	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

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

OluKaiSponsored · Halbert 01 · Exhibit

Two details most sandals skip. OluKai builds around both.

EXHIBIT · THE FOOTBEDOLUKAI
A · HEEL CUP
B · TOE BOX
"A GENEROUS TOE BOX THAT ALLOWS TOES TO SPREAD AND MOVE NATURALLY."
Quoted from olukai.com/pages/our-craft, 28 Sept 2026.

olukai.comOur craftShop now

Lands on → olukai.com/pages/our-craftEvidence-exhibit layout. Two panels, one claim, in OluKai's own words.

OluKaiSponsored · Remake 03 · Travel

“From terminal to tarmac.” OluKai's own Moku Pae hook, as a boarding pass.

PASSENGERGATEYOUR FEETSLIP-ONSECURITY: SLIPS OFF · BOARDING: SLIPS ON · ARRIVAL: LACES UP

olukai.comFind your travel pairShop now

Lands on → olukai.com/collections/shop-men-allRemake of Library ID 1932962144023409 (running since May 21, 2026). Same promise, shown as a boarding pass instead of a video.

OluKaiSponsored · Architect 05 · Choice

Sneaker, sandal or slipper. Pick your day.

SneakerErrands, travel

SandalBeach, boat

SlipperHome, porch

olukai.comShop by activityShop now

Lands on → olukai.com/collections/shop-men-allChoice architecture: three real categories, one job each, with no prices shown that we couldn't confirm.

OluKaiSponsored · Seasonal 07 · Slipper

Slipper season, in OluKai's own words.

“The best-selling men’s slipper that always sells out.”

olukai.comShop slippersShop now

Lands on → olukai.com/collections/shop-men-allRemake of Library ID 758848790532049 (running since Nov 8, 2025). The brand's own claim, set as the headline.

OluKaiSponsored · Media buyer 08 · 0:06

Dock. Trail. Dinner. Six seconds, three shots.

0:00 DOCK

0:02 TRAIL

0:04 DINNER

olukai.comShop best sellersShop now

Lands on → olukai.com/collections/best-sellersSix-second bumper for cheap reach. One pair across three settings.

OluKaiSponsored · Editor 09 · Cover

Island time, laid out like a magazine cover.

Aloha,
delivered.

Free 30-day exchangesHandcrafted on custom lasts

olukai.comShop new arrivalsShop now

Lands on → olukai.com/collections/new-arrivalsCover art direction. The line "Aloha delivered" is from OluKai's own live ad (Library ID 1700482654736938).

OluKaiSponsored · Values 10 · Proof

A B Corp for over a decade. With its own foundation.

B Corpfor over a decade

2014Ama OluKai Foundation

olukai.comOur commitmentShop now

Lands on → olukai.com/pages/our-commitmentFor the values-first buyer. Two facts, both from OluKai.

OluKaiSponsored · Meme 11 · Drake

Summer footwear, sorted.

Flip-flops that give out by August

A sandal “built with sneaker-level comfort”

olukai.comShop sandalsShop now

Lands on → olukai.com/collections/shop-men-allThe bottom line quotes OluKai's live Ulele ad (Library ID 1957279035167748). Third-party meme template: clear the rights before running it as paid.

OluKaiSponsored · Meme 12 · Surprised Pikachu

Every beach day, the same surprise.

walks 6 miles of beach in $5 flip-flops
is shocked their arches hurt

olukai.comShop sandalsShop now

Lands on → olukai.com/collections/shop-men-allRelatable pain, no product in frame, and the landing page sells the arch support. The caption is a joke, not a claim. Third-party meme template: clear the rights before running it as paid.

OluKaiSponsored · Meme 13 · Starter pack

The “mentally already in Hawai‘i” starter pack.

“Mentally already in Hawai‘i” starter pack

Sandals you wear to the office anyway

Travel shoes for a trip not booked yet

Slippers that “always sell out”

Leather for when you have to pretend

olukai.comShop best sellersShop now

Lands on → olukai.com/collections/best-sellersStarter-pack grid built from OluKai's own product photos, so no template rights are needed.

OluKaiSponsored · Meme 15 · Always Has Been

Wait, OluKai is a B Corp?

