SkyyRose Paid Media System

When to Use This Skill

• Planning Meta (Facebook/Instagram) ad campaigns for product drops
• Writing TikTok ad scripts that feel native
• Setting up Google Shopping and Search campaigns for WooCommerce
• Designing retargeting funnels for skyyrose.co visitors
• Creating ad creative briefs for designers/photographers
• Calculating ad budgets and ROAS targets
• Writing ad copy for any paid channel

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Target Audience Profiles

Core Audience (Primary)

• Age: 18-35
• Gender: All
• Location: United States (concentrate Bay Area, LA, NYC, ATL, Houston, Chicago)
• Interests: Streetwear, luxury fashion, sneaker culture, Black culture, Bay Area lifestyle
• Behaviors: Online shoppers, fashion brand engaged, mobile-first

Affinity Segments

Segment	Interests to Stack	Estimated Size
Streetwear Collectors	Supreme, BAPE, Off-White, Fear of God + "Online shopping"	2-5M
Black Culture + Fashion	Black-owned businesses, Essence, Complex, The Shade Room + Apparel	3-8M
Bay Area Local	Oakland, San Francisco, Bay Area + Fashion	200K-500K
Sports x Fashion	NBA, NFL, Basketball culture + Streetwear	5-10M
Parents (Kids Capsule)	Parents, Children's clothing + Urban fashion	1-3M

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Platform Playbook: Meta (Facebook + Instagram)

Campaign Structure

Campaign: [Drop Name] — Conversions
├── Ad Set 1: Interest Stack — Streetwear + Culture (40% budget)
│   ├── Ad 1: Carousel — Collection showcase
│   ├── Ad 2: Video — Behind-the-scenes / product reveal
│   └── Ad 3: Static — Hero product shot
├── Ad Set 2: Lookalike 1-3% — Based on purchasers or email list (40% budget)
│   ├── Ad 1: Video — Founder story / brand narrative
│   ├── Ad 2: Carousel — "How to style" series
│   └── Ad 3: UGC-style — Customer testimonial format
└── Ad Set 3: Retargeting — Site visitors 30d + Engaged 90d (20% budget)
    ├── Ad 1: Dynamic product ad — Items they viewed
    ├── Ad 2: Static — Urgency / limited stock
    └── Ad 3: Carousel — Collection they browsed

Ad Copy Templates

Hook → Desire → CTA Formula

Product Drop Ad:

Primary text: This isn't another hoodie. It's 380gsm French terry with double-stitched seams and embroidered detailing. Built in Oakland. Limited to [X] pieces.

The Black Rose Hoodie drops [date]. Pre-order now — when they're gone, they're gone.

Headline: Black Rose Hoodie — Limited Pre-Order
Description: $40 · Ships in 4-6 weeks
CTA: Shop Now

Brand Story Ad:

Primary text: A single father in Oakland. A daughter named Skyy Rose. A brand that proves luxury grows from concrete.

SkyyRose isn't built in a boardroom. It's built from 4am manufacturing calls, failed website launches, and the kind of persistence that only comes from having someone small watching you.

Headline: Luxury Grows from Concrete
Description: Oakland-born luxury streetwear
CTA: Learn More

Social Proof Ad:

Primary text: "The weight of this hoodie is insane. This isn't mall brand quality." — Marcus, Oakland

Join 2,000+ people who already know. SkyyRose drops sell out for a reason.

Headline: See What Oakland Is Wearing
Description: Limited drops · Pre-order only
CTA: Shop Now

Creative Format Specs

Format	Dimensions	Duration	Notes
Feed Static	1080x1080	N/A	Dark backgrounds, product centered
Feed Carousel	1080x1080 per card	N/A	3-5 cards, story arc
Story/Reel	1080x1920	15-30s	Hook in first 1.5s
Feed Video	1080x1080 or 4:5	15-60s	Captions required

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Platform Playbook: TikTok

Content-First Advertising

TikTok ads must look like TikTok content. Polish kills performance.

