Creative Testing Playbook
Creative Testing Playbook
Good creative starts with a clear brief. We turn customer insights into angles, hooks and a weekly testing plan in Notion. Your team knows exactly what to deliver. Every test tells us what to brief next.
Different markets. Different winners.
A winner in one country is a hypothesis in another. We brief and test by market: language, hooks, cultural context, product proof and offers. Explore a market and open a creative to see its readout.
Spain
Lead with a relatable routine. Test conversational Spanish hooks and bring the product into the first three seconds.
United States
Let the product do the opening. Test catalog-style edits, product combinations and a faster route from discovery to the collection.
United Kingdom
Start with a familiar situation. Test local POVs, the first frame and the moment the product enters the story.
France
Make the product difference visible. Test detail-led openings, fit and texture, with concise French copy.
Germany
Answer the objection early. Test side-by-side comparisons, practical product evidence and a direct benefit-led hook.
Nothing left to guess
Format & duration
UGC, founder-led, POV or product demo. Exact runtime, aspect ratio and placements.
Angle & audience
Who we are talking to, the buying objection and the product truth that answers it.
Hooks worth testing
Alternative opening lines and first frames, each tied to a clear hypothesis.
References with a reason
Ads Library links and visual references, with notes on what to learn from each one.
Sequence & variations
The opening, the proof and the CTA. What stays fixed and what changes between versions.
Owners & deadlines
A named owner, delivery date and feedback criteria. No ambiguity in the handover.
The next brief starts with the last test
We are founders and operators. We want useful learnings, not a folder full of assets. Strategy, delivery and paid media share one weekly rhythm.
Find the question
Customer reviews, objections, previous tests and upcoming launches shape the next priorities.
Hand over the brief
Your team and creators get the Notion brief, references, variations, owners and delivery dates.
Review with intent
We review what your team delivers against the brief and give precise, actionable feedback.
Test. Read. Brief again.
Attention metrics help diagnose the creative. Acquisition, contribution and market context guide what comes next.
What is a creative testing playbook?
It is the working system that connects customer research, creative briefs, variants, testing decisions and learnings. The goal is to know why an ad worked and what to test next, rather than keep asking for more content.
What does our team receive in Notion?
A structured brief with the objective, audience, angle, format, duration, opening hooks, visual sequence, Ads Library references, variations and deadlines. Your team and creators have a clear direction for execution.
How often do you send new briefs?
Every week. We prioritise around what the previous tests taught us, market needs, creative fatigue and upcoming launches, with a delivery calendar agreed with your team.
How do you judge the creative?
We use opening attention, retention and click quality to understand the creative. Then we connect acquisition performance to the business and contribution. Platform ROAS alone does not decide the winner.
Can we use this with our current team?
Yes. We work with your in-house team, creators and production partners. We set the strategy, brief the tests, review their deliveries and turn performance into the next round of direction.
