Sam, E2 CMO
CMO plan · October 2026 to March 2027

Build the world. Open the door.

E2 is not another content brand. It is a private, generous internet with characters, stories, tools and places people want to return to. The next six months turn that idea into a recognizable universe, then into a trusted membership.

1,000 founding passport holders
Not empty reach. Real people who understand E2, enter the world and invite someone good.
01 · Position

We market a feeling, then prove there is a world behind it.

The feeling is discovery without dread: creative, kind, surprising, useful. The proof is a living universe that rewards every click with another door.

The single promise

Step into a better internet, where good people make interesting things and help each other.

E2

The audience

Curious builders, hopeful misfits, creative adults, kind internet people and anyone exhausted by feeds that make them feel worse.

The enemy

Algorithmic sameness, anonymous hostility, passive scrolling, spammy AI slop and communities that ask for attention without giving belonging.

Story before productPeople meet Sally and the world before they meet a feature list.
Proof before hypeEvery campaign reveals a real film, page, tool, place or conversation.
Series beat spikesRecurring formats create habits. Tentpoles give them moments to rally around.
Belonging beats reachWe optimize for returning visitors, passport intent and meaningful replies.
02 · Architecture

Every property has one job in the journey.

No random side projects. Each part of E2 attracts, deepens, activates or retains.

DISCOVER
Sally, films, Shorts, Instagram

Emotion, character and visual wonder. The front door.

EXPLORE
E2.life, Romula, Doodle Search, Doodle Maps

Let curiosity branch. Every page should offer the next doorway.

PARTICIPATE
Llama Chat, Cardboard, Studio experiments

People stop watching and start doing, making or talking.

BELONG
E2 Passport

The signal that this is their place and they are one of the founding people.

RETURN
Episodes, character updates, launches, member rituals

A dependable rhythm gives people a reason to come back.

03 · Campaign

Six months, one escalating story.

Each month earns the next. We do not ask for membership until the world feels worth joining.

Month 01OCT

Open the door

Establish the visual language, introduce Sally, publish the channel trailer and make the E2 promise instantly understandable.

Door film, 16:9 + 9:16Sally updatesWorld map entry pathChannel system
Proof signalPeople can explain E2 in one sentence.
Month 02NOV

Meet the builders

Turn The Studio into an unfolding story. Introduce Dinesh, show works in progress, and make creation itself part of the entertainment.

Studio tourDinesh episodeBuild diaryBeautiful Mistakes
Proof signalNamed characters draw returning viewers.
Month 03DEC

Give the world rituals

Launch repeatable weekly formats and a warm year-end event that connects stories, tools and people without hard selling.

Sally SingsFriday Dispatch12 Doors of E2Creator spotlights
Proof signalViewers recognize the weekly cadence.
Month 04JAN

Issue the founding passports

Convert accumulated trust into a clear invitation. Explain who the private internet is for, what members get and what behavior protects it.

Passport filmFounder storiesInvite sequenceFAQ content
Proof signalQualified applications, not just clicks.
Month 05FEB

Members make the world

Shift from “watch what we made” to “look what we made together.” Spotlight collaborations, helpful acts and small creations.

Member premieresBuild-with-us promptsCollaboration pairsCommunity gallery
Proof signalMember-created work drives acquisition.
Month 06MAR

The world gets bigger

Package the first era, publish a cinematic recap, announce the next world expansion and open a second wave of passports.

Season One filmE2 field guidePress kitSecond passport wave
Proof signalOrganic invitations become a growth loop.
04 · Immediate

The next 30 days: ship the front door, then make people return.

October 10 through November 8, 2026. The brief is ruthless: fewer disconnected launches, more momentum around one story.

