A percentage playbook for the creative team. The floor points to ~70 net-new ads in June — but the number that matters is the mix: what share of output goes to which persona, moment, and format. Hold the proportions and the volume takes care of itself.
70 is a floor, not a ceiling — we expect to exceed it. Every target below is shown as a % of total output. Whatever volume the shop ships this month, keep it in these proportions.
June leans on a Father's Day gift moment and a B2G1 bundle test, on top of a durable evergreen base. We build only two kinds of creative — Moments (tied to a dated offer) and Evergreen (always-on by persona). Here's how the output should split.
Close the kid-obsession gap. Reviews say "my kids ask for them" (42%) and rave about taste (36%), but paid leans on whole-food/ingredient messaging. The month's biggest unlock is briefing more picky-eater, no-fight-morning creative — paired with the Father's Day adult-line gift (the flagship moment) and the B2G1-for-Life bundle test to lower CAC and lift AOV/LTV.
The first decision on any brief. A Moment ad is built for a dated offer window and retired when it closes — offer-forward, disposable. An Evergreen ad runs always-on against a persona's durable pain. The split below is the target proportion of total output.
If a brief can't name the dated offer it's for, it's Evergreen — and it should lead with a persona pain, not a discount. Llama wins on trust, not promo dependence (the RYZE anti-pattern): an account that lives on offer creative collapses the moment the sale ends. Keep the evergreen base at ~75%.
Each window's share of moment creative, weighted to the offer's importance — with the Father's Day flagship getting a deliberate premium. Assumed June calendar — swap in the real marketing calendar.
| Window · what's in it | % of moments | IMG / VID |
|---|---|---|
| 1B2G1-for-Life Bundle LaunchJun 2–8. Killer-offer test: Buy-2-Get-1-free-for-life bundle subscription + free gift. Lower CAC / raise AOV. | 28%≈5 ADS | 3 / 4 |
| 2Father's Day — Adult-Line GiftFLAGSHIPJun 9–21. Gift Dad clean energy: Adult & Men's multi + family bundle. 'From the kids to Dad' · gift-card push. | 40%≈7 ADS | 4 / 6 |
| 3Summer Immunity & TravelJun 16–24. Elderberry + on-the-go routine. Sun/germs/travel angle for the immune-focused parent. | 18%≈3 ADS | 2 / 2 |
| 4Back-to-School Pre-TeaseJun 25–30. Stock-up + picky-eater prep ahead of July BTS. Bundle + subscribe-and-save. | 14%≈3 ADS | 1 / 3 |
| Σ All Moments | 100% ≈18 ADS | 10 / 15 |
Front-load the flagship. Father's Day needs its kit live by Jun 9 — gift UGC, founder remix with a gift CTA, and gift-set statics + carousels with the "order by" cutoff ready a week early. The B2G1 bundle launches the offer month on Jun 2; brief its offer-first statics + countdown first. Summer + BTS reuse evergreen with a seasonal hook.
The headline number is the share of total output each persona should get. Ad counts (at a 70 floor) are shown small, for reference — scale them to your actual volume. Chartreuse = new / test / moment lanes.
| Persona | % of output | Share | # at 70 |
|---|---|---|---|
| Health-Conscious Parents | 22% | 15 ads | |
| Parents of Picky EatersLEAN IN | 15% | 11 ads | |
| Tummy-Relief / Gut HealthLEAN IN | 11% | 8 ads | |
| Concerned / Immune Parents | 10% | 7 ads | |
| The Educated Caregiver | 10% | 7 ads | |
| Health-Conscious Adults / Adult LineLEAN IN | 9% | 6 ads | |
| Father's Day GiftingNEW | 8% | 6 ads | |
| Mission-Driven Multitasker | 7% | 5 ads | |
| Busy Parents | 5% | 3 ads | |
| New Customer / B2G1 OfferNEW | 3% | 2 ads | |
| Total | 100% | 70 floor |
Each % is anchored to Motion performance, a brand-strategy persona, voice-of-customer signal, or a deliberate test. This is the brief-level "why" for the creative team and vendors.
The durable #1 spend persona and the engine of the account — Wellness Moms who read every label. Founder + real-fruit UGC is the evergreen backbone. Small Father's Day family cut.
