Organize KAOS ad system

The brief

Organize KAOS sells the KAOS Method, a set of digital guides for home organizing built around four steps: Know, Assess, Optimize, Sustain. The audience is overwhelmed people, many with ADHD or very little energy left at the end of the day. They needed ads that sell the guides without shaming anyone.

The strategy

Instead of asking strangers to buy straight away, we built a free-guide funnel: a free “Making Moves” decision guide as the lead magnet, leading into the paid bundle, with retargeting for people who showed interest. A separate direct-sale campaign sells the bundle with photo-hook ads, a founder letter, an FAQ ad and a 30-day promise.

The voice

Warm and practical. House rules: no price or brand name in headlines, and never imply the reader is lazy or messy. Some of the hooks:

• “We all have The Chair.”
• “Clean on Sunday. Buried by Wednesday.”
• “You don’t need willpower. You need a system.”
• “More dressers won’t fix this.”
• “Not perfect. Just calm.”

How the creative is built

Every ad and post is rendered from code instead of being laid out by hand in a design tool:

1. Copy in one file. All headlines and body text live in a JSON file. Wrapping a word in asterisks turns it the brand’s signature magenta.
2. HTML templates. A Python build script fills brand templates for each format (4:5 feed, 9:16 stories, 1:1, carousels), with fonts bundled so renders never depend on the network.
3. Render. Headless Chromium screenshots each template at 2× and ImageMagick downsamples it for crisp type.
4. AI imagery where it helps. The base photos for the lead-magnet ads (“The Chair”, the junk drawer) and the 3D guide mockups were AI-generated. The bundle ads use licensed stock photography.
5. Video. The funnel hero video was composed as an animated HTML scene in HyperFrames and rendered to MP4.

A new angle or headline test is a one-line edit and a re-render, not a redesign.

Launch and funnel

Campaigns, ad sets and audiences were set up through Meta’s API from Claude Code. On the GoHighLevel funnel, I wrote a page script that gives the bundle page a clean path to checkout, plus a launch checklist covering pixel events on each step and matching the landing page to the ads.

Organic social

A 4-week content calendar across five pillars, with reel covers, carousels (the KAOS Method, myths vs truth, ADHD-friendly tips, zero-energy days), quote posts and diagrams, all from the same template system.