Script Templates

Product Reveal (15s):

[0-3s] HOOK: Close-up of hands opening a SkyyRose package. Text: "This is what $40 luxury streetwear looks like"
[3-8s] REVEAL: Pull out hoodie, show weight/drape, flip to show embroidery detail
[8-12s] WEAR: Quick cut to wearing it — mirror check, confident pose
[12-15s] CTA: Text overlay: "Limited pre-order at skyyrose.co" + SkyyRose logo

Founder Story (30s):

[0-3s] HOOK: Corey walking Oakland streets. Text: "I named my brand after my daughter"
[3-10s] STORY: Voice-over — "4 years ago I had nothing. A baby on the way, no direction."
[10-20s] BUILD: Quick cuts of products, manufacturing, Skyy Rose playing. "Every piece is limited because we don't do mass production."
[20-27s] BRAND: "Luxury grows from concrete. This is SkyyRose."
[27-30s] CTA: Product showcase + "Pre-order open now" + link

"POV" Native Format (15s):

[0-3s] Text: "POV: you ordered from a brand no one knows about yet"
[3-8s] Unboxing — tissue paper, branded packaging, reveal
[8-12s] Trying it on — mirror, different angles
[12-15s] Text: "and it's the hardest thing in your closet" + @skyyrose link

TikTok Hook Database (20 hooks)

1. "This is what $40 luxury streetwear actually looks like"
2. "POV: you ordered from a brand before it blew up"
3. "I spent $265 on a varsity jacket from a brand you've never heard of"
4. "The hoodie that made me stop buying from Nike"
5. "Why is no one talking about this Oakland brand?"
6. "A single dad built this luxury brand for his daughter"
7. "80 pieces. That's it. When they're gone..."
8. "This jersey series is going to be worth money one day"
9. "Black-owned luxury hits different"
10. "I need you to feel the weight of this fabric"
11. "This brand doesn't do restocks"
12. "From Oakland to your closet — luxury that grew from concrete"
13. "The details on this are insane (zoom in)"
14. "When your hoodie has better construction than your winter coat"
15. "Name a streetwear brand this clean. I'll wait."
16. "POV: you just unboxed the limited Black Rose drop"
17. "My daughter is the reason this brand exists"
18. "This is what happens when streetwear meets intention"
19. "Sold out in 3 days. Here's why."
20. "The quality difference between fast fashion and this"

Spark Ads Strategy

• Boost top-performing organic TikToks as Spark Ads
• Budget: $10-20/day per Spark Ad
• Target: same interest-based audiences as Meta
• Kill creative when engagement drops below 3%

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Platform Playbook: Google Ads

Search Campaigns

Campaign: SkyyRose — Brand Terms
Keywords: skyyrose, skyy rose, skyy rose collection, skyyrose clothing
Bid strategy: Maximize conversions
Budget: $10-15/day

Campaign: SkyyRose — Category Terms
Keywords: luxury streetwear, Black-owned streetwear, Oakland clothing brand, limited edition hoodies
Bid strategy: Target CPA
Budget: $20-30/day

Campaign: SkyyRose — Competitor Terms
Keywords: fear of god alternative, off-white streetwear, black-owned fashion brands
Bid strategy: Manual CPC (controlled spend)
Budget: $10-15/day

Google Shopping (WooCommerce Product Feed)

• Ensure WooCommerce product feed is set up (Google Listings & Ads plugin or custom feed)
• Product titles:

  [Brand] [Product Name] — [Key Feature] | [Collection]

• Product images: Use hero front render (white/clean background)
• Product category: Apparel & Accessories > Clothing
• Custom labels: collection name, pre-order status, price tier

Performance Max

• Asset group per collection (Black Rose, Love Hurts, Signature)
• Headlines: 5 per group, benefit-focused
• Descriptions: 5 per group, mix of brand story + product features
• Images: Hero product + lifestyle + collection group
• Audience signals: custom segments based on search behavior + customer list

