Experimentation Engine
Every creative bet runs as a falsifiable experiment — explicit hypothesis, primary metric, and pre-committed kill/scale rules so spend follows evidence, not opinion.
All Experiments
Hypotheses under test across every creative wave
| Hypothesis | Wave | Persona | Angle | Stage | Primary metric | Status | Result | Actions |
|---|---|---|---|---|---|---|---|---|
| If we lead with the "3AM Wake-Up" angle for Mamme Stressate, then CPC beats control by 20%. | CW001 | Mamme Stressate | 3AM Wake-Up | TOFU | CPC | — | ||
| If we lead with the "Tired But Wired" angle for Professionisti in Burnout, then CPC beats control by 20%. | CW001 | Professionisti in Burnout | Tired But Wired | TOFU | CPC | Beat control +27% CTR | — | |
| If we lead with the "Not Another Melatonin" angle for Over 50 Sonno Leggero, then CPC beats control by 20%. | CW001 | Over 50 Sonno Leggero | Not Another Melatonin | TOFU | CPC | Winner — scaled to CW budget | — | |
| If we lead with the "Clinical Dosage Receipts" angle for Mamme Stressate, then CTR beats control by 20%. | CW002 | Mamme Stressate | Clinical Dosage Receipts | MOFU | CTR | Underperformed, killed at €60 | — | |
| If we lead with the "The Calm Morning" angle for Professionisti in Burnout, then CTR beats control by 20%. | CW002 | Professionisti in Burnout | The Calm Morning | MOFU | CTR | — | — | |
| If we lead with the "Breastfeeding-Safe Question" angle for Over 50 Sonno Leggero, then CTR beats control by 20%. | CW002 | Over 50 Sonno Leggero | Breastfeeding-Safe Question | MOFU | CTR | — | ||
| If we lead with the "Made in EU, Lab-Tested" angle for Mamme Stressate, then CTR beats control by 20%. | CW003 | Mamme Stressate | Made in EU, Lab-Tested | BOFU | CTR | Beat control +27% CTR | — | |
| If we lead with the "The 9pm Ritual" angle for Professionisti in Burnout, then CTR beats control by 20%. | CW003 | Professionisti in Burnout | The 9pm Ritual | BOFU | CTR | Winner — scaled to CW budget | — | |
| If we lead with the "From 4 Wake-Ups to 0" angle for Over 50 Sonno Leggero, then CTR beats control by 20%. | CW003 | Over 50 Sonno Leggero | From 4 Wake-Ups to 0 | BOFU | CTR | Underperformed, killed at €60 | — | |
| If we lead with the "Sleep Debt Calculator" angle for Mamme Stressate, then CTR beats control by 20%. | CW004 | Mamme Stressate | Sleep Debt Calculator | RETENTION | CTR | — | — | |
| If we lead with the "3AM Wake-Up" angle for Professionisti in Burnout, then CTR beats control by 20%. | CW004 | Professionisti in Burnout | 3AM Wake-Up | RETENTION | CTR | — | ||
| If we lead with the "Tired But Wired" angle for Over 50 Sonno Leggero, then CTR beats control by 20%. | CW004 | Over 50 Sonno Leggero | Tired But Wired | RETENTION | CTR | Beat control +27% CTR | — |
Experiment design
Pre-committed guardrails govern when an experiment is cut or scaled
If we lead with the "Not Another Melatonin" angle for Over 50 Sonno Leggero, then CPC beats control by 20%.
- Primary metric
- CPC
- Min budget
- €150
- Min runtime
- 4 days
Secondary metrics
CPC > €0.18 after €60 spend
ROAS > 2.2 over 3 days → 2x budget
Pain-led first 2s + on-screen dosage = highest hold rate.
If we lead with the "The 9pm Ritual" angle for Professionisti in Burnout, then CTR beats control by 20%.
- Primary metric
- CTR
- Min budget
- €150
- Min runtime
- 4 days
Secondary metrics
CPC > €0.18 after €60 spend
ROAS > 2.2 over 3 days → 2x budget
Pain-led first 2s + on-screen dosage = highest hold rate.
If we lead with the "3AM Wake-Up" angle for Mamme Stressate, then CPC beats control by 20%.
- Primary metric
- CPC
- Min budget
- €150
- Min runtime
- 4 days
Secondary metrics
CPC > €0.18 after €60 spend
ROAS > 2.2 over 3 days → 2x budget