| 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 | 2 | 4 | 5 | 6 | 7 |
| New ads / week | 0 | 6 | 6 | 8 | 8 | 8 |
| Unique experiments | 0 | 3 | 4 | 5 | 5 | 6 |
Landing pages by stage: Trying to conceive, both partners, male fertility, IVF and egg freezing, pregnancy, postpartum, at-home tests. Creator video volume follows the roster at 7 videos per creator per week. Week 1 is the claims sheet and tracking; paid tests start in week 2. Every claim in those videos goes through the claims sheet, so review is one person’s morning at week 6. Proposed.
I’d love to chat if this makes sense.
Danilo
Doctor-formulated daily packs for her and for him, plus tests you can take at home. Take the five-minute quiz for a personalized recommendation.
Take the quizClaims as stated on birdandbe.com product pages and site banners, read 1 Oct 2026.
Reviews and subscriber count from birdandbe.com; store count from Bird&Be’s 2026 release (PR Newswire); packets from the box.
Prenatal vitamins, egg-quality antioxidants, DHA and iron, sorted into one packet a day. Tear, take with food, done. The Male Fertility Power Pack works the same way, so you can take them together.
5 capsules and 2 softgels per packet · 30 packets a box · vegan, major-allergen and gluten-free.
“Prenatals + egg quality antioxidants + DHA + Iron in one pack - not 5 separate bottles”: Female Fertility Power Prenatal Pack page and sachet, birdandbe.com, 1 Oct 2026.
Most prenatal routines are built for one person. Bird&Be makes a pack for each partner, formulated by fertility doctors and third-party tested.
Benefit lines quoted from each product page, birdandbe.com, 1 Oct 2026; “like NAC and Vitamin E” left out of his first line, because NAC isn’t on his facts panel. Prices from birdandbe.com product data; subscription saves 10%.
Sperm health is part of the plan from day one, and it’s the part most routines skip. Bird&Be’s At-Home Sperm Test Kit is FDA-cleared and measures five sperm parameters at home, with results on a phone in under 20 minutes. Three tests per box, so you can track over time.
Test claims as stated on the At-Home Sperm Test Kit page and box, birdandbe.com, 1 Oct 2026. A screening test, not a diagnosis.
About five minutes to a personalized recommendation of packs and boosts. Finishing it gets 10% off your next order.
30 daily packets per pack, on subscription. Ships free in plain, unmarked packaging. Skip or cancel anytime.
Tear, take, done. Same time, same breakfast, two packets.
Doses from the supplement-facts panels on birdandbe.com product pages, 1 Oct 2026. *These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.
Prenatal vitamins + DHA + antioxidants + iron
Multivitamins + DHA + antioxidants + CoQ10
Both Power Packs in one order
Five sperm parameters, 3 tests, results in under 20 minutes
Prices from birdandbe.com, 1 Oct 2026.
My husband and I were taking a crazy amount of fertility supplements from our naturopath, and it was well over $250 a month. We’re getting a higher dose of CoQ10 from this formula and spending less.
my husband was much more willing to do the at home test and gave us a lot of peace of mind. For 3 tests and reduced anxiety, this is more than worth the price, imo!
The subscription reminders make it so easy to confirm, delay, or skip an order if needed, and the packs make it so simple to get our daily pills in.
We were recommended to Bird&Be from our fertility clinic and from the start- I had only good things to say.
Husband was thoroughly impressed with the product. Not even the most tech savvy fella and didn’t even ask for my help with set up or anything.
I was a little nervous about the iron but haven’t experienced any side effects.
We knew it was more expensive for prenatals, but compared to fertility treatments?! SO. MUCH. CHEAPER.
We also tested in the fertility clinic and the result matched with home test kits.
Reviews quoted word for word from birdandbe.com product pages (Judge.me), 1 Oct 2026; sitewide 4.88★ from 3,403 reviews. Reviews that describe a pregnancy are left out on purpose: they can’t be shown as typical results. Individual results vary.
Samantha Diamond was going through pregnancy loss and buying ovulation and pregnancy tests at the drugstore every two weeks, while trying to source a list of supplements from her doctor. Breanna Hughes had been through more than four years of infertility, recurrent pregnancy loss and IVF.
