CR-04 / DISCIPLINEKNOuX CREATIVE
Campaign Creative
Assets built to be tested, not admired
Creative for paid distribution, produced as variants with a defined variable per variant so that a test produces information rather than a preference.
FIG. CAMPAIGN / CREATIVEVariant matrix
01Asset set with a stated variation axis02Format and placement specifications03Copy variants with a documented hypothesis each04Production and iteration log
01 / OUTPUT
Deliverables
- Asset set with a stated variation axis
- Format and placement specifications
- Copy variants with a documented hypothesis each
- Production and iteration log
02 / METHOD
Operating principles
01One variable per test
02Legible at small sizes before anything else
03Shipping cadence agreed before production starts
03 / CONNECTIONS
Capability relationships
Pairs with
CR-04 / NEXT STEP
Define the brief.
Assets built to be tested, not admired