CreativeTestingFramework
Most accounts test creative by instinct. New concepts get thrown at the wall with no structure behind why they were made or what they're supposed to prove.
Built a repeatable pipeline that turns creative from a guessing game into a growth engine. Every concept traceable back to a real behavioral insight, not a hunch.
- Research
- Insights
- Personas
- Angles
- Concepts
- Testing Roadmap
- Iteration
Applied the framework against a distinct ICP for CopperFit: mapping behavioral, psychological, and moment-in-life segments to build a specific emotional and performance-based angle instead of a generic product pitch.
- Tighter creative learning loops
- Faster identification of winning concepts
- Higher ROAS
Creative stops being a bottleneck once it runs on a system: research and insight in, winning concepts out, on repeat.