“I had a Sorel boot box full of like 30 different bottles of pills.”
Breanna Hughes, co-founder & COO
So they built the opposite: one packet a day, formulated by fertility doctors, for both partners.
About page, birdandbe.com; Samantha Diamond in PR Newswire, Sept 2026; Breanna Hughes in Collabs.io, Nov 2024.
Offer terms from birdandbe.com, 1 Oct 2026.
Bird&Be makes a Female Fertility Power Prenatal Pack and a Male Fertility Power Pack, and sells them together as the Egg + Sperm Support Bundle, for couples preparing for or actively trying to conceive.
One packet a day, with food. Each Power Pack packet holds 5 capsules and 2 softgels; a box holds 30 packets. The CoQ10 boost versions add a softgel.
Yes. Skip, reschedule or cancel at any time, directly from your account, and manage orders by SMS. No contracts and no cancellation fees. Subscriptions save 10% and renew every 27 days.
Every subscription delivery ships free in the US and Canada. One-time orders ship free over $35. Orders arrive in plain, unmarked packaging.
Bird&Be lists its products as HSA / FSA eligible.
No. It’s an FDA-cleared screening test that measures five sperm parameters at home. Talk to a doctor about any result.
Answers condensed from birdandbe.com, 1 Oct 2026.
Every ad is shown in the feed with its landing page. Every health line comes from the claims sheet, and no hook tells the viewer they have a fertility problem. Switch the size:
One bottle.
One partner
Guess the right one
Buy again when it runs out
A plan for two.
Both partners
Picked with a five-minute quiz
Delivered, skip any time
Things to sort this month:
Concepts only, not live ads. The Meta Ad Library couldn’t be loaded from here (403), so these weren’t checked against Bird&Be’s live ads; that’s the first thing to do in week one. Every claim and price is as Bird&Be states it on birdandbe.com, 1 Oct 2026; outcome language (“got pregnant”, “faster”) is left out on purpose, including from the review quotes chosen. No hook addresses the viewer’s health (“Struggling to…?”), per Meta’s personal-attributes policy. Photography © Bird&Be, from birdandbe.com.
One number to protect, and a plan to grow paid DTC without it moving: the couple as the unit of sale, creator proof before spend, and gates we agree on before any money moves.
Every figure marked “proposed” or “assumed” is Danilo’s plan, not Bird&Be data. Cover photo: Bird&Be, birdandbe.com.
The number is blended CAC on a first subscription order, at the spend you want to reach. Retail now carries a lot of the volume, so DTC has to earn its budget on its own numbers.
Target CAC on a first subscription, set together in week one.
1. Lead with the couple: both packs, one checkout, and a couples path in the quiz (to build).
2. Creator proof first; whitelist only videos that already worked organically.
3. Quiz-first landing pages per stage: trying, IVF, him, pregnancy, postpartum.
BetaKit and PR Newswire, Series A announcement, 22 Sept 2026; birdandbe.com, read 1 Oct 2026.
A couple bundle does three things at once: it raises the first order (Egg + Sperm Support Bundle: $107.10 vs $63 for one pack), it doubles the people who care if the box arrives, and it gives creators a story nobody else in the feed is telling.
| Reason to buy | Proof we already have | Concepts in this set |
|---|---|---|
| It takes two: support for both partners | Female + Male Fertility Power Packs; Egg + Sperm Support Bundle | 6 |
| Doctor-formulated, third-party tested | “Formulated by fertility doctors”; “Third-party tested in ISO 17025-accredited labs” | 1 |
| The right pack for your stage | Five-minute quiz; 10% off the next order when you finish | 1 |
| Know earlier: tests at home | At-Home Sperm Test Kit ($99), Ovarian Reserve Screening Test ($40) | 2 |
| Real reviews, real couples | 1,117 reviews on the hero pack; 3,403 sitewide | 2 |
Prices from birdandbe.com product data, 1 Oct 2026. Counts match the 12 concepts on the Ad concepts tab.
