	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:

AwaySponsored · Exhibit 01 · Lab

Dropped at 10°F. Loaded to 60 lbs. Every which way.

AXT™ · FREEZING DROP TESTTHE CARRY-ON
CONDITIONS10°FUP TO 60 LBSDROPPED REPEATEDLY
ONE OF 80 TESTS. 850+ HOURS IN TOTAL.
awaytravel.com/pages/quality-testing, 28 Sept 2026.

awaytravel.comThe Carry-On · $275Shop now

Lands on → awaytravel.com/pages/quality-testingA lab-report layout for a real test, in the site’s own numbers.

AwaySponsored · Proof 02 · 94%

94% never needed a repair. The other 6% are covered.

94%of suitcases sold have never used a warranty repair or replacement.For the rest: LifetimeCare™, repair first, replace when needed.awaytravel.com/pages/lifetimecare · 28 Sept 2026

awaytravel.comLifetimeCare™Shop now

Lands on → awaytravel.com/pages/lifetimecareOne number and its source. It’s the strongest proof point in the package.

AwaySponsored · Choice 04 · Sizes

Four sizes. Four prices. Pick your trip.

Carry-On$275

Bigger Carry-Onfrom $295

Medium Flex$395

Large Flex$425

awaytravel.comCompare sizesShop now

Lands on → awaytravel.com/collections/luggageChoice architecture: four real SKUs at today’s prices.

AwaySponsored · Hero 05 · Cherry

Cherry Red, packed and ready.

New: Topside in Cherry Red

awaytravel.comTopside Carry-On · $378Shop now

Lands on → awaytravel.com (New Arrivals)The launch colour on their own photo. The badge is the site banner. The pictured model isn’t named, so it isn’t priced.

AwaySponsored · UGC 06 · Pack-out

“Everything I packed for five days in one Carry-On.”

5 days. 1 Carry-On.0:00 empty case · 0:03 sped-up pack · 0:10 zip · 0:12 “fits in the overhead, see you at the gate”

awaytravel.comThe Carry-On · $275Shop now

Lands on → awaytravel.com/collections/luggageA remake of the “what’s in my carry-on” viral format from the package (placeholder #1). The photo stands in for the creator. The script is a concept.

AwaySponsored · Partnership 07 · Sabrina

The Sabrina Ionescu Collection.

Away × Sabrina Ionescu

awaytravel.comThe Sabrina Ionescu CollectionShop now

Lands on → awaytravel.com (New Arrivals)Sports-fan audiences. The partnership is from Away’s announcements (15 Sept 2025). Run it only with the athlete’s ad-use rights confirmed.

AwaySponsored · Family 08 · School

Back to school, clear-bag rules included.

awaytravel.comBack-to-SchoolShop now

Lands on → awaytravel.com (Back-To-School)Parent audience in August and September. Their own photos.

AwaySponsored · Media buyer 09 · 0:06

Carry-On. Bigger. Medium. Six seconds.

0:00 CARRY-ON

0:02 BIGGER

0:04 MEDIUM

awaytravel.comFlex luggageShop now

Lands on → awaytravel.com (Flex)A six-second bumper across the Flex range.

AwaySponsored · Offer 10 · Bundle

Build a set. Save up to $100.

Save up to $100.Mix, match and build your set. Site banner, 28 Sept 2026.

awaytravel.comBundle & saveShop now

Lands on → awaytravel.com (Bundle & save)The live site offer, word for word. Stop it the day the banner changes.

AwaySponsored · Meme 11 · Drake

Luggage, sorted.

Checking a bag for a 3-day trip

One Carry-On and walking straight past baggage claim

awaytravel.comThe Carry-On · $275Shop now

Lands on → awaytravel.com/collections/luggageA relatable carry-on-only joke with no claim. Third-party meme template: clear the rights before running it as paid.

AwaySponsored · Meme 12 · Surprised Pikachu

Every checked bag, the same surprise.

buys the cheapest suitcase at the airport
is shocked when the wheel falls off at the gate

awaytravel.comQuality testingShop now

Lands on → awaytravel.com/pages/quality-testingThe pain first, then the landing page shows the 80 tests. There’s no competitor named. Third-party meme template: clear the rights before running it as paid.

AwaySponsored · Meme 13 · Starter pack

The “carry-on only” starter pack.

