The plan connects four channels that today run separately. Every push below names a moment, the brands we feature on purpose (for demand, margin, and fit), and the offer that funds it — then points site, Meta, Google, email and SMS at the same hero in the same window.
Time-bound pushes, each with a featured brand set, coordinated content across every channel, and a moment-specific offer.
An always-on spotlight on 1–2 brands with a stronger new-customer offer — weighted to margin heroes, so it's a stronger deal that costs fewer margin dollars.
Every moment you've kept in the plan, plotted across the five months. Updates live as you toggle moments in or out below. Tap a chip to jump to its card.
Many top brands enforce MAP (minimum advertised pricing) — EssilorLuxottica (Ray-Ban, Oakley, Persol, Costa, Vogue + licensed Prada, Versace, Burberry, Coach, D&G, MK, Tiffany) and Kering (Gucci, Saint Laurent). We can't publicly advertise a price below MAP on those, so every offer resolves to one of three mechanics. Confirming your dealer status per brand is what flips the MAP-flagged offers to locked.
The tiering rule for BFCM & every doorbuster: the deepest advertised cuts sit on margin/no-MAP heroes; luxury shows "best price of the year" only where the dealer agreement allows, otherwise it rides a gated code.
Which brands can DFO advertise a discount on, and what's the dealer status per brand? This routes each offer to advertised %-off, gated code, or lens/AR benefit.
Revenue goal, new-customer vs. AOV emphasis, and ad budget — so we size moment spend and revolving-door offer depth.
Real SKU line to build into the back-to-school moment, or aspirational?
Is the margin read current, and what's the stock source of truth so we never feature an out-of-stock brand?
Confirm Prime Big Deal Days (~early Oct) to lock that window.
Toggle moments, rewrite brands/offers/creative/channels, fix the brand roles, and add anything we missed.