Work
Creative output and quality
What's in production, what's winning in market, how clean the work is when it reaches clients, and how much of it AI now carries.
Concept hit rate, Q3Media
29%
Target 30%. Share of new concepts that beat control
Test win rate
64%
7 won of 11 read
Average winning lift
+19%
On each test's primary KPI
Wearing out
3
Winners losing their signal
Hit rate by platform
Q3 · the mark is the 30% target
- Meta · 41 concepts34%
- Pinterest · 13 concepts31%
- TikTok · 34 concepts29%
- AppLovin · 22 concepts27%
- LinkedIn · 17 concepts24%
- YouTube · 18 concepts22%
- Snap · 11 concepts18%
Wearing out
Signal down 15%+ at frequency above 3
- Northpeak Outdoor · Trail-Tested Holidayrefresh by Nov 13Meta: CTR −34% in 10 days · frequency 4.8 · 41% of spend
- Lumora Beauty · Glow in 7 Daysrefresh by Oct 30TikTok: Hook rate −22% in 21 days · frequency 3.9 · 33% of spend
- Pulse Games · Fail Compilationrefresh by Nov 6TikTok: IPM −15% in 9 days · frequency 3.1 · 18% of spend
| Concept | Account | Platform | Variable | KPI | Result | Confidence |
|---|---|---|---|---|---|---|
| Trail-Tested Holidayfrom Oct 8 | Northpeak Outdoor | Meta | Hook (first 2s) | CPA | Running · day 9 | – |
| Money Mythsfrom Oct 5 | Helio Money | TikTok | Series vs. single | CPI | Running · day 12 | – |
| Recipe in 3from Oct 1 | Fernway Foods | Idea pin vs. video | ROAS | Running · day 16 | – | |
| Fail Compilationfrom Sep 21 | Pulse Games | TikTok | Native caption style | CPI | Won +18% | 95% |
| Payday Countdownfrom Sep 18 | Helio Money | Snap | Offer framing | CPI | Inconclusive | 61% |
| Glow in 7 Daysfrom Sep 15 | Lumora Beauty | TikTok | Creator vs. studio talent | CPA | Lost −12% | 94% |
| Shop the Roomfrom Sep 12 | Atlas Home | Catalog overlay | ROAS | Won +14% | 92% | |
| Boss Rush Playablefrom Sep 10 | Pulse Games | AppLovin | Playable end card | IPM | Won +24% | 97% |
| Breach Clockfrom Sep 8 | Corvid Security | Stat-led hook | Cost per SQL | Inconclusive | 55% | |
| Room Makeover UGCfrom Sep 2 | Atlas Home | Meta | UGC vs. brand edit | CPA | Won +31% | 98% |
| First Box Unboxingfrom Sep 1 | Kinfolk Pet | Meta | Static vs. 6s video | CAC | Lost −7% | 90% |
| Dermatologist Explainsfrom Aug 28 | Lumora Beauty | Meta | Expert talent | ROAS | Won +16% | 93% |
| Ops Leader POVfrom Aug 25 | Vantix Cloud | Practitioner talking head | Cost per SQL | Won +22% | 91% | |
| Trim Walkaroundfrom Aug 18 | Strata Motors | YouTube | 6s bumper sequence | Brand lift | Won +9% | 90% |
Learnings library
Findings to reuse across accounts and pitches
- UGCReused on 3 accounts
Creator-led room makeovers beat brand edits on CPA by 31%.
Source: Atlas Home - Mobile appReused on 2 accounts
Playable end cards lift IPM about 24% on AppLovin. Reuse the template across titles.
Source: Pulse Games - B2BReused on 1 account
A practitioner talking head beats polished brand video for LinkedIn cost per SQL (−22%).
Source: Vantix Cloud - TalentNot reused yet
Expert talent wins on Meta ROAS for beauty, but creator talent still wins on TikTok.
Source: Lumora Beauty - FormatReused on 1 account
Price-forward statics beat 6s video for subscription acquisition at Kinfolk.
Source: Kinfolk Pet - NativeReused on 4 accounts
Platform-native captions lift TikTok CPI about 18% over branded supers.
Source: Pulse Games