The full Katechon fleet on the Voana account — each ad playable, scored against the bar you set, with the read and the next move. Open “Under the hood” on any ad to see the spec, the prompts and what it cost to make.
Hooks are solved to your “great” bar. Fleet one opened at 45–55% hook rates; every ad shipped since the swipe-library rebuild runs 60–76%.
Narration fixed retention. The silent star (KAT005) held 3.4% of viewers; its narrated child holds 23.5% — and re-purchased at 2.18 ROAS.
Iteration is nearly free. A new hook on a proven body costs ~$8 and ships the same day. The original body cost $44. That's the loop working.
Static poster · launched 2026-07-22
| Variant | Spend | Hook | Hold | CTR | CPM | CPC | Landing views | Checkouts | Purchases | ROAS |
|---|---|---|---|---|---|---|---|---|---|---|
| A | $21.22 | — | — | 6.1% ✓ | $108.0 | — | 13 | 7 | 0 | — |
| B | $33.44 | — | — | 6.3% ✓ | $105.0 | — | 18 | 5 | 0 | — |
Lifetime numbers from Meta · pulled 2026-07-29 11:06 ET · ✓ clears your bar, ✓✓ clears “great”.
The cheap scout. A single static frame of the clay-grandma bathroom scene put up the best front-end economics of the first fleet: 6.1–6.3% outbound CTR — double the 3% bar — at $1.63–2.06 per landing-page view. It pulled 12 initiated checkouts on $54.66 of spend, and zero purchases. In your own framework that pattern points at the funnel, not the creative: people clicked, landed, started checkout, and stalled. Rotated off when variant B crossed $50 without a sale.
Next Another poster round is the cheapest way to scout desire angles (smell, restored intimacy, “wear bras again”) before spending on video — your standing practice, and it worked here.
Hook-poster round output (iteration #150). The poster engine moved to its own repo in the 07-24 split; source asset backfill pending.
73s marionette VSL · launched 2026-07-22
| Variant | Spend | Hook | Hold | CTR | CPM | CPC | Landing views | Checkouts | Purchases | ROAS |
|---|---|---|---|---|---|---|---|---|---|---|
| A | $8.42 | 45.7% | — | 0.9% | $77.0 ✓ | — | 1 | 0 | 0 | — |
| B | $19.07 | 49.3% | — | 4.6% ✓ | $109.0 | — | 7 | 0 | 0 | — |
Lifetime numbers from Meta · pulled 2026-07-29 11:06 ET · ✓ clears your bar, ✓✓ clears “great”.
Retention — of viewers who start, how many are still watching:
The novelty bet: a wooden marionette with a squeaky elbow, testing whether a non-clay world could beat clay. It couldn't. Hooks landed at 45.7% / 49.3% — just under your 50% bar — and variant A barely delivered at all (0.92% CTR on $8.42). B's 4.57% CTR was respectable but nothing downstream backed it up. Rotated off well under the verdict floor.
Next Marionette spine retired. Clay is the account's language — novelty budget goes to new hooks and desires inside the clay world instead.
Spine transplanted from the swipe library — hookd board ad in the marionette/creature family. 13 scenes, VO body.
Story structure — 13 engine scenes (★ = hero shot, green = pro-tier render):
From the spec — the hook scene's still prompt (excerpt):
${SPINE}. On ${STAGE}: close on ${MAE_DOLL} looking down at her wooden elbow joint, which glows an angry sore red with three little cartoon squeak-lines radiating from it; her painted face in a big sad wince; nothing else in frame; the red joint is the single unmistakable subject.…
73s clay VSL · launched 2026-07-22
| Variant | Spend | Hook | Hold | CTR | CPM | CPC | Landing views | Checkouts | Purchases | ROAS |
|---|---|---|---|---|---|---|---|---|---|---|
| A | $10.98 | 54.7% ✓ | — | 5.7% ✓ | $157.0 | — | 6 | 3 | 0 | — |
| B | $9.72 | 55.4% ✓ | — | 7.1% ✓ | $139.0 | — | 2 | 1 | 0 | — |
Lifetime numbers from Meta · pulled 2026-07-29 11:06 ET · ✓ clears your bar, ✓✓ clears “great”.
Retention — of viewers who start, how many are still watching:
The proven body with a known-weak hook. Our ship gate scored this hook take 3 against an 8 floor and we shipped it anyway, on a recorded waiver, to get the body into market. The market agreed with the gate: solid-but-unspectacular 54.7% / 55.4% hooks — while everything downstream worked: 5.7% / 7.1% CTR and 4 checkouts on just $20.70 of spend. So instead of feeding it, we operated: two new hooks stitched onto the bit-exact same body for $7.45 and $8.05 a child, against $44.17 for the original.
