Ecoversity · PurePlay AI · Not Your Average Garden Club · April 2026

01 — The Story

Round 1 Proved It.
Round 2 Scales It.

We reached 474K Ecoversity buyers at $10.73 per site visit — 2.2x more efficiently than standalone CTV. Round 2 is the revenue-accountable sequel: founding members of Not Your Average Garden Club at a guaranteed cost per acquisition.

NYAGC Sizzle Reel · Creative Asset Ready

Phase 1 Creative — In Hand Overlay build ready

829K

Impressions Delivered · Round 1

96%+

Video Completion Rate · All Lines

$10.73

Blended Cost Per Site Visit · CTV + YouTube

2.2x

More Efficient Site Visits vs. Standalone CTV at Same Cost

ecoversity.org/garden-club

← Phase 2 Ad Destination

The World's Largest Garden Club — Online

Grow Your Own Food.
Make Your Own Medicine.
Find Your People.

Join thousands in learning real-world growing skills from Indigenous elders, soil nerds, legendary herbalists, and regenerative farmers. New teachers and LIVE sessions every week.

Become a Founding Member — $195/yr

Founding price ends April 19 Just $16/month paid annually

★★★★★ Rated 4.9 by 10,000+ Ecoversity members

7-day money-back guarantee

Expert trainings waiting inside

New live sessions added every week

Every ad click lands here directly

The Upgrade

Round 1 was awareness for a Living Systems Design course enrollment. We drove site visits, built the audience, and proved the creative resonated. 96% completion across every line. The $10.73 figure was our blended cost per site visit — the leading indicator we optimized against at the time, with no membership conversion tracking in place.

Round 2 changes that completely. Every dollar is now accountable to a founding member signup. Not a click, not a visit. A paying member of Not Your Average Garden Club at $195/yr — a real revenue event, fully attributable to PurePlay media.

The proposal: a guaranteed CPA model at $175 per confirmed founding member. Two entry points — $10K for 57 members to test the model, or $25K for 143 members to build the founding cohort. The audience signal, the inventory learnings, and the genre data from Round 1 are the unfair advantage that makes this commitment possible.

And when this works, this becomes the Ecoversity case study — the model we package and bring to every challenger membership brand that comes after you. You are not just a campaign. You are the proof of concept for a new category of performance-guaranteed CTV.

01.1Round 1 Full Results — Living Systems Design Campaign (Jan 23 – Feb 10, 2026)

Metric	CTV Only	CTV + YouTube	Takeaway
Blended Cost Per Site Visit (leading indicator)	$24.11	$10.73	2.2x more efficient
Video Completion Rate	96%+	96%+	Consistent across both channels
Unique Reach	474,000 unduplicated viewers
Top App CVR	Discovery 4.26% · Animal Planet 1.00% · Food Network 0.92% · HGTV 0.79%		All home turf
Best Genre Site Visit CPAs	Adventure $0.98 · Action $1.03		Sub-$1.05 at meaningful scale
Audience Quality	87% homeowners · 70%+ HHI $75K+ · 73%+ college educated		Highly qualified buyers

SOURCE: PurePlay × Ecoversity Campaign Wrap Report · February 2026 · Living Systems Design

"Viewers of adventurous, experiential content were the most responsive. This aligns with the mindset of someone drawn to regenerative living — curious, active, and oriented toward the outdoors."

PurePlay Pulse Intelligence · Round 1 Analysis · February 2026

02 — The Audience

We Already Know
Who Joins.

Round 1 identified the exact audience profile most likely to become founding members. We are not starting from scratch — we are starting with a map.

World's Largest Garden Party · Free 3-Day Summit

Featuring speaker from

NETFLIX

Down To Earth with Zac Efron

4 Best Herbs for Your Pets

Greg Tilford

Animal Essentials

Medicinal Herbs for Longevity

Brian Vaszily

Art of Anti-Aging

Co-Founder of Ecoversity

Stephen Brooks

Permaculture Lens

Host

Seraphina Capranos

Herbalist & Homeopath

Partners:

Greenpeace · Epic Gardening · Kiss the Ground · Siskiyou Seeds · Solarity Acres · Anima Essence

87%+

Homeowners

The founding member has a backyard, a balcony, or a fire escape garden. They have the space — and the motivation — to grow food, flowers, and medicine.

70%+

HHI Over $75K

$195/yr is not a barrier. At $16/month for 75+ world-class growers and 54 deep-dive courses, this is an easy yes for someone already investing in their lifestyle.

