09 · RED LEAF BRANDS PLAYBOOK
How we run launches.
Red Leaf Brands builds campaign operating systems — not decks, not retainers, not vibes. The Bad Counselors launch is one operating system, fully instrumented.
Operating Model
Frame · Build · Activate · Measure · Recoup.
01
Frame
Thesis
Find the unseen audience and the single line that earns them.
Applied to Bad Counselors
Two-audience avatar split; "They didn't expect to become better people" as North Star.
02
Build
Thesis
Engineer assets and channels for the funnel math, not the press kit.
Applied to Bad Counselors
Reverse-engineered 3B → 80k buyers; channel mix protecting 50% Paid.
03
Activate
Thesis
Wire every existing audience into the launch — athletes, talent, ministry, music.
Applied to Bad Counselors
348-athlete NIL roster · Collide cadence · Asbury × Forrest Frank tour · Theater Counselors.
04
Measure
Thesis
Live telemetry against funnel targets, not vanity engagement.
Applied to Bad Counselors
GA4-style realtime model with DMA, source, and page breakouts.
05
Recoup
Thesis
Theatrical heat compounds into home-entertainment valuation.
Applied to Bad Counselors
$2M GBO covers P&A and lifts SVOD/PVOD position.
Outcomes built into this system
Audiences modeled
2
Primary + Secondary avatars.
Programs running
5
NIL · Collide · Theater Counselors · PUBLICITY · INFLUENCERS.
Partners aligned
10+
Distribution, marketing, ministry.
Recoupment target
$2M
From $600k P&A.
Services
Lines of Work
Campaign Strategy
North Star, audience model, funnel math, channel allocation.
Creative Direction
Key art, trailer cuts, social toolkits, identity systems.
Team Architecture
THE CAST , influencer cameos, ministry alignment, NIL rosters.
Paid Media Planning & Management
FB · IG · TikTok · YouTube with hyper-targeted creative iteration.
Strategic Partnerships
Publicity narrative, podcast circuit, partner inventory swaps.
Campaign Conduction
This operating system — real-time visibility for every stakeholder.
Engagement
Make the Unseen Visible
We onboard, frame, and stand up an operating system like this one in 4–6 weeks. After that, the dashboard you're looking at runs your campaign — not a PowerPoint deck and a Slack channel.
Red Leaf Brands™ · Confidential · For partner review
Make The Unseen Visible.