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

Dog	Per meal, 50% off	Regular
Small, up to 20 lbs	$0.53	$1.06
Medium, 40 lbs	$0.99	$1.99
Large, 65 lbs	$1.54	$3.08

Every ad is shown in the feed with its landing page. Switch the size:

&Spot & TangoSponsored · 02 · No fridge

i can’t believe some of you still wait for your pup’s food to defrost

FRESH WITHOUT THE FRIDGE

spotandtango.comUnKibble · 50% offShop now

Lands on → /unkibbleHook from the live TUKER50 ad (Sep 21). Claim as printed.

&Spot & TangoSponsored · 03 · Taste test

KIBBLE VS UNKIBBLE TASTE TEST

KIBBLE vs UNKIBBLE

spotandtango.comUnKibble · 50% offShop now

Lands on → /unkibbleRemake of buddy_n_bear_’s ad (105 days, 6 versions). Weekly series across every creator’s dog.

&Spot & TangoSponsored · 04 · Meme: Drake

The freezer situation.

A freezer that’s half dog food

Fresh food in the pantry

spotandtango.comUnKibble · no fridgeShop now

Lands on → /unkibbleMeme · Drake. The page already runs dog-meme statics. Clear template rights before paid.

&Spot & TangoSponsored · 06 · Picky eaters

PET PARENTS OF PICKY EATERS LISTEN UP

PICKY EATER FAVORITE

spotandtango.comTurkey + Sweet PotatoShop now

Lands on → /recipesRemake of the WOODY50 ad (98 days). Turkey + Sweet Potato is the site’s “Picky Eater Favorite”.

&Spot & TangoSponsored · 07 · Meme: Surprised Pikachu

Every bag, every time.

Me: quietly opens the UnKibble bag two rooms away
My dog, already in the kitchen:

spotandtango.comUnKibble · 50% offShop now

Lands on → /unkibbleMeme · Surprised Pikachu. Builds on “the mealtime excitement is unmatched” (150 days). Clear template rights before paid.

&Spot & TangoSponsored · 09 · Behind the scenes

if you’ve ever wondered

if you’ve ever wondered where your dog’s food is made

spotandtango.comMade in Allentown, PAShop now

Lands on → /careersRemake of the factory video (256 days, the oldest UGC ad live).

&Spot & TangoSponsored · 10 · Meme: Starter pack

The picky-eater parent starter pack.

The picky-eater parent starter pack

The side-eye at dinner

“Only the best for mine”

The recipe that finally worked

The empty bowl

spotandtango.comTurkey + Sweet PotatoShop now

Lands on → /recipesMeme · Starter pack, on real ad first frames and site photos.

&Spot & TangoSponsored · 11 · Reviews

4.7 from 2,200+ reviews.

★★★★★4.7“Lino went from 5 poops a day to 2.” Kim C.

spotandtango.comUnKibble · 50% offShop now

Lands on → /reviewsSite badge and a verbatim brand-selected quote.

&Spot & TangoSponsored · 12 · Meme: Always has been

About the freezer.

“Wait, fresh dog food doesn’t need a freezer?”“Always has been. It’s UnKibble.”

spotandtango.comUnKibble · no fridgeShop now

Lands on → /unkibbleMeme · Always Has Been. Clear template rights before paid.

&Spot & TangoSponsored · 13 · Ranking

Ranking dog food formats.

Ranking dog food (by fridge space)

SUnKibblepantry, scoop, done

AAir-driedpantry, pricier*

BKibblepantry

CFrozen freshhalf the freezer

*“33% more affordable than air-dried alternatives” (S&T affiliate page). Ranked on convenience, never health.

spotandtango.comUnKibble · 50% offShop now

Lands on → /unkibbleRemake of jackmeilleur_’s ranking (108 days).

&Spot & TangoSponsored · 14 · Senior dog

after we stopped feeding my dog normal kibble

spotandtango.comUnKibble · 50% offShop now

Lands on → /unkibbleRemake of The.madilorian (118 days, 6 versions). Owner’s own story, no health-outcome promise.

Concepts only, not live ads. Photography © Spot & Tango, from spotandtango.com; ad frames from the Meta Ad Library. Four of fifteen are memes on third-party templates: clear rights before paid. Every claim goes through the claims sheet; no health-outcome promises.

