# FLIP 360 — PAID MEDIA PLAN
### $220,000 USD across Meta · Google · YouTube · TikTok · LinkedIn
### Channel allocation · audiences · creative matrix · attribution · KPIs
### Author: Acting CMO · Confidential — board-only

---

## 0. The thesis behind the spend

We are not buying customers. We are buying **simultaneity** with the press
wave (see `01_PRESS_KIT.md`) so that branded search, direct-name searches and
inbound register-interest forms compound across paid and earned. The paid
media's job is twofold:

1. **Reach + frequency:** every Australian working professional in a target
   vertical should see Matt's face + the Flip 360 mark at least 4 times in
   the first 60 days. Recognition is the prerequisite for action.
2. **Conversion intake:** capture the demand the press wave creates — when
   AFR or BOSS or Forbes runs the story, the search spike must land on a
   tuned funnel, not a homepage.

Channel-by-channel performance discipline is secondary to **the brand-build
the paid spend delivers in the launch window.** That is the deliberate
choice. We are building the category, not optimising last-click CPA.

---

## 1. Channel allocation ($220,000 USD total)

| Channel | USD | % | Primary role |
|---|---:|---:|---|
| Meta (Facebook + Instagram) | $90,000 | 41% | Mass-reach, cold awareness, retargeting, lookalikes |
| Google Ads (Search + PMax) | $50,000 | 23% | Intent capture — branded + non-branded |
| YouTube (in-stream + Shorts) | $35,000 | 16% | Hero film distribution + founder credibility |
| LinkedIn | $25,000 | 11% | B2B + investor-adjacent + halo |
| TikTok | $20,000 | 9% | Creator-adjacent + Gen-Z professional services |

**Pacing (90-day):**
- Days 1–14: $40K test phase across all channels (10 creative variants per
  channel, 3-day learning windows, no scale yet).
- Days 15–60: $130K scale phase (winners scaled, losers killed, daily
  reallocation).
- Days 61–90: $50K compounding phase (best 3 creatives per channel run at
  saturation; new variants tested on 15% holdout).

---

## 2. Meta (Facebook + Instagram) — $90,000

### Audiences
| Audience | Daily budget | Notes |
|---|---:|---|
| Cold — interest: mortgage broking, accounting, allied health, recruitment AU | $400 | Broad, learning-phase friendly |
| Cold — interest: small business, sole trader, ATO, MyGov, Xero AU | $300 | Adjacent professional audience |
| Cold — interest: trades, hi-vis, construction AU | $200 | Trades vertical |
| Lookalike 1% — register-interest form completers | $300 | Builds as form fills compound |
| Lookalike 1% — newsletter subscribers | $200 | Earlier signal |
| Retarget — hero film 75% video viewers | $400 | The warmest cold |
| Retarget — /faq + /investors page visitors | $300 | Hand-raisers |
| Retarget — form abandoners (last 30d) | $200 | Bottom-of-funnel rescue |

### Placements
Facebook Feed · Instagram Feed · Instagram Reels · Stories · Explore.
**No Audience Network** (too low quality, no transparency on placement).

### Creative bank (initial 12 variants)
| Slot | Creative | Hook | Format | Length |
|---|---|---|---|---|
| M1 | Hero film 15s cutdown — "fifty years" | "For fifty years, every working Australian…" | 9:16 vertical | 15s |
| M2 | Paid-ad 01 "Everyone Already Refers" | Existing organic short | 9:16 | 8s |
| M3 | Paid-ad 02 "50% Foundation Commitment" | "Fifty per cent of every dollar…" | 9:16 | 8s |
| M4 | Paid-ad 03 "Not An MLM" | "If it looks like multi-level marketing — it isn't" | 9:16 | 8s |
| M5 | Paid-ad 04 "Twenty-Five Years" | "I'm a working broker. I'm not selling a dream." | 9:16 | 8s |
| M6 | Hero film 30s cutdown — full thesis | Aerial → Matt thesis → app UI | 9:16 | 30s |
| M7 | Static — Matt portrait + Foundation 50% headline | "50%. Locked in the deed." | 1:1 + 4:5 | static |
| M8 | Static — Verticals montage frame + headline | "One platform. Every specialist." | 1:1 + 4:5 | static |
| M9 | Carousel — "What is Flip 360" 5-card | Educational, slow scroll | 4:5 carousel | static |
| M10 | UGC-style talking head — Matt direct-address | "Honest question for working Australians…" | 9:16 | 15s |
| M11 | Customer-side story | "How a working tradie gets paid the referral he deserves" | 9:16 | 15s |
| M12 | Vision-adjacent — "The next 36 months for Australian referrals" | Concept-framed, brand-build | 16:9 | 15s |

### Bidding + budget rules
- **Cost cap bidding** during learning phase ($60 CPL target → $90 cost cap).
- **Lowest cost** during scale phase, daily budget cap per ad set.
- **Kill threshold:** any ad spending > $300 with CPA > 2× target for 5 days → paused.
- **Scale threshold:** any ad with CPA < 0.7× target for 3 days → 50% daily budget increase.

