Batch	Concept	Type	Concept Angle	Description	Product	ETA / Asset	ICP	Impact Hypothesis	Status	Feedback (Pre)	Feedback (Post)	NSY Notes	Brief
1	1	Video Concept	Deep Sleep Creator B-roll	AI voiceover + B-roll ad iterating on the top-performing HM account ad, replacing factory B-roll with creator footage (sleeping, making and…	Magnesium	Review	Sleep-Deprived Midlifer (women 45-64)	The top-performing HM ad has proven the script works - the hypothesis is that swapping factory B-roll for relatable creator footage (sleepin…	Launched	—	—	—	—
1	2	Video Concept	Deep Sleep Social Proof	—	Magnesium	Review	—	—	Launched	—	—	—	Open in Notion
1	3	Video Concept	Wine Swap Text Wall	—	Magnesium	Review	—	—	Launched	—	—	—	Open in Notion
1	4	Video Concept	Wine Swap Yapper	—	Magnesium	Review	—	—	Launched	—	—	—	Open in Notion
1	5	Video Concept	Alcohol Pour in Sink	—	Magnesium	Review	—	—	Launched	—	—	—	Open in Notion
1	6	Video Concept	Wine Clay Animation	—	Magnesium	Review	—	—	Launched	—	—	—	Open in Notion
1	7	Video Concept	Menopause Yapper	—	Magnesium	Due 18 Mar	—	—	Launched	—	—	—	Open in Notion
1	8	Video Concept	Alcohol Timeline	Timeline-style VO ad showing what happens to a wine drinker's body over 5 nights when they swap wine for Healthy Metal. Educational, science…	Magnesium	Review	Nightly Wine Drinkers (45-64)	Testing whether a science-led timeline format can convert nightly wine drinkers by showing what physically changes in their body over 5 nigh…	Launched	—	—	—	Open in Notion
1	9	Video Concept	Vitamin D	—	Magnesium	Review	—	—	Launched	—	—	—	Open in Notion
1	10	Video Concept	Coffee Drinkers	—	Magnesium	Review	—	—	Launched	—	—	—	Open in Notion
1	11	Video Concept	Bone Density	Educational VO ad revealing how magnesium deficiency drives bone density loss in women, with shocking fracture mortality stats to stop the s…	Magnesium	Review	Perimenopausal/Menopausal Women (45-64)	Testing whether a bone density / osteoporosis angle can convert perimenopausal women by leading with shocking mortality stats (50% fracture…	Launched	—	—	—	—
1	12	Video Concept	Anxious/Stressed Drink	Typed text overlay ad with greyscale B-roll. Lines of text type on screen revealing how low magnesium drives evening anxiety, positioning He…	Magnesium	Review	Anxious/Stressed Women (45-64)	Targeting women who experience unexplained evening anxiety and stress. Testing whether a text-only format with atmospheric greyscale B-roll…	Launched	—	—	—	—
1	13	Video Concept	Inflammation/Cortisol Drink	News report style VO ad educating viewers on the link between magnesium deficiency and chronic inflammation, positioning Healthy Metal as th…	Magnesium	Review	Health-Conscious Women (45-64)	Testing whether a news report / educational format can drive trial conversions by leading with the inflammation-magnesium link rather than p…	Launched	—	—	—	—
1	14	Video Concept	Why Magnesium Glycinate	—	Magnesium	Review	—	—	Launched	-	—	—	Open in Notion
1	15	Video Concept	Why Healthy Metal	—	Magnesium	Review	—	—	Launched	—	—	—	Open in Notion
1	16	Video Concept	High Cortisol	Educational VO ad explaining how high cortisol causes 3am wake-ups and anxiety, linking it to magnesium deficiency, and positioning Healthy…	Magnesium	Review	Anxious/Stressed Women (45-64)	Testing whether leading with the specific 3am cortisol wake-up symptom creates strong enough recognition to stop the scroll. The cortisol me…	Launched	—	—	—	—
1	17	Video Concept	Pregnancy	—	Magnesium	Review	—	—	Launched	—	—	—	Open in Notion
1	18	Static Concept	Healthy Metal vs Others	—	Magnesium	Review	—	—	Launched	—	—	—	Open in Notion
1	19	Static Concept	Problem/Benefit Callouts	—	Magnesium	Review	—	—	Launched	—	—	—	Open in Notion
1	20	Static Concept	Wine Replacement	—	Magnesium	Review	—	—	Launched	—	—	—	Open in Notion
1	21	Static Concept	Free Trial	—	Magnesium	Review	—	—	Launched	—	—	—	Open in Notion