The “carry-on only” starter pack

A suitcase that fits the overhead

A bag that fits under the seat

The “personal item” (it’s a weekender)

A backpack for the laptop you swore you wouldn’t open

awaytravel.comCarry-On luggageShop now

Lands on → awaytravel.com/collections/luggageA starter-pack grid built from Away’s own product photos, so no template rights are needed.

AwaySponsored · Meme 15 · Always Has Been

Wait, they drop-test it frozen?

“Wait, they drop it at 10°F with 60 lbs inside?”“One of 80 tests.”

awaytravel.comQuality testingShop now

Lands on → awaytravel.com/pages/quality-testingThe punchline is a published test spec. Third-party meme template: clear the rights before running it as paid.

Concepts only, not live ads. Photography © Away, from awaytravel.com. Away’s Meta Ad Library couldn’t be isolated from generic “away” results on 28 Sept 2026, so none of these is presented as a remake of a live Away ad. Four of the fifteen are meme formats. The third-party templates (Drake, Pikachu, Always Has Been) need their rights cleared before running as paid. The Sabrina Ionescu ad needs the athlete’s ad-use rights confirmed.

Disturbance	Likelihood	Impact	Owner	Gate (proposed)
Amazon and Nordstrom take DTC demand	High	High	Away + Danilo	Report DTC CAC with a geo or date holdout agreed in week one
Creative fatigue on top ads	High	High	Danilo	Best ad CPA up 20% over 7 days → rotate
“Coming soon” launch on 29 Sept pulls spend	Med	Med	Away	Launch flight kept separate from always-on tests
Promo dependence (bundles, ID.me 10%)	Med	Med	Away	Test full price vs bundle offer, reported apart
Q4 auction costs	High	High	Danilo	CPM up 30% vs Sept → hold tests, scale only winners
Claim risk (durability, warranty wording)	Low	High	Away legal	Only lines from the approved claim library run
Athlete or licensed-IP rights	Med	Med	Away	No Sabrina or Toy Story creative without written ad-use rights

Line	Value	Status
First order value	$275	Proxy: The Carry-On list price (awaytravel.com)
Gross margin	55%	ASSUMED
Returns, first orders	8%	ASSUMED
LifetimeCare cost per unit, year 1	$6	ASSUMED
12-month repeat orders	0.25 per customer	ASSUMED

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 / 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 or scale when (proposed)	Why wait
Amazon ads	Brand search share on Amazon is measured against DTC	Amazon launched in 2025, so it may already cannibalise DTC
TikTok (paid)	Meta DTC CAC holds for 30 days at 1.5× spend	Same creative supply problem
YouTube	A creator long-form pack-out beats the best Meta ad at equal spend	Needs a proven story first
Nordstrom co-op	A holdout shows Meta lifts Nordstrom sales	Can’t see those sales from DTC data

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: everything stops and nothing renews
60	Winners hold 14 days, roster at 7	DTC CAC up more than 10% at the higher spend
90	Spend is up at the same CAC, roster at 10	The holdout shows no lift beyond Amazon and Nordstrom

Piece	Exists today	Missing	Forced order
Measurement	DTC site, Nordstrom, Amazon	A holdout that separates them	Week 1
Proof	80 tests, 94%, press reviews	Proof in creator-made content	1st
Creators	An influencer@ inbox, athlete partners	A sub-5K roster posting weekly	2nd
Landing pages	Product and collection pages	One page per concept	3rd

Figure	Source	Type
80 tests · 850+ hours · 480 blocks · 1,500 pulls · 760 lbs	awaytravel.com/pages/quality-testing, 28 Sept 2026	Fact
94% never needed a warranty repair or replacement	awaytravel.com/pages/lifetimecare	Fact
Carry-On $275 · Medium Flex $395 · Large Flex $425 and other prices	awaytravel.com/collections/luggage	Fact
Nordstrom (May 2025) and Amazon (2025), new CEO Jessica Schinazi	Yahoo Finance	Fact
Save up to $100 on sets · ID.me 10% · ships to US, UK and CA	Site banners, 28 Sept 2026	Fact
55% margin · 8% returns · $6 care · 0.25 repeats · 10% hit rate	Placeholders	Assumed
5→10 creators · $500–1,500 bands · $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, adding 2 a month up to 10 if day 30 says keep going
Who	Sub-5K travel, adventure and family creators in the US first (Away ships to the US, UK and Canada)
Output	7 short videos a week per creator on a dedicated account: about 150 a month at 5
Pay	A $500–1,500 monthly retainer by band, plus breakout bonuses. Capped at $5,500 in month one and $15,000 a month at 10.
Safety	Approved claim library, the paid-partnership label, no athlete or licensed-IP content, drafts reviewed within 24 hours
Paid loop	The best organic videos become partnership ads within the week
Run by	Danilo’s team in one Slack channel. Briefs go out Monday and scores come at month end.

