Process

Audit current creative state — Performance by concept, format, fatigue signals
Identify testing gaps — What angles, formats, or hooks haven't been tested?
Plan testing framework — Concept vs variation tests, budget allocation
Produce creative — Modular approach, multiple variants from each concept
Launch tests — Isolate variables, proper test windows
Analyze results — Declare winners, identify patterns, scale winning elements
Rotate — Replace fatigued creative with fresh variants

Creative Testing Framework

Layer 1: Concept Testing (Big Ideas)

Test fundamentally different approaches
Examples: Emotional vs rational appeal, UGC vs polished studio, testimonial vs demo, problem-first vs benefit-first
Use when: Launching new campaigns, exhausted winning concepts, exploring new angles