	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6
Creators live	0	2	4	6	8	10
Creator videos / week	0	14	28	42	56	70
Landing pages live	1	3	5	7	8	9
New ads / week	12	12	12–20	12–20	20	20
Unique experiments	2	3	4	5	6	6

IF YOU	START WITH	WHY
Cook most nights	Cookware Set	Everything, with organizers, $445
Just want one pan	Fry Pan	Non-stick ceramic, easy to try
Bake on weekends	5-Piece Bakeware Set	Sheets, a pan and a rack
Meal-prep	Container set	Glass, stackable
Drink coffee daily	Coffee Maker	No plastic in the brew path, $495

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

CCarawaySponsored · Exhibit 01

What’s tested, and what came back.

EXHIBIT · THIRD-PARTY TESTEDCOOKWARE
A · PFAS600+ TYPES TESTED
ZERO DETECTED WITHIN REPORTING LIMITSB · HEAVY METALS20+ TESTED, INCL. LEAD, CADMIUM
ALL CLEAR
REPORTS PUBLIC AT CARAWAYHOME.COM/THIRD-PARTY-TESTING
Quoted from the carawayhome.com homepage, 28 Sept 2026.

carawayhome.comCookware Set · $445Shop now

Lands on → carawayhome.com/third-party-testingEvidence-exhibit layout. Their own test claims, word for word, with the reports linked.

CCarawaySponsored · Lifestyle 03

Everyday cooking, upgraded.

COOKWARE SET · $445 (WAS $675)

carawayhome.comCookware Set · $445Shop now

Lands on → carawayhome.com/products/cookware-setsFull-bleed lifestyle shot with their longest-running line (Library ID 1638960357202640, since June).

CCarawaySponsored · Remake 05 · UGC

“I thought all cookware was the same.” A new creator, the same arc.

my old pans vs this0:00 old scratched pan · 0:04 egg slides off the ceramic · 0:10 wipe clean at the sink · 0:20 “it’s just easier”

carawayhome.comFry PanShop now

Lands on → carawayhome.com/products/cookware-setsRemake of the Mark Ballas partner ad (Library ID 1659573672845045, 3 versions) with a home cook. No health claims, only “easier.”

CCarawaySponsored · Choice 06

Start with one, or all of it.

One panFry Pan

A starterFry & Sauté Set

EverythingCookware Set · $445

carawayhome.comShop cookwareShop now

Lands on → carawayhome.comChoice architecture by commitment level. Only the confirmed price is shown.

CCarawaySponsored · Newlyweds 08

New chapter, new kitchenware.

The registry item you’ll actually use every night.

carawayhome.comCookware SetShop now

Lands on → carawayhome.comA new cut of their “Perfect for Newlyweds” ad (Library ID 1971038273584864).

CCarawaySponsored · Bumper 09 · 0:06

Sauté. Bake. Store.

0:00 SAUTÉ

0:02 BAKE

0:04 STORE

carawayhome.comShop the kitchenShop now

Lands on → carawayhome.comSix-second bumper across three categories.

CCarawaySponsored · Coffee 10

Which one goes on your counter?

STONE

CLAY

carawayhome.comCoffee Maker · $495Shop now

Lands on → carawayhome.com/products/coffee-makerColor choice as the hook, a proven pattern from their “What color will you choose?” ad.

CCarawaySponsored · Meme 11 · Drake

Pans, sorted.

A drawer of scratched pans you can’t find lids for

Four pans in a rack, lids included

carawayhome.comCookware SetShop now

Lands on → carawayhome.com/products/cookware-setsThe organizer as the punchline. No competitor named, no health claim. Third-party meme template: clear the rights before running it as paid.

CCarawaySponsored · Meme 12 · Surprised Pikachu

Every morning, the same surprise.

buys a “non-stick” pan for $12
scrapes eggs off it every morning

carawayhome.comFry PanShop now

Lands on → carawayhome.comRelatable pain, no product in frame, no claim. Third-party meme template: clear the rights before running it as paid.

CCarawaySponsored · Meme 13 · Starter pack

The first-real-kitchen starter pack.

The first-real-kitchen starter pack

A pan in a color with a name

A muffin tin used twice a year

Canisters so the pantry looks planned

A coffee maker that matches

carawayhome.comShop best sellersShop now

Lands on → carawayhome.comStarter-pack grid from their own product photos, so no template rights are needed.

CCarawaySponsored · Meme 15 · Always Has Been

Wait, there’s plastic in my coffee maker?