2	22	Video Concept	Silent Signboard	Silent signboard format. AI-generated woman on London streets holding handwritten signs about menopause and sleep, alternating front-facing…	Magnesium	Review	Perimenopausal Woman (45-60)	The guerrilla signboard format is a pattern interrupt that stops the scroll through visual novelty. The walking-through-London footage creat…	Launched	—	—	—	Open in Notion
2	23	Video Concept	Wind Down With Me	GRWM-style UGC where someone winds down in 5 minutes before bed using Healthy Metal as their evening ritual, replacing the wine and doom-scr…	Magnesium	—	Anyone struggling to switch off at night / Nightly Wine Drinker (25-50)	The GRWM format is one of the highest-performing UGC styles on Meta and TikTok. Adapting it to an evening wind-down routine positions Health…	In Production	—	—	—	Open in Notion
2	24	Video Concept	Third Person Narrative	Comedic narrator-vs-subject format where a voiceover narrates 'Claire's' sleep struggles while Claire protests and breaks the fourth wall, e…	Magnesium	—	Perimenopausal Woman / Wine Drinker (40-55)	The narrator-vs-subject format creates entertainment value that earns attention before the product appears. Comedy is underrepresented in HM…	Client Edit Review	—	—	—	Open in Notion
2	25	Video Concept	Shock-Factor Visual Hook	Pattern-interrupt educational ad where creator crushes a banana in their fist, reveals you'd need 9 bananas daily to hit your magnesium need…	Magnesium	—	Supplement Skeptic / Existing Magnesium User (35-60)	The banana crush is a physical pattern interrupt that stops the scroll - identical energy to the original Everyday Dose blueberry hook. The…	In Production	—	—	—	Open in Notion
2	26	Video Concept	Fluoride Shield	Educational B-roll + VO ad showing how magnesium glycinate binds to fluoride in the gut and flushes it out, positioning Healthy Metal as a d…	Magnesium	Review	Health-conscious woman (35-55)	Health-conscious UK women aged 35-55 are increasingly fluoride-aware but feel powerless to act. This concept reframes magnesium glycinate as…	Launched	—	—	—	Open in Notion
2	27	Video Concept	3am Club	Creator-to-camera UGC where a perimenopausal woman talks about waking at 3am every night - the most reported pain point in the research - re…	Magnesium	—	Perimenopausal Woman (45-60)	The 3am wake-up is the single most reported experience across every data source - Reddit, Mumsnet, Trustpilot, ad comments. A real person de…	In Production	—	—	—	Open in Notion
2	28	Video Concept	Sleep Score Improved	Creator-to-camera UGC where a younger wellness-conscious woman shows her Apple Watch deep sleep score before and after starting Healthy Meta…	Magnesium	Review	Younger Wellness-Curious Woman (30-45)	Wearable sleep data is the modern proof mechanic for the 30-45 health-tech savvy segment. Two separate Trustpilot reviewers cited specific d…	Client Edit Review	—	—	—	Open in Notion
2	29	Video Concept	Weed Swap	Creator-to-camera UGC where someone talks about their nightly weed dependency for sleep - spending 200 quid a month just to switch off - and…	Magnesium	—	Cannabis-Dependent Sleeper (25-40)	Mirrors the exact wine swap structure that is carrying the account (HM2-8 are all wine swap angles in the top 10). Same beats, different sub…	In Production	—	—	—	Open in Notion
2	30	Video Concept	Perimenopause Gap Claymation - AI	Claymation animation where a clay woman's sleep collapses in her mid-40s - her hormone meter drops, magnesium leaves her brain, failed remed…	Magnesium	Review	Perimenopausal Woman (42-55)	Perimenopause content is exploding on social. Women are actively searching for why their sleep collapsed. This ad gives them the answer (hor…	Client Edit Review	—	—	—	Open in Notion
2	31	Video Concept	Restless Legs Animation - AI	Neon line animation showing why restless legs happen - the nerve signal from brain to muscles that won't switch off when magnesium is low. V…	Magnesium	Review	Restless Legs Sufferer (45-65)	RLS appears repeatedly in Trustpilot as a surprise benefit. Nobody in the magnesium drink space is targeting this directly. The nerve signal…	Launched	—	—	—	Open in Notion
