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Who is my consumer, and what makes them different from everyone else?
Checking the data… · 0
sectionspotential_laundry_sheets_customers✓
comparepotential_laundry_sheets_customers, tru_earth_customers · TV✓
comparepotential_laundry_sheets_customers, tru_earth_customers · Causes✓
toppotential_laundry_sheets_customers · WHERE THEY SHOP15 rows
Kartel

Nine million potential buyers, sized from 273,458 in the panel. Two thirds are women, most of them parents, at a third more than the average American.

Your audience binges The Last of Us at 11x the average American, streams Game of Thrones, holds college degrees and backs the Environmental Defense Fund at 9x the norm. Nobody in laundry is talking to them about either. Entertain them.

Running 3 tools
Writing the brief
Building Meta, Google and TikTok segments
Drafting the hero spot
Ask the data… e.g. Which pain points do Potential Laundry Sheets Detergent Customers still have about sheets?
Ask
Ad analysisLibraryAdd a document
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Horizon Media FOX Lidl Newell Brands Vidmob Coleman Contigo bubba

Hedge funds trade on this data. Kartel brings it to brands and agencies.

Exclusively on Kartel.

See the data
30MConsented American panel
5+ yrsLongitudinal history
1BNew rows per week
DailyRefresh

A billion new data points a week: what your customers do before, during, and after purchase.

The same data drives eleven-figure investment decisions.

6:41 AMStreamed a morning-run playlist
7:58 AMSearched “best cushioned running shoes 2026”
12:02 PMOrdered lunch on DoorDash
3:27 PMCompared the same sneaker across three retailers
8:40 PMBooked a flight to Denver for a race weekend
10:56 PMBought the sneaker she compared at 3:27

1 billion data points a week.

Powering your strategy and creative.

Know your customer from real behavior.

The consented behavior of 30 million Americans, one billion data points a week, refreshed daily.

1,530 ranked brands, about 250 interests, all 210 US TV markets. Every record is URL-level and opted in.

Compare your buyer with the general population.

What they buy, watch, search and follow, ranked against the average American.

Turn the data into campaign concepts and briefs.

Campaign concepts and exportable briefs: creative brief, shoot plan, asset matrix, measurement scorecard and a pre-mortem.

Sharpen your media targeting.

A full audience profile and media plan, built on which platforms your customers use, when they use them, where they live and what they buy.

Pressure-test ad concepts, then make the ad.

Score your existing creative against audience data, test new concepts, and produce the finished ad before the budget is committed.

Move on trends while they are live.

Social and search trends, tested against your audience.

Learn your competitors’ playbook.

Every ad they are running right now, pulled live, and who actually buys from them.

Keep every output on brand.

Upload your brand book, prior decks and approved brief. Every idea comes back checked against them.

What does the raw data actually look like for one of these buyers?
Kartel
One consumer · one ordinary day
6:48 AM ESPNChecked NBA scoresE
8:12 AM SPOTIFYWorkout playlist · 32 minS
11:30 AM INSTAGRAMLiked 14 posts · saved 2I
1:05 PM AMAZONAdded pilates starter kit to carta
2:40 PM NIKEViewed Pegasus 41 · 3×N
6:20 PM DOORDASHOrdered dinner · $28D
8:30 PM NETFLIXWatched 2 episodesN
10:35 PM DRAFTKINGSPlaced a $25 parlayD
What does this audience do that nobody is advertising against?
Kartel

Ranked against the average American.

