One row per tab. The Alani Nu tab on the left (live, scroll inside it), the gold on the right, then your grade and comments. If it would lose side by side, it isn't GOOD.
{{ request }}Danilo Vicioso · [email protected] · danilovicioso.com · Sept 2026
Rather than send a résumé I did a weekend of the job.
| 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 |
Roster is the core variable. Creator video volume follows from it at 7 videos per creator per week. Proposed.
I’d love to chat if this makes sense. Grab a time here.
Danilo
Strawberry Sunrise to Watermelon Wave, every 12-oz energy flavor is a $29.99 12-pack. Zero sugar, about 10 calories a can.
$29.99 per 12-pack, alaninu.com Energy collection, 28 Sept 2026. Zero sugar and ~10 calories per can: Walmart.com product listing, 28 Sept 2026. Prices change.
Katy Hearn Schneider and Haydn Schneider co-founded Alani Nu in 2018. Celsius Holdings completed its $1.8 billion acquisition on April 1, 2025, and Alani Nu now sits next to CELSIUS and Rockstar Energy.
Celsius Holdings press release, 1 Apr 2025; WDRB, 2025. Read 28 Sept 2026.
The flavor names are the product. Cotton Candy, Dream Float, Cosmic Stardust, Hawaiian Shaved Ice. Every one is zero sugar.
alaninu.com, 28 Sept 2026.
12-pack price and formats per flavor from alaninu.com, 28 Sept 2026.
From alaninu.com FAQ and shipping policy, 28 Sept 2026.
No launch dates or countdowns, only what has already happened.
Product photography © Alani Nu, from alaninu.com (28 Sept 2026). This page writes no testimonials.
Alani Nu's collegiate ambassador program runs at 300+ universities in the US and Canada. Ambassadors must be 18+, full-time students with public profiles. They get monthly restocks, merch, events and a creator spotlight.
alaninu.com/pages/ambassadors, 28 Sept 2026.
Retailer product pages and Parade, read 28 Sept 2026. No store count is published, so none is shown.
Concepts only, not live ads. Product photography © Alani Nu, from alaninu.com. Four of the fifteen are meme formats. The third-party templates (Drake, Pikachu, Always Has Been) need their rights cleared before running as paid. No health or performance claims are made. Every figure comes from alaninu.com, Celsius filings or the Meta Ad Library, 28 Sept 2026.
One number to protect, and a plan to spend more on Meta without it moving: an always-on layer of winning messages between the seasonal drops, tested on a schedule and stopped by gates agreed before money moves.
Product photos: Alani Nu, alaninu.com (28 Sept 2026). Figures marked proposed are Danilo's plan, not Alani Nu data.
The number is blended CAC on Meta for alaninu.com at the spend you want to reach. Everything below either protects it or tests whether it holds at a higher spend.
On 28 Sept, Alani Nu’s verified Meta Page showed zero active US ads. The latest flight was the “Something is stirring” Witch’s Brew teaser, which ran for about a week (Aug 5–12, 2026) across at least three Library IDs. A brand that only buys around drops pays launch-week CPMs and starts from a cold audience every time.
Meta Ad Library, Page ID 449800095439550, read 28 Sept 2026. The ~140 count includes duplicate ad-set variants, so it is not 140 unique ads. Library IDs are in sources/ads.md.
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Cold start after each flight | High | High | Danilo | Always-on floor never below a set daily spend |
| Caffeine and supplement claims | Med | High | Celsius legal | Only lines from an approved claim library run |
| Retail cannibalization (Walmart, Target, Costco) | High | Med | Celsius | Geo or date holdout agreed in week one |
| Q4 auction costs | High | High | Danilo | CPM +30% vs Sept → hold tests, scale only winners |
| Continental-US-only shipping | Low | Med | Danilo | Exclude AK, HI and non-US from targeting |
| Portfolio overlap with CELSIUS and Rockstar | Med | Med | Celsius | Shared exclusion audiences where they overlap |
| Landing page leak | Med | Med | Danilo | Concept page must beat collection page CVR at equal traffic |
Scores are Danilo’s read from outside, to be re-scored in week one with your data.
| Line | Value | Status |
|---|---|---|
| First order value | $29.99 | Proxy: one 12-pack, alaninu.com |
| Gross margin | 50% | ASSUMED, replace in week one |
| Shipping and fulfilment per order | $6 | ASSUMED, replace in week one |
| Ships to | Continental US only | From the shipping policy |
| 12-month repeat orders | 1.5 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 |
Tests run inside the current budget. Winners replace spend. They don’t add to it.
| 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 |
Proposed split. Drops still get a burst, but on top of an always-on floor, not in place of one.