73%+

College Educated

These viewers self-identify as learners. A membership built around expert instruction and global community is designed for exactly this mindset.

Content Alignment — Where They Already Watch

Genre and app data from Round 1 revealed something powerful: the Ecoversity customer self-selects into their own inventory. The person watching Discovery at 9pm is already primed for what Not Your Average Garden Club is selling. We are not interrupting their evening — we are fitting right in.

App	Conversion Rate
Discovery	4.26%
Animal Planet	1.00%
Food Network	0.92%
HGTV	0.79%

Genre	CVR	Cost Per Site Visit
Adventure	2.49%	$0.98
Action	2.36%	$1.03
Horror / Thriller	1.10–1.75%	$1.38–$2.27
Reality	0.89%	$2.78
Comedy / News	0.23–0.27%	$11.50+

Round 2 doubles down on top-performing inventory. Budget shifts away from Comedy and News toward Adventure, Action, and all four nature-home-food apps. This single optimization improves efficiency before any other lever is pulled.

The Dual Audience Advantage

CTV anchored reach among established homeowners skewing 45–64 — the person who has the garden, the time, and the budget. CTV + YouTube extended reach into the 25–44 range — the most enrollment-ready demographic, early in their growing journey, looking for community and expertise.

Not Your Average Garden Club is the right answer for both. One is deepening their practice. The other is just starting it.

45–64 Segment · CTV Anchored

Established homeowners. High-income. Already watch nature, home, and food content daily. Price is not a barrier. The expertise and the community are the draw.

25–44 Segment · CTV + YouTube

Most enrollment-ready. Passionate about regenerative living. The "Who said you need land?" audience — apartment balcony growers, first-time homeowners. They want exactly what NYAGC offers.

SOURCE: PurePlay × Ecoversity Campaign Wrap Report · PurePlay Pulse Intelligence · February 2026

03 — Campaign Architecture

Two Phases.
One Story.

The summit is the top of the funnel. The membership is the conversion. We run both back-to-back so every person who engages with the summit campaign is already in the retargeting pool when founding member creative goes live.

Phase 1 · This Week

World's Largest Garden Party — Summit Activation

Live Within 48 Hours Complimentary — No Cost to Ecoversity April 6–14, 2026 · Awareness + Audience Build

This campaign is on us. PurePlay will run the summit awareness flight at no cost to Ecoversity. You provide the creative — we handle the media, the targeting, and the overlay build. This is our investment in building the audience pool that makes Phase 2 work. The only dollars you commit are the $175/member CPA in Phase 2.

Objective

Drive free summit registrations while building the warm retargeting pool for Phase 2. Every viewer who engages with this ad is a high-value prospect for the founding member campaign the moment the summit ends.

Creative Approach

Option A: Run the existing sizzle video (:60) with a PurePlay CTV overlay. Summit date, Netflix speaker teaser, "Save Your Free Spot" CTA. Can go live immediately.

Option B: Trim to :15 and :30 cuts for CTV + YouTube pre-roll. Tighter, higher-frequency, better for the 25–34 segment on YouTube.

Overlay Spec · Phase 1 Summit

Brand Line

"World's Largest Garden Party"

Teaser

Special Guest from Netflix Gardening Show · TBA

CTA

Free · Save Your Spot · ecoversity.org

Channel	Inventory Priority	Targeting	Primary Goal
CTV · Premium	Discovery, Animal Planet, HGTV, Food Network	Nature/home contextual + Round 1 audience lookalike	Summit reach + retarget seed
YouTube · Pre-roll	:15/:30 skippable or :60 with overlay	Gardening, sustainability, homesteading interest	Younger segment + frequency

Phase 2 · Post-Summit

Not Your Average Garden Club — Founding Member CPA

Guaranteed CPA · $175 April 15+ · $10K or $25K · 90-Day Flight

Objective

Drive founding member signups at $195/yr ($16/month). Guaranteed $175 CPA — 143 new founding members from a $25K commitment. PurePlay manages everything: media buying via DV360, CTV, YouTube, Display retargeting, and Search — giving us unified attribution across every touchpoint so every conversion is correctly credited to our media.

Audience Advantage

Phase 1 summit viewers are the warmest audience in the pool. They already raised their hand for free content. Retargeting them with a founding member offer — while the founding rate is live — is the highest-intent segment we have going into Phase 2.