2	32	Video Concept	Same Glass Better Sleep	AI VO + B-roll wine swap. The purest wine replacement concept in the batch - same glass, same sofa, same ritual, just swap what's in it. Mir…	Magnesium	Review	Nightly Wine Drinker (35-55)	Wine swap is carrying the account (7 of 10 top ads). HM3 and HM6 prove the 'keep the ritual, swap the contents' angle works. This is the sho…	Launched	—	—	—	—
2	33	Video Concept	Looking for 100 Women	AI VO + text-on-screen casting call format. Mirrors HM8 (looking for 100 people who love wine) which is a top performer. Targets the 3am/ins…	Magnesium	Review	Broad - Problem Aware Women (35-60)	HM8's casting call format is a proven top performer. The 'looking for 100' frame creates FOMO and urgency. Retargeting this at the insomnia…	Launched	—	—	—	—
2	34	Video Concept	The Night Shift - AI	Disney Pixar-style animation. Inside Out for sleep. Tiny cute worker characters inside the brain - the Worry Department keeps sending memos…	Magnesium	Review	Broad - All Ages (skews 35-55 women)	Pixar-style animation is the ultimate pattern interrupt - nothing in the HM account or competitor landscape looks like this. The Inside Out…	Launched	—	—	—	—
2	35	Video Concept	I Bought It For My Wife	AI VO + text-on-screen with male voiceover. The story of a man who ordered the free trial for his wife after watching her try everything for…	Magnesium	Review	3rd Party / Gift Buyer (male partner, 35-55)	Multiple Trustpilot reviews describe this exact purchasing pattern - partners ordering for each other. This is completely untested territory…	Launched	—	—	—	—
2	36	Video Concept	I'm Your Nightly Beer (AI Personification)	Pixar-style AI animation where a personified beer pint glass (villain with cape) narrates how he destroys a man's sleep - draining magnesium…	Magnesium	Review	Untapped Male (45-55, UK, nightly beer drinker)	The Hume Health personification ad is one of the top-performing DTC ads on Meta right now. The villain/hero format is a massive pattern inte…	Launched	—	—	—	Open in Notion
2	37	Video Concept	I Swapped My Beer For This (Male UGC)	Male UGC creator-to-camera beer swap ad - direct adaptation of the #1 winning wine swap ad format into the male/beer demographic. Creator (4…	Magnesium	—	Untapped Male (45-54)	The #1 all-time HM ad is a simple UGC wine swap to camera. The beer angle already has 4.67 CPA with AI voiceover only. Adding a real male cr…	In Production	—	—	—	Open in Notion
2	39	Video Concept	Holly Chesney Winner Iteration	—	Magnesium	Review	—	—	Client Edit Review	—	—	—	—
2	40	—	—	—	Magnesium	—	—	—	In Production	—	—	—	—
2	41	—	—	—	Magnesium	—	—	—	In Production	—	—	—	—
2	42	—	—	—	Magnesium	—	—	—	In Production	—	—	—	—
3	43	Video Concept	Magnesium Didn't Work Reply	Editor-only ad. AI VO + B-roll + comment-sticker overlay. The hook is a TikTok-style 'Reply to comment' sticker showing a real-sounding skep…	Magnesium	—	Skeptic / Tried-Magnesium-Already (35-55)	I noticed a few people commenting under some videos that magnesium didn't work for them. Also, outside of Facebook, generally on Reddit and…	In Production	—	—	—	Open in Notion
3	44	Video Concept	ASMR POV Ritual	ASMR POV ritual video. First-person perspective of hands preparing and drinking Healthy Metal as a nightly wind-down. No voiceover, no educa…	Magnesium	—	Broad - Unaware	Moonbrew dominates with the hot chocolate aesthetic in the US but nobody is running this format for magnesium drinks in the UK. Pure lifesty…	In Production	—	—	—	Open in Notion
3	45	Video Concept	My Sister's POV- UGC	UGC ad told from the narrator's perspective about her sister who swapped her nightly wine for Healthy Metal. Third-person POV structure with…	Magnesium	—	Claire - Nightly Wine Drinker (35-55)	The wine swap angle is carrying the account. This concept extends its shelf life by running it through a 3rd-party POV frame - narrator as w…	In Production	—	—	—	Open in Notion