Next This is the hook-versus-body test structure from the 07-24 call, executed. Whichever of KAT007/008 wins inherits the body.
Second-generation clay VSL. Its hook shipped on a gate waiver and was later replaced twice (KAT007/008) on the same body.
Story structure — 25 engine scenes (★ = hero shot, green = pro-tier render):
From the spec — the hook scene's still prompt (excerpt):
${SPINE}. Morning light through a frosted window in a cozy miniature 1970s clay bathroom — avocado-green tiles, blush-pink sink, brass fixtures: ${MAE} stands at the mirror mid-wince, fanning her collar away from her chest with a small woven fan, cheeks flushed; beside her the mirrored medicine cabinet hangs open, crammed to bursting with dozens of little BLANK unlabeled clay jars, tubes and pump bottles teetering on the shelves, one white tube frozen mid-…
53s educational VSL · launched 2026-07-22
| Variant | Spend | Hook | Hold | CTR | CPM | CPC | Landing views | Checkouts | Purchases | ROAS |
|---|---|---|---|---|---|---|---|---|---|---|
| A | $35.87 | 48.2% | 14.2% | 3.9% ✓ | $106.0 | $2.39 | 10 | 6 | 1 ($27.41) | 0.76 |
| B | $39.99 | 55.4% ✓ | 16.8% | 5.1% ✓ | $102.0 | $1.6 | 13 | 8 | 0 | — |
Lifetime numbers from Meta · pulled 2026-07-29 12:24 ET · ✓ clears your bar, ✓✓ clears “great”.
Retention — of viewers who start, how many are still watching:
Both variants ran to your $30–50 verdict floor — the only first-fleet ad to get there cleanly. A took the fleet's second purchase ($27.41); B never converted but posted the fleet's strongest intent: 8 initiated checkouts from 13 landing views at 5.1% CTR. Note the pattern, same as your account history: the lower-CTR variant is the one that converted. Hooks at 48.2% / 55.4% straddle the bar; hold sat in the mid-teens.
Next The timeline-proof structure (UMS mechanism → six-weeks promise) earned a hook-swap round of its own before more body spend.
Spine from hookd 90372054 — at 305 days active, the longest-running ad in the 468-ad swipe library.
Swipe provenance: hookd-176699/90372054
Story structure — 21 engine scenes (★ = hero shot, green = pro-tier render):
From the spec — the hook scene's still prompt (excerpt):
${SPINE}. Tight handheld close-up in a bright morning bathroom: ${JUNE} winces as she presses the back of her hand against the side of her ribcage through a thin cotton shirt, mid-flinch, eyes down, jaw tight — the private, instantly-recognizable discomfort gesture; behind her a mirror cabinet crammed with BLANK unlabeled jars and tubes; raw, candid, scroll-stopping intimacy.…
49s silent escalation montage · launched 2026-07-22
| Variant | Spend | Hook | Hold | CTR | CPM | CPC | Landing views | Checkouts | Purchases | ROAS |
|---|---|---|---|---|---|---|---|---|---|---|
| A | $64.32 | 61.8% ✓ | — | 3.8% ✓ | $62.0 ✓ | — | 25 | 4 | 1 ($40.91) | 0.64 |
| B | $60.08 | 62.2% ✓ | 3.4% | 3.5% ✓ | $48.0 ✓ | $1.0 | 30 | 8 | 0 | — |
| C-7R | $18.73 | 62.9% ✓ | 23.5% | 3.5% ✓ | $65.0 ✓ | $1.44 | 10 | 2 | 1 ($40.91) | 2.18 |
| C-Comp small sample | $5.46 | 56.9% ✓ | 15.9% | 1.1% | $62.0 ✓ | $1.82 | 1 | 0 | 0 | — |
Lifetime numbers from Meta · pulled 2026-08-02 17:53 ET · ✓ clears your bar, ✓✓ clears “great”.
Retention — of viewers who start, how many are still watching:
The account's proof of loop. The silent escalation montage took the fleet's first sale two days after launch, at $14.48 of spend. Hooks at 61.8% / 62.2% — “insanely good” was the live read on the 07-24 call — with the fleet's best CPMs ($48–62). But the retention curve had a cliff: hold 3.4%, viewers vanishing right after the hook. Your call diagnosed it live — steep post-hook drop-off, product shown too early, no narration — and both fixes shipped within 72 hours: KAT006 re-authors the body; variant C lays your winning-ad-style narration and captions over that fixed body.
C is already paying: on your 7R funnel it re-purchased at $18.73 spend — a $40.91 sale, ROAS 2.18 — and hold jumped from 3.4% to 23.5%. The chart below shows the silent original against C-7R.
Next C-7R is the scale candidate. The silent v1 retires with honor.