The #1 job-to-be-done (78% buy to fill nutrition gaps) and the #1 review theme — 'my kids ask for them' (42%). Wildly under-produced in paid vs how it wins. Brief no-fight mornings.
Built on the Kids Prebiotic & Probiotic SKU — one of the top-spending ads right now. 25% of its reviews mention a gut/poop term (3.6x the catalog). Two buyers: the chronic-constipation rescuer (often MiraLax-adjacent) and the post-antibiotic gut-repair parent. Structure/function only — 'supports regularity.'
Worry-driven: immune support, 'hasn't been sick since,' deficiency symptoms. Carries Elderberry. Seasonal lift into summer travel + germs. Keep structure/function language only.
Nurses, teachers, therapists — proof-driven, hate fluff. Lead with USDA Organic, 3rd-party tested, 10k+ reviews. School-year + back-to-school moments. Highest trust bar.
Highest-ROAS pocket — 0.68x at ~1% of spend. Adult & Men's/Women's multis. The clearest efficiency unlock in the account; ties straight into Father's Day. Over-supply it.
A net-new moment segment so the gift-buyer stops borrowing persona creative. Buyer ≠ user — 'gift Dad clean energy,' from the kids to Dad. Adult multi + family bundle. Video-led.
Founder/consultant parents with a strong BS filter; value transparency + design. Kevin's origin story is the primary brand asset and is under-produced in paid. Minimalist proof.
Convenience-first: grab-and-go routine, 'one less thing.' Habit/ritual framing — the morning 'treat' that fits real life. Mostly evergreen, image + short UGC.
The offer lane for the B2G1-for-Life bundle subscription test — lower CAC, raise AOV + sub take-rate. Static offer-first + countdown. Most-Aware only; collapses when the test ends.
Dug straight from your 10,309 reviews — buyer and usage patterns with vivid, specific language but little or no dedicated creative. Each is a net-new test lane. Quotes are customer testimonials; brand copy stays structure/function.
A clean gummy a hesitant parent will give an 18-month–2yo transitioning off purees. Large, under-built.
“Searching for a clean vegan multivitamin for my 2 year old, and this fit the bill.”
The vitamin a sensory / autistic / ADHD child actually accepts after trying everything else.
“He is neurodivergent and VERY picky sensory wise… the only ones she'll take.”
Guilt about the sugary, dyed legacy brand → switch to clean whole-food.
“So glad to put the Flintstones vitamins behind us… so much better for them.”
One clean gummy the whole house takes — gateway to the adult line + bundles (AOV).
“Delicious vitamins my kids beg for… I sneak one for myself too!”
Free-of reassurance for allergy / eczema / sensitive kids; some report skin wins.
“Their allergy statement is a slam dunk for our allergy family!”
Germ-exposure anxiety at daycare / pre-K; wants fewer sick days.
“My son started pre-k and hasn't been sick once. I think it's these gummies!”
Adults with a doctor-told supplement who can't / won't swallow pills → adult line.
“As someone who struggles swallowing pills, these are a game changer!”
Grandparents & aunts buying as a recurring act of love; emotionally distinct.
“I buy these for my granddaughter and she reminds me every day.”
Also worth testing: Vegan / "couldn't find a clean option," Skeptic-converted ("didn't think gummies worked"), and Subscription loyalists ("3rd restock," retention creative). Skip athletes / sports — only ~6 real mentions in 10k reviews; the data doesn't support a lane.
The % of output to aim at each funnel stage this month, with the directional ROAS that justifies it. Read left-to-right: cold audiences on the left, ready-to-buy on the right.
| Awareness stage | June % | 90d ROAS | vs typical | The recommendation, and why |
|---|---|---|---|---|
| Problem Aware | 30% | 0.30 | hold | The backbone. Naming the pain — picky-eater battles, mealtime guilt, 'is my kid getting enough?' Almost all evergreen. |
| Solution Aware | 24% | 0.31 | hold | 'Closer to food than candy' — real-fruit whole-food vitamins vs candy-in-disguise. The brand's core reframe. |
| Product Aware | 22% | 0.34 | lean in | Best efficiency lane. Why Llama vs Hiya/Olly: ingredient comparison, USDA, 3rd-party tested, picky-eater approved. Over-supply proof. |
| Unaware | 14% | 0.28 | hold | Top-of-funnel: kid-obsession, taste, relatable mom moments, founder story. Efficient enough to fund, not over-invest. |
| Most Aware | 10% | 0.40 | lean (offer) | B2G1 bundle, 100-day guarantee, subscribe-and-save, Father's Day offer. Jumps only because June is offer-driven; collapses in July. |
Format signals awareness regardless of the theme tag — a relatable mom UGC tagged "picky eater" functionally meets a cold viewer. Use these percentages to brief the balance of the funnel, not as a hard contract on every ad. In-platform ROAS understates true performance; validate in Triple Whale.