“Wait, the water goes through plastic?”“Not in this one.”

carawayhome.comCoffee Maker · $495Shop now

Lands on → carawayhome.com/products/coffee-makerSets up “no plastic in the brew path” without claiming anything about other brands’ health effects. Third-party meme template: clear the rights before running it as paid.

Concepts only, not live ads. Photography © Caraway, from carawayhome.com. Scripts are concepts. Four of the thirteen are meme formats. The third-party templates (Drake, Pikachu, Always Has Been) need their rights cleared before running as paid. Test claims are quoted only as Caraway states them. Figures from carawayhome.com and the Meta Ad Library, 28 Sept 2026.

DISTURBANCE	LIKELIHOOD	IMPACT	OWNER	GATE (PROPOSED)
Fatigue on “upgrade”	High	High	Danilo	Best ad CPA +20% over 7 days → rotate
Q4 auction costs	High	High	Danilo	CPM +30% vs Sept → hold tests, scale only winners
Discount depth (34% off sets)	High	Med	Caraway	New ads tested at list and at sale price, reported apart
Coffee Maker stock (Batch 2)	Med	Med	Caraway	No paid traffic past the ship date shown
Crate & Barrel overlap	Med	Med	Caraway	Holdout region agreed in week one
Non-toxic claim risk	Low	High	Caraway legal	Only the homepage test language, word for word
Landing page leak	Med	Med	Danilo	Concept page must beat product page CVR at equal traffic

LINE	VALUE	STATUS
First order value	$445	Proxy: Cookware Set sale price
Gross margin	55%	ASSUMED, replace in week one
Return rate (30-day trial)	8%	ASSUMED, replace in week one
Free shipping	On $90+	A cost, from the homepage
12-month add-on orders	0.4 × $150	ASSUMED, replace in week one

WEEK	NEW ADS LIVE	TEST BUDGET / AD (PROPOSED)	CREATORS POSTING	YOUR CAC TARGET
1	5	$300	0	Set with you, day one
2	6	$300	2	Set with you, day one
3	8	$300	5	Set with you, day one
4	8	$300	5	Set with you, day one
5	8	$400	7	Set with you, day one
6	8	$400	7	Set with you, day one

CONCEPTS TESTED / MONTH	HIT RATE (ASSUMED)	NEW WINNERS / MONTH	SPEND EACH WINNER HOLDS (ASSUMED)	ADDED SPEND AT TARGET CAC
10	10%	1	$300 / day	$9,000 / month
20	10%	2	$300 / day	$18,000 / month
32	10%	3.2	$300 / day	$28,800 / month

CHANNEL	OPEN WHEN (PROPOSED)	WHY WAIT
TikTok (paid)	Meta CAC holds for 30 days at 1.5× spend	Same creative supply problem
YouTube	A creator cook-along beats the best Meta ad at equal spend	Long format needs a proven script
Retail media (Crate & Barrel)	Holdout shows Meta lift in-store	Otherwise it pays twice for one customer
Registry partners	Newlyweds ads prove out on Meta first	Separate sales motion

DAY	KEEP GOING IF (PROPOSED)	STOP OR CHANGE IF
14	At least 1 new ad is holding spend at target CAC	No new ad beats the control at equal spend
30	2+ new winners, creator cost per 1,000 views $5 or better	Neither, so everything stops and nothing renews
60	Winners hold 14 days, roster at 7	CAC up more than 10% at the higher spend
90	Spend up at the same CAC, roster at 10	Net-of-returns payback below plan

PIECE	EXISTS TODAY	MISSING	FORCED ORDER
Creative	Long-running winners, 5–6 creator ads	Reasons beyond “upgrade”	1st
Creators	Mark Ballas, Krys Khloe, Michael Chernow and others	A small-creator roster on its own accounts	2nd
Landing pages	Product pages, a coffee quiz	Concept pages per reason	3rd
Reporting	Ad Library view only (from outside)	Per-ad CAC net of returns	Week 1

FIGURE	SOURCE	TYPE
~22 Caraway ads read; 12 running 30+ days with versions	Meta Ad Library, 28 Sept 2026	Fact
$445 Cookware Set (was $675) · $495 Coffee Maker	carawayhome.com product pages	Fact
4.8 from 209,224 reviews	carawayhome.com/pages/reviews	Fact
600+ PFAS types, 20+ heavy metals tested	carawayhome.com homepage	Brand claim
Free 30-day trial, free shipping $90+	carawayhome.com homepage	Fact
55% margin · 8% returns · 0.4 add-ons · 10% hit rate	Placeholders	Assumed
5→10 creators · $5,500 / $15,000 caps	Danilo	Proposed
100M+ organic views a month (Tabs)	Danilo’s track record	As stated

