Library / Planning
Campaign variants map
Plan three purposeful creative versions around one product truth, with controlled differences, a production matrix and a measurement plan that does not invent a winning result.
campaign · variants · masters · plan
Brand SKU / Working resource / v1
Make the decision. Keep the record.
Plan three purposeful creative versions around one product truth, with controlled differences, a production matrix and a measurement plan that does not invent a winning result.
Download worksheet (.md) ↓Includes instructions, a worked example and a blank worksheet. Edit in any text or Markdown editor. Save your copy with your project files; it does not sync to the shared demo.
How to use it
- Choose the decision you want to learn about: here, which opening framing helps viewers understand the same product. Keep the SKU, main demonstration, CTA and destination fixed.
- Name each variant, its opening, the hypothesis and the additional shot it needs. If you also change audience, offer or landing page, document that the comparison no longer isolates the opening.
- Before any real test, agree measurement definitions, traffic allocation, review window and decision rules. This resource plans creative; it does not run ads, collect analytics or establish statistical certainty.
Review before handoff
- The creative variable is named and the common baseline remains consistent.
- Every version has source, lock and approval references; crops do not conceal relevant context.
- The decision record separates a hypothesis, an observation and a supported conclusion.
Fictional worked example
Foldline Desk Tray
An original teaching example, not a customer result. Reference filenames are illustrative; no source media is included.
- Shared baseline
- Foldline FL-DT-01, current approved lock required; C01/C02 pending. All variants reuse the same assembly/use footage and 'Explore the Foldline Desk Tray' CTA after review. Audience, offer and destination must remain comparable for the intended opening comparison.
- Variant A — object first
- Open on the flat tray overhead with 'A place for the small things.' Hypothesis: showing the object first makes its form easier to understand. Capture a clean flat reference shot. Keep the body, CTA and runtime target unchanged; no performance result exists.
- Variant B — situation first
- Open on keys and a pen resting beside the empty tray with 'Where do the small things land?' Hypothesis: the desk situation makes the use relevant sooner. Avoid a contrived chaotic before/after. Rejoin the identical demo body after the opening.
- Variant C — action first
- Open on the first assembly movement with 'Start with the fold.' Hypothesis: visible movement draws attention to the mechanism. Capture the same real assembly action; do not add a fake snap, alter the mechanism or accelerate it to imply easier use.
- Production and version matrix
- Planned IDs FL-A-v1, FL-B-v1 and FL-C-v1; source take IDs pending. Each row links to the shared body and current lock. Reframing is a separate adaptation, not a new test conclusion; check product visibility and text after each crop.
- Measurement and decision record
- Proposed question: which opening best communicates the product in a moderated comprehension review? Ask viewers to describe what they saw without prompting the answer. Record exact responses and recruitment limitations. If later using campaign metrics, define events and denominators first. No audience sample, result or winner is supplied.
Preview the blank worksheet
The download includes these prompts plus project, version and approval fields. Duplicate rows when you need more coverage or episodes.
- Shared baseline
- Record SKU/version, approved claim, demo body, CTA, destination and other conditions held constant.
- Variant A — object first
- Specify the opening, hypothesis, new footage and what stays unchanged.
- Variant B — situation first
- Change only the opening framing and state what that change is intended to teach.
- Variant C — action first
- Specify an action-led opening without claiming an unverified outcome or speed.
- Production and version matrix
- Map each version to opening take, shared body, text, aspect/destination, revision and approval status.
- Measurement and decision record
- Define primary measure, denominator, data source, review window, minimum usable evidence and who decides; record limitations.