can be high tablet counts ("take 12 tablets daily"). "Tablet count per serving is a bit high."
Tablet Size & Handling
"Tablets are a bit larger than expected." "Leaves a bit of green residue" creates mess/handling friction.
Price Skepticism
"Just too expensive… $130 for 3 months… snake oil?" Common objection for premium brands.
Fear of Adverse Reactions
Reports of severe GI reactions (vomiting/diarrhea) amplify need for trust, dosing guidance, "start low."
Interaction Anxiety
Chlorella may interfere with absorption—separate from meds/supplements by ~2 hours.
💬 Voice of Customer Quotes
🔋 Energy
• "Natural energy boost without relying on caffeine or stimulants."
• "Gentle, steady support rather than a jolting boost."
• "More energetic and less sluggish."
• "Mid-morning energy."
🫃 Digestion
• "Bloating is reduced… everything just works more smoothly."
• "By the end of the week, my digestion seemed much smoother."
• "Quite regular in the bowels."
• "It feels like my body is running cleaner and more efficiently."
✨ Beauty / Glow
• "More radiant glow… compliments on how healthy it looks."
• "Hair… shinier… growing faster."
• "Since starting Chlorella and Spirulina, my eczema is under control... energy is up, skin dewy."
🧹 Detox / Odor
• "I call it my green pills… helping so so much!"
• "I no longer need to use deodorant!"
• "Helps combat odor as it detoxifies inside out."
❌ Objections
• "Initial smell… gotten used to it."
• "Tablets are a bit larger than some people expect."
• "Tablet count per serving is a bit high."
• "It's just too expensive… snake oil?"
• "Violently ill… vomiting and diarrhea." (rare but documented)
🎯 Convenience / Routine
• "Add more greens and vegan protein… without the hassle of smoothies."
• "They fit into my routine without making meals feel heavier or adding planning to my day."
• "Staple in my daily health routine."
🏪 Competitor Landscape
Category 1: Premium Brand-Led
Example: EnergyBits
Position: Spirulina-only + chlorella-only + 50/50 blend; heavy emphasis on toxin-free and lab testing
Friction: "Overpriced" discourse in communities
Price: $130+ for 3 months
Category 2: Marketplace Value Leaders
Examples: Micro Ingredients, Sunfood (iHerb)
Position: 50/50 blend, organic sourcing, "avoid synthetic additives," clean claims
Edge: High count, lower cost, broken cell wall chlorella
Category 3: Mainstream Retail Capsules
Examples: GNC, Snap Supplements
Position: Capsule-based algae "greens complex"
Edge: Lower sensory friction, standard DSHEA disclaimer
Category 4: Spirulina-Only Universe
Examples: NOW Foods and mainstream brands
Position: Normalize spirulina as generic nutrient source (vitamins/minerals/GLA)
Theme: "Not all brands are equal" due to quality/contamination variability
⚡ 15 Shock Hooks (High-Impact Openers)
"This isn't a supplement. It's a baseline upgrade."
"If you're tired all the time, it's not 'normal' — it's your inputs."
"Your body isn't broken. It's underfueled."
"Most 'health routines' are decoration. This is foundation."
"This is what 'clean energy' actually feels like."
"Greens powders are messy. This is the no-excuses version."
"You don't need more hacks. You need better nutrition density."
"The glow isn't makeup. It's your body running cleaner."
"If you crash at 2PM, this is for you."
"The easiest way to look healthier is to become healthier."
"Not a stimulant. Not a gimmick. Just a stronger baseline."
"One habit that touches everything: energy, digestion, skin, resilience."
"This is what people mean when they say 'superfood.'"
"Feel-good pills. Literally."
"Stop chasing symptoms. Feed the system."
📝 Bold Claims Rewritten (Legal-Safe)
| Benefit | Legal-Safe Wording |
|---|---|
| Better energy | "All-day clean energy — not caffeine energy." |
| Better focus | "Less fog. More 'switched on.'" |
| Vitality | "You don't feel 'healthy.' You feel alive." |
| Lowering cortisol / stress | "Supports your stress response — so you feel less 'wired and fried.'" |
| Better sleep | "When your body isn't fighting deficiencies, sleep gets easier for many people." |
| Nutrient food / vitamins | "This is closer to food than a 'supplement.'" |
| Good bacteria / gut | "Gut-friendly greens that help your system run smoother." |
| Detoxification | "Supports the body's natural cleanup and renewal." |
| Better skin / looking better | "The 'glow' people can't quite explain — but everyone notices." |
🎯 The Core Positioning
"Spirulina + Chlorella isn't a 'single benefit' supplement. It's a foundational input — the kind of thing that quietly upgrades multiple systems at once: energy, recovery, digestion, skin, cravings, and that 'I'm not running on fumes' feeling. When your baseline improves, the ripple effects can show up everywhere."
3. Promise Ladder — All 68 Promises
Comprehensive reference of every promise we can make, organized by tier and claim type. Use the filter buttons to navigate.
4. Messaging Tiers — Quick Reference
For full details on all 68 promises, see the Promise Ladder above. This is a high-level overview.
