Reviewing some whitelisting/ partnership ads data: - 40% of our account is partnership ads - The cohort of creators who post organically/ sponsored on IG outperforms UGC only. There might be other factors but it’s essentially “free” whitelisting because we can run the sponsored program at breakeven at least and then get “free” ad rights for 30 days on all of it. - Had our first big win with a “macro” creator. Going to do much more of this; likely will test 1-3 macros per each launch. - want a combo of sizes; performance is not directly correlated to size. (That’s what she said). But larger accounts can crush and drive great net new reach, even if in platform metrics are not great. - We’re launching a Haus test to see if there is a higher incrementality factor on these; my hypothesis is we can run partnership at a 40% lower 1DC than BAU assets - We launch all concepts in ABO; guarantee $1k spend and we’ll begin scale up if leading indicators look good within 2 days. - We’ll scale up a few different ways depending on how good performance is, how big of a bet we wanna take, and how much we spent on the content - I don’t wanna say it’s perfect but I do think we’ve “cracked” this program after probably 6-9 months of work. Now it’s time to really scale and take some bigger bets. - Out next need is to crack and scale non-partnership creator ad funnels. Traditional DR “UGC” has never worked for us. We’re taking a confined organic/ paid creative strategy now and launching this new program in Jan. AMA about this. What questions do you have?