	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 WANT	START WITH	PRICE
Sprays and hand soap	Clean Essentials Kit	$44
Toilet, laundry and dish	Tablet Trio Kit	$58
Just the dishwasher	Dishwasher Starter Set	$25
Just the laundry	Laundry Starter Set	$25
Everything	Clean Suite Kit	$110

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

BluelandSponsored · Exhibit 01

What ships, and what doesn’t.

EXHIBIT · ONE REFILLMULTI-SURFACE
IN THE BOX1 TABLET · 0.3 OZCOMPOSTABLE PAPER WRAPNOT IN THE BOXWATERA NEW PLASTIC BOTTLE
YOU ADD THE TAP WATER
Weight from the pouch. Packaging from blueland.com/pages/packaging, 28 Sept 2026.

blueland.comMulti-Surface refillShop now

Lands on → blueland.com/collections/bestsellersEvidence-exhibit layout. The whole idea, shown as what’s in the box and what isn’t.

BluelandSponsored · Lineup 03

Four bottles, one sink.

THE FUTURE OF CLEAN IS PLASTIC-FREE

blueland.comClean Essentials Kit · $44Shop now

Lands on → blueland.com/collections/bestsellersFull-bleed kit shot with their own line. The product is the picture.

BluelandSponsored · Remake 05 · UGC

“The coast we keep.” A creator’s version of the partnership that’s already running.

refilling my soap for the 10th time0:00 empty bottle · 0:03 tap water · 0:06 drop the tablet · 0:15 foam test · 0:20 the paper wrapper in the compost

blueland.comHand Soap Starter · $33 (2-pack)Shop now

Lands on → blueland.com/collections/bestsellersRemake of the Lauren Bash × Surfrider partnership ad (Library ID 1603628391230556) as a refill-routine script. The product photo stands in for the creator.

BluelandSponsored · Choice 06

Three ways to start.

DishwasherStarter set$25

Clean Essentials4 bottles + tablets$44

Tablet TrioToilet, laundry, dish$58

blueland.comCompare kitsShop now

Lands on → blueland.com/collections/bestsellersChoice architecture: three real starting points with their real prices.

BluelandSponsored · Founder 08

Kevin O’Leary said yes.

2019Founded by Sarah Paiji Yoo to stop shipping water.

S11 E1Shark Tank: $270,000 from Kevin O’Leary for 3%.

2025On shelves at 1,800+ Target stores and every Whole Foods.

2026TIME100 Most Influential Companies.

Inc.com · Retail Dive · TIME · 28 Sept 2026

blueland.comOur storyShop now

Lands on → blueland.com/pages/about-usFounder story as proof. Four dated facts.

BluelandSponsored · Bumper 09 · 0:06

Fill. Drop. Clean.

0:00 FILL

0:02 DROP

0:04 CLEAN

blueland.comBathroom CleanerShop now

Lands on → blueland.com/collections/bestsellersSix-second bumper for cheap reach: three shots, one ritual.

BluelandSponsored · Problem 10

Stop washing dishes with microplastics.

60 loads. A paper pouch. A steel tin.Free & Clear · EWG Verified

blueland.comDishwasher Starter · $25Shop now

Lands on → blueland.com/collections/bestsellersTheir long-running hook (Library ID 1272978291000606, live since April) in a new split layout, with facts from the pouch.

BluelandSponsored · Meme 11 · Drake

Cleaning, sorted.

Buying a new plastic bottle of spray every month

One bottle forever and a tablet in the mail

blueland.comClean Essentials KitShop now

Lands on → blueland.com/collections/bestsellersThe whole switch in one second. Third-party meme template: clear the rights before running it as paid.

BluelandSponsored · Meme 12 · Surprised Pikachu

Every month, the same surprise.

pays to ship a bottle that’s 90% water
the recycling bin is full again

blueland.comClean Essentials KitShop now

Lands on → blueland.comRelatable pain, no product in frame. “90% water” is the joke, not a claim, so change it if legal prefers no number. Third-party meme template: clear the rights before running it as paid.

BluelandSponsored · Meme 13 · Starter pack

The plastic-free starter pack.

The plastic-free starter pack

A cloth that replaces 1,500 paper towels

Dryer balls instead of sheets

Steel tins on the counter, on purpose

Soap that arrives flat

blueland.comShop bestsellersShop now

Lands on → blueland.com/collections/bestsellersStarter-pack grid from their own product photos, so no template rights are needed. The 1,500 figure is printed on the cloth.

BluelandSponsored · Meme 15 · Always Has Been

Wait, it’s just a tablet?

“Wait, I was paying to ship water?”“Always has been.”

blueland.comClean Essentials KitShop now

Lands on → blueland.com/collections/bestsellersThe founding idea as a punchline. Third-party meme template: clear the rights before running it as paid.

Concepts only, not live ads. Photography © Blueland, from blueland.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. Figures come from blueland.com, the Meta Ad Library or cited press, 28 Sept 2026. “4,000,000+ homes” and “100,000+ reviews” are the brand’s own claims.

