Hooks and variants
Variants exist so a media buyer has something real to test, and so a win can be explained afterwards.
The short version
What you get. A planned set of ad variants and a clear question for the next round.
Is this for you? For campaigns with a buyer ready to compare variants and share the results. Each round is fitted to the budget and what the account can support.
What leaves your plate. The variant plan, research-led angles and production shared across the set. Narrow comparisons change one element at a time.
Start with the Free Audit.
A set built so a win can be explained afterwards
Variants isolate one variable
When a test is meant to isolate an element, we change that element and hold the others steady: the hook, the angle or the proof. Whole-concept comparisons are useful too, but they do not isolate which element caused the difference.
Angles are chosen from research
The angle is chosen from the audience's pain points and awareness stage, which is work that happens before anyone opens an editor. That research runs inside every partnership here and is handed to the partner at the end of it.
Share the production work across variants
We reuse footage, the master edit and the grade where the comparison allows. Production time goes into the differences being tested, with the finishing needed for each placement.
Built so optimisation has somewhere to go
We label the variants and the intended comparison so the buyer can connect results with the creative choices. The next set builds on what the account supports.
Planning a set with the buyer
What a set usually contains
A set may compare hooks against one body, then explore angles or proof. We agree the sequence with the buyer, the budget and the account’s capacity to produce a useful result.
The hook is chosen on evidence
We use available retention data, audience research and creative judgement to choose hooks worth testing.
At the bench
The work, demonstrated
Try a decision from the craft: drag, tap or toggle, then read the trade-off.
These are illustrative models; no partner’s results are shown.
More demonstrations at the bench →One version is not a creative decision. It is an untested assumption, produced to a high standard.
A set that isolates one variable is the only kind whose winner can be repeated.
What changes for you
A buyer with a set they can learn from, and a next round that starts from a result somebody can point at.
Related: Attention and eye path · Market and audience research · Ad creative · A/B testing
Send your page and ad library link. We will review the creative and recommend what to test next. Performance analysis also needs the relevant campaign data.
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What you will get
What is working, what could improve and whether we can help.
Two or three priorities, with the reason for each.
A recommended next step, even if that step is not us.
There is no obligation to continue. We only arrange a call if you ask for one.
The work, written up
The case studies keep their dates, sources and limits visible.
See the casework →