01
Sleepmaxxer Pre-Launch
Total Reservations
129
target 500 by May 31
Last 7 Days
+30
23.3% vs prior week
Gap to 500
371
20 days remaining
Required Rate
18 /day
currently 4.3 /day
Hit Probability
71%
per Mirofish v2
0
500
02
Next Week: 10 Posts for Approval
Instagram · Mon May 18 · Carousel
James + General
Your sleep mask is doing one job. Yours should do five.
10-slide carousel. Cultural critique opener for Theme D week. Walks through five problems most masks ignore: light, eye pressure, side-sleeper strap fail, temperature, mouth breathing. Conclusion = Sleepmaxxer.
Instagram · Wed May 20 · Reel
Lila
Your recovery stack is missing one thing.
Reel, 20 sec. Hook: "Cold plunge. Sauna. Magnesium. Aura ring." All of it works against bad sleep architecture. Closing CTA to reservation page.
Instagram · Fri May 22 · Carousel
James
How frequent flyers actually sleep on planes.
7-slide carousel. Attacks the free airline mask category. Cabin light, cabin air humidity, side-sleeper bulkhead pressure. Sleepmaxxer travel positioning.
X · Tue May 19 · Thread
General + Lila
Sleep masks haven't been redesigned in 40 years.
5-tweet thread. Category critique condensed. Opens with the 40-year stat, walks through 4 problems most masks ignore, closes with Sleepmaxxer reservation link.
X · Thu May 21 · Single Tweet
James
The airline sleep mask is the worst-designed object in modern travel.
Single tweet, punchy. Two scratchy fabric circles, one elastic that snaps after three uses. The entire travel industry has decided this is fine. We disagree.
X · Sat May 23 · Single Tweet
General · Personal POV
Spent six months prototyping a sleep mask. Three things that surprised me.
First-person, founder voice. Three insights from R&D: strap is the failure point, side sleepers are ignored, nasal airflow doubled REM in user tests.
LinkedIn · Tue May 19 · Image Post
Lila + General
Sleep optimization has become an industry. One tool stayed unchanged.
Image + 4-paragraph caption. Cultural critique of the optimization stack: sauna blankets, glucose monitors, aura rings, the cheap sleep mask underneath. Sleepmaxxer as the missing piece.
LinkedIn · Fri May 22 · Image Post
James
A frequent business traveler sleeps on 70 planes a year.
Image + caption. Business traveler frame. 70 flights times broken sleep equals significant performance cost. Sleepmaxxer as the version of the airline mask that should have existed a decade ago.
Facebook · Wed May 20 · Repurpose
James + Lila
IG-1 carousel cover + short FB caption.
Repurposes Monday's IG carousel as a hero image with a 3-line FB caption pointing back to IG for the full breakdown. Lowest effort, highest cross-platform leverage.
Facebook · Sat May 23 · Image Post
General
$400 sauna blankets, $250 smart rings, $15 sleep masks from 1985.
Image + 3-paragraph caption. Pricing inequality of the optimization stack. Sleepmaxxer as the upgrade the category was overdue for.
03
Last Week: Performance
Facebook Followers
····
pending Facebook organic connector
Instagram Followers
300+12
7-day reach 16,017 · avg 2,288/day
Meta Ads Spend
$584+27%
CTR 4.5% · 2,372 clicks · $0.25 CPC
Link Clicks → get.geniyes.com
348+18%
FB ads · ~14.7% of total clicks
LinkedIn Followers
60
brand page baseline · 0 impressions
Rank
Top Posts This Week
Reach
Engagement
Saves
01
IG post placeholder · Windsor will populate
2,967
142
38
02
IG post placeholder · Windsor will populate
2,501
98
22
03
IG post placeholder · Windsor will populate
2,411
76
19
04
Competitor Digest: Week 20
This Week's Read
Manta refreshed 8 creatives. Drowsy's evergreens hit 568 days live.
Manta pushed 8 new creatives May 10, leaning hard on earplug positioning. The Nurses Week 10% offer rolled off. Their May refresh has now hit 30+ total creatives in 7 days, the highest velocity in the set.
Drowsy's twin evergreen "Deep sleep = Happy skin" ads passed 568 days continuously live. They've cracked an always-on beauty hook that doesn't fatigue. Our equivalent should be the Theme D opener if it tests well.
Casper entered Memorial Day promo phase with 10+ variants. NodPod stayed lean.
→ Strategic Read
No competitor is buying snorers, optimizers, or biohackers. Whitespace stands for the third week running. This is where the next dollar of paid creative belongs.
Brand · Last 7 Days
Ads
Δ Week
Manta SleepDirect · 120 active
+8
+34%
Drowsy Sleep Co.Direct · 42 active
+1
0%
NodPodDirect · 14 active
+1
+2%
CasperAdjacent · 54 active
+12
+58%
Nidra SleepDirect · pending
··
··
Alaska BearDirect · pending
··
··
05
Next Week: 10 Content Candidates
01
Brand-Relevant
"Sleep debt" trending on US wellness Twitter this week. Counter-take from Sleepmaxxer angle.
Source: X trending hashtags · 4.2k posts/day
02
Platform-Trend
"Things I bought in my 30s that were worth it" format viral on IG Reels this week.
Source: IG Reels trending audio · 8.1M plays
03
Brand-Relevant
Memorial Day weekend travel surge. James-targeted "what to pack" angle.
Source: Google Trends · Memorial Day travel +180% YoY
04
Platform-Trend
"My morning routine is a lie" carousel format dominating wellness LinkedIn.
Source: LinkedIn Content Trends · 12k impressions avg
05
Brand-Relevant
Whoop just released their sleep score update. Lila-targeted "what your wearable misses" angle.
Source: Reddit r/biohacking · 340 comments
06
Platform-Trend
"Things I wish someone told me before 30" thread format on X · high engagement.
Source: X top posts · ~2.4M impressions on top posts
07
Brand-Relevant
Huberman dropped a new sleep episode Tuesday. Reference-counter from Sleepmaxxer POV.
Source: Huberman Lab podcast · YouTube #4 trending Tuesday
08
Platform-Trend
Sleep tracker comparison videos viral on YouTube Shorts. Could repurpose for product POV.
Source: YouTube Shorts trending · 4 videos >2M views
09
Brand-Relevant
United/Delta Memorial Day delays in the news. "Sleep on the plane that's stuck on the tarmac" angle.
Source: USA Today · 80% increase in Memorial Day delays YoY
10
Platform-Trend
"Aesthetic morning routine" pushback content trending. Anti-influencer angle, fits Rebel voice.
Source: TikTok trending · 142k posts last 7 days
06
Alert Log
→ Inbox
→ Alerts
Tomorrow · 09:30 PT
CAL
Investor sync, Sleepmaxxer pre-launch. 30 min · Zoom · with Akhil + 2 prospects. Materials due 9 AM PT.
Open in Cal →
Today · 18:42
EMAIL
Akhil: Reviewing Sleepmaxxer GTM deck before tomorrow's investor call. Need final reservation count + Mirofish v2 projections by 10 AM PT.
Open in Gmail →
Today · 16:08
EMAIL
Inbound from partnerships@hubermanlab.com · subject mentions Sleepmaxxer. First-touch, no response yet.
Open in Gmail →
Today · 14:15
CALL
Granola flagged action item from Vyas 1:1: confirm Analogy 3.0 productisation handoff timeline before May 25 review.
Open notes →
→ Activity Pulse