Overlay Spec · Phase 2 NYAGC Membership

Headline

"Not Your Average Garden Club"

Value Line

$2,000+ in Member Perks · $195/yr

CTA

Founding Rate Ends April 19 · Join Now

The NYAGC overlay can be built and ready before dedicated membership video is finalized — we run it against existing brand footage while the new creative is in production.

Execution Platform

All channels run through DV360 (Google Display & Video 360) — PurePlay's unified buying platform. Every impression, click, and conversion is tracked in one place. You get a single attribution view, and we get the signal needed to optimize toward founding member conversions in real time.

Channel	Audience Layer	Message	Weight
CTV · Premium	Prospecting · Adventure / Action / Nature inventory	Brand + membership value story	45%
YouTube · Pre-roll	Summit retarget + site visitor retarget	Founding rate urgency · Community hook	25%
Display · DV360	Email list lookalike + site visitor retarget	Social proof · $2K in perks for $195	15%
Search · Google Ads	Active intent · brand + category keywords	Capture high-intent searchers mid-funnel	15%

Phase 2 · Two-Act Messaging Strategy

Act 1 · April 15–19

Founding Rate Urgency

Launch Phase 2 before April 19 so the urgency is real. "Founding Rate Ends April 19" is not a manufactured deadline — it is the actual date. Run full pressure through the cutoff.

CTA: "Founding Rate Ends April 19 · Join Now"
Message: Scarcity + price advantage

Act 2 · April 20+

Evergreen Value

Overlay and copy refresh. Drop the deadline, lean into the community and depth. "75+ world-class growers. 54 deep-dive courses. A global community of people who grow things." The value is the hook now.

CTA: "Join Not Your Average Garden Club"
Message: Community + expertise + $16/mo value

Why the Sequence Matters

Phase 1 does two things: drives summit registrations AND warms the audience for Phase 2. Someone who registered for the free summit has already told us they believe in what Ecoversity teaches. When Phase 2 launches, we are not asking cold prospects to spend $195. We are reminding warm leads that the founding rate is running out.

04 — The Math

Two Entry Points.
One Guarantee.

A $10K proof of scale or a $25K founding cohort — both come with the same commitment: $175 guaranteed CPA, 90-day flight, no pay for the shortfall. Pick the level that fits. Scale up when the results prove themselves.

Option A · Starter

$10,000

90-Day Flight · Test + Prove the Model

$175

Guaranteed CPA

Founding Members

560K targeted impressions. Same top-performing inventory from Round 1. A proof of scale before committing to the full program. 3.9x ROAS over 3 years.

Option B · Full Founding Cohort · Recommended

$25,000

90-Day Flight · Build the Founding Community

$175

Guaranteed CPA

143

Founding Members

1.4M targeted impressions. Full founding cohort. The size needed to build a meaningful community and create the case study we scale across the category. 3.9x ROAS over 3 years.

Conversion Funnel — $25K Option · How 1.4M Impressions Become 143 Members

At a blended CPM of approximately $18 (weighted toward proven top-performing inventory from Round 1), $25K delivers approximately 1.4 million targeted impressions. Ad traffic drives directly to the NYAGC landing page — not ecoversity.org — so every visitor lands on the right page from the first click.

Stage 1 · Impressions Served

~1.4M

$25K · Discovery, Adventure, Action, HGTV, Food Network — proven top inventory

Stage 2 · Page Arrivals ~0.5% CTR + VTC

~7,000

Click-through + view-through direct to NYAGC landing page · Informed by Round 1 blended efficiency

Stage 3 · Page Engagement ~50%

~3,500

Already on the right page · Explore perks: 75+ growers, 54 deep-dives, global community

Stage 4 · Membership Initiation ~20%

~700

Clicked "Become a Founding Member" · Entered checkout flow

Stage 5 · Founding Members

143 Guaranteed

$175 CPA · $25K Commitment · 90-Day Flight

$10K option scales proportionally at the same efficiency: ~560K impressions → ~2,800 arrivals → ~1,400 engaged → ~280 checkout → 57 guaranteed members at $175 CPA.

ROI Model — Why $175 CPA is an Easy Yes

The founding rate is a discount for early adopters — every member acquired at $195 becomes a $295/yr renewal in Year 2 and beyond. PurePlay's $175 CPA is calibrated against the founding rate. The real payoff compounds every year that member stays.

Retention assumptions: 80% Year 1 to Year 2, 70% Year 2 to Year 3 — conservative for a community-driven membership with high perceived value.