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Retargeting Framework

Funnel Stages

Stage	Audience	Window	Message	Budget Share
1. Awareness	Visited any page	1-30 days	Brand story, collection overview	30%
2. Consideration	Viewed product page	1-14 days	Specific product they viewed + social proof	40%
3. Intent	Added to cart	1-7 days	Cart reminder + urgency + free shipping offer	30%

Exclusions (Critical)

• Always exclude purchasers from prospecting and retargeting
• Exclude cart retargeting from people who already completed checkout
• Exclude welcome flow subscribers from aggressive retargeting for 7 days

Frequency Caps

• Prospecting: Max 3 impressions/person/week
• Retargeting (consideration): Max 5/week
• Retargeting (intent): Max 7/week (urgency justifies higher frequency)

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Budget Calculator

Starting Budget Formula

Monthly revenue target: $[X]
Average order value (AOV): $65 (blended across products)
Target ROAS: 3x (return $3 for every $1 spent)
Monthly ad budget = Revenue target / Target ROAS

Example: $5,000 revenue target / 3x ROAS = $1,667/month ad spend
Daily: ~$55/day across all platforms

Platform Budget Split (Launch Phase)

Platform	Allocation	Daily ($55 total)	Why
Meta (IG/FB)	50%	$27.50	Best for fashion discovery + retargeting
TikTok	30%	$16.50	Gen-Z reach, organic amplification
Google	20%	$11.00	Capture search intent + brand protection

Testing → Scaling Decision Framework

Week 1-2: Test phase
- Run 3-5 creative variations per platform
- $20-30/day total
- Goal: identify winning creative + audience

Week 3-4: Optimize phase
- Kill underperformers (2x target CPA after $20 spent)
- Double down on winners
- $40-60/day total

Month 2+: Scale phase
- Increase budget 20-30% every 3-4 days on winners
- Introduce new creative every 2 weeks
- Add lookalike audiences from purchaser data
- $80-150/day total

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Ad Creative Brief Template

# SkyyRose Ad Creative Brief

**Campaign:** [Drop name / Always-on]
**Platform:** [Meta / TikTok / Google]
**Format:** [Static / Carousel / Video / UGC-style]

**Product(s):** [Name, SKU, price, collection]
**Key Message:** [One sentence — what should people feel/know/do?]

**Visual Direction:**
- Background: [Dark/moody for BR, warm/golden for SIG, dramatic red for LH]
- Product: [Hero shot / lifestyle / on-model / flat lay]
- Text overlay: [Max 5 words on image]
- Brand elements: [Logo placement, collection mark, tagline]

**Copy Direction:**
- Hook: [First line / first 3 seconds]
- Angle: [Problem-solution / Social proof / Direct benefit / Founder story]
- CTA: [Shop Now / Pre-Order / Learn More]

**Specs:**
- Dimensions: [1080x1080 / 1080x1920 / 1200x628]
- Duration (video): [15s / 30s / 60s]
- Deliverables: [Static JPG + animated GIF / MP4 with captions]

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Anti-Patterns

• DO NOT run discount-heavy ads — SkyyRose is luxury. "20% OFF EVERYTHING" destroys brand equity
• DO NOT use stock photography — only SkyyRose product renders and lifestyle imagery
• DO NOT target too narrowly — audiences under 100K are too small for Meta's algorithm
• DO NOT kill ads before $20 in spend — small samples are unreliable
• DO NOT boost posts from the page — use Ads Manager for proper targeting and tracking
• DO NOT run the same creative for more than 3 weeks — refresh to combat fatigue
• DO NOT forget retargeting — it converts 3-5x better than cold traffic
• DO NOT split attention with multiple CTAs — one button, one destination per ad

Recovery

• High CPC / low CTR: Creative isn't stopping the scroll. Test new hooks and visual formats.
• Good CTR but no conversions: Landing page problem. Check page speed, mobile UX, checkout friction.
• Facebook ad account restricted: Review Meta ad policies. Fashion imagery must comply with body image rules.
• TikTok ads not spending: Bid is too low or audience is too narrow. Broaden targeting.
• ROAS below 2x after 30 days: Reassess offer, funnel, or creative strategy before increasing spend.