DISTURBANCE	LIKELIHOOD	IMPACT	OWNER	GATE (PROPOSED)
Fatigue on the microplastics hook	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
Retail cannibalization (Target, Whole Foods)	High	Med	Blueland	Holdout region agreed in week one
Sample buyers who never convert	Med	High	Blueland + Danilo	$10-pack → kit rate tracked by cohort
Refill subscription churn	Med	High	Blueland	Churn by acquisition ad, reported monthly
Claim risk (plastic-free, microplastics)	Low	High	Blueland legal	Only approved claim-library lines run
Landing page leak	Med	Med	Danilo	Concept page must beat product page CVR at equal traffic

LINE	VALUE	STATUS
First order value	$44	Proxy: Clean Essentials Kit price
Gross margin	60%	ASSUMED, replace in week one
Refund rate, first orders	5%	ASSUMED, replace in week one
Refill orders, 12 months	3 × $21	ASSUMED count; $21 is the dish refill price
Refill margin	60%	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
Retail media (Target)	Holdout shows Meta lift in Target regions	Otherwise it pays twice for one customer
YouTube	A creator refill-routine video beats the best Meta ad	Needs a proven script first
Amazon	Not in scope	Not confirmed in the package

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	Refill cohorts below plan

PIECE	EXISTS TODAY	MISSING	FORCED ORDER
Creative	~40 active ads, long-running winners	Message variety	1st
Creators	Lauren Bash × Surfrider partnership	A roster with its own scripts	2nd
Landing pages	Product and bestseller pages	Concept pages per message	3rd
Reporting	Ad Library view only (from outside)	Per-ad CAC, refill cohorts	Week 1

FIGURE	SOURCE	TYPE
~40 active ads; 11 read; Library IDs	Meta Ad Library, 28 Sept 2026	Fact
$44 Clean Essentials · $58 Tablet Trio · $110 Clean Suite · $21 dish refill	blueland.com/collections/bestsellers	Fact
4,000,000+ homes · 100,000+ five-star reviews	blueland.com homepage	Brand claim
1,800+ Target stores, 515 Whole Foods	Retail Dive, Business Wire, May 2025	Fact
Shark Tank S11E1: $270K for 3%	Inc.com	Fact
60% margin · 5% refunds · 3 refills a year · 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 message
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 message 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	FORMAT
1	1648497266433490	Dishwasher Welcome Kit, free gifts	Offer
2	1272978291000606	“Stop washing your dishes with microplastics”	Problem-aware
3	1539927057834450	Microplastics + certification stack	Problem-aware
4	1258833283113509	Toilet tablets, septic-safe	Video
5	849767337582712	“Our bestsellers just went sample-sized!”	Trial offer
6	1064803429222970	Microplastics, video variant	Video
7	1518938206456597	“Powerful clean. No plastic. No nonsense.”	Video
8	975796548787847	Welcome Kit, variant	Offer
9	968193609434658	$10 sample packs, static	Trial offer
10	1603628391230556	Lauren Bash × Surfrider	Creator partnership
11	1374552274659077	“Concentrated clean that really works”	Laundry

#	VIRAL POST	POSTER	OUR VERSION
12	Plastic pod vs. tablet water-clarity test	@blueland (TikTok)	Creator-shot, own kitchen
13	Tablet + tap water = a full bottle of hand soap	@blueland (TikTok)	“First time trying it” reaction
14	First plastic-free toilet tablet reveal	@blueland (TikTok)	Before/after toilet clean
15	Laundry stripping with tablets + Oxi	@blueland (TikTok)	Creator’s own laundry-stripping
16	Detailed cost-per-load critique	@jeeves_ny (TikTok)	Not remade. Proof the audience wants specifics

RISK	HOW IT’S HANDLED
Microplastics and “plastic-free” claims	Only the brand’s own lines, read exactly. No health claims about microplastics
Certification claims	Named only for the products they cover (e.g. EWG for Free & Clear laundry and dish)
Impact numbers	“1 billion+ bottles” only as the brand’s own figure, never as a creator’s claim
Disclosure	Every post labelled as a paid partnership
Existing partners	Lauren Bash and the Surfrider partnership stay with your team

#	WARM POOL	PLATFORM	SOURCE
1	Lauren Bash	Instagram / TikTok	Existing partner, ad 1603628391230556
2	@jeeves_ny	TikTok	Independent Blueland reviewer
3	Lori (@nowitsclean)	TikTok	CleanTok, Favikon 2026
4	Demi (@sparklingwithdemi)	TikTok	CleanTok, Favikon 2026
5	Kim (@organizingspacesbykim)	TikTok	Home organization, Favikon 2026

#	REFERENCE	PLATFORM	FOLLOWERS
9	Sihame	TikTok	~2.8M
10	Guilherme Gomes (Diárias do Gui)	TikTok	~4.2M
14	Kathryn Kellogg (Going Zero Waste)	Instagram	~379K
15	Tara McKenna (Zero Waste Collective)	Instagram	~335K

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

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

ITEM	WHAT’S IN IT
Scripts	This week’s briefs, one message 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

Review: Blueland vs gold

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Rebuild request

Application — Growth

Who I am

What I built

What I’d do here

Month one

The future of clean is plastic-free.

Over 4,000,000 homes have made the switch.

One bottle. A tablet. Tap water.

Stop washing dishes with microplastics.

Laundry in a tablet.

Or switch the whole house.

Drop, brush, flush.

Nine certifications, listed on their own page.

Kevin O’Leary: $270,000 for 3%.

Started in 2019 to stop shipping water around.

The small stuff.

Online, at 1,800+ Target stores and every Whole Foods.

Not sure which kit?

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

Sixteen videos we’d remake

The part that makes this hard, handled first

How we find and test them

Twenty names, split into warm pool and references

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