Period	Active Members	Rate	Revenue	Cumulative vs. $25K
Year 1 · Founding rate (guaranteed)	143	$195/yr	$27,885	+$2,885 · Day 1 positive
Year 2 · Full-price renewals (80% retain)	114	$295/yr	$33,630	$61,515 cumulative
Year 3 · Continued renewals (70% of Y2)	80	$295/yr	$23,600	$85,115 cumulative
3-Year Membership Total	—	—	$85,115	3.4x ROAS · Membership revenue only
Add-On Revenue Layer — Course Purchases
Year 1 · Add-on courses (40% of members, avg $97/course)	57	$97	$5,529	Incremental upside
Year 2 · Add-on courses (40% of active members)	46	$97	$4,462	Compounds with retention
Year 3 · Add-on courses (40% of active members)	32	$97	$3,104	Ongoing learner behavior
3-Year Course Revenue	—	—	$13,095	Added on top of membership revenue
3-Year Combined Total	—	—	$98,210	3.9x ROAS · Memberships + courses

Not included above: summit ticket sales, community upsell, and member referrals — all of which compound as the founding cohort deepens their relationship with Ecoversity.

A Note on the Guarantee

Locking in the $175 CPA requires one practical thing from Ecoversity: attribution infrastructure. We need a conversion pixel at the membership confirmation page and access to first-party audience segments to maximize efficiency. This is not a blocker — it is what lets us make the guarantee with confidence. The more signal you share, the more efficiently we run and the faster we hit 143. Details in Next Steps.

SOURCE: Round 1 blended CPA ($10.73) and genre/app data · Ecoversity membership pricing April 2026 · PurePlay programmatic CTV/YouTube CPM benchmarks

05 — Next Steps

What We Need
To Lock This In.

Phase 1 can go live within 48 hours. Phase 2 CPA guarantee gets confirmed once the data infrastructure is in place. None of this is complicated — here is exactly what we are asking for.

Phase 1 — To Go Live This Week

Sizzle video file

Confirmed — in hand. Ready to build overlay or cut :15/:30 versions immediately.

Summit landing page URL

Confirmed — destination locked in.

Netflix speaker confirmation

Even a teaser works: "A speaker from an upcoming Netflix gardening show, details coming soon." That hook is real creative leverage — share whatever you can and we build around it.

Phase 2 — To Confirm the Guarantee

Conversion pixel at membership confirmation

Post-purchase confirmation page or server-side event. This ties a founding member signup back to a PurePlay ad exposure and enables the CPA guarantee to function.

First-party audience segments

Site visitor pixel segment + email list for hashed lookalike upload. The richer this pool, the more confident we are committing to $175 — and the faster we hit the number.

Summit registration count (rough)

How many people register from Phase 1? This tells us the size of the warmest retargeting segment heading into the membership campaign launch.

Founding member rate timeline

We noticed "Founding Rate Ends April 19" on the membership page — urgency is a powerful creative lever. Is that date firm, or will it extend? Shapes how aggressively we message the deadline.

Proposed Timeline

April 6–8 · This Week

Creative handoff + Phase 1 overlay build. Summit awareness campaign goes live on CTV + YouTube. Audience pool starts accumulating immediately.

April 9–14 · Summit Week

Phase 1 runs at full strength through the summit. Retargeting pool builds. We confirm Phase 2 data infrastructure with Ash and Chelsea in parallel.

April 15–18 · Transition

Phase 1 wraps. NYAGC overlay and membership creative finalized. Phase 2 audience segments uploaded and pixel confirmed. IO signed.

April 19+ · Founding Member Campaign Live

Phase 2 activates. 90-day guaranteed CPA flight begins. 143 founding members, $175 each, $25K commitment. Monthly reporting delivered throughout the flight.

The Proposal in Plain English

Phase 1: We launch a summit awareness campaign this week using your existing creative. We build the audience, drive free registrations, and seed the retargeting pool for what comes next.

Phase 2: $10K starter (57 members) or $25K full cohort (143 members). Same guarantee either way — $175 CPA, 90-day flight. If we come up short, you do not pay for the gap.

We need your creative assets, your conversion pixel, and your first-party data to make the guarantee work. The more signal you share, the more efficiently we run — and the faster we hit the number.

Round 1 proved the audience is there and the creative resonates. Round 2 is where we turn that into a business outcome you can measure on a spreadsheet.

When Round 2 delivers, this becomes the Ecoversity case study — the model PurePlay brings to every challenger membership brand in the category. We are as invested in this outcome as you are.

× PurePlay AI · April 2026 eric@pureplay.ai