---

## 3. Google Ads (Search + Performance Max) — $50,000

### Search campaigns ($30K)
| Campaign | Budget | Keyword themes |
|---|---:|---|
| Branded | $5K | "flip 360", "matt punter flip 360", "flip360 referral", "cosaiflip360" |
| Non-branded — broker | $8K | "mortgage broker software", "broker CRM", "referral software for brokers" |
| Non-branded — accounting | $5K | "accountant referral platform", "client referral software accountant" |
| Non-branded — allied health | $5K | "allied health booking software", "physio referral platform" |
| Non-branded — recruitment | $4K | "recruiter referral software", "candidate referral platform" |
| Non-branded — trades | $3K | "tradie referral platform", "subcontractor referral software" |

### Performance Max ($15K)
- Asset groups segmented by vertical (broker, accounting, allied health, etc.)
- Hero film + vision reel + portrait + logo + 30-word headlines + 90-word descriptions
- Conversion: register-interest form completion (primary), email signup (secondary)
- Audience signals: existing converters, in-market for accounting software, financial services jobs

### YouTube via Google ($5K — pre-rolls bought through Google not YouTube direct)
- 5-second skippable bumpers as awareness layer
- Targeted to AU only, audience signals as Performance Max

### Bidding
- **Smart Bidding tCPA** at $60 for search after learning
- **Maximize Conversion Value** for Performance Max with floor $25 per conversion
- **Negative keyword discipline:** "MLM", "scam", "pyramid", "review" (until earned reviews live), competitor names

---

## 4. YouTube (in-stream + Shorts) — $35,000

### Campaigns
| Campaign | Budget | Format | Targeting |
|---|---:|---|---|
| Hero film distribution — long | $12K | TrueView in-stream (skippable, ≥30s view counted) | AU, ages 28–60, in-market: business software, financial services, careers |
| Hero film distribution — short | $8K | Bumper ads (6s non-skip) | Same as above |
| Shorts cutdowns | $10K | YouTube Shorts ads | Vertical-targeted, ages 22–45 |
| Founder credibility — interview cutdowns | $5K | Discovery ads (search results + watch next) | "Mortgage broker" + "founder interview" + "Australian fintech" queries |

### Creative
- Hero film 96s → master upload, monetisable, retains likes/comments locked moderation
- 60s cutdown (no opening aerial, Matt thesis-led)
- 30s cutdown (single Matt statement + app UI + Foundation close)
- 15s cutdown (single hook + CTA)
- 6s bumper × 5 variants (each cutdown a single Matt line)
- Vision reel 60s as awareness-layer Discovery ad

### KPI focus
- View-through rate >35% on 30s cutdown
- Cost-per-completed-view < $0.06 AUD
- Branded search lift (Google Trends) +200% by day 60

---

## 5. LinkedIn — $25,000

### Audiences
| Audience | Spend | Role |
|---|---:|---|
| AU senior professional — broker, accountant, recruiter | $8K | B2B reach, the warmest commercial audience |
| AU founder, CEO, MD — SMB | $5K | Halo + investor-adjacent |
| AU partners at top-tier firms (legal, accounting, advisory) | $4K | Partner channel + analyst-adjacent |
| Lookalike — newsletter subscribers | $3K | Compounding signal |
| Retarget — /investors page visitors | $3K | Hand-raisers |
| Retarget — hero film viewers | $2K | The bridge from YouTube to LinkedIn |

### Creative
- Hero film 60s cutdown as native video ad (autoplay sound-on)
- Vision reel teaser (15s open) as native video
- Carousel: "What is the operating system for the referral economy?" (5 cards)
- Single-image: Matt portrait + headline "50% Foundation. Locked in the deed."
- Sponsored Matt LinkedIn posts (boost organic posts that outperform 3% engagement)

### Cadence
- 3 founder organic posts/week (written by Matt, edited by publicist) — top 1
  per week boosted with $500
- 2 paid native ads always-on
- Quarterly thought-leadership long-form article boosted

---

## 6. TikTok — $20,000

### Audiences
| Audience | Spend | Role |
|---|---:|---|
| AU 22–40, interest: finance, careers, side hustles | $8K | Top of funnel, professional services adjacency |
| AU 25–45, interest: trades, construction, owner-operator | $5K | Trades vertical |
| AU 22–35, interest: allied health, fitness, wellness business | $4K | Allied health vertical |
| Spark Ads — boost creator content | $3K | Creator partnership amplification |