3	46	Video Concept	Yappy Brain (AI Animation)	AI animation organ narrator ad where the brain speaks directly to the viewer. Pixar 3D style brain character travels through 9 distinct visu…	Magnesium	—	Zoe - Younger Wellness-Curious Woman (25-34), ADHD/anxiety segment	Zoe is a documented and growing segment with rising trial participation and zero dedicated creative. She self-identifies with ADHD brain and…	In Production	—	—	—	Open in Notion
3	47	Video Concept	New Moms - Timeline Structure	Hybrid Mini-VSL timeline ad targeting new mums (40+, UK). Real UGC creator-to-camera combined with 3D anatomical animation for mechanism bea…	Magnesium	—	New Mum (40+, UK) - late 30s to mid 40s, sleep disruption stacked on perimenopause	New mums are commenting under existing HM ads asking about energy levels - unmet demand the current creative isn't addressing. No ads in the…	In Production	—	—	—	notion.so/350df9f700e581729d2ef79be1f66ab5
3	48	Video Concept	Zack D Format - AI Animation	Soft 3D animation ad in the Zack D Films style. Two variants: HM48-A (male/beer - Mark) and HM48-B (female/wine - Claire). Night-by-night ti…	Magnesium	—	Broad - Problem Aware / Unaware. HM48-A: Tom - Untapped Male (beer). HM48-B: Claire - Nightly Wine Drinker.	The Zack D Films soft 3D animation style has proven itself at scale across multiple industries but hasn't been used in the magnesium supplem…	In Production	—	—	—	Open in Notion
3	49	Video Concept	Body Organs AI Animation	AI animation multi-organ narrator ad. Five body parts (Legs, Eyes, Heart, Skin, Brain) each speak directly to camera in first person about w…	Magnesium	—	Broad - Problem Aware / Solution Aware. Covers Dave (restless legs), Sarah (brain fog), Zoe (skin/wellness), new mum (heart/anxiety), genera…	The organ narrator format is proven in the account (HM46 brain, beer glass pint concept). This concept scales it from one character to five,…	In Production	—	—	—	Open in Notion
3	50	Video Concept	100 Women Iteration	B-roll + AI VO video ad targeting men 40-55. Takes the free trial framing from the winning 100 blokes static and runs it through the video f…	Magnesium	—	Tom - Untapped Male (40-55, UK)	Two proven assets exist in the account - a winning women's video format and a 100 blokes static getting spend for men. This combines both. T…	In Production	—	—	—	Open in Notion
3	51	Video Concept	Swapped Husband's Beer	UGC ad told from the wife's perspective. Female creator to camera intercut with existing male B-roll from brand bank. She handed her husband…	Magnesium	—	Dual - Claire/wife avatar (primary buyer, 40-50) buying for Tom - Untapped Male (beneficiary)	The beer swap angle is the best CPA in the account. This concept reaches the male avatar through a female buyer - the wife who is on social…	In Production	—	—	—	Open in Notion
3	52	Video Concept	Supplement Skeptic Yapper	UGC supplement skeptic ad. Female creator 35-50, sharp sarcastic-affectionate yapper energy. Opens with a fridge swap visual gag (hand passe…	Magnesium	—	Mark and Karen - Supplement Skeptics (Karen variant, female, 35-50)	A segment of the warm audience has seen HM ads repeatedly and hasn't converted because their skepticism is louder than their curiosity. Stan…	In Production	—	—	—	Open in Notion
3	53	Video Concept	3 Reasons Why - Wine Swap Listicle	B-roll plus AI VO listicle ad. No creator on camera. Three-act structure (Reason 1 - wine swap, Reason 2 - magnesium deficiency, Reason 3 -…	Magnesium	—	Nightly Wine Drinker (40-55)	The wine swap angle is carrying the account, but every winning ad in this lane is a single-format UGC. A listicle structure (3 reasons why..…	In Production	—	—	—	Open in Notion