Disturbance	Likelihood	Impact	Owner	Gate (proposed)
Winners tire out	High	High	Danilo	Best ad CPA +20% over 7 days → rotate
Health claims at volume	Med	High	S&T + Danilo	One claims sheet; 24h review; “Fewer Vet Visits” stays off it
Q4 auction costs	High	High	Danilo	CPM +30% vs Sept → scale only winners
Creator overlap with the 24 codes	Med	Med	S&T	One owner per creator, agreed week one
Subscription complaints in comments	Med	Med	S&T	Approved reply; route to support in 24h
CRM migration mid-program	Med	Low	S&T	Monday report is the CRM’s data model
TV/OOH halo muddies attribution	Med	Med	S&T	Codes + holdout regions, set week one

Line	Value	Status
First box value	Set with you, day one	Not public: replace with real AOV
Gross margin	45%	ASSUMED, replace in week one
Refund rate	4%	ASSUMED (14-day guarantee)
Monthly retention	Set with you, day one	Not public
90-day CAC ceiling	Set with you, day one	Computed in week one from the lines above

Week	New 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	10	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 as a free third copy	Named in your influencer job post
TV / OOH casting	Monthly: top roster creators	Your 2026 spots already cast from ad creators
Google	Out of scope	Bottom funnel already running

Day	Keep going if (proposed)	Stop or change if
14	1+ new ad holding spend at target CAC	No new ad beats the control at equal spend
45	3+ breakouts whitelisted; organic cost under $5 per 1,000	Over $8 per 1,000
60	Spend up 1.5× at target	CAC over target for 14 days
90	$1 per 1,000 organic views in sight; cohort pays back	Fold winners into paid and stop

Piece	Exists today	Missing	Forced order
Claims	Footnoted site claims	One creator sheet	1st
Paid creators	87 partnership ads, 24 codes	—	Exists
Organic roster	Brand account at ~627 median	Ten daily creator accounts	2nd
CRM	Spreadsheets (per job post)	A data model	With 2nd
Hooks	Picky eaters, taste tests, 50% off	No-fridge, price per meal, senior, WIEIAD	3rd

Figure	Source	Type
495 ads; 87 partnership; 24 codes; 334 multi-version	Meta Ad Library, 28 Sept 2026	Fact
~627 median TikTok views; 98,933 followers	tiktok.com/@spotandtango	Fact
$200M run rate, +70% YoY, $3.5M top of funnel	Modern Retail, 23 Sept 2026	Reported
Per-meal prices; $1/day	spotandtango.com	Fact
87% survey; 50% digestibility	spotandtango.com footnotes	Brand claim
4.7 from 2,200+; Trustpilot 4.6 from 2,786	spotandtango.com; Trustpilot	Fact
Margin 45%, refund 4%	Danilo	Assumed
Creators, budgets, gates, ramp	Danilo	Proposed

Piece	What it is (proposed)
Roster	10 creators under 5,000 followers, at least 50% US
Output	7 short videos a week each, on a dedicated account
Platforms	TikTok and Instagram Reels; YouTube Shorts as a free third copy
Scripts	Written every Monday from hooks that are working
Claims	One sheet, 24-hour review
Paid	Breakouts whitelisted as partnership ads
Measure	Cost per 1,000 organic views; codes redeemed

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

#	Format	Ad (ID)	Running	Real hook	Our version
1	Behind the scenes	Factory visit (3049218981948145)	256 days, 4 versions	“if you’ve ever wondered”	“if you’ve ever wondered what’s actually in your dog’s food” → ingredients → bag
2	Dog-personality skit	Greta (1318155886856849)	200 days, 5 versions	“Greta is in her clean girl era…”	“[dog] is in her ___ era”, scoop on the beat
3	Mealtime ritual	Prince (1298449335755265)	155 days; 3 families	“it’s unkibble time with PRINCE”	A named daily ritual per creator
4	Reaction	SUNDAY50 (2191396408357443)	150 days, 5 versions	“The mealtime excitement with UnKibble is unmatched”	Bag rustle → sprint, slowed down
5	Green flags	SAILOR50 (3916473648484541)	150 days, 4 versions	“DOG FOOD GREEN FLAGS”	Each flag read off the bag
6	Ingredient explainer	1713245466523379	140 days, 5 ads	“Why quality ingredients matter!”	Read the Beef + Barley list aloud
7	Senior-dog story	The.madilorian (1750052709772869)	118 days, 6 versions	“after we stopped feeding my dog seekie normal kibble”	Senior dogs, owner’s own words
8	Reasons list	Jenna Babiolakis (2500513470362462)	118 days, 6 versions	“4 reasons my Dachshunds and I are fully OBSESSED…”	“3 reasons my [breed] and I switched”
9	Ranking	jackmeilleur_ (27717553477862015)	108 days, 3 versions	“Ranking Dog Foods‼️ (my #1 might suprise you)”	Tier list on price and fridge space
10	Taste test	buddy_n_bear_ (984396744391161)	105 days, 6 versions	“KIBBLE VS UNKIBBLE TASTE TEST”	Weekly two-bowl test, every creator
11	Call-out	WOODY50 (2197352787472279)	98 days, 5 versions	“PET PARENTS OF PICKY EATERS LISTEN UP”	Empty-bowl ending
12	Vet explainer	Dr. John Murray (2313964396098870)	49 days, 6 versions	“ALTERNATIVE FOR FROZEN DOG FOOD AND KIBBLE”	Vet-tech creators on the doorstep

