# Meta Ads — Launch Creative Pack

**Total ad budget across 4 weeks:** $1,200–$2,000 (approximate, scale with response)

**Format:** Single image ads (1:1 + 9:16) for retargeting. Keep simple — these are reminders, not first-impression ads.

**Brand:** Sage `#7A9E8E`, cream `#FAF6EE`, charcoal `#2A3135`, gold `#C8A878`. Cormorant Garamond for headlines, Inter for body.

> ⚠️ **Important — destination URL change.** All ads from Week 2 onward route to **the Skool community URL**, not to the application page directly. The Skool community is the gate where Nichole shares cohort details. (See `08-skool.md` for full strategy.) The CTA copy on Week 3 ads becomes *"Join the free Inner Circle"* — applications happen inside Skool. This filters the audience and creates a warm container for cohort conversion.

---

## Campaign structure

| Campaign | When | Audience | Daily budget | Goal |
|---|---|---|---|---|
| **Brand Awareness (week 2)** | Days 8–14 | Engaged Instagram + email list (Custom Audience) | $10–15/day | Frequency 2–5; warm them up |
| **Countdown (week 2 → end of 3)** | Days 8–21 | Same warm audience | $10/day | Top of mind during cart open |
| **Problem-aware ads (week 2–3)** | Days 8–21 | Lookalike of customers + warm | $15–25/day | Drive landing page views |
| **Cohort Open (week 3)** | Days 15–21 | Warm + page visitors | $30–50/day | Application clicks |
| **Re-open (week 4)** | Days 25–28 | All warm + cart abandoners | $25–40/day | Final apps |

---

## 1. Brand Awareness — Week 2 (priming, no offer yet)

Run 3 ads on rotation. No CTA button. Goal is impressions on warm audience.

### Ad A — "The hardest room"

**Image:** Soft, slightly overhead photo of a peaceful organized closet (sage labels, neutral bins). One small chair in frame. No clutter.

**Headline (in image, top):** *Some rooms are heavier than others.*

**Body text (under image, primary text):**
> The room you avoid isn't the worst room you've ever seen. It's just the one you're tired of arguing with.
>
> I've been quietly working on something for women in DuPage, Kane and Will counties who are ready to put it down.
>
> More this week.

**CTA button:** Learn More
**Link:** to a /story landing page or just the IG profile.

---

### Ad B — "Seven sets of dishes"

**Image:** Close-up of stacked vintage china in a cabinet, soft natural light.

**Headline overlay:** *She had seven sets. None of them hers.*

**Body:**
> Most clutter isn't disorganization. It's loyalty — to memories, to people, to the woman you used to be.
>
> Letting go isn't about losing them. It's about giving the cabinet back to you.

**CTA:** Learn More

---

### Ad C — Nichole on camera (selfie or short Reel still)

**Image:** Nichole, soft natural light, slightly smiling. Honest, not staged.

**Headline overlay:** *I'm filming this year.*

**Body:**
> Ten homes. Six months. A documentary about what actually changes when a home stops fighting back.
>
> Applications open Monday.

**CTA:** Learn More

---

## 2. Countdown ads — Days 14 → 1

Single image format. **Same template, swapped numeral each day.** Run as a daily-rotation ad set in Meta (ABO, $5–10/day per countdown ad active for that day only).

**Image template:**
- Full-bleed sage gradient background
- Centered: a Roman numeral in cream-italic Cormorant (HUGE — fills 60% of vertical space)
- Above the numeral, in small uppercase Inter: `DAYS UNTIL`
- Below: a single phrase that changes per day (see schedule)
- Small "Organize by Designe" mark, bottom

**Phrases by day (run one per day):**

| Days left | Phrase |
|---|---|
| **14** | "The room you avoid is calling." |
| **13** | "Permission. That's all this is." |
| **12** | "Ten homes. That's the cap." |
| **11** | "Memories live in you, not in the bins." |
| **10** | "What if home stopped asking?" |
| **9** | "The last reset of this season." |
| **8** | "The follow-up is what makes it stay." |
| **7** | "One week until applications open." |
| **6** | "Six rooms is enough. We don't need to do them all." |
| **5** | "Five days. Are you the one of ten?" |
| **4** | "Four days. The application takes ten minutes." |
| **3** | "Three days. Then the door closes for a while." |
| **2** | "Two days. I'm reading every application." |
| **1** | "Tomorrow at 9am." |

**CTA on every ad:** Learn More → application page (after open) or "/the-mid-year-reset" landing (before open).

---

## 3. Problem-aware ads — Week 2–3

Two variants. Drive curiosity. Test which gets the lower CPL.