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| TikTok (paid) | Meta CAC holds for 30 days at 1.5× spend | The organic TikTok audience is already there, paid comes after |
| YouTube | A creator long-form ad beats the best Meta video | Needs proven scripts first |
| Retail media (Walmart, Target) | Holdout shows Meta drives retail lift | Most volume sells in retail |
| Snapchat | A 9:16 winner exists and student reach is proven | Fits the A-Team audience, unproven for paid |
Alani Nu sells at Walmart, Target, Costco and Sam’s Club. A Meta ad often ends with a retail purchase that the pixel never sees. So payback is judged on a holdout (regions or weeks with and without spend), not on DTC ROAS alone.
Retailers per retailer product pages and Parade, 28 Sept 2026. The holdout design is proposed.
| 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 | Holdout shows no retail or DTC lift |
| Piece | Exists today | Missing | Forced order |
|---|---|---|---|
| Creative | Seasonal teaser flights | An always-on library between drops | 1st |
| Creators | A-Team at 300+ universities | A paid sub-5K roster posting weekly | 2nd |
| Landing pages | Collection and product pages | Concept pages per message | 3rd |
| Measurement | Ad Library view only (from outside) | Holdout for retail lift, weekly CAC | Week 1 |
| Figure | Source | Type |
|---|---|---|
| 0 active US ads · Aug 5–12 teaser flight | Meta Ad Library, 28 Sept 2026 | Fact |
| $29.99 12-pack · $49.99 mini 24-pack · $13.99 sticks | alaninu.com | Fact |
| $1.8B acquisition, closed 1 Apr 2025 · $595M 2024 revenue | Celsius filings, Yahoo Finance | Fact |
| 300+ universities (A-Team) | alaninu.com/pages/ambassadors | Fact |
| 50% margin · $6 fulfilment · 1.5 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 |
Week one: the blind-pick test on your past ads, the holdout design, and the first 5 always-on ads live. By day 30 you have a keep-or-stop call on the numbers.
A roster of sub-5K creators posting 7 short videos a week on their own accounts, from scripts we write. The best videos run as partnership ads. It extends the A-Team’s community voice into paid, without replacing it.
| Piece | What it is (proposed) |
|---|---|
| Roster | 5 creators in month one, +2 a month to 10 if day 30 says keep going |
| Who | Sub-5K fitness, wellness and nutrition creators in the continental US, plus A-Team ambassadors who opt in |
| Output | 7 short videos a week per creator, on a dedicated account she runs |
| Pay | Fixed monthly retainer $500–1,500 by band, plus breakout bonuses |
| Caps | $5,500 creator pay in month one, $15,000 a month at ten |
| Into ads | Best videos run as Meta partnership ads |
| Safety | Approved claim library, paid-partnership label on every post, 24-hour draft review |
| Stop | Day-30 keep-or-stop call. Nothing renews without your yes. |
Same playbook, different category: I built and ran the creator engine at Tabs. These are organic reach across TikTok, Instagram and YouTube, not paid impressions.
Tabs figures as stated by Danilo.
Real posts from the Tabs roster. Most videos get a few hundred views, a few break out, and the average is carried by hit rate. That’s why volume is the strategy.
Formats and sources from ads-to-remake-and-viral-posts.md. Product photos stand in for the creator footage.
