🎬 Videos - keep & resurrect (swap a new 3-sec hook on each)
Internal name: 1049155943912642
What it is: Polished mechanism VSL - carrot b-roll + Lauren. The 14-month champion (~11% CTR). Keep running as-is.
Conspiracy hook: "Big fertilizer spent 40 years making sure you would never learn this about your soil."
Enemy-admission hook: "Even a chemical engineer admitted it: synthetic feeds the plant and starves the soil."
Paradox hook: "Your plants are not dying from too little fertilizer - they are dying from too much."
Symptom hook: "If your plants perk up for a week after feeding then crash - your soil is microbe-starved."
Internal name: 1034176638743906
What it is: Raw 36s phone UGC - older woman (our 55+ buyer) + worms in hand. HIGHEST CTR (14.8%). Keep phone-shot + 55+ voice.
Rescue hook: "I almost threw this plant in the trash three weeks ago. Look at it now."
Social-proof hook: "My neighbor keeps asking what I am doing different this year. It is this bottle."
Identity hook: "I am 68 and I have gardened my whole life - never seen a plant green up this fast."
Curiosity hook: "Everybody keeps asking why my flowers are exploding. Fine - I will tell you."
Internal name: 1042955857865984
What it is: Backyard seedling story (13.7% CTR). Seasonal - weight heaviest late winter / early spring.
Wrong-question hook: "Tall, pale seedlings falling over? You do not have a light problem - you have a soil problem."
Confession hook: "After 40 years of starting seeds, I finally stopped killing them in week two."
Class-secret hook: "Nurseries do not want you to know how cheap strong seedlings are to grow."
Seasonal hook: "Starting seeds this year? Do this before you plant a single one."
Internal name: 761025246059048
What it is: Founder origin + lab/science visual ("83% unhappy" hook). Our only founder + science video - fills a whole missing angle.
Origin hook: "I started a worm farm in my dining room because I could not find a fertilizer safe enough for my baby."
Paradox-question hook: "What would a fertilizer look like if it was safe for your kids, your dog, the bees, AND the planet?"
Underdog hook: "We were the crazy family with a basement full of worms. Then 100,000 people ordered."
Stat hook: "83% of gardeners are disappointed by season end. Here is why I built something different."
⛔ Stop re-cutting this one
Internal name: V - 6879d
SAME footage as LEGEND
This is the carrot-pull + Lauren footage from the LEGEND, re-cut as a reel - $19.5k behind it. Running the original LEGEND is enough; this just doubles exposure to identical visuals. Wind it down.
🖼 Images - what we have (the read + action)
Internal name: Problem Aware-18
STRONGEST CONCEPT
Before/After: Day 1 wilted yellow tomato to Day 12 thriving green w/ fruit, real terracotta pots. Real transformation. We have ONLY ONE - replicate for 8 plant types.
Internal name: 780849750743264
Strong infographic
"250 different microbes in 1 bottle" - bottle + watering can + benefit arrows + 63% off. Durable, concept-led. Make 4 variants.
Internal name: Awareness Mix-10
Segment
"Why cannabis growers are switching" - dark green text. Bring segment angle back.
Internal name: I - 031026- a
Hook gold / leaks
Fertilizer-superpower static - 15% CTR but only 1.31 ROAS. Keep the image, fix the landing page / offer match.
Internal name: 1047439487417621 - Copy
STALE SEASON
Full product-lineup table - but says "Shop pre-Black Friday deals" (running in JUNE). De-seasonalize, keep layout.
Internal name: 1047439280750975 - Copy
STALE SEASON
Bundle on green geometric - "PRE-BLACK FRIDAY SALE." De-seasonalize.
Internal name: Awareness Mix-28
Promo
"Buy 1 Plant Juice get Bloom Juice free." Discount-led, fatigues fast.
Internal name: Awareness Mix-30
Promo + STALE
"Expires midnight / 63% off." Urgency promo.
✅ New IMAGE versions to make (proven concepts - do first)
- Before/After series - TOP PRIORITY. Clone the Problem Aware-18 layout (green header, "Day 1 / Day 12," same pot + framing) for 8 plant types our 55+ buyers grow: tomato (have), monstera, orchid, pepper, hydrangea, lawn patch, succulent, fern.
- "250 microbes in 1 bottle" infographic - 4 variants. Same arrow-callout style; swap hero product (Bloom Juice, Ancient Soil) + benefit set (pet/kid-safe, 30x uptake, worm-powered, 75k gardeners).
- De-seasonalize the offer statics. Keep the product-lineup layout that converts; replace "Black Friday / Pre-Black Friday" with current season ("Summer Garden Rescue Sale") + live discount.
🆕 MISSING image types to create (by lens)
Loren (media buyer):
- Loox review-screenshot statics - strongest 5-star reviews (w/ customer photo) become the ad. Nearly free, big library.
- Comparison side-by-side - Plant Juice vs synthetic (two plants same start date, or living-microbes-vs-3-chemicals table, pet-safe vs warning label).
- UGC-style static - real 55+ customer phone photo + their own caption overlaid (not designed).
- "Ugly" / native text static - plain text on simple background (pattern-interrupt).
Mario & Luke (Genesis):
- "Dead Dirt Syndrome" name-the-mechanism static - split dead vs living soil + the named mechanism.
- Soil quiz static - "Is your soil microbe-starved? leaves perk then crash / need more fertilizer every year / hard cracked dirt."
- Surprising-culprit static - "It is not your watering. It is not the sun. It is your dead dirt."
- Worms / soil-life macro hero - extreme close-up of worms in a hand + "this is what your soil is missing."
- Ingredient / science breakdown - 250 microbes + 50 nutrients, lab/beaker visual.
🎥 MISSING video types to create
- 55+ customer UGC series (see below) - the biggest gap and the cheapest win.
- Comparison / side-by-side video - Plant-Juice plant vs control, same start date, time-lapse.
- Worms / soil-life video - macro of worms, roots, microbes.
- Quiz / diagnostic video - "Is your soil microbe-starved?" walk the 3 signs.
- Founder-at-home / behind-the-scenes - Lauren in the warehouse / worm bins, NOT the studio (new visual world, same person).
- "Dead Dirt Syndrome" explainer - name the mechanism on camera.
- Seasonal cuts - seed-starting (spring), fall cleanup, summer rescue - shot for the actual season.
👶 The 55+ UGC play (our biggest, cheapest gap)
Reality: our 55+ customer-UGC library is basically ONE proven video - Rocketfuel (the older woman + worms, 14.8% CTR). That is why this is a recruitment play, not a catalog. Let us build the library.
The play:
- Pull our strongest 5-star Loox reviewers who are 55+ with photos / transformation language (Claude can produce this shortlist).
- Send free product, ask for a 30-sec phone video like Rocketfuel (just them + their plant, outdoors, real voice).
- Run each two ways: (a) straight up as-is, and (b) with one of our proven hooks edited on the front.
Hooks to hand the 55+ creators (say it in your own words):
- "I almost threw this plant out three weeks ago - look at it now."
- "I am [age] and I have gardened my whole life. I have never seen anything work this fast."
- "My neighbors keep asking what I am doing different this year."
- "Everybody asks why my flowers are exploding - okay, I will tell you."
- "I was the skeptic. My daughter put this in my cart. Now I am hooked."
- "This is the only thing that brought my tomatoes / roses / orchid back to life."
Visual notes: phone-shot, vertical, outdoors in their own garden, natural light, no production. Proven proof shots: a fistful of worms/soil, a before/after plant, and them pouring/watering with the bottle.