“Wait, OluKai is a Certified B Corp?”“For over a decade.”

olukai.comOur commitmentShop now

Lands on → olukai.com/pages/our-commitmentThe punchline is OluKai's own line. Third-party meme template: clear the rights before running it as paid.

Concepts only, not live ads. Photography © OluKai, from olukai.com. Four of the fourteen are meme formats. The third-party templates (Drake, Pikachu, Always Has Been) need their rights cleared before running as paid. Every figure comes from olukai.com or the Meta Ad Library, 28 Sept 2026.

Disturbance	Likelihood	Impact	Owner	Gate (proposed)
Guarantee-hook fatigue	High	High	Danilo	Best ad CPA +20% over 7 days → rotate
Seasonality (sandals vs boots)	High	Med	OluKai + Danilo	Creative calendar leads the season by 4 weeks
Size-exchange load	Med	Med	OluKai	Exchange rate on new customers above baseline → size guide in the ad
Retail overlap (REI, Nordstrom, Zappos)	Med	Med	OluKai	Geo or date holdout agreed in week one
Q4 auction costs	High	High	Danilo	CPM +30% vs Sept → hold tests, scale only winners
Review perception (Trustpilot 2.5 / 115)	Med	Med	OluKai	No review-count claims until on-site ratings are confirmed
Landing page leak	Med	Med	Danilo	Concept page must beat product page CVR at equal traffic

Line	Value	Status
First order value	$152	Proxy: men's ‘Ahi Boat Shoe list price
Gross margin	55%	ASSUMED, replace in week one
Exchange/return cost per order	$10	ASSUMED, replace in week one
Free shipping threshold	$120	From olukai.com
12-month repeat orders	0.4 per customer	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 / month	Hit rate (assumed)	New winners	Spend each 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 long-form ad beats the best Meta video	Needs proven scripts first
Pinterest	Seasonal lookbook creative exists	Planning-stage audience, slower payback
Retail media	Holdout shows DTC isn't just stealing REI and Nordstrom sales	Retail partners already carry the line

Day	Keep going if (proposed)	Stop or change if
14	At least 1 new ad holds 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: everything stops, 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	Season cohorts not paying back

Piece	Exists today	Missing	Forced order
Creative	Guarantee and launch hooks at volume	Message variety by customer	1st
Creators	'Ohana ambassador program	A roster posting on dedicated accounts	2nd
Landing pages	Product and collection pages	Concept pages per message	3rd
Reporting	Ad Library view only (from outside)	Per-ad CAC, weekly	Week 1

Figure	Source	Type
5 of 10 top ads lead on the guarantee	Meta Ad Library, 28 Sept 2026	Fact
$152 ‘Ahi · $120 free-shipping line	olukai.com	Fact
1-year warranty · 30-day free exchanges	olukai.com/pages/warranty	Fact
Trustpilot 2.5 from 115 reviews	trustpilot.com	Fact
55% margin · $10 exchange cost · 0.4 repeats · 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	10 creators under 5,000 followers, at least 50% US
Output	7 short videos a week each, on a dedicated account
Platforms	TikTok and Instagram Reels, alongside Our ‘Ohana ambassadors
Scripts	Written by us every Monday. No two creators on the same script
Claims	One sheet, 24-hour review
Paid	Breakouts whitelisted as partnership ads
Measure	Cost per 1,000 organic views, then orders per creator link

Driver	What we do
Volume	7 a week each, so there are enough shots at a breakout
Variety	A different angle per creator per week
Speed	Drafts reviewed within 24 hours
Selection	Creators scored monthly; the weakest slot is replaced
Hooks	The shoe on-foot in the first 2 seconds