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Meta health-and-wellness data rules limit purchase optimization for reproductive-health brands | Med | High | Danilo + your dev | Check Events Manager in week one. If purchase events are restricted, optimize to quiz completion with health-free event names |
| Personal-attributes policy: hooks like “Struggling to conceive?” get ads rejected | High | Med | Danilo (briefs, review) | Hooks talk about the product and the couple, never the viewer’s condition |
| Outcome claims: a review or creator says “it got us pregnant” | High | High | Danilo (review) · Bird&Be legal (sign-off) | Only claims-sheet lines run in paid; testimonials carry “individual results vary” |
| Retail cannibalisation: the ad sells a box at Ulta, DTC CAC looks worse | Med | Med | Danilo | Read blended CAC + a geo holdout before cutting a winner |
| Sensitive audience: loss, IVF stress | Med | High | Danilo (tone rules) | No baby-bump hooks to cold audiences; no countdown pressure |
| Cold start on new angles (male fertility is new to most audiences) | High | Med | Danilo | First 14 days judged on CTR and quiz starts, not CAC |
| Quiz drop-off before the plan | Med | High | Danilo | Completion under 40% → test a shorter quiz |
Scores are Danilo’s read from outside, re-scored in week one with your data. Meta policy references: Meta Advertising Standards, personal attributes; Meta business help on health and wellness data restrictions (2025).
| Line | Value | Status |
|---|---|---|
| First order (couple bundle) | $107.10 (range $56.70–151.28) | FACT for the bundle price; mix ASSUMED |
| Gross margin | 65% (range 60–70%) | ASSUMED, replace in week one |
| Refunds / credits | 4% (range 3–5%) | ASSUMED |
| Orders in year one | 5 (range 3–7) | ASSUMED: trying → pregnancy → postpartum |
| Repeat order value | $96.39 (range $56.70–119.34) | FACT: couple bundle on subscription (15% bundle + 10% subscriber). Mix ASSUMED |
The math at the midpoint: $107.10 × 65% × (1 − 4%) = $66.83 first-order margin. + 4 repeat orders × $96.39 × 65% = $250.61. Total $317.44 twelve-month margin per couple.
Across the ranges: low $56.70 × 60% × 0.95 + 2 × $56.70 × 60% = $100.36. High $151.28 × 70% × 0.97 + 6 × $119.34 × 70% = $603.95. The ceiling is a range, $100 to $604: the most a new subscriber can cost. It ignores the loyalty ladder (every 2nd order 15% off), which lowers it further. Replace the assumed lines and it recalculates.
| Week | New ads live | Budget / ad | Weekly test spend | Cumulative | Creators posting | CAC target |
|---|---|---|---|---|---|---|
| 1 | 0 | $0 | $0 | $0 | 0 | [[ ]] |
| 2 | 6 | $250 | $1,500 | $1,500 | 2 | [[ ]] |
| 3 | 6 | $300 | $1,800 | $3,300 | 4 | [[ ]] |
| 4 | 8 | $300 | $2,400 | $5,700 | 6 | [[ ]] |
| 5 | 8 | $300 | $2,400 | $8,100 | 8 | [[ ]] |
| 6 | 8 | $400 | $3,200 | $11,300 | 10 | [[ ]] |
Week one is the claims sheet and tracking. Static concepts start in week two (they don’t need creators); creator videos only go to paid once they’ve beaten the account’s median organically. Six weeks of paid tests total $11,300 (proposed).
Search gets a slice here (not in most DTC plans) because people actively search for an at-home sperm test or a fertility prenatal. Split moves toward scaling as winners prove out.
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta (paid) | Claims sheet signed; tracking checked; 3+ concepts beat CTR baseline | Health-data rules can cap optimization; know before scaling |
| Google Search | Week 2, branded + “at-home sperm test” terms | High intent, small budget, fast read on CAC |
| TikTok (paid) | Meta CAC holds 30 days at 1.5× spend | Creator videos need to prove themselves organically first |
| Clinics & pharmacy | Separate track with your team | Slower but trusted; Mandell’s partnership already exists |
| Ulta / retail media | Not in scope | Measured only as a halo in the blended read |
Fertility has a twist other subscriptions don’t: the best possible outcome ends the “trying” subscription. So payback is judged on the full journey, trying → pregnancy → postpartum, not on months on one product. The pregnancy and postpartum packs are what make a high first CAC affordable.
| CAC (scenario) | First-order margin | 12-month margin | Left after CAC | Payback |
|---|---|---|---|---|
| $60 | $66.83 | $317.44 | $257.44 | First order |
| $120 | $66.83 | $317.44 | $197.44 | Second order |
| $200 | $66.83 | $317.44 | $117.44 | Fourth order |
| $330 | $66.83 | $317.44 | −$12.56 | Never: stop |
Illustrative. Margins from section 04, all assumed. Judged on 90-day cohorts, not first-order ROAS.