Sprint 01: Door → Sally → StudioOne cinematic tentpole, four recurring formats, clean conversion paths and a Friday learning loop.
Days 1–7 · Foundation

Make the promise legible

  1. Lock the phrase: “A better internet for good people making interesting things.”
  2. Produce the Door trailer in native horizontal, then cut a vertical Short.
  3. Standardize YouTube titles, descriptions, end screens and tags: #E2Life, #E2, plus one honest series tag.
  4. Rewrite every bio to one promise and one destination: E2.life.
  5. Build a simple source tracker for every published link.
Days 8–14 · Character

Give Sally a rhythm

  1. Release two Sally updates that feel like messages, not ads.
  2. Publish the first “Sally Sings” episode and establish its visual opening.
  3. Post one carousel: Sally’s sketchbook guide to E2.
  4. Seed Llama Chat replies that continue the story rather than repeat the post.
  5. Cut one 15-second character moment from every larger film.
Days 15–21 · Depth

Reveal how it gets made

  1. Premiere “Welcome to the Studio.”
  2. Publish one before/after build story and one Beautiful Mistake.
  3. Introduce Dinesh through a still, a short scene and a Llama Chat post.
  4. Connect Studio, Sally, Doodle and Llama Chat with deliberate next links.
  5. Invite five thoughtful creators to explore, with no mass pitch.
Days 22–30 · Loop

Turn attention into belonging

  1. Release “Checking in with Dinesh” as the month-end narrative event.
  2. Publish “Start Here: Five doors into E2.”
  3. Ask one high-signal question: “What would a better internet protect?”
  4. Feature the best responses in a Friday Dispatch.
  5. Review the scorecard, kill one weak format and double one winner.

The weekly pulse

MONDAYOne world-building post: lore, map, place or artifact.
TUESDAYSally update: direct-to-camera, warm, short and specific.
WEDNESDAYStudio process: what we are making, including the rough middle.
THURSDAYCharacter or product crossover that opens another door.
FRIDAYDispatch: what shipped, what people loved, what changes next.
WEEKENDOne tentpole or one playful experiment. Never publish filler to “stay active.”
05 · Content

One story becomes a week of useful content.

The engine protects quality without wasting work. Every tentpole is designed for both discovery buckets from frame one.

Tentpoles

2 / month

Cinematic horizontal master, native 16:9 composition, full world-building payoff. A purposeful 9:16 version is planned alongside it, not salvaged after.

Series

3 / week

Sally updates, Sally Sings, Studio build diary, Beautiful Mistakes and character calls. Repeatable openings, fresh substance.

Conversation

Daily

Replies, Llama Chat story continuation, thoughtful prompts and selective creator outreach. Human attention is the channel.

YouTubeJob: reach and narrative depthHorizontal tentpoles for search and channel trust. Shorts for discovery. Same source material is fine when each version fits its surface.
InstagramJob: character intimacy and visual identityReels for scenes, carousels for lore, Stories for works in progress and direct audience questions.
E2.lifeJob: canonical world and conversionEvery campaign gets a “start here” path, one next door and one honest passport invitation.
Llama ChatJob: in-world continuityCharacters react, converse and carry story between film releases. It should deepen the fiction, not mirror captions.
Direct outreachJob: seed the right first communitySmall, personal invitations to builders and kind internet people. Never a scraped blast.
06 · Measurement

Measure whether the world is becoming magnetic.

Baseline every metric in week one. Targets are then set from observed data, not fantasy numbers. These are the six signals I report every Friday.

Attention
3-sec hold

Does the opening stop the scroll?

Story
Completion

Do people stay to the payoff?

Intent
E2.life CTR

Do viewers choose to enter the world?

Depth
Doors / visit

Do visitors explore beyond one page?

Belonging
Passport rate

Do the right people ask to join?

Habit
Return rate

Do people come back within seven days?

07 · Operating system

How I am running this.

Creative speed with editorial discipline. The calendar serves the story, not the other way around.

Monday control room

  • Choose one weekly story and the single audience action.
  • Confirm the hero asset, its native formats and its landing path.
  • Limit active production to three pieces at a time.
  • Assign one owner and one ship date to every deliverable.

Friday CMO report

  • What shipped and where it led.
  • Which opening, character and format won.
  • What people actually said, not just how many clicked.
  • One thing to stop, one thing to repeat, one bet for next week.

Quality gates

  • Would this make sense to someone meeting E2 today?
  • Does it reveal something real and specific?
  • Is the first frame unmistakably E2?
  • Is there one clear next door?

Guardrails

  • No buying followers, engagement pods or mass automated outreach.
  • No launching five properties on the same day.
  • No lore without an emotional entry point.
  • No AI output that ships without a human taste check.

The call

For 30 days, the marketing center of gravity is Sally opening the door to The Studio. Products and lore support that story. They do not compete with it.

I’m running it.