Work · the spec slate

14 ads built for Persephone.

Each of these targets a gap from the call or from the account scan: the persona wall (Meta buckets your whole live account as "new parents"), the volume you asked for, or a proof angle the account has never run (the 9-in-10 stat, the published RCT, the value math, the founder-science story). Standing rule, straight from the call: zero faces, zero babies in any AI render; baby presence is objects only, bottles, sippy cups, post-its. These are spec ads, indicative of strategy, not finals: live work goes through our editors and strategists before anything reaches your account.

Nineteen live ads, one persona bucket. Not anymore.
14
spec ads
12
sub-personas opened
60+
VoC quotes mined
0
faces or babies rendered
Retargeting scroller 01. The box, monumental
01 · Product hero
The box, monumental
Bare packshot on a bold seamless, zero overlay copy: the box's own claims do the talking for the parent who already knows you.
Evidence-curious parent 02. 9 in 10
02 · Big number
9 in 10
9 in 10 U.S. babies missing key gut bacteria, n=412, published. The category wake-up stat your account has never run.
Gut-test-report holder 03. The group chat knows
03 · iMessage thread
The group chat knows
The lab report names the gap, the friend names the fix. Word of mouth staged as UI, for the parent holding a gut-test report.
Community-belonging mom 04. The squishy has arrived
04 · IG-story unboxing
The squishy has arrived
Coral tray, stick packs, the poop squishy. Gift-energy unboxing from a brand that gets the potty-data life.
Comparison shopper 05. A probiotic alone is half the job
05 · Us vs them
A probiotic alone is half the job
Probiotic-only column versus 4 strains plus 4 HMOs plus 400 IU D. The strains have food, so they stay.
The 3am searcher 06. You've tried everything. Almost.
06 · Nursery at night
You've tried everything. Almost.
The most repeated phrase in the symptom threads, answered: the microbiome underneath the whole try-everything list.
Evidence demander 07. Published, not promised
07 · Editorial screenshot
Published, not promised
Randomized, double-blind, placebo-controlled, n=114, published in Pediatric Research. The receipts, on the record.
Formula-feeding optimizer 08. The morning bottle, upgraded
08 · IG-Reels in-use
The morning bottle, upgraded
Additive, never subtractive: one stick into the morning bottle, 4 HMOs, zero judgment.
Value-conscious subscriber 09. $2.17 a day
09 · Price anchor
$2.17 a day
The site's own math, reframed: $2.17 a day, 42% off the first order, HSA/FSA eligible, 60-day guarantee.
Mental-load parent 10. Note to self, 7:04am
10 · Handwritten post-it
Note to self, 7:04am
One post-it, one packet into the yogurt, done. The habit that survives the toddler-breakfast chaos.
Science-story curious 11. 400 dirty diapers
11 · Type-only poster
400 dirty diapers
The largest U.S. infant microbiome study started with 400 dirty diapers. Founder science you can smell the honesty on.
Label reader 12. What's actually in the powder
12 · Macro close-up
What's actually in the powder
Powder mid-pour with the contents named: 4 strains, 4 HMOs, 400 IU D. For the parent who reads every label.
Review-first proof seeker 13. Good poops
13 · Review card
"Good poops"
A real, verified Okendo review at hero scale, two words, with the 4.6-star, 149-review chip for ballast.
Zombie-tired toddler parent 14. Sleep, on the record
14 · Golden-hour lifestyle
Sleep, on the record
The only toddler synbiotic that measured sleep in an RCT: a statistically significant secondary outcome, labeled as such.
What is enforced on every one of these: zero faces and zero babies in any AI render, per the call (baby presence is objects only); every number verified against your own site and studies (9 in 10, n=412, published in Communications Biology; ARTEMIS RCT n=114, published in Pediatric Research, a Nature Portfolio journal; $2.17 a day; 4.6 stars across 149 reviews); structure-function language only, no disease claims; the one review used is a real, named, verified Okendo review. Reddit shaped the angles, not the testimonials.

The slate is the pre-read.

These 14 come from one call, your live ad account, and 60-plus verbatim customer quotes. The full engine runs on your account data, your customers' own words, and Brian's positioning work, every week. Bring the detailed questions Thursday, we saved time for them.

See the pricing What we heard on the call Questions before Thursday →
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