Spend share is trailing-90d Motion data; ROAS is the efficiency read. The June Target % is what we want each format to be — biased toward what earns its keep. cyan = video · rose = image.
| Format | 90d spend share | ROAS | June target | Verdict |
|---|---|---|---|---|
| UGC Video vid | 0.29 | 32% | Volume engine — biggest spend, builds audiences but 17/19 underperformers. Hold, raise hook bar | |
| Static — Product / Offer img | 0.49 | 14% | Top-ROAS static. Five moments need offer + SKU statics. Make more | |
| Lifestyle Image (real-fruit) img | 0.40 | 12% | Reliable mid-funnel workhorse; ingredient/real-fruit shots. Hold | |
| Founder / Origin (Kevin) vid | 0.30 | 9% | Primary brand asset, under-produced in paid. Top-funnel trust. Make more | |
| Carousel (ingredient/compare) img | 0.45 | 9% | Owns Product-Aware comparison; badly underfed. Triple it | |
| Testimonial / Review (mom UGC) vid | 0.30 | 8% | Carries picky-eater + immune proof. Hold | |
| Expert / Explainer (doctor) vid | 0.40 | 7% | Whole-food science, 'how it works.' Best stage (Product-Aware). Make more | |
| Hybrid (UGC + production) vid | 0.38 | 5% | Above-avg ROAS at tiny share. Grow | |
| GIF / Motion img | 0.35 | 4% | Cheap, above-average, in-house. Make more | |
| IMAGE family | 44% spend | strong | → grow | Under-fed vs efficiency → rebalance up |
| VIDEO family | 56% spend | mixed | → hold | Over-indexed (UGC) → hold, raise the bar |
UGC eats ~66% of spend but image is more efficient per dollar — so June rebalances to 44% image / 56% video. Keep UGC as the workhorse, but grow Carousel (0.45x at ~3% of spend), Product/Offer statics, and Founder video — the formats that are both efficient and exactly what the moments + comparison proof demand.
Pick a row and a column to get a brief. Counts shown at the 70 floor; scale to your volume. Color intensity = priority weight within the row.
| Persona | Primary awareness | Static | Video | Carousel | GIF | Total |
|---|---|---|---|---|---|---|
| Health-Conscious Parents | Problem Aware | 5 | 8 | 1 | 1 | 15 |
| Parents of Picky EatersLEAN IN | Problem Aware | 3 | 7 | 1 | · | 11 |
| Tummy-Relief / Gut HealthLEAN IN | Problem Aware | 2 | 5 | 1 | · | 8 |
| Concerned / Immune Parents | Problem Aware | 2 | 4 | 1 | · | 7 |
| The Educated Caregiver | Product Aware | 3 | 3 | 1 | · | 7 |
| Health-Conscious AdultsLEAN IN | Product Aware | 2 | 3 | 1 | · | 6 |
| Father's Day GiftingNEW | Most / Unaware | 2 | 3 | 1 | · | 6 |
| Mission-Driven Multitasker | Unaware | 2 | 2 | · | 1 | 5 |
| Busy Parents | Problem Aware | 1 | 1 | · | 1 | 3 |
| New Customer / B2G1NEW | Most Aware | 1 | 1 | · | · | 2 |
| Total · 70 floor | Static 33% · Video 53% · Caro 10% · GIF 4% | 23 | 37 | 7 | 3 | 70 |
"Picky-Eaters × Video × 7" means 7 picky-eater videos (UGC, testimonial) about no-fight mornings and taste. Deep-rose cells get most volume; light cells sustain; dim cells are de-prioritized. Carousels are broken out because they're the underfed comparison-proof pipeline (Designers / Internal).
