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Product validation demo. These are synthetic records modeled on public ad-library fields. They prove the workflow, not live advertiser performance.
Evidence-linked Creative Brief
Validate whether a simplification message outperforms an ingredient-first opening.
Test variable
Opening hook only
01 · Strategy
Audience
US women 25–39 with sensitive skin who are overwhelmed by multi-step routines.
Awareness stage
Problem aware
Hypothesis
A contrarian “your routine is the problem” opening will earn more qualified attention than listing ingredients.
Big idea
Less routine. More recovery.
02 · Creative direction
My 10-step routine was making my skin worse.
I stopped chasing ingredients for 14 days.
Sensitive skin does not need another complicated routine.
Offer
14-day starter set with a first-order saving. Do not introduce unverified efficacy claims.
CTA
Start your reset
03 · Production
04 · Experiment
Control
Ingredient-first opening using the same creator, body, offer and CTA.
Variants
Contrarian confession · 14-day challenge · Routine fatigue question
Success metric
Qualified 3-second view rate, outbound CTR and downstream landing-page conversion.
Stop condition
Do not call a winner before each variant reaches the agreed minimum spend and conversion sample.