Meta and search creative and testing · the creator program · quiz and stage landing pages · weekly reporting · the claims sheet process
Formulation and clinical claims substantiation · pricing · retail and clinic partnerships · medical advice in any channel
| Day | Keep going if (proposed) | Stop or change if |
|---|---|---|
| 14 | 2 creators posting daily; 3+ videos over their median; 2+ static concepts above CTR baseline | Fewer than 2 videos beat the median |
| 30 | 2+ winners at target CAC; couple bundle ≥ 30% of first orders | Neither, so everything stops and nothing renews |
| 60 | Winners hold 14 days; full roster of 10 posting | CAC up more than 10% at the higher spend |
| 90 | Spend up at the same CAC; creator accounts under $1 per 1,000 views kept | Second-order rate below the assumed line |
| Figure | Source | Type |
|---|---|---|
| $13M Series A; ~1,000 Ulta doors | BetaKit and Bird&Be’s release (PR Newswire), Sept 2026 | Fact |
| Mandell’s Clinical Pharmacy partnership | PR Newswire, 20 Aug 2026 | Fact |
| Prices: $63 packs, $107.10 couple bundle, $99 sperm test, $40 ovarian reserve test; 10% off on subscription | birdandbe.com product data, 1 Oct 2026 | Fact |
| “30,000+ people getting Bird&Be every month”; 1,117 reviews (3,403 sitewide) | birdandbe.com, 1 Oct 2026 | Brand claim |
| Meta Ad Library: not loaded (403) · Instagram @birdbeco 51K · TikTok 55.7K followers, 710K likes | facebook.com/ads/library; instagram.com/birdbeco; tiktok.com/@birdandbe, 1 Oct 2026 | Fact |
| 65% margin · 4% credits · 5 orders · $96 repeat | Placeholders | Assumed |
| Creator caps, test budgets, roster ramp | Danilo | Proposed |
| 100M+ organic views a month (Tabs) | Danilo’s track record | As stated |
Ten creators, added two a week, posting to dedicated Bird&Be accounts from briefs we write, with every health line checked before it posts. All numbers on this page are proposed.
| Roster | 10 creators, 2 added a week from week 2, full by week 6. At least half US. |
|---|---|
| Who | Couples already sharing their trying-to-conceive story · IVF and egg-freezing journey accounts · partners talking about the male side · new-mom accounts for the pregnancy and postpartum packs. Under 10,000 followers, already filming daily life on a phone. |
| Output | ~303 videos a month, 7 per creator per week, on dedicated Bird&Be accounts. |
| Pay | $500–1,500 a month retainer by band, paid on time, so posting is guaranteed. |
| Bonus | +$50 flat at 100,000 organic views; top-up to the band cap at 1,000,000. One a month. |
| Compliance | Approved claims only. Never a promised pregnancy, never “cure” or “treat”, never a hook that tells the viewer they have a problem. Disclosure (#ad) checked before it goes live. |
| Target | $1 per 1,000 organic views, per account, judged weekly. |
| Decision | Day 90: scale the accounts under target, replace the rest. |
Same playbook, different category: I built and ran the creator engine at Tabs, to 100M+ organic views a month across TikTok, Instagram and YouTube. Many creator accounts posting about one brand act like a wall of organic search results. Fertility needs one thing Tabs didn’t: a stricter claims review. That’s built into the process below, not added at the end.
TikTok and Instagram to start. A hook in the first two seconds, shot on a phone in a real kitchen or bathroom, nothing that looks like an ad. The format stays; the content changes by stage.
Couple opens two weekly bags side by side. Hook: “He takes one too.” Lines from the sheet only.