Step	What happens (proposed)
1 · Source	Collabstr travel, adventure and family nano listings
2 · Verify	Confirm the handle, the follower count (under 5K) and the content mix on the live profile
3 · Test	One paid trial brief: 7 videos in a week
4 · Keep	Keep the top half on views per video and brief compliance, and replace the rest

#	Name	Handle	Platform	Followers	Angle
1	Elizabeth Cates	@elizabethjcates	TikTok	3.9k	Luxury travel, home
2	Nicole Feeney	@liamheartspaws	TikTok	1.4k	Mom creator, family travel
3	Brittany Garcia	@brittg	IG	3.3k	UGC, travel and lifestyle
4	Lucy Fernandes	@lucyfernandes	TikTok	492	Aesthetic UGC
5	Teuly Chowdhury	@omgitsteuly	TikTok	1.3k	Global travel
6	Cayla Kim	@caylakim	IG	2.3k	Travel
7	Berklee Ryann	@berkleeryann	IG	2.3k	Travel and design
8	Jeff S. (The Outdoor Connection)	@jeffs	TikTok	1.6k	Adventure and outdoor
9	Braydon Booth	@braydon-booth	IG	1.7k	Surf and outdoor
10	Valérie Gagné	@therunningpanda	IG	1.4k	Adventure and outdoors
11	Elorm Anyadi	@afrocaper	IG	2.2k	Adventure and travel
12	Heloysa Barros	@heloysabarros	IG	3.5k	Adventure and outdoors
13	Ashly Caddick	@ashlycaddick	IG	1.8k	Family lifestyle
14	Oleksandra Kobzar	@kobzar	IG	2.8k	Family UGC
15	Mileea Jae	@jaemileea	TikTok	1.6k	Mom lifestyle and beauty
16	Joy	@itsjoycecreates	IG	3.2k	Lifestyle UGC
17	Ashanti Andrews	@ashantiandrews	IG	3.0k	Family and lifestyle
18	Whisper Bush	@whisperbush	IG	2.8k	Mom lifestyle
19	Eleanore (The Steiny Family)	@thesteinyfamily	IG	1.4k	Family lifestyle
20	Sara	@zestforchaos	IG	1.2k	Mom and family
21	Kristen Simpson	@kraykraylife	IG	1.1k	Family lifestyle

Band (proposed)	Followers	Retainer / month	Output
A	Under 1K	$500	7 videos a week
B	1K–3K	$1,000	7 videos a week
C	3K–5K	$1,500	7 videos a week

Trigger (proposed)	Bonus
A video passes 100K organic views	$250
A video passes 1M organic views	$1,000
Her video beats the control ad at equal spend	$500

When	What (proposed)
Week 1	Claim library approved, 5 travel creators briefed, DTC holdout agreed
Week 2	The first 2 creators posting
Week 3	All 5 posting, 35 videos a week, the best ones into paid
Day 30	Keep-or-stop call on cost per 1,000 views and creator ads vs control
Months 2–3	Add 2 a month up to 10, bringing in family creators before school and the holidays

Review: Away vs gold

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Rebuild request

Application — Growth

Who I am

What I built

What I’d do here

Month one

It started with one Carry-On.

Built for modern travel.

Pick a size. Every one is tested the same way.

Four of the eighty tests.

Repair first. Replace when needed.

The Flex range.

Hardside, Flex, Topside, Softside, Aluminum.

Tested by people who test luggage.

For the part of the trip that isn’t the suitcase.

A new era of travel and sport.

Travel gear for kids, too.

From one suitcase to a full shelf.

Not sure which one?

Frequently asked questions.

Scale spend. Hold CAC.

Growth plan · ten parts

One number to protect. Seven ways it breaks. Three moves.

The best proof in the category, told mostly by the brand.

Seven disturbances, each scored, owned and gated by a number.

The ceiling. One real line, four assumed.

The test ramp. You fill in the blanks on day one.

Whatever your CAC is, the number of new ideas tested moves it.

Where the next $100,000 goes.

DTC next to Nordstrom and Amazon: what has to be true first.

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.

Small creators, real travel days, every week.

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

Twelve videos we’d remake

Twelve converting formats

The part that makes this hard, handled first

How we find and test them

Twenty-one 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