#	Source	Running / views	Real hook (verbatim)	Our version
1	Mānoa carousel (1473682763934452)	Since Oct 24, 2025	“Experience unmatched comfort & style with OluKai…”	“I wore these for a 12-hour shift. Here’s my feet after.”
2	Pehuea Palm (1700482654736938)	Since May 21, 2026	“Aloha delivered to your door with free 30-day exchanges…”	Unboxing, then the exchange policy said out loud
3	Wailuku Trainer (705165925897880)	Since Feb 9, 2026	“Need a lift? Our all-new Wailuku Trainer…”	Day-in-the-life of a nurse or teacher
4	Winter boot (1174813477937569)	Since Nov 8, 2025	“We made a wet-weather boot with an even softer, cushier feel.”	Puddle test on a rainy walk
5	Island comfort video (3913489678784528)	Since Jan 30, 2026	“Slip into Island-Comfort with Free 30-Day Exchanges…”	Slip-on in 2 seconds
6	Moku Pae (1932962144023409)	Since May 21, 2026	“From terminal to tarmac, the Moku Pae slips on for travel days…”	Airport POV: security line in slip-ons
7	Slipper season (758848790532049)	Since Nov 8, 2025	“Slipper season is HERE…”	First cold morning, slippers on
8	Ulele sandal (1957279035167748)	Since Feb 9, 2026	“Ready to upgrade your sandals?…”	“Flip flops vs these” on a long walk

Risk	How it’s handled
Comfort claims	Only /pages/craft wording (anatomical footbed, arch support)
Returns and warranty	“1-Year Warranty”, “30-day free exchanges”, word for word
Culture	Hawaiian words and art handled with the Ama OluKai lens; no costume
Sustainability	B Corp and ISO-14001 tanneries only, as stated
Disclosure	Paid label plus #ad

Channel	Why
Our ‘Ohana ambassadors	Existing program
Retail store staff (Charleston, Chinatown, Disney)	Real wearers
TikTok travel and nurse tags	Standing-all-day audience
Collabstr footwear and travel	Portfolio first

Filter	Test
1 · Portfolio	Three delivered assets
2 · Conflict check	No deal with a direct competitor
3 · Claims test	One brief from the sheet
4 · Trial month	Full deliverables, real review
5 · Retainer	Winners continue; the rest are cut by name

Band (proposed)	Retainer / month	Videos / week	Who
US premium	$800–1,500	7	US on-camera anchors
US standard	$500–600	7	Steady US creators
International, on camera	$500	7	Non-US, on camera
International, faceless	$500	10	Product-only footage

Input (assumption)	Videos	Views
Median ~3,000	~300	900,000
Breakout tail at ~60,000	~20	1,200,000
2–3 hits near 500,000	2–3	1.0–1.5M
Total	~300	~3.1–3.6M → ~$2.80–3.20 per 1,000

Creator	Band	Posts	Median views	Best video	Cost / 1,000	Bonus	Status
Creator 01	US premium	7	4,200	62,000	$3.40	+$50	Keep
Creator 02	US standard	7	2,100	8,900	$6.60	$0	Watch
Creator 03	Intl on camera	7	3,800	41,000	$3.15	+$50	Keep
Creator 04	Intl faceless	10	1,600	5,200	$7.80	$0	Replace
Creator 05	US premium	6	5,900	118,000	$2.30	+$50	Keep

Period	Creators (proposed)	What happens	Creator cap
Week 1	0	Claims sheet, recruiting, account warm-ups	—
Week 2	5	First five live	$5,000 / mo rate
Week 3	10	All ten live	$10,000 / mo rate
Day 45	10	Keep, cut or scale	≤$12,500
Day 90	10	Decision gate	≤$15,000

Review: OluKai vs gold

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Rebuild request

Application — Growth

Who I am

What I built

What I’d do here

Month one

Made for people who live and play by the water.

“Create the best footwear for those who live and play by the water.”

Built around the foot, not the last season.

Want to know exactly what they're made of?

$152 is real money for a boat shoe. Here are the terms.

From order to the right fit, step by step.

Three to start with.

Shop by how you spend the day.

What OluKai puts in writing.

From one idea about the water to a B Corp with its own foundation.

Island life, in OluKai’s own photos.

Why a shoe brand funds Hawaiian culture.

Where people already buy it.

The new leather collection.

Send a gift card.

Find what fits your day.

Frequently asked questions.

Scale spend. Hold CAC.

Growth plan · ten parts

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 assumed lines, labelled as assumed.

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.

Seasonality 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.

Ten 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

Videos we’d remake

The part that makes this hard, handled first

How we find and test them

Creators we’d recruit first

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