Creative System
Use cases
Section titled “Use cases”- Increase learning velocity on new ICPs.
- Refresh fatigued channels with structured variation.
- Standardize asset production across teams.
Inputs required
Section titled “Inputs required”- ICP brief, positioning, and offer.
- Asset backlog with hypotheses and metrics.
- Tracking plan and creative repository.
Tactics by stage
Section titled “Tactics by stage”| Stage | Tactics |
|---|---|
| Brief | Define concept, audience, claim, CTA |
| Produce | Template scripts, motion, layouts |
| Test | Ship 3–5 variants per concept |
| Learn | Attribute outcomes; keep/kill decisions |
Measurement & guardrails
Section titled “Measurement & guardrails”- Primary KPI: qualified conversions; secondary: CTR, CPC.
- Cap frequency; rotate winners; document fatigue thresholds.
Risks & mitigations
Section titled “Risks & mitigations”- Risk: channel overfitting → diversify concepts.
- Risk: brand drift → brand guardrails and review.
Adaptations
Section titled “Adaptations”- UGC-heavy products vs. B2B demo-led.
- High-velocity vs. regulated categories.