Spine from hookd 53535539 (260 days active, 5 concurrent placements). Silent by design: BEATS is empty — no VO, no captions, the music carries a 6-chapter arc.
Swipe provenance: hookd-176699/53535539
Story structure — 14 engine scenes (★ = hero shot, green = pro-tier render):
From the spec — the hook scene's still prompt (excerpt):
${SPINE}. Extreme handheld macro, stark white bathroom background: the crease of an inner arm where skin rests against skin — ${SKIN} — flushed an angry irritated red with fine chafed texture, raw, real, uncomfortable to look at but intact skin, no broken or weeping surface; caught mid-flinch, the arm tensed; no product, no brand, no text; pure unexplained pathology as the scroll-stopper.…
47s silent montage, story lead · launched 2026-07-29
| Variant | Spend | Hook | Hold | CTR | CPM | CPC | Landing views | Checkouts | Purchases | ROAS |
|---|---|---|---|---|---|---|---|---|---|---|
| 7R small sample | $3.04 | 75.8% ✓✓ | 18.1% | 2.8% | $42.0 ✓ | $0.76 | 2 | 1 | 0 | — |
| Comp small sample | $3.44 | 66.7% ✓✓ | 12.8% | 7.7% ✓ | $88.0 ✓ | $1.15 | 3 | 0 | 0 | — |
Lifetime numbers from Meta · pulled 2026-08-02 17:53 ET · ✓ clears your bar, ✓✓ clears “great”.
Retention — of viewers who start, how many are still watching:
Everything from your KAT005 notes, rebuilt: hook frozen (market-proven, untouched), the 3–18s lead re-authored as a story — cream false-hope → betrayal → seal verdict — and the first brand moment pushed back to 18.2s per the funnel-stage rule. Early numbers are loud for $6.48 of spend: 75.8% hook on 7R, the best in the fleet, at a $42 CPM, also the best in the fleet. The sample is tiny (72 + 39 impressions), so no verdict until the $30–50 floor.
Next Feed it. This is the ad the early data says to spend on.
SPEC_VERSION 2 of the rawmacro spec. Hook scene cached from v1 — DO NOT TOUCH is in the spec source; every lead shot ≤3s with one readable action.
Swipe provenance: hookd-176699/53535539
Story structure — 14 engine scenes (★ = hero shot, green = pro-tier render):
From the spec — the hook scene's still prompt (excerpt):
${SPINE}. Extreme handheld macro, stark white bathroom background: the crease of an inner arm where skin rests against skin — ${SKIN} — flushed an angry irritated red with fine chafed texture, raw, real, uncomfortable to look at but intact skin, no broken or weeping surface; caught mid-flinch, the arm tensed; no product, no brand, no text; pure unexplained pathology as the scroll-stopper.…
73s clay VSL — hook swap · launched 2026-07-29
| Variant | Spend | Hook | Hold | CTR | CPM | CPC | Landing views | Checkouts | Purchases | ROAS |
|---|---|---|---|---|---|---|---|---|---|---|
| 7R small sample | $6.49 | 60.0% ✓ | 22.7% | — | $148.0 | — | — | 0 | 0 | — |
| Comp small sample | $6.61 | 64.1% ✓ | 32.7% | 10.2% ✓ | $135.0 | $0.94 | 2 | 0 | 0 | — |
Lifetime numbers from Meta · pulled 2026-08-02 17:53 ET · ✓ clears your bar, ✓✓ clears “great”.
Retention — of viewers who start, how many are still watching:
Hook-swap child #1: “It's not your skin. It's your cream.” opens Mae's proven body — total cost $7.45, because only the hook is new. Early reads: hooks 60.0% / 64.1%, holds 22.7% / 32.7%, and a 10.2% CTR on the Comp funnel — from only 49 impressions, so treat that as a hint, not a fact. One honest caveat from our own QA: the hook's jar-rocking micro-motion is barely perceptible; if this hook underperforms at spend, the fix is punchier motion, not more retakes.
Next Run to the floor against KAT008 — the winner takes the body.
Child of KAT003 via /redo: hook HPAT-005 from the swipe-library hook bank, spliced onto the cached body. Bit-exact body means the A/B is purely the hook.