Partner unboxes the At-Home Sperm Test Kit, walks through it, no results claims. Hook: “We tested both of us, not just me.”
Reads the label out loud: CoQ10, choline, folate form, as stated. Hook: “I compared 3 prenatal labels.”
Routine vlog. Shows the quiz on the phone. No timelines, no outcomes.
Taste test of the new Gentle Prenatal Gummies (Sour Cherry Lime). Pregnancy-stage accounts.
The male side, in the partner’s own words, approved lines only. The category’s least-used angle.
Last 30 days · videos posted 284 · organic views 9.8M · cost / 1K $1.06 · breakouts 9
Morning all ☀️ this week’s briefs are pinned. 3 hooks each, every health line from the claims sheet. Drafts in by Wed 6pm.
Filming our routine tonight. Can I say the CoQ10 helps egg quality?
1 reply · Roster lead: “Use the sheet line, word for word, and keep it about the product, not your body. No ‘it worked for us’.”
Draft for review 👇 ▶ he-takes-one-too.mp4 0:21
2 replies · Claims check: “At 0:14 you say ‘this will get you pregnant faster’. Swap for the sheet line and you’re cleared.” · Jordan: “Fixed 👍”
Checked all 10 drafts against the claims sheet, line by line. 9 cleared. 1 sent back for an outcome claim, fixed within the hour. ✅
Illustrative. Briefs out Monday, questions answered in threads, every post reviewed inside a day, the numbers every week.
1. Bird&Be’s own reviewers and subscribers: people who already wrote about their journey.
2. TTC and IVF TikTok / Instagram: screen for people already filming routines.
3. UGC marketplaces: fastest route to a month-one cohort.
4. Paid recruiting ads pointed at an application page: the only source we control the volume of.
1. Portfolio: three delivered videos.
2. Claims test: one brief from the sheet, scored on staying inside it.
3. Trial month: full deliverables, real deadlines.
4. Score: reliability, craft, compliance.
5. Retainer: winners continue; the rest are cut, in writing.
Bird&Be already runs an affiliate program (10% commission, “400+ affiliates”, via Impact) and has a professionals program for clinicians. The first recruits come from there. No named creators are listed here on purpose: nobody has been checked for existing deals or exclusivity yet, and this category deserves that check before a name goes on a page.
| Under 100K views | 100,000 views | 1,000,000 views |
|---|---|---|
| $0 | +$50 flat | Top-up to your band’s cap (a $500 retainer earns $500) |
One bonus per creator per calendar month. Organic views only. No bonus on a video that broke the claims sheet.
Estimate only: views = videos × median, breakouts at 10× the median, viral videos at 750K. The defaults are deliberately conservative; the line under the result shows what has to be true to reach $1.
| # | Creator | Band | Posts | Median | Best | CPM | Claims flags | Status |
|---|---|---|---|---|---|---|---|---|
| 1 | Creator 01 | US · couple | 28 | 2.1K | 1.4M | $0.55 | 0 | Keep |
| 2 | Creator 02 | US · IVF | 28 | 1.6K | 380K | $0.90 | 1 · fixed | Keep |
| 3 | Creator 03 | US · partner | 26 | 1.1K | 92K | $1.20 | 0 | Watch |
| 4 | Creator 04 | CA · new mom | 21 | 400 | 6.0K | $3.80 | 2 | Replace |
Illustrative numbers. Sorted by cost per 1,000 views; keep, watch or replace is decided from the numbers, not from how a video felt.
Fertility is the category where one careless line can get an ad account restricted or a brand in trouble. So the claims sheet comes first, and every ad, landing page and creator brief on this site is written from it. Green lines are copied from Bird&Be’s own packaging and site; health benefit lines always carry the FDA asterisk. Nothing runs in paid until your team signs this off.
