Optimization of campaigns with report of data insights and testing recommendations.

1. Campaign Status Update | 01.04.24
DTC/WALMART CAMPAIGN UPDATES/PNS

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Campaign Status Update | 01.04.24
STATUS | DTC Campaign
Current Status Updates/Timelines
DTC Campaign:
● PAID SOCIAL (Static/Video): (Static and 3 video live 11/20; 12/27 New Skateboarder video ads
(“class” and “work”) launched for Active and YA; 12/28 added two static AA Female ads for
Moms, YA, Active)
○ START DATE: (11.20.23)
● GOOGLE RESPONSIVE: (Static; live 12/22).
● GOOGLE ANIMATED BANNERS: (Live 12/17). Going to new landing page.
● NEW CAMPAIGN LANDING PAGE: (Live 12/18)
● GOOGLE SEARCH: Ad copy under review. Launched planned for January 2024
● GOOGLE CONVERSION TRACKING: In progress.

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Campaign Status Update | 01.04.24
STATUS | WALMART Campaign
Current Status Updates/Timelines
WALMART Campaign:
● PAID SOCIAL: Video and Static (Static live 12/30; video live 12/18 (Golf, Soccer,
Waders); 12/27 Skateboarder video (“class” and “work”) live for Active and YA; 12/28
two static AA Female ads live for Moms, YA, Active)
● GOOGLE RESPONSIVE: (Live 12/22)
● GOOGLE ANIMATED BANNERS: (Live 12/17)
● CAMPAIGN LANDING PAGE: (Live 12/14)
● GOOGLE SEARCH: Ad copy under review. Launched planned for January 2024
● GOOGLE CONVERSION TRACKING: In progress.

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Campaign Status Update | 01.04.24
STATUS | DTC/WALMART Campaign
Current Status Updates/Timelines
VIDEO/Commercial Script Concepts:
● READY TO PRESENT REVISED CONCEPTS (Week of 01.08)
PNS Toolkit:
● Video: script in final revision; footage available for edit when script is final
● Poster: to start when script is final
● Landing page: to start when script is final
● Downloadable brochure: revise current after script is finalized

5. Sqwincher® Brand
Campaign Status Updates 01.04.24

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Campaign Status Update | 01.04.24
SOCIAL ADS | DTC/WALMART Campaign
Performance Summary
Ad Strategy:
● Since the last report, we have introduced new ads into the campaigns. The hypothesis/rationale for testing new ads with
Yard/Park AA Female ads is because the male version of the Yard ad was performing well, so we expanded the ad
strategy in that direction.
● The ads are leaning Male, but more even across Male and Female with new ads since the last reporting period.
● We also launched new Class/Work video ads, but they have not resulted in a major impact.
● Optimizations: We are monitoring performance of the new ad and will optimize audience targeting and creative this month.
Top Campaigns
● Walmart Active 3.7%
● DTC Active
2.6%
● Walmart Moms 2.5%
Top Ads
● Walmart Video Active Hiking Female
7%
● Walmart Static Active Yard AA Male
4%
● Walmart Video Active Class AA Male
3.5%
● DTC Video Mom Soccer Male
3.4%
● Youth DTC Video Golf Female

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Campaign Status Update | 01.04.24
STATUS | DTC/WALMART Campaign
New Create, Test & Learn
With the comments, shares and organic lift
this ad is giving us to drive the cpm down, we
wanted to try and determine what in the ad is
causing the lift? i.e. PERSONA, GENDER,
COPY/INNUENDO or ETHNICITY
Active Persona NEW CREATIVE for Active Persona & Moms Persona
Result: The consistency among Active + AA + Yard is the winning
combination. The Male version still outperforms the Female version,
but has been live longer. We need more time to collect an equal
amount of data. The strategy was to lead with a change in persona,
there has been no change in copy yet (planned for February).

8. © 2023 Mindvolt. All rights reserved. Confidential and proprietary material for authorized Mindvolt personnel only. Use, disclosure, reproduction, or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement from Mindvolt.
Campaign Status Update | 01.04.24
GOOGLE ADS | DTC/WALMART Campaign
Performance Summary
Top Campaigns
● DTC Young Adult 5%
● Walmart Young Adult 4.8%
● Walmart Moms 4%
Top Ads
● Walmart Young Adult Mom Approves Banner
12%
● DTC Young Adult Mom Approves Banner
10%
● DTC Active Armpits Banner
9%
● Walmart Moms Armpits Banner
8.7%
● DTC Active Mom Approved Banner
8.3%
Ad Strategy:
● Since the last report, we have introduced new Responsive and Animated Banner ads into the campaigns.
● While the Walmart campaign did better on the Meta channel, the DTC campaign did the best on Google (DTC had 3/5 top ads).
● This may be due to the fact Meta allows “Walmart” in the ad copy while Google does not. Ad copy updated Jan 2.
● Optimizations: We are monitoring performance of the new ad and will optimize audience targeting and creative this month.