TIER 1 Lead With (Strongest Claims)
- ⚡ Energy — Clean, all-day energy without crashes
- 🫃 Digestion — Gut health, reduced bloating, regularity
- ✨ Skin/Beauty — Glow from within, anti-inflammatory
- 🛡️ Immunity — Foundational immune support
- 🥬 Nutrient Support — Nature's multivitamin
TIER 2 Support Claims
- Joint mobility and flexibility
- Cravings/weight management support
- Mental clarity and focus
- Mood support and balance
TIER 3 Careful (Indirect Only)
- Sleep quality improvement
- Stress management
- Anti-aging benefits
- Specific health conditions
Rule: Never position as medicine or cure. Always foundational nutrition.
3. Target Audiences (Launch Priority)
⭐ PRIMARY: Energy-Depleted Parents (30-45)
Pain Point: Rely on coffee but crash by 2pm. Tried everything — more sleep, better coffee, cutting sugar. Not "sick," just constantly drained.
Hook Angle: "Your afternoon crash isn't caffeine withdrawal"
Why It Works: Broadest appeal, immediate felt benefit, lowest emotional barrier. Energy is universal.
LAUNCH ANGLE #1
SECONDARY: Gut Health Seekers (25-40)
Pain Point: Health-conscious women who've tried probiotics, fiber supplements, elimination diets. Still bloated. Frustrated "healthy eating" hasn't fixed it.
Hook Angle: "Your probiotic isn't working because you're missing THIS"
Why It Works: Trending topic, clear before/after potential, overlaps with energy seekers.
LAUNCH ANGLE #2
TERTIARY: Inside-Out Beauty (28-45)
Realization: Spent hundreds on topical skincare. Starting to realize "you can't out-cream a bad diet." Looking for nutrition-based solutions.
Hook Angle: "Your $200 serum can't fix what's happening inside"
Why It Works: Highly visual (skin glow), premium positioning, "ingestible beauty" trend is hot.
LAUNCH ANGLE #3
4. Voice Guidelines
✅ Do Say
- Confident but not hype-y
- Science-backed but accessible
- "Quiet confidence" — let product speak
- Relatable, not preachy
- Educational authority ("Here's what you didn't know...")
❌ Don't Say
- "Miracle" / "Magic" / "Cure"
- Specific disease claims
- Before/after medical claims
- Unsubstantiated percentages
- Overly salesy ("LIMITED TIME ONLY!!!")
- Talking down to the audience
5. Launch Strategy (3-Phase Playbook)
Phase 1: Angle Validation (Weeks 1-4)
Test 3 angles: Energy, Digestion, Skin
Creative: 3-5 ad concepts per angle (mix of formats)
Control variable: Same offer across all angles (control for price/promo)
Success metrics: Hook rate 30%+, which angle gets spend, CPA efficiency
Decision point: After 4 weeks, double down on the angle Meta pushes budget to
Phase 2: Angle Expansion (Weeks 5-8)
Scale winning angle: 10+ variations (different hooks, formats, creators)
Test adjacent angles: 1-2 additional angles from Tier 1
Creative diversity: Mix UGC, educational, testimonial formats on winner
Goal: Build depth before breadth — own the winning angle completely
Phase 3: Full Funnel Build (Weeks 9-12)
Unaware ads: 40-60s educational content
Comparison ads: "Spirulina vs coffee" angle
Social proof: Mashup testimonials, review stacking
Offer-based ads: Bundle deals, promos, limited time
Retargeting: Build sequences for engaged non-buyers
6. Creative Format Priorities
📚 Format #1: Educational/Authority (HIGHEST PRIORITY)
Supplements = high-skepticism purchase. Education builds trust.
Structure:
• Hook: "Your energy crashes aren't from lack of sleep. Here's the real cause..."
• Middle: Explain mechanism (cortisol, nutrient depletion, mitochondrial function)
• Bridge: "That's why spirulina works differently than caffeine..."
• Close: Soft CTA
Best for: Energy, Digestion, Immunity
🗣️ Format #2: Testimonial/UGC
Peer validation reduces perceived risk.
Structure:
• Hook: "I spent $200/month on supplements before finding THIS"
• Story: What failed, how they found spirulina
• Results: Specific outcomes (energy by day 5, bloating gone week 2)
Best for: All angles, especially Skin and Digestion
📰 Format #3: Expert/Publication Static
Credibility through editorial design.
Design: Clean, magazine-style layout
Headline: "The Ancient Superfood Scientists Are Calling 'Nature's Multivitamin'"
Body: 3-4 key benefits with scientific backing
Best for: Skin, Immunity, Nutrient Density
📸 Format #4: Before/After Contrast
Visual proof. Especially strong for visible changes.
Structure: Split screen — before spirulina vs after 30 days
Real people, real results, specific metrics (not medical claims)
Best for: Skin, Digestion (visible outcomes)
7. Key Rules for Spirelia Ads
1. Start Narrow, Expand Smart
3 angles max at launch. Test depth before breadth. Don't dilute budget across 10 angles simultaneously.
2. Let Spend Guide You
Meta's algorithm decides what resonates. High spend = winner, regardless of "gut feeling." Trust the data.
3. Build Depth Before Breadth
10 ads for 1 angle > 1 ad for 10 angles. Saturate the winning angle before exploring new territory.
4. Use Customer Feedback
After 100+ customers, mine reviews for real language. Replace marketing speak with customer phrases.
5. Never Test More Than 5 Angles Simultaneously
Spread budget too thin = nothing gets enough data to prove out. Focus wins. Chaos loses.
⚠️ Parker Integration Note
Parker (app.heyparker.ai) currently has Cherries data ONLY. Spirelia is NOT connected to Parker. When requesting Spirelia work from Parker, always include full product context manually.
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