### Variant A — "What you avoid is information"

**Image:** Photo of a closed door (closet, basement, whatever). Slight light coming from underneath. Slightly underexposed.

**Headline overlay:** *The door you don't open is telling you something.*

**Body:**
> If you've closed the basement door for a year, that isn't laziness. That's a nervous system protecting you from a conversation you weren't ready for.
>
> What if we opened it together — gently — over six months?
>
> The Mid-Year Reset. 10 homes. Application opens Monday.

**CTA:** Learn More

---

### Variant B — Sunday-morning hook (use the data we have)

> *We saw in the 90-day data that Sunday is the highest-converting day for OBD.*

**Image:** A bright, soft Sunday-morning kitchen. Mug. Soft sun. No people.

**Headline overlay:** *What does Sunday morning feel like in your house?*

**Body:**
> If the answer is "tense before I even get out of bed" — you don't have a bad attitude. You have a house that's overdue for a rest.
>
> The Mid-Year Reset begins this month. Ten homes only.

**CTA:** Learn More

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## 4. Cohort Open ads — Week 3

These are the workhorse ads during the open week. Higher budget. Direct to apply.

### Ad A — "Applications open · inside the Inner Circle"

**Image:** A clean, warm photo of an organized pantry. Bright. No people.

**Headline overlay:** *Applications are open. 10 spots. Inside the Circle.*

**Body:**
> The Mid-Year Reset is a 6-month organizing partnership for women in DuPage, Kane and Will counties.
>
> Full home reset. Six months of follow-up. Priority access. Documented. **A 50% guarantee if it doesn't shift things by month 3.**
>
> Full breakdown, application, and Q&A are all inside my free Inner Circle community.
>
> *Lifetime access to the Circle is free right now. Future members will pay $500/yr → $1,000/yr.*

**CTA:** Join the Inner Circle → Skool community URL

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### Ad B — Comparison table (the Hormozi favorite)

**Image:** Clean comparison graphic, two columns, sage and cream:

| Standard project | The Mid-Year Reset |
|---|---|
| 1 day, 1 result | 6 months of partnership |
| Email after | Priority text access |
| The work | The work + the maintenance |
| ~$5,000 | $7,997 |

**Headline overlay (above table):** *Same hands. More of them.*

**Body:**
> Here's what's actually included.

**CTA:** Apply Now

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### Ad C — Social proof (use after first apps come in)

**Image:** Quote card, soft cream background.

**Quote (in image):**
> *"I didn't know how loud the mess was until it stopped."*
> — Brenda, 3 months after we worked together

**Body:**
> The Mid-Year Reset isn't a one-day clean-up. It's six months of keeping it. That's the part that matters.
>
> 4 of 10 homes still open.

**CTA:** Apply Now

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## 5. Re-open ads — Week 4

Casual, no countdown anxiety. Match the email tone.

### Ad — "Two slots opened"

**Image:** Selfie-style of Nichole, casual.

**Headline overlay:** *Ok — we got asked enough. Two slots opened up.*

**Body:**
> The Mid-Year Reset closed Sunday with 8 of 10 confirmed. Two homes shifted. So I'm reopening two slots through Saturday — with payment plans available this round.
>
> No early-access bonuses (those went to Week 1 buyers). Just the work.
>
> 👉 Apply by Sat 11:59pm CT.

**CTA:** Apply Now

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## Quick wins / checklist for the ads pack

- [ ] **All countdown ads pre-built and uploaded as draft** before week 2 starts. Schedule them. Don't try to upload them daily.
- [ ] **One Custom Audience: "OBD warm"** = engaged IG followers (last 365 days) + everyone who's opened an email in last 90 days + page visitors last 180 days. Use this for everything except the lookalike.
- [ ] **Lookalike: 1% of customers (people who've booked)** for cold-side problem-aware ads. Skip the Lead Ads form audience — that's noisy.
- [ ] **Pixel events firing on the application form**: ViewContent, InitiateCheckout (when they start the form), Lead (when they submit). Otherwise we can't optimize.
- [ ] **Don't change anything in the first 3 days** of an ad campaign. Meta needs ~50 conversions to leave learning. Tweaking before that resets the learning.
- [ ] **Frequency cap on retargeting:** max 5/week per person. Beyond that, irritation > effect.