Proposal · 22 May 2026 · Post-call · Prepared for Hannah, Alice & Heather

Built for Hannah,
Alice & Heather.
Built for Cases & Clues.

Hockey stick in Q4. Straight arrow since. You named it on the call: the gap is evergreen creative, not seasonal gifting. We pulled your active Meta library before we spoke, and the data agrees. Your library reads 100% gift shop. Curiosity and FOMO are doing all the work. The 14 specs on the right close the lanes you flagged. Evergreen, the buyer-for-self, the post-Q4 retention loop. Plus the formats the library is missing entirely. Built so the two of you can stop being the strategy, the script, the camera, the editor and the buyer all at once.

~69 active Meta ads classified 14 spec ads, gap-tuned ~$1.25K/day now, ~$25K/day Q4 peak
Evergreen. Anti-gift. Retention. Five lanes opened.
Book a 30-min call → See all 14 ads
01 · Headline
Don't Just Solve a Mystery
03 · Statistics
200,000 detectives
05 · Macro
Ticket. Polaroid. Key.
10 · Evidence Board
Corkboard chaos
13 · Us vs Them
$200 dinner. $30 case.
14 · Offer
Last 200 boxes
14 BUILT FOR CASES & CLUES
UK + US Pre-call read. The .co.uk and .com share assets. UK-primary, US-growing. The slate is built for either market. Pricing tags swap, the lanes don't.
What we surfaced using 89 home-vertical benchmarks · 550 ads classified

You vs. the Home Average.

You named the problem on the call: the Q4 gifting machine works, the rest of the year does not. The library agrees. 73% Gifting angle. 91% Gift Buyer. Whole lanes (Headline, Aspiration, Trust, the self-buyer) sit at zero. Here is the full picture, by Format, Persona, Angle, and Emotion.

Home benchmark avg Cases & Clues
14 ads built to close those lanes. Headline. Aspiration. Self-Buyer. Trust. Price/Value. Plus the evergreen-not-gifting register you said the library is missing.
See the work →
What we heard on the call · 22 May

Your words, our marching orders.

“Hockey stick, then a straight arrow.”
Q4 spent up to ~$25K/day. Now ~$1.25K/day. The seasonal gift engine works. The other 9 months do not. We are building the evergreen creative that fills the off-season.
“We basically lead that from start to finish. We do everything.”
Two of you. Strategy, research, planning, filming, editing, uploading, Ads Manager, iteration. The bottleneck is not strategy. It is bandwidth. We take the make-it phase off your plate so the two of you can stay on what only you can do.
“Novelty gifting product. One-and-done.”
LTV is the under-named problem. Klaviyo set up, emails written, not yet in practice. Bundle sets helping. The 14 specs open the buyer-for-self lane so the same customer comes back for a second case, not a second gift.
“Loads and loads of different personas. We don’t have a target audience.”
18-34, primarily women, pretty equal across SKUs. The fix is not narrowing. It is concentrating: a small set of named personas (Design Enthusiast, Anxious Sleeper, Party Host, Home Chef, Budget Optimizer) with their own ad lanes and, optionally, their own landing pages.
Recent Outcomes

What our clients said about the work.

Brodo
"We've had a fantastic year, and you've been a big part of that success. Your team's work has consistently exceeded expectations."
AndrewCEO, Brodo
OpenStore
"We've been very happy with the quality we've received, the improvement you've shown throughout our partnership, and the excellent attentiveness and customer service you've given us."
Billy BjorkCreative Operations & Strategy Lead, OpenStore
The Cumin Club
"We had a strong Feb and March, excited to keep the momentum going. Let me know if your team can support more volume; looks like that's the only way to scale further."
Ragoth BalaFounder & CEO, The Cumin Club
How it works

Slide your ad spend. Tier picks itself.

Every tier runs the same loop: gap-analysis briefs, 9-rubric copy refinement, Agent-10 creative grading, Fal generation, weekly cadence. Quarterly Adlib re-runs, time-series look-back, and social listening bundled in at no extra cost. Slide your monthly ad spend below. The right tier lights up. Tier deliverables are locked: 8, 14, or 30 unique concepts a week.

Your monthly ad spend Slider at $56K / mo
$20K $40K $80K $125K
Tier 1 · Starter
$4,000/ month
Up to $40K monthly ad spend
8 unique concepts / week
Tier 2 · Standard
$6,000/ month
$40K to $80K monthly ad spend
14 unique concepts / week
Tier 3 · Scale
$10,000/ month
$80K to $125K monthly ad spend
30 unique concepts / week
Optional add-ons
Your proposal total
$6,000/ month
TIER 2 · STANDARD · 14 CONCEPTS / WEEK · NO ADD-ONS
Slide the spend, toggle the add-ons. Tier deliverables are fixed: 8, 14, or 30 unique concepts a week. Final start date locks on the close call.
Scaling above $125K/mo in ad spend? The contract has a clear upward path. Tier 3 is where the published pricing ends because it’s where the volume already covers anything you’re running today. If and when you ramp toward Q4 budgets, we add capacity together against the same per-creative economics.

Pick a slot Tuesday onward.

You said you’d read this over the weekend. Bank holiday Monday, so let’s grab a 30-min slot Tuesday or later this week. We’ll lock the engagement shape (full or hybrid), pick the add-ons, and put a start date on it.

Book a 30-min call → Email Will