> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mad-kitty.dev/llms.txt
> Use this file to discover all available pages before exploring further.

# The Marketing Loop

> Ideate → Produce → Launch → Learn — and repeat, smarter each time

The whole product is one loop. Each cycle produces ads, spends on them, and feeds what happened back into the next cycle — so concepts get sharper and spend gets more efficient over time.

<img src="https://mintcdn.com/mad-kitty/3iAOEAypHEt4gzMH/assets/marketing-loop.png?fit=max&auto=format&n=3iAOEAypHEt4gzMH&q=85&s=41e1f9f3ea792e701a60b77e1789c628" alt="The marketing loop — Ideate, Produce, Launch, Learn" width="1376" height="768" data-path="assets/marketing-loop.png" />

You sit in the middle: every arrow that costs money or publishes something passes through your approval.

## Phase 0 — Setup (once per project)

Before the loop can spin, Mad Kitty needs to know your business. `/setup` covers it: brand brief from your website, languages, performance targets (minimum ROAS, target CPA, daily spend), compliance rules, reference ads, logo, and the Facebook connection. See the [Quickstart](/quickstart) for the walkthrough.

Your targets aren't paperwork — the minimum ROAS you set here is what later defines "fatigued" for every ad you run.

## Phase 1 — Ideate *(Mad Kitty)*

Ideation is structured, not random: Mad Kitty defines **audiences** (who you're talking to, and how aware they are), picks **angles** (the argument to make to each), and proposes creatives as executions of those angles — cards with an idea, a hypothesis, and the target audience. See [Audiences & Angles](/concepts/audiences-and-angles) for the theory.

Early on it draws on your brief, your reference ads, and competitor research (`/competitor`). Once data exists, it draws on what's actually working (`/review`).

**Your decision:** which concepts get greenlit. Approving a card is what kicks off production.

## Phase 2 — Produce *(Creo Kitty)*

Each approved concept becomes a creative with its own Creo Kitty. It produces statics and/or video, writes the copy, and localizes to every project language. You iterate in chat until it's right, then `/publish` finalizes the assets in all sizes.

**Your decision:** when it's good enough. Publishing moves the creative to **ready to launch** on the kanban.

## Phase 3 — Launch & Manage *(Buyer Kitty)*

Buyer Kitty sees ready creatives in its account snapshot and drafts a plan: what to launch where, at what budget — plus ongoing management: scale winners, pause fatigued ads, duplicate into new adsets, restructure campaigns.

**Your decision:** approve or reject the plan. Approved actions execute on Meta automatically, action by action, with per-action status. Nothing runs without sign-off.

## Phase 4 — Learn *(automatic)*

Performance syncs from Meta every hour. Every creative gets a [performance tier](/metrics-glossary#performance-tiers) — top performer, rising star, rookie, dormant, new — plus a **fatigued** flag when its ROAS slips below 80% of your target over the trailing 14 days. Tiers appear as badges on the kanban.

That data feeds both ends of the loop:

* **Mad Kitty's daily report** — Mad Kitty checks performance every day and delivers a report for you to review: what moved, what's fatiguing, and which audience–angle combinations deserve the next test.
* **Buyer Kitty's next plan** — scale/kill decisions grounded in real numbers.
* **Mad Kitty's next concepts** — `/review` tells you which audiences, angles, and formats are winning; `/save_format` turns a winner into a reusable recipe.
* **The cats' memory** — learnings persist across cycles. See [Memory](/concepts/memory).

Then it's back to Phase 1 — with a team that knows more than it did last cycle.