PIECE	WHAT IT IS (PROPOSED)
Roster	5 creators in month one, +2 a month after day 30, up to 10
Output	7 short videos a week each, on a dedicated account they run
Scripts	Written by us every Monday. No two creators on the same script in a week
Pay	Monthly retainer $500–1,500 by band, plus a bonus on breakout videos
Caps	$5,500 creator cost in month one, $15,000 a month at ten
Into ads	Best videos run as Meta partnership ads, each with its own reason to switch
Stop	Day-30 keep-or-stop call. Nothing renews without your yes

DRIVER	WHAT WE DO
Volume	7 a week each, so there are enough shots at a breakout
Variety	A different reason to switch per creator per week
Speed	Drafts reviewed within 24 hours
Selection	Creators scored monthly, the bottom one replaced
Reuse	Winners cut into partnership ads the same week

#	LIBRARY ID	AD	TYPE	USE
1	1662292241664725	Krys Khloe · “I had NO idea about ceramic-coated cookware…”	UGC video 0:40 · 3 versions · since 18 Jun	Remake: new creator, same phone-shot arc
2	2640579609746246	The Conscious Nutritionist · “Why guess on cookware?”	UGC video 0:29 · since 25 Aug	Remake: a different credential angle
3	1659573672845045	Mark Ballas · “I thought all cookware was the same…”	Celebrity · 3 versions · since 18 Jun	Reference only: we copy the arc, not the fame
4	2429742140861021	Michael Chernow · meal-prep cleanup	Celebrity · since 27 Jun	Reference only
5	1519946022925298	Kelsey G · “New chapter, new kitchenware”	Creator static · since 18 Jun	Reference: the newlywed angle
6	1638960357202640	“Everyday Cooking, Upgraded”	Brand video 0:13 · since 19 Jun	Reference: the color-choice hook
7	2242405226526623	“Prepware With High Standards”	Brand video 0:11	Reference
8	1295506576126831	“It’s Time For An Upgrade”	Brand · since 18 Jun	Reference
9	1750341426277791	“Premium Kitchenware For Less”	Brand static	Reference
10	1971038273584864	“New Chapter, New Kitchenware”	Brand static	Reference
11	1585734369684868	“Waiting for the right time to upgrade?”	Brand static	Reference
12	1452255216949839	“Love your Caraway? … expand your collection”	Brand static	Reference: repeat buyers

RISK	HOW IT’S HANDLED
PFAS / non-toxic claims	Only the homepage wording, read exactly: 600+ PFAS types, zero detected within reporting limits. Never “safe” or health claims
CA AB1200	Scripts link to carawayhome.com/pages/ca-ab1200 where chemicals are named
Comparisons	No named competitor, no claims about other pans’ safety
Disclosure	Every post labelled as a paid partnership
Existing partners	Celebrity and creator deals stay with your team. We don’t touch them

BAND (PROPOSED)	RETAINER / MONTH	VIDEOS / WEEK	WHO
Starter	$500	7	New to scripted content
Core	$1,000	7	Past trial, steady views
Lead	$1,500	7	Has a winning partnership ad

ITEM	WHAT’S IN IT
Scripts	This week’s briefs, one reason to switch per creator
Report	Views, saves and cost per 1,000 views by creator
Ads	Which videos went into partnership ads, and how they did
Roster	Who’s up, who’s on notice, who’s next

MONTH	CREATORS (PROPOSED)	VIDEOS / MONTH	CREATOR CAP (PROPOSED)
1	5	~150	$5,500
2	7	~210	$9,500
3	9	~270	$13,500
4+	10	~300	$15,000

Review: Caraway vs gold

{{ r.label }}

Rebuild request

Application — Growth

Who I am

What I built

What I’d do here

Month one

Everyday cooking, upgraded.

Tested by accredited labs. Results are public.

Pick your pan.

Coffee, without the usual plastic.

Sheets, pans and a rack.

Prepware with high standards.

Started on the stovetop in 2019.

Online, and at Crate & Barrel.

Not sure what to buy first?

Frequently asked questions.

Scale spend. Hold CAC.

Contents

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.

Five 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

Ads to remake: two real, ten for reference, eight open

The part that makes this hard, handled first

How we find and test them

Twenty slots, filled in week one

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