Into The Last of Us11xBarbie world21xLog films on Letterboxd10.8xOrder on Seamless9xBack the Environmental Defense Fund9xBook on Resy8.1xShop Eataly8xGame of Thrones7xInto The Last of Us11xBarbie world21xLog films on Letterboxd10.8xOrder on Seamless9xBack the Environmental Defense Fund9xBook on Resy8.1xShop Eataly8xGame of Thrones7x
Dined at Eleven Madison Park4.6xFine dining4xThe Nature Conservancy4xSkilled trades households3.3xSalt Lake City3.1xStar Wars, half the audience3xTrader Joe’s, four in ten3x25–34, four in ten3xDined at Eleven Madison Park4.6xFine dining4xThe Nature Conservancy4xSkilled trades households3.3xSalt Lake City3.1xStar Wars, half the audience3xTrader Joe’s, four in ten3x25–34, four in ten3x
Shop StockX2.9xNew York DMA2.6xWhole Foods, over half2.5xCocktails2.5xDrop culture2.4xWine2.3xNightlife2.2xASAP Rocky2.1xShop StockX2.9xNew York DMA2.6xWhole Foods, over half2.5xCocktails2.5xDrop culture2.4xWine2.3xNightlife2.2xASAP Rocky2.1x
Follow computer programming2.1xCore age 35–442.1xEducator households2.1xFollow Markiplier2xOrder on Instacart2xPinterest, three in four2xSteam and Epic gamers1.9xKids on Roblox1.9xFollow computer programming2.1xCore age 35–442.1xEducator households2.1xFollow Markiplier2xOrder on Instacart2xPinterest, three in four2xSteam and Epic gamers1.9xKids on Roblox1.9x
Read tech news1.9xResearch on CarFax1.8xKelly Blue Book1.8xApple TV+1.8xWatch The Masters1.8xFour in ten hold a bachelor’s1.7xSix in ten have kids1.4xTikTok, seven in ten1.4xRead tech news1.9xResearch on CarFax1.8xKelly Blue Book1.8xApple TV+1.8xWatch The Masters1.8xFour in ten hold a bachelor’s1.7xSix in ten have kids1.4xTikTok, seven in ten1.4x
Country music0.24xNASCAR0.14xHunting0.14xRodeo0.08x$150K+ households0.56xCountry music0.24xNASCAR0.14xHunting0.14xRodeo0.08x$150K+ households0.56x
Create 3 campaign concepts that lean into the top 3 insights.
Kartel

The lead concept, with the insights it was built from.

01 · 500 Years LaterLead concept

A prestige post-apocalyptic epic where civilizations rise and fall and the only thing left standing is a generic plastic detergent jug, until the cut back to today introduces the sheet that dissolves in seconds.

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Built from · verified against kartel.db
They binge The Last of Us at 11x the average AmericanTHE LAST OF US · INDEX 1122Match
EDF support at 9x the norm, the plastic guilt is realENVIRONMENTAL DEFENSE FUND · INDEX 931Match
Four in ten hold a bachelor’s, preachy eco ads lose themBACHELORS DEGREE · REACH 39.51Match
Build the media targeting plan for this audience.
Kartel

The full plan, from the audience to the flight architecture. Platform prompts are on the next page.

07 · Media targeting
Over-indexing signals · multiple vs gen popThe Last of Us · 11xEnvironmental Defense Fund · 9xGame of Thrones · 7xThe Nature Conservancy · 4xTrader Joe’s · 2.9xWhole Foods · 2.5xPinterest · 2.2xInstacart · 2.1x35–44 · 2.1xEducator households · 2.1x

Audience

Potential Laundry Sheets Detergent Customers. Projected pool ~9.02M US consumers (sample 273,458). They already buy eco cleaning from someone else: Seventh Generation reaches 45.74%, Blueland 38.73%, Earth Breeze 32.8%, you fourth at 28.33%. Every dollar is a switcher dollar.

Demographics

Two-thirds women (65.46%). Core age 35–44 at 28.47% of the pool, more than double gen pop; 25–34 close behind. Six in ten are parents. Household income clusters at $100–150K with $75–100K over-indexing hardest. Four in ten hold a bachelor’s; educator households at double the norm.

Psychographics

Premium-grocery eco shoppers who order on their phones, carry plastic guilt without wanting a lecture, and binge prestige apocalypse TV. Whole Foods 55%, Trader Joe’s 42%, Costco 63%. Instacart 35.5%, double the norm. Instagram 92%, Pinterest 77%, TikTok 65%, Apple TV+ over-indexing.

Targeting mechanics

Interest stacks built from the eco-brand and premium-grocery signals; 1% lookalike seeded from the customer file with a second seed from 75%+ viewers; national base overweighting the DMAs where the file concentrates (Boston, Washington DC, Houston lead; Dallas and Los Angeles lag); 7–11pm plus weekend mornings to meet the grocery-app session.

Platforms

Meta (Instagram-led) 45% · Google/YouTube 25% · TikTok 15% · Instacart retail media 15%. Hero spot at prospecting, annotated cut at retargeting, excavation-frame static native to Pinterest.

Flight architecture
Budget split

Meta 45% (three ad sets in CBO) · Google/YouTube 25% (Demand Gen + in-stream) · TikTok 15% (two ad groups 60/40) · Instacart 15%.

Sequencing

Rung one: the 24-second hero spot, cold, no discount. Rung two: 50%+ viewers and site visitors within 14 days get the annotated cut plus a first-order offer. Rung three: cart abandoners, 7-day window, static sheet-vs-jug frame.