### Creative
- Organic shorts 01-10 boosted as Spark Ads (founder voice, native to TikTok feel)
- 3 native-style 15s talking heads (no production sheen, phone-camera quality intentionally — separately commissioned within $25K creator budget)
- Hero film 15s cutdown (lowest performer slot, kept for testing)

### Creator partnerships (cross-budget with $25K creator bucket)
- 4 TikTok-native creators (broker / property / accounting / trades) — each
  produces 3 pieces of content across 60 days
- All content gets paid amplification through Spark Ads from creator's handle
  (highest-converting format on TikTok in 2026)

---

## 7. Creative testing matrix

We run a strict **3 × 3 × 3 framework** across every channel:

```
        VARIABLE 1: HOOK              VARIABLE 2: FORMAT            VARIABLE 3: CTA
        ───────────────────           ───────────────────           ───────────────────
A.      "fifty years…"                Hero-film cutdown             "Register interest"
B.      "if it looks like MLM…"       Talking-head direct           "Watch the full film"
C.      "fifty per cent. Locked."     Static + headline             "See how it works"
```

That is 27 cells. We do not test all 27. We test the **9 most promising** in
the first 14 days, then double-down on the 3 winners. Every channel runs the
same matrix so we can compare like-for-like across platforms.

### Test → Scale → Compound cycle (3-day cadence)

```
Day 1   Launch 9 variants per channel, equal budget
Day 4   Cull bottom 3 by CPA; redistribute budget to top 3
Day 7   Cull bottom 1 (now 5); double top 2
Day 10  Cull bottom 2 (now 3); send top 3 to scale phase
Day 11+ Top 3 run at full pace; 2 new variants tested on 15% holdout daily
```

---

## 8. UTM convention (locked vocabulary — non-negotiable)

```
?utm_source=<channel>
&utm_medium=<paid|organic|email|referral>
&utm_campaign=<launch_2027q1>
&utm_content=<creative_id>
&utm_term=<audience_id>
```

### Allowed `utm_source` values
`meta`, `google_search`, `google_pmax`, `youtube_paid`, `youtube_organic`,
`linkedin_paid`, `linkedin_organic`, `tiktok_paid`, `tiktok_organic`,
`press_afr`, `press_boss`, `press_forbes`, `press_skybiz`, `press_other`,
`creator_<handle>`, `email_newsletter`, `direct`.

### Creative ID convention
`<channel-prefix>-<format>-<hook>-<version>` e.g.
- `m-hero15-fifty-v1` (Meta, 15s hero, fifty years hook, v1)
- `yt-bumper6-foundation-v2` (YouTube, 6s bumper, foundation hook, v2)
- `li-static-portrait-v1` (LinkedIn, static, portrait, v1)

---

## 9. Attribution stack

| Layer | Stack | Purpose |
|---|---|---|
| Server-side events | Cloudflare Pages → first-party endpoint → CRM (D1) | Survives cookie loss, iOS ATT, ad blockers |
| Meta CAPI | Direct integration with first-party endpoint | Maximises modelled conversions |
| Google Enhanced Conversions | Hashed-email upload via tag | Closes 40% gap from cookie loss |
| LinkedIn Insight Tag | Standard pixel + matched audiences | LinkedIn-specific attribution |
| TikTok Pixel + Events API | Server + client | TikTok-specific |
| Self-reported attribution | "How did you hear about us?" form field | Source of truth where modelled disagrees |
| GA4 | Cross-channel modelling | Triangulation layer |
| Google Search Console | Branded search lift | The truest cross-channel signal |
| Hotjar / Microsoft Clarity | Behaviour analytics | Funnel friction diagnosis |

### Conversion event hierarchy
1. **Primary:** register-interest form completion (`event=lead_submitted`)
2. **Secondary:** newsletter signup (`event=email_captured`)
3. **Tertiary:** /investors page reach + 60s dwell (`event=investor_signal`)
4. **Engagement:** hero film 75% video view (`event=hero_75`)
5. **Engagement:** vision reel 50% view (`event=vision_50`)
6. **Awareness:** /faq dwell > 90s (`event=faq_engaged`)

---

## 10. Landing pages required (build by day 10)

| URL | Role | Audience |
|---|---|---|
| `/launch` | Internal viewer for board (noindex) | Matt, Corrina, Carla, board |
| `/launch/broker` | Vertical landing — broker | Meta broker, Google broker keywords, LinkedIn broker |
| `/launch/accountant` | Vertical landing — accountant | Same per vertical |
| `/launch/allied-health` | Vertical landing — allied health | |
| `/launch/recruitment` | Vertical landing — recruitment | |
| `/launch/trades` | Vertical landing — trades | |
| `/launch/investor` | Vertical landing — investor | LinkedIn investor, /investors path |
| `/launch/foundation` | Foundation-led story | Press traffic, ABC/SBS audience |