9. Campaign Status Update | 01.04.24
WALMART PAID SOCIAL INSIGHTS START DATE | 11.20.23

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OVERALL INSIGHTS, OPTIMIZATIONS & RECOMMENDATIONS
● Overall, the Walmart Campaigns are exceeding both industry benchmarks in CTR and CPC. the Walmart brand helps
boost this campaign performance over DTC.
● In line with the previous reporting period, the Active Campaign is performing the best because of its high CTR (3.7%) -
exceeding industry standard.
● This is due to the top ads coming from the Active Campaign which have high CTRs Hiking Video ad (7%) and Static
Yard AA Male (4%).
● In terms of budget efficiency, the Active Campaign has the lowest CPC ($0.36) - exceeding industry standard.
● We launched a variety of ads per persona, but in order to improve results, low performing ads will be turned off during the
optimization process.
OVERVIEW | Walmart Campaign | Budget $2,250/month
INDUSTRY BENCHMARK AVERAGES: Social CPC - $0.70 | Social CTR - 1.59% | Social CPM - $5.33
Paid Social Insights | 01.04.24

11. PERSONA | Active
Available at WALMART

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OVERVIEW | Walmart Campaign | PAID SOCIAL
STATIC: ACTIVE INDUSTRY BENCHMARK AVERAGES: Social CPC - $0.70 | Social CTR - 1.59% | Social CPM - $5.33
Paid Social Insights | 01.04.24

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OVERVIEW | Walmart Campaign | PAID SOCIAL
VIDEO: ACTIVE INDUSTRY BENCHMARK AVERAGES: Social CPC - $0.70 | Social CTR - 1.59% | Social CPM - $5.33
Paid Social Insights | 01.04.24

14. PERSONA | Young Adult
sqwincher.com
Hydration for everyone
Available at WALMART

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OVERVIEW | Walmart Campaign | PAID SOCIAL
STATIC: YOUNG ADULT INDUSTRY BENCHMARK AVERAGES: Social CPC - $0.70 | Social CTR - 1.59% | Social CPM - $5.33
Paid Social Insights | 01.04.24

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OVERVIEW | Walmart Campaign | PAID SOCIAL
VIDEO: YOUNG ADULT INDUSTRY BENCHMARK AVERAGES: Social CPC - $0.70 | Social CTR - 1.59% | Social CPM - $5.33
Paid Social Insights | 01.04.24

17. PERSONA | Moms
sqwincher.com
Hydration for everyone
Available at WALMART

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OVERVIEW | Walmart Campaign | PAID SOCIAL
STATIC: MOMS INDUSTRY BENCHMARK AVERAGES: Social CPC - $0.70 | Social CTR - 1.59% | Social CPM - $5.33
Paid Social Insights | 01.04.24

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OVERVIEW | Walmart Campaign | PAID SOCIAL
VIDEO: MOMS INDUSTRY BENCHMARK AVERAGES: Social CPC - $0.70 | Social CTR - 1.59% | Social CPM - $5.33
Paid Social Insights | 01.04.24

20. Campaign Status Update | 01.04.24
DTC PAID SOCIAL INSIGHTS START DATE | 11.20.23

21. © 2023 Mindvolt. All rights reserved. Confidential and proprietary material for authorized Mindvolt personnel only. Use, disclosure, reproduction, or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement from Mindvolt.
OVERALL INSIGHTS, OPTIMIZATIONS & RECOMMENDATIONS
● Overall, the DTC Campaigns are exceeding both industry benchmarks in CTR and CPC.
● In line with the previous reporting period, the Active Campaign is performing the best because of its high CTR
(2.6%) - exceeding industry standard.
● This is due to the top ads coming from the Active Campaign which have high CTRs Golf Video ad (3.1%)
and Static Yard AA Male (2.9%).
● In terms of budget efficiency, the Active Campaign has the lowest CPC ($0.43) - exceeding industry standard.
● We launched a variety of ads per persona, but in order to improve results, low performing ads will be turned off
during the optimization process.
Paid Social Insights | 01.04.24
OVERVIEW | DTC Campaign | Budget $2,250/month
INDUSTRY BENCHMARK AVERAGES: Social CPC - $0.70 | Social CTR - 1.59%
2.61%
2.23%

22. PERSONA | Active

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OVERVIEW | DTC Campaign | PAID SOCIAL
STATIC: ACTIVE INDUSTRY BENCHMARK AVERAGES: Social CPC - $0.70 | Social CTR - 1.59% | Social CPM - $5.33
Paid Social Insights | 01.04.24

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OVERVIEW | DTC Campaign | PAID SOCIAL
VIDEO: ACTIVE INDUSTRY BENCHMARK AVERAGES: Social CPC - $0.70 | Social CTR - 1.59% | Social CPM - $5.33
Paid Social Insights | 01.04.24

25. PERSONA | Young Adult

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OVERVIEW | DTC Campaign | PAID SOCIAL
STATIC: YOUNG ADULT INDUSTRY BENCHMARK AVERAGES: Social CPC - $0.70 | Social CTR - 1.59% | Social CPM - $5.33
Paid Social Insights | 01.04.24

