Maya, a fictional ecommerce growth lead
Monday’s campaign meeting starts with a familiar suggestion: run another discount. Maya wants to see how nearby brands are presenting their offers before the team settles on the same idea again.
A screenshot of an offer tells only part of the story. The headline, bundle and destination page may be asking the shopper to think about a different problem.
A focused place to start.
- Three to five relevant skincare brands
- Homepages, collection pages and offer landing pages
- Changes reviewed before the weekly creative meeting
In this example, Demo Luma Skin is reviewing Demo Mira Care. The observations below are authored samples, not records collected from real companies.
What actually changed?
The homepage leads with a routine
miracare.example/15% off your first order
Your three-step evening routine
The sample hero shifts from a percentage discount to a routine-led message.
The destination page adds a bundle
miracare.example/evening-routineChoose products individually
Cleanse + hydrate + protect · routine bundle
A later successful sample capture shows a bundled proposition on the linked page.
A question worth taking further.
The two changes suggest a routine-led message worth examining. They do not show whether the bundle sells better or whether advertising drove the change.
Maya saves the two observations and briefs the designer on a routine-led concept to test with her own audience. The team chooses its own success measure before running the experiment.
An evidence-led creative brief with an offer angle and a question to test.
- Demo Mira Care’s sample homepage replaced a first-order discount with an evening-routine message. Sample evidence 1
- The linked sample page also changed from individual product selection to a routine bundle. Sample evidence 2
- Idea to test: explain the routine and product roles in one creative concept, then evaluate it using our own campaign results.
Fictional example brief. Observations are separate from the final investigation idea.
Download a blank brief templateKeep the scope in view.
Selected website evidence. Public posts and ad creatives can add context only when the relevant source and market are supported; neither is assumed in this example.
Check the sources for your market