Caffeine figures from the alaninu.com FAQ, 28 Sept 2026. The workflow is proposed, and Celsius legal approves the claim library once.
| Step | What happens (proposed) |
|---|---|
| 1 · Source | Collabstr fitness, wellness and nutrition listings, and opted-in A-Team ambassadors |
| 2 · Verify | Confirm handle, follower count and location on the platform itself |
| 3 · Filter | Under 5K followers, continental US (ships there only), 18+ |
| 4 · Paid trial | One paid week of 7 videos from a brief |
| 5 · Keep or cut | Kept on hit rate and brief-following, scored at month end |
| # | Name | Platform | Followers | Location | Category | Listed rate |
|---|---|---|---|---|---|---|
| 1 | Brianna Brayman | IG | 1.4k | Wyoming, RI | Fitness | $285 / 3 feed posts |
| 2 | Niko Provistalis | IG | 1.4k | Orlando, FL | Fitness | $100 / 1 story |
| 3 | Mackenzie | IG | 2.2k | Portland, OR | Fitness | $150 / 1 reel |
| 4 | Araz Omar | IG | 3.5k | Turku, Finland ⚠ | Fitness | $150 / 3 stories |
| 5 | Jasmine Stallworth | IG | 3.9k | Houston, TX | Fitness | $250 / 2 stories |
| 6 | Megan Taylor | IG | 154 | Houston, TX | Health & Wellness | $50 / 1 story |
| 7 | Abbey Vogt | IG | 1.4k | Vancouver, BC ⚠ | Health & Wellness | $80 / 1 story |
| 8 | Giselle Cayme | IG | 1.3k | Hermosa Beach, CA | Health & Wellness | $150 / 3 stories |
| 9 | Natalie Hayes | IG | 295 | Chicago, IL | Health & Wellness | $50 / 2 stories |
| 10 | Brittany Morgon | IG | 3.6k | Norfolk, VA | Health & Wellness | $125 / 4 stories |
| 11 | Rayna Fleckinger | IG | 2.2k | Mililani Town, HI ⚠ | Health & Wellness | $50 / 1 feed post |
| 12 | Jacqueline Davis Moranti | TikTok | 4.6k | Philadelphia, PA | Fitness | $300 / 1 video |
| 13 | Caleb Williams | TikTok | 2.9k | Fort Myers, FL | Fitness | $150 / 1 video |
| 14 | Audrey | TikTok | 2.2k | Miami, FL | Fitness | $50 / 1 story |
| 15 | Elise Reiss | TikTok | 1.7k | Redmond, OR | Fitness | $50 / 1 story |
| 16 | Ashley Teltow | IG | 1.6k | Detroit, MI | Nutrition | $200 / 2 reels |
| 17 | Simmi | IG | 2.1k | London, UK ⚠ | Nutrition | $55 / 1 story |
| 18 | Jo Jones Sullivan | IG | 2.6k | Millbrook, NY | Nutrition | $70 / 1 feed post |
| 19 | Roberta Guerrero | IG | 447 | Guayaquil, Ecuador ⚠ | Nutrition | $50 / 3 stories |
| 20 | Lindsay Corzine | IG | 2.4k | Jacksonville Beach, FL | Nutrition | $50 / 1 story |
| 21 | Skylar Thomas | IG | 2.0k | Nashville, TN | Nutrition | $75 / 1 feed post |
Collabstr listings as displayed 28 Sept 2026. Handles still to be confirmed on-platform before outreach. ⚠ = outside the continental US, where Alani Nu doesn’t ship: swap for domestic alternates or sort out product logistics first.
| 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 |
Proposed. The listed Collabstr rates above are per-post, and a retainer replaces them for the weekly cadence.
| 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 |
Proposed. Bonuses sit inside the monthly caps.
At the cap, $5,500 ÷ ~150 videos ≈ $37 a video. The day-30 test is organic cost per 1,000 views at $5 or better, or a creator ad that beats your best ad at equal spend.
| When | What (proposed) |
|---|---|
| Week 1 | Claim library approved, 5 creators briefed |
| Week 2 | First 2 creators posting |
| Week 3 | All 5 posting, 35 videos a week, best ones into paid |
| Day 30 | Keep-or-stop call on the numbers |
| Months 2–3 | +2 creators a month to 10 |