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OVERVIEW | DTC Campaign | PAID SOCIAL
VIDEO: YOUNG ADULT INDUSTRY BENCHMARK AVERAGES: Social CPC - $0.70 | Social CTR - 1.59% | Social CPM - $5.33
Paid Social Insights | 01.04.24

28. PERSONA | Moms

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OVERVIEW | DTC Campaign | PAID SOCIAL
STATIC: MOMS INDUSTRY BENCHMARK AVERAGES: Social CPC - $0.70 | Social CTR - 1.59% | Social CPM - $5.33
Paid Social Insights | 01.04.24

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OVERVIEW | DTC Campaign | PAID SOCIAL
VIDEO: MOMS INDUSTRY BENCHMARK AVERAGES: Social CPC - $0.70 | Social CTR - 1.59% | Social CPM - $5.33
Paid Social Insights | 01.04.24

31. Campaign Status Update | 01.04.24
DTC GOOGLE DISPLAY INSIGHTS START DATE | 11.20.23

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OVERALL INSIGHTS, OPTIMIZATIONS & RECOMMENDATIONS
● Overall, the DTC Campaigns are exceeding all industry benchmarks in CTR, CPM, and CPC.
● In contrast to Meta ads, the Young Adult Campaign is performing the best because of its high CTR (5%) -
exceeding industry standard.
● This is due to the top ads coming from the Young Adult Campaign which have high CTRs Mom Approved
Animated Banner ad (10%) and Responsive Ad (5.2%).
● In terms of budget efficiency, the Active Campaign has the lowest CPC ($0.03) and CPM ($1.39) - exceeding
industry standard.
● In order to improve results, low performing ads will be turned off and audience targeting adjustments will be made
during the optimization process.
Google Display Insights | 12.07.23
OVERVIEW | DTC Campaign | Budget $3,750/month
INDUSTRY BENCHMARK AVERAGES: Display CPC - $0.63 | CTR - 0.5% - 2% | CPM - $3.12

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Google Display Insights | 12.07.23
OVERVIEW | DTC Campaign | GOOGLE DISPLAY
DISPLAY: YOUNG ADULTINDUSTRY BENCHMARK AVERAGES: Display CPC - $0.63 | CTR - 0.5% - 2% | CPM - $3.12

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Google Display Insights | 12.07.23
OVERVIEW | DTC Campaign | GOOGLE DISPLAY
DISPLAY: ACTIVE INDUSTRY BENCHMARK AVERAGES: Display CPC - $0.63 | CTR - 0.5% - 2% | CPM - $3.12

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Google Display Insights | 12.07.23
OVERVIEW | DTC Campaign | GOOGLE DISPLAY
DISPLAY: MOM INDUSTRY BENCHMARK AVERAGES: Display CPC - $0.63 | CTR - 0.5% - 2% | CPM - $3.12

36. Campaign Status Update | 01.04.24
WALMART GOOGLE DISPLAY INSIGHTS START DATE | 11.20.23

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OVERALL INSIGHTS, OPTIMIZATIONS & RECOMMENDATIONS
● Overall, the Walmart Campaigns are exceeding all industry benchmarks in CTR, CPM, and CPC.
● In contrast to Meta ads, the Young Adult Campaign is performing the best because of its high CTR (4.8%) -
exceeding industry standard.
● This is due to the top ads coming from the Young Adult Campaign which have high CTRs Mom Approved
Animated Banner ad (12%) and Armpits Animated Banner (7%).
● In terms of budget efficiency, the Active Campaign has the lowest CPC ($0.03) and CPM ($1.26) - exceeding
industry standard.
● In order to improve results, low performing ads will be turned off and audience targeting adjustments will be made
during the optimization process.
Google Display Insights | 12.07.23
OVERVIEW | Walmart Campaign | Budget $3,750/month
INDUSTRY BENCHMARK AVERAGES: Display CPC - $0.63 | CTR - 0.5% - 2% | CPM - $3.12

38. © 2023 Mindvolt. All rights reserved. Confidential and proprietary material for authorized Mindvolt personnel only. Use, disclosure, reproduction, or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement from Mindvolt.
Google Display Insights | 12.07.23
OVERVIEW | Walmart Campaign | GOOGLE DISPLAY
DISPLAY: YOUNG ADULTINDUSTRY BENCHMARK AVERAGES: Display CPC - $0.63 | CTR - 0.5% - 2% | CPM - $3.12

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Google Display Insights | 12.07.23
OVERVIEW | Walmart Campaign | GOOGLE DISPLAY
DISPLAY: ACTIVE INDUSTRY BENCHMARK AVERAGES: Display CPC - $0.63 | CTR - 0.5% - 2% | CPM - $3.12

40. © 2023 Mindvolt. All rights reserved. Confidential and proprietary material for authorized Mindvolt personnel only. Use, disclosure, reproduction, or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement from Mindvolt.
Google Display Insights | 12.07.23
OVERVIEW | Walmart Campaign | GOOGLE DISPLAY
DISPLAY: MOM INDUSTRY BENCHMARK AVERAGES: Display CPC - $0.63 | CTR - 0.5% - 2% | CPM - $3.12