#	Post	Views vs usual	Real hook	Our version
13	@hoogie_bear_	8.3M vs ~4.9K	“three things to add to your dog’s kibble to make it better”	“3 things I stopped adding to my dog’s kibble”
14	@meetthechows	783.2K vs ~78.6K	“Here’s everything my dog eats in a day.”	Everything my [breed] eats in a day
15	@lifeof.sabs	130.2K vs ~1.2K	“homemade food for my very spoiled girl”	…minus the 2 hours
16	@ralphiethedaxie	1.2M vs ~4.3K	“Watch me make homemade dog food”	“I used to make homemade dog food every Sunday”
17	@queen.jmr	729.5K vs ~3.1K	“Make some homemade dog food… with me.”	Price per meal vs batch-cook time
18	@mary_theshihtzu	337.2K vs ~4.7K	“Healthy dog, happy dog.”	Small-breed scoop, small-dog price
19	@gladysbarillas	2.1M vs ~80.6K	“Healthy pups, happy hearts”	Her list vs the Cod + Salmon list
20	@_avazxo	105K	“My poor dog has been struggling…”	Honest cost story, no digestion promises

Risk	How it’s handled
Survey and study claims	Quoted verbatim with the footnote, or not at all
Health outcomes	“Fewer Vet Visits” stays off the sheet
Senior-dog stories	Owner’s own words; no promises
Disclosure	#spotandtangopartner plus paid-partnership label
Review	24-hour check before anything posts

Channel	Why
Unsponsored UnKibble reviewers	Already talking about it, unpaid
Your affiliate program	$20+ per customer; existing applicants
Collabstr pet categories	Where the shortlist came from
Organic breakout accounts	Proven they can hit the category

Filter	Test
1 · Portfolio	Three delivered assets
2 · Conflict check	No deal with a competing fresh-food brand
3 · Claims test	One brief from the sheet
4 · Trial month	Full deliverables
5 · Retainer	Winners continue; the rest cut by name

#	Handle	Followers	Location	Why they fit
1	@misochang_pug	TT 1,096 · IG 1.0k	Chicago, IL	Pug mom; ambassador for a human-grade pet food
2	@innervet.yt	TT 1,740 · IG 1.5k · YT 733	Austin, TX	Veterinarian creator
3	@rescuedogluna	TT 3,759	Davisburg, MI	Rescue-dog product demos; runs a pet-brand code
4	@lifewithrex_gsd	TT 3,407 · IG 3.4k	Midland, TX	German Shepherd dog mom
5	@better_call_misa	TT 3,084	Orlando, FL	Shih Tzu; small-breed, picky-eater angle
6	@thepeachypup	IG 3.1k	Charlotte, NC	7-year-old Golden, commercial experience
7	@pipandbiscuit	TT 328	Maricopa, AZ	Senior Lab + Golden puppy
8	@goldencopperaz	TT 714	Mesa, AZ	Golden puppy: first fresh food
9	@foresterthedrent	IG 561 · TT 139	Phoenix, AZ	Full-time UGC creator, 23 reviews
10	@vaneheartsdogs	TT 1,089	New York, NY	Four rescue dogs, unboxings
11	@bearthegermanbasset	TT 2,137	Hammonton, NJ	Rescue storytelling
12	@caloncalifornia	TT 2,267	San Francisco, CA	Young Golden, city life
13	@sweetlifeoftoffee	TT 2,192	West Chester, PA	Audience mostly women 25–44
14	@db_max.mom	TT 1,769	Derry, NH	Boxer, family humor
15	@dexterinodachshund	TT 1,120	Edwardsville, PA	Dachshund, English + Spanish
16	@american_brabus	TT 2,052	Miami, FL	Dog-POV comedy
17	@firadventures	IG 2.3k	Eugene, OR	RV traveler: no-fridge fit
18	@alaska.the.husky_	IG 3.8k	Santa Barbara, CA	Rescue husky

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	Dog-and-bowl only

Input (assumption)	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	—
Week 2	5	First five live	$5,000 / mo rate
Week 3	10	All ten live, first Monday report	$10,000 / mo rate
Day 45	10	Keep, cut or scale	≤$12,500
Day 90	10	Decision gate	≤$15,000

Review: Spot & Tango vs gold

{{ r.label }}

Rebuild request

Application — Growth

Who I am

What I built

What I’d do here

Month one

Fresh without the fridge.

Pick a bowl.

Priced per meal, by dog.

No freezer. No thawing. Just scoop.

Whole food you can recognize.

87% noticed health improvements in just 30 days.

Dr. Stephanie Liff, Spot & Tango Veterinary Advisor.

A plan for your dog, delivered.

If your dog doesn’t love it, you get a refund.

Made in Allentown, Pennsylvania.

Which recipe?

Frequently asked questions.

More organic reach. Same CAC.

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

Eighteen 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