Each landing page:
- Hero film embed (poster preload, autoplay muted)
- Vertical-tuned headline
- Single CTA (register interest form, vertical pre-selected)
- Foundation 50% reassurance block
- FAQ subset (3 most-asked questions for that vertical)
- Press-mention strip once tier-1 hits land

---

## 11. Spend pacing (90-day cash flow)

| Week | Meta | Google | YouTube | LinkedIn | TikTok | Total | Cumulative |
|---:|---:|---:|---:|---:|---:|---:|---:|
| 1 | $4,000 | $2,000 | $2,000 | $1,500 | $1,000 | $10,500 | $10,500 |
| 2 | $6,000 | $3,000 | $3,000 | $2,000 | $1,500 | $15,500 | $26,000 |
| 3 | $7,000 | $4,000 | $3,000 | $2,500 | $1,500 | $18,000 | $44,000 |
| 4 | $8,000 | $4,500 | $3,000 | $2,500 | $2,000 | $20,000 | $64,000 |
| 5 | $9,000 | $5,000 | $3,500 | $2,500 | $2,000 | $22,000 | $86,000 |
| 6 | $9,500 | $5,000 | $3,500 | $2,500 | $2,000 | $22,500 | $108,500 |
| 7 | $9,500 | $5,000 | $3,500 | $2,500 | $2,000 | $22,500 | $131,000 |
| 8 | $9,000 | $5,000 | $3,000 | $2,000 | $2,000 | $21,000 | $152,000 |
| 9 | $8,000 | $4,500 | $3,000 | $2,000 | $1,500 | $19,000 | $171,000 |
| 10 | $7,000 | $4,000 | $2,500 | $1,500 | $1,500 | $16,500 | $187,500 |
| 11 | $6,500 | $4,000 | $2,500 | $1,500 | $1,500 | $16,000 | $203,500 |
| 12 | $6,500 | $4,000 | $2,500 | $1,500 | $1,500 | $16,000 | $219,500 |
| **TOTAL** | **$90K** | **$50K** | **$35K** | **$25K** | **$20K** | **$220K** | |

(Reserve $500 not allocated — kept for end-of-quarter compounding push.)

---

## 12. KPI dashboard (the seven numbers we report every Tuesday + Friday)

1. **Total qualified leads** (register-interest form completed, valid email)
2. **Cost per qualified lead** (USD)
3. **Channel-mix CPA** (Meta / Google / YouTube / LinkedIn / TikTok)
4. **Branded search volume** (Google Trends + GSC, week-on-week)
5. **Hero film cumulative completed views** (YouTube + Meta + LinkedIn + TikTok summed)
6. **Vision reel cumulative views** (internal + investor-shared)
7. **Press-driven traffic** (sessions with `utm_source=press_*` or referral header from target outlets)

### Reporting cadence
- **Tuesday 9am AEST:** weekend + Monday performance review, channel reallocation decisions
- **Friday 9am AEST:** week-end review, weekly KPI snapshot to founders + board
- **Monthly 1st:** consolidated month report + next-month plan
- **Day 30, 60, 90:** phase-gate reviews — go/no-go on continuation, kill, or pivot

---

## 13. Kill conditions (the things that pause spend immediately)

1. **MLM perception incident** (negative tier-1 press or viral negative thread)
   → all paid pauses 24h pending publicist + Matt response.
2. **CPA > 3× target for 7 consecutive days** at portfolio level → paused
   pending creative refresh.
3. **Pixel / attribution stack failure** > 4 hours → spend paused until
   diagnostics resume tracking.
4. **Founder unavailability for press response** > 48 hours during launch
   window → paid throttled to 25% pending return.
5. **Cloudflare / production downtime** > 30 minutes during launch window →
   spend paused until production verified.

---

## 14. What this plan does **not** include (and where the gaps go)

- **Media buyer fees / agency fees.** Assumed in-house or freelance day-rate
  beneath the $220K paid line; reserve from creative + analytics bucket if
  agency required.
- **Production refreshes** beyond initial bank. Refresh budget held in
  $60K creative bucket (Master Strategy §4).
- **Influencer / creator payments.** Held separately in $25K creator bucket.
- **PR / publicist fees.** Held in $50K PR bucket.
- **Real filmed footage.** Held in $60K creative bucket; commissioned when
  publicist is appointed and tier-1 placement confirmed.

---

*End of Paid Media Plan. See `00_MASTER_STRATEGY.md` for the framing and
`01_PRESS_KIT.md` for the earned-media wave this plan amplifies.*