Geo & daypart

National base, 20–30% overweight on Boston, DC, Houston; underweight Dallas and LA. 7–11pm and weekend mornings.

Bidding

Lowest cost through learning, judged in 3–5 day windows. Cost cap at ~15% above observed CPA once p50 is stable.

Kill criteria

Any ad set 40% above blended CAC at day 10 dies. Hook rate under 25% at 50K impressions gets swapped. Instacart dies at 2x the Meta retargeting cost per add-to-cart.

Scaling

Winners +20% every 3 days, capped at 2x starting spend. First refresh at frequency 3 or CTR down 30% from peak.

Creative rotation

Hero spot to cold prospecting. Annotated cut to warm retargeting. Excavation static to Pinterest.

Incrementality

Houston test, Detroit dark; Atlanta test, Nashville dark. Six weeks. Validates at 15%+ lift in new-customer starts.

Make the spot from the brief.
Kartel

Rendered. 24 seconds, 16:9, the jug generic in every scene. Click to watch with sound.

1/4
The Jug Outlives YouEco laundry brand · 24s · 16:9
⤓ Download↗ View✎ Edit+ Cut
What is trending with potential laundry-sheet buyers today?
Kartel

Two on-brand, two adjacent, each with a first move.

ON-BRAND#tiktokshopstockupTikTok · 210.8M views

Stock-up hauls are household-essentials content. A year of sheets in one envelope is the exact product that format rewards.

ADJACENT#livecanbeeasyTikTok · 46.8M views

Small hacks that remove daily friction. Tossing a sheet in instead of hauling a jug is a natural fit.

ADJACENTHump Dayon X · holding

The midweek slump joke, which lines up with the midweek laundry pile.

WATCHcost-of-living adjustmentSearch · 2K+

A cost-per-load story could land, but the search is about benefits, not laundry.

Track Stride and pull every ad they are running.
Kartel

Tracked. 41 ads live, pulled just now. The longest has run 291 days. Scroll for the full pull.

Competitive ads+ Track
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Not pulled yet. Pull to see every live Nike ad.

Not pulled yet. Pull to see every live Hoka ad.

Load the Stride brand book and lock the rules.
Kartel

Loaded. Logo, product and characters held, nine rules in force.

SStrideBrand loaded · 3 assets · 9 rulesLogoProductCharacters
Stride wordmark
Phantom product sheet
Character sheet
SellHigh-performance trail running footwear for endurance athletes. Built for ultras, mountain races and long days on technical terrain.
Sell to28 to 45 year old endurance athletes and trail runners. Grip and durability over aesthetics. Strava, YouTube, opinions about outsole compounds.
Different200 prototypes destroyed on the Pacific Crest Trail before one shipped.
BannedExclamation marks. Hype words. Three parallel lines. Pure black or white backgrounds.
Locked“Every Step, Amplified.” Ember #FF4D00 for CTAs and the streak. Space Grotesk and Inter.
MustThe Phantom at −15°, dirty and on terrain. Claims only from the spec: 47% more grip, 9.8oz, 4mm drop, $179.
AboutNothing yet
AudienceNothing yet

Take the concept into Creative Studio and finish the ad.

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See Creative Studio →

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Want a demo?Schedule a call with our founders.Schedule a call ↗
Luke PetersonBen Kusin

Your whole marketing team works in one place.

Brand managers

read their data against competitors and live trends, test concepts, plan budgets and timelines, and generate ads inside brand guidelines.

Creative directors

score historical creatives against audience data, then direct new concepts and finished ads with mood boards, scripts and casting.

Artists

make the ad in the same place the brief was written, in every format and ratio, with an editing suite for fine tuning.

Social media managers

pull what’s trending, test it against the audience, and generate the post to each platform’s guidelines.

Strategy and ops

pressure-test concepts against the data and get platforms, duration and ad buys before anyone spends.

Brand teams

share the full audience profile, media plan and targeting with any agency or creative partner.

What customers say about Kartel.

Horizon Media
“I’ve been crushing it on one of our flagship brands. I had five campaign ideas, and the platform has already helped me bring three of them to life, all over the weekend.”
Mark GonzalezCreative Director, Horizon Media
Horizon Media
“With this partnership, we can finally bring these two worlds closer together, so insights can move faster, ideas can get sharper, and campaigns can evolve while they are still live.”
Bob LordPresident, Horizon Media
FOX Entertainment
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FOX Entertainment
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