Strong launch quarter, with Twitch driving disproportionate ROI
Q2 closed with $284K in committed spend across 4 active campaigns, generating 41.6M combined reach (+18% vs Q1) and a blended 3.4x ROI. Twitch remains the highest-leverage channel at 3.8x, while Instagram lagged at 2.4x — a 1.4x spread that justifies the rebalance recommendation queued in Next-Best-Actions.
The standout was the Razer Viper V3 Pro Reveal: 8.9% engagement (top decile for hardware), driven primarily by pro-POV stream content. Conversely, GameFuel TikTok engagement softened in week 3 — two specific creators underperformed their 30-day average and are being re-briefed.
Recommended next steps: (1) execute the $8K Twitch rebalance, (2) extend Sykkuno's contract before quarter close to lock current rate, (3) pre-flag legal approvals for the Logitech upcoming campaign to avoid a repeat of the GameFuel 3-day slip.
Weekly engagement vs reach
AI insight: Thu peakAI Anomaly Detection
5.2x normal — driven by a viral clip on r/gaming. Recommend amplifying with $3K in TikTok spark ads.
CTR fell from 4.2% → 2.1% on @pokimane stories after creative rotation B. Likely creative fatigue.
+812 comments in 4 minutes flagged as bot pattern. Auto-muted in dashboard counts.
Saturday posts outperformed weekday avg by 24% — consider re-weighting the schedule.
AI Next-Best Actions
Reallocate $8K from Creator B → Creator F
+22% ROICreator B underperforming forecast by 31%. Creator F overdelivering — scaling spend projects +22% ROI uplift.
Extend top performer Sykkuno by 4 weeks
+1.8M reachSykkuno's CPM is 38% below blended avg and engagement is climbing week-over-week.
Swap dropped creator with Loserfruit
92% fitTfue paused for personal reasons. Loserfruit matches 91% on audience overlap with similar tier rates.
Pre-flag legal queue tomorrow
Saves 2dBrand legal SLA is trending 7 days vs. 5 — pre-flagging today protects the Jul 15 go-live.