3	54	Video Concept	Blue Beer Iteration	Blue beer visual format with a net-new reframe hook angle. Existing blue beer slow-motion clip from the winning ad, looped/extended in CapCu…	Magnesium	—	Perimenopausal Woman (45-55)	The blue beer format is already getting spend which validates the visual and the mood. Existing scripts running on that format lead with the…	In Production	—	—	—	Open in Notion
3	55	Video Concept	5 Nights Transformation	Day 1 of drinking timeline ad for women. Captions + music, no VO. Adapts the existing winning male timeline framework and the linked female…	Magnesium	—	Nightly Wine Drinker (35-55)	We already have a winning timeline ad in this exact framework targeting men. The one female version that exists uses voiceover. This concept…	In Production	—	—	—	Open in Notion
3	56	Video Concept	High Cortisol Signs	UGC podcast-style ad. Single creator (50-55 UK woman, warm authoritative energy, NOT a wellness influencer) filmed in a podcast setup with m…	Magnesium	—	Perimenopausal Woman (45-55)	Cortisol is the symptom umbrella the audience already self-identifies with (3am wakeups, belly fat, anxiety, jaw clenching, hair thinning) b…	In Production	—	—	—	Open in Notion
3	57	Video Concept	We Have To Address This	Editor-only ad. AI VO + B-roll + comment-overlay hook. The hook addresses skeptical comments about the free trial ('is this actually free?',…	Magnesium	—	Skeptical / Free Trial Hesitant (35-55)	The 'is it actually free?' static is one of the top-performing ads in the account right now. The angle works because it surfaces and dismant…	In Production	—	—	—	Open in Notion
3	58	Video Concept	Restless Legs UGC	Female UGC, restless legs angle, TikTok-stitch hook format. 35-40 white UK woman creator. 3 hook variants - each is a stitch of an existing…	Magnesium	—	Restless Legs Sufferer (35-55)	Restless legs is one of the strongest unfilled angles for the brand - high search volume, strong magnesium deficiency association, painful e…	In Production	—	—	—	Open in Notion
3	59	Video Concept	Alcohol Quitter UGC	Female UGC, alcohol-quitter angle. 40+ white UK woman creator. Talking-head testimony from a sober-curious or recently-quit perspective: she…	Magnesium	—	Sober-Curious / Recently Quit (40+)	The wine swap is carrying the female side of the account, but those ads target women who are still drinking. There's an under-served adjacen…	In Production	—	—	—	Open in Notion
3	60	Static Concept	We Are So Sorry - BOF	BOF tongue-in-cheek static. Headline-driven concept built around the framing 'we're sorry we should have warned you,' where the 'side effect…	Magnesium	Review	Broad	BOF retargeting needs fresh creative angles or it stales out fast. The top-performing static for the last 7 days is the direct-offer-with-ob…	In Production	—	—	—	Open in Notion
3	61	Static Concept	I Love My Restless Legs - BOF	BOF tongue-in-cheek static. Pain-point callout connecting restless legs and sleepless nights directly to the product. No mechanism education…	Magnesium	Review	Restless Legs Sufferer (35-55)	BOF retargeting audiences already know they have the problem and have likely seen HM ads before. They don't need awareness building, they ne…	In Production	—	—	—	Open in Notion
3	62	Static Concept	Proof-Led Static Set - MOF	Proof-led static set for MOF/BOF. 4 variations, each a direct swipe of a proven structure from another brand: V1 = Elevate 4-pic customer co…	Magnesium	—	Broad	Proof-first creative resonates strongest at BOF where the viewer already knows the product and just needs reassurance to convert, but it sho…	In Production	—	—	—	Open in Notion
3	63	Static Concept	Us vs Them Comparison - 4 Variations	Us vs them comparison static set. 4 variations testing different competitor framings. V1 + V2 target magnesium tablets (HM as the better mag…	Magnesium	—	Solution Aware - tried magnesium tablets and got poor results / nightly wine drinker	The competitive landscape doc explicitly flags the us-vs-them comparison format as completely untested in the HM account and unrun by any co…	In Production	—	—	—	Open in Notion