Sprint S04
Two focuses, nine concepts, each one a deliberate bet with a hypothesis and a success bar.
Perimenopause persona entry
exploreBLM-S04-F1 · new-persona · 4 concepts
Hypothesis
Ads speaking directly to hormonal skin changes in your 40s will convert an unserved segment at ≤ target CPA, because 412 reviews show the need in customers' own words.
Success metric
≥1 variant under £38 CPA at £1.5k spend
Ingredient comparison at scale
exploitBLM-S04-F2 · retest-angle · 5 concepts
Hypothesis
Scaling the comparison angle from 4 to 8+ concepts will hold CPA under £35, because prior signal was strong and cut short for non-performance reasons.
Success metric
Blended CPA ≤ £35 across ≥£5k spend
Concepts
From ideation to verdict to client pick — the full trail
| Concept | Angle | Format | Source | Verdict | Client |
|---|---|---|---|---|---|
"My skin changed at 43. Nobody warned me." First-person perimenopause story mirrors review language for instant recognition. | Hormonal skin change | UGC talking head | Session | approved | picked |
Ingredient label face-off (side by side) Literal side-by-side label comparison converts skeptics who research before buying. | Ingredient comparison | Static comparison | AI draft | approved | picked |
Dermatologist reacts to viral routine Authority format lifts the comparison angle for problem-aware audience. | Ingredient comparison | Expert reaction video | Hybrid | approved | approved |
"Skip a month" subscription-anxiety static Addressing cancellation fear head-on unlocks hesitant converters. | Subscription flexibility | Static | Session | approved | pending |
Hormone-cycle skincare calendar Educational calendar format earns saves/shares, warming the perimenopause segment. | Hormonal skin change | Carousel | AI draft | killed | — |