| Line | Where Bird&Be says it |
|---|---|
| “Doctor-formulated” · “formulated by fertility doctors” | birdandbe.com page title and product pages |
| “Third-party tested” | Third-Party Testing page, main menu |
| “Preconception and antioxidant support” | Female Fertility Power Prenatal Pack, box |
| “Sperm health support” | Male Fertility Power Pack, box |
| “Screening test for five semen parameters” | At-Home Sperm Test Kit, box |
| “30 packets” · “5 capsules, 2 softgels” · “Take with food” | Power Pack boxes and sachets |
| “Supports egg quality with CoQ10, NAC and more powerful antioxidants”* | Female Fertility Power Prenatal Pack page |
| “Supports early neural tube development with Choline, Folate and Vitamin A”* | Female Fertility Power Prenatal Pack page |
| “Helps to prep your uterus and body for pregnancy with Vitamins C, D, E and more”* | Female Fertility Power Prenatal Pack page |
| “Supports healthy sperm count, motility, and shape with CoQ10, L-Carnitine, and antioxidants”* | Male Fertility Power Pack page, without “like NAC” (see yellow) |
| “Promotes healthy testosterone and hormone balance with Zinc, Vitamin D, and Magnesium”* | Male Fertility Power Pack page |
| “Supports sperm DNA quality with Folate and Choline”* | Male Fertility Power Pack page |
| “A non-invasive, FDA-cleared at-home test” | At-Home Sperm Test Kit page and box; keep the clearance number in the claims file |
| “Measures 5 key sperm health parameters” · “Results to your smartphone in less than 20 minutes” · “Includes 3 tests per box” | At-Home Sperm Test Kit page |
| “HSA/FSA eligible” | Product page badges and homepage |
| “Prenatals + egg quality antioxidants + DHA + Iron in one pack - not 5 separate bottles” | Female Fertility Power Prenatal Pack page |
| “Third-party tested in ISO 17025-accredited labs” | Product pages |
| “Discreet shipping: Your order arrives in plain, unmarked packaging.” | Subscribe & save page |
| “Skip, reschedule or cancel at any time” · “No cancellation fees, ever.” | Subscribe & save page |
| “Save 10% (plus free shipping!) on every order” · “Free Shipping on Orders Over $35” · “Take Our Quiz and Get 10% Off Your Next Order” | Subscribe & save page; site announcement bar |
| Line | Issue found |
|---|---|
| “Clinically studied to improve progressive sperm motility by 52.5% after 3 months*” | The product pages say 52.5%; Bird&Be’s own study release (Sept 2024) and blog say 52.2%. Pick one, keep the footnote (“in a clinical study of males with infertility”), and have the study on file before it runs in paid. |
| Male Fertility Power Pack: “antioxidants like NAC” | The supplement-facts panel on the same page doesn’t list NAC. Check the physical label before any NAC line is used for him. |
| “Over 97% accuracy” (sperm test) · “Over 99.9% accuracy” (FSH test, ovulation tests) | Accuracy claims need the study on file before paid. The ovulation tests also disagree: “over 99.9%” in their own copy, “over 99%” on the TTC bundle page. Pick one. |
| “Our ingredients actively work to help you get pregnant.” | Outcome + superiority claim on the prenatal comparison page. Not for paid. |
| Homepage testimonials about getting pregnant | Can’t be shown as typical results in ads (FTC). The reviews used on this site were chosen without outcome language. |
| Never say | Why |
|---|---|
| “Get pregnant faster” · “boosts your chances” · “it worked for us” | Outcome claim. Needs clinical substantiation; a testimonial counts as the brand saying it (FTC endorsement guides) |
| “Struggling to conceive?” · “Is your sperm count low?” | Meta personal-attributes policy: ads can’t assert or imply the viewer’s health condition |
| “Treats” · “cures” · “fixes” infertility, PCOS, low motility | Disease claim: turns a supplement into an unapproved drug (FDA / Health Canada) |
| “Better than IVF” · “instead of seeing a doctor” | Medical-advice substitution; also unsafe |
| Numbers from a study, unless the study is on file and the line is approved | Every number needs a source the legal team has seen |
| Before/after bumps, baby countdowns to cold audiences | Tone: the audience includes people going through loss and IVF |
Draft for Bird&Be’s legal team. Policy references: Meta Advertising Standards (personal attributes; health and wellness); FTC Guides Concerning Use of Endorsements and Testimonials; FDA structure/function claim rules for dietary supplements; Health Canada NHP claims. Not legal advice.