Swipe provenance: HPATS.md HPAT-005 Misdiagnosis Reversal (Σ852d, claymation-proven)
Story structure — 25 engine scenes (★ = hero shot, green = pro-tier render):
From the spec — the hook scene's still prompt (excerpt):
${SPINE}. A single BLANK glossy white cream jar under a harsh noir interrogation spotlight on the blush-pink clay bathroom counter, the cozy 1970s pastel room falling away into dramatic darkness at the edges: ${MAE} looms over the jar leaning in nose-to-lid like a detective mid-accusation, one chunky clay finger pointed hard at it, eyes narrowed in huge theatrical suspicion, eyebrows a dramatic V; the jar's lid sits ajar with a single glossy bead of cream …
73s clay VSL — hook swap · launched 2026-07-29
| Variant | Spend | Hook | Hold | CTR | CPM | CPC | Landing views | Checkouts | Purchases | ROAS |
|---|---|---|---|---|---|---|---|---|---|---|
| 7R | $42.45 | 65.5% ✓✓ | 20.5% | 4.5% ✓ | $128.0 | $2.23 | 16 | 3 | 1 ($35.96) | 0.85 |
Lifetime numbers from Meta · pulled 2026-08-02 17:53 ET · ✓ clears your bar, ✓✓ clears “great”.
Retention — of viewers who start, how many are still watching:
Hook-swap child #2: “Stop putting cream on that rash.” — the confrontational sibling. It reached the verdict floor first ($42.45) and converted: a $35.96 purchase, 65.5% hook — clearing your “great” bar — 4.5% CTR and 20.5% hold. The Comp-funnel copy never got delivery; Meta routed the whole set's budget to 7R. Between the two children, the direct-command hook is winning the body inheritance so far.
Next Past $50, watch CPA. If it holds, this joins KAT005-C in the scale set.
Child of KAT003 via /redo: hook HPAT-006. Same cached body as KAT007 — the pair is a controlled hook experiment.
Swipe provenance: HPATS.md HPAT-006 Incumbent Remedy Indictment (Σ705d)
Story structure — 25 engine scenes (★ = hero shot, green = pro-tier render):
From the spec — the hook scene's still prompt (excerpt):
${SPINE}. Tight dramatic two-shot at the blush-pink clay bathroom vanity, flat morning light: ${MAE} frozen mid-application — her chunky clay fingers loaded with a glossy dollop of moisturizer from a BLANK open white jar, hovering an inch above her other forearm — while from off-frame the teal-scrubbed arm of ${NURSE} reaches in and catches Mae's wrist in a firm gentle grip; Mae's eyes gone huge with silent-film shock, eyebrows sky-high, mouth a small O; t…
54s narrated story film · rendered 2026-07-28, not yet launched
The biggest swing yet, and the first ad with a designed narrator: Elaine, mid-sixties, tells one morning of her life — ritual, betrayal, the seal verdict, the product, a seven-minute payback. Every note from Friday's review is executed: warm score (the clock-tick is gone), the nurse beat restored so the story tracks, the product hero moved to land exactly on “When it arrived,” and the too-clean product row replaced with a cluttered, real bathroom sink. Premium render — $75 ledger on a veo-3.1 + kling mix — because story films earn pro tier.
Next In the Drive as KAT009, awaiting your go. Suggested launch: 7R funnel, $10/day, inside a hook×scroll-stopper set per the golden rule.
Original script (“drydown”), not a swipe transplant. Voice: designed Elaine (ElevenLabs). Models mixed per scene after QA: veo-3.1 for portraits/textures, kling 2.5 for directed action.
Story structure — 19 engine scenes (★ = hero shot, green = pro-tier render):
From the spec — the hook scene's still prompt (excerpt):
${SPINE}. Extreme handheld macro, stark white bathroom tile, harsh honest morning light: ${CREASE} exactly as in the TOP panel of the attached arm reference — the same crease, same broad diffuse redness, same finely lined hand — with the round nozzle of a plain white blow dryer entering from the frame edge aimed point-blank into the crease, and two fingertips of the matching mid-sixties hand already descending toward the red skin; no product, no brand, no …
Voice: Elaine KAT009 (ElevenLabs designed voice VwjlbwB4xlv80anQYnSA, Simon's Designed #1 pick; HomeDAO Aristocrat retired to free the slot — recipe in ref/elevenlabs-homedao-aristocrat-retired-2026-07-27.json)
Music: Six-chapter dread-to-warmth underscore, NO clock-tick (Simon vetoed the tick motif at review)
Models: Mixed per scene after QA: veo-3.1 1080p for portraits/textures/matte glide (mirror-wince, still-red, low-point, seal-verdict, apply-glide, powder-veil, after-rhyme, perfume-retired, payoff-portrait); kling 2.5 turbo pro for directed-action scenes (hook-dryer, ritual-lineup, cream-gloss, perfume-armor, counter-sweep, seven-minute-exit). Veo executes actions poorly; kling follows direction.
Hook design: Blow-dryer-at-crease wrongness + press-dent-flinch + red headline card 'Skin Fold Rash Won't Go Away?'. Original press-BLANCH-flood beat proved unrenderable on any model (10+ takes) and was redesigned 2026-07-28.