Each lane produces a different format family. Find your card, read your mix, and multiply by your own monthly volume — that's your brief count by persona and angle. 1) Find your family 2) read the % mix 3) multiply by output 4) split across the persona % (view 1) and pick angles from the rationale (view 2). The 70 is a floor — hold the proportions.
UGC ~60% · Testimonial ~25% · Hybrid ~15%.
Picky-eater no-fight mornings, immune testimonials, and the Father's Day gift-UGC push. UGC is the volume engine — keep it flowing + whitelist the winners.
Founder/origin (Kevin) video, doctor/expert explainers, and 'how whole-food vitamins work.'
Founder story is the #1 brand asset and Product-Aware is the best stage — over-index expert + origin.
Product/Offer 36% · Lifestyle 31% · Carousel 23% · GIF 10%.
B2G1 + Father's Day offer statics, the 4 moment kits, and ingredient-comparison carousels (Product-Aware). You're the speed lane for anything dated.
Creator testimonials, 'switcher' stories (from Hiya/Olly), and gamer-parent test content.
Creator content reads Unaware/Problem regardless of theme — top-of-funnel builders. Whitelist the winners into Meta.
Top up gaps in both families.
Father's Day video by Jun 9, B2G1 offer statics by Jun 2, and ingredient carousels for the comparison push. When in doubt, make Carousels — best ROAS, most underfed.
The actionable layer — each move names a share, an angle, and an owner.
The single biggest gap between what wins reviews and what we run. Brief 'my kids ask for them' + no-fight mornings. Bruco UGC + mom testimonial. Lead the account with it.
Gift Dad clean energy: Adult/Men's multi + family bundle. 'From the kids to Dad.' Freelance video on gift UGC + founder remix; Designers on gift-set statics & carousels. 'Order by' cutoff a week early.
Static Offer-First + Countdown for the bundle subscription test. Lower CAC, raise sub take-rate + AOV ($60+ target). Designers/Internal own it. Pair with free-gift + 100-day guarantee.
Don't cut UGC — grow static + carousel. Product/Offer statics (0.49x) carry the moments; ingredient carousels carry comparison proof. Designers cover the lift.
Why Llama vs Hiya/Olly. Expert/explainer + ingredient carousel. Show, don't claim: real-fruit gummy color, ingredient lineup, 50-batch R&D — ownable proof, not category filler.
Adult/Men's/Women's multi + founder story; tie to Father's Day. The strongest efficiency signal in the account, badly underfed. Casting read: women 25–54 core, 35–44 men under-targeted at parity ROAS.
One studio day covers founder video. Show the process: real fruit, 50 failed batches, 'closer to food than candy.' Top-funnel trust that the whole account borrows from.
Give the gut lane dedicated creative, not borrowed multi cuts — it's already a top-spending ad. Two angles: chronic-constipation rescue and post-antibiotic gut balance, as parent testimonials. Keep brand claims structure/function ('supports regularity'). See the Untapped Personas slide for the next test lanes.
The volume floor is a set recommendation; the % splits come from Motion performance, voice-of-customer, and an (assumed) June calendar. Refreshed weekly; targets reset the first Monday of each month.
| Forecast ad demand (floor) | ~70 ads |
| Moments / Evergreen | 25% / 75% |
| Image / Video | 44% / 56% |
| Recent Meta spend (May actual) | ~$74,700 |
| Blended ROAS (in-platform) | 0.33x |
| Product gross margin (Kids Multi) | 74% |
| Break-even ROAS (first order) | 1.35x |
| June revenue / MER goal | TBD — from MLTO plan |
| Motion · 30/90d insights | format spend + ROAS |
| Motion · age × gender | casting read |
| Voice of Customer | 10,309 5-star reviews |
| Brand Brain + JTBD + cost sheet | positioning + GM |
| Supermetrics · 13mo ad-level | PENDING (prioritised acct) |
| Persona share basis | 90d spend + brand strategy |
| June calendar / moments | ASSUMED — replace w/ real |
| Cadence | Weekly · Mondays |
These are proportions, not quotas. 70 is the floor and we expect to exceed it — so whatever the shop ships, hold the mix: the persona %, the awareness split, and the format targets. Two gaps to close to make this exact: swap in the real June marketing calendar, and get the Llama Meta account onto Supermetrics' prioritised list for the clean YoY. Bring new signal to the Monday sync and we'll re-pace.