current_version: 0 dashboard_url: https://dashboard.kismetpets.com/context/briefs/experiment/6/ id: 15 last_compacted_at: null scope_id: 6 scope_type: experiment token_count: 0 updated_at: ‘2026-05-06T17:41:01.175415+00:00’
Experiment: 6
No compacted body yet — this brief has only pending deltas.
Source deltas since v0
- 2026-05-06 13:40 [steward:run-30:dtc_ads-20]: Ingested dtc_ads:20 — 4 rescue-positioning ads on Meta, 500/mo budget. Each ad tests a distinct angle from positioning v4: Ad 1 deploys [[proof-and-purpose-angle]] (score 92, "Clinically Proven. Purpose Built."), Ad 2 deploys [[rescue-grade-standard-angle]] (score 86, "Built for Dogs Who Need It Most"), Ad 3 deploys "Every Dog Deserves It" (score 78, "Same Food, Every Dog"), Ad 4 deploys [[mfeo-expanded-angle]] (score 92, "Some things are just meant to be"). Holding visual style and offer constant; messaging angle is the single tested variable. Phase 1 budget 200 across all 4 ($50/ad), kill rule pause-below-0.8% CTR, top 2 CTR performers advance to Phase 2 headline test.
- 2026-05-06 13:41 [steward:run-30:positioning-5]: Ingested positioning v4 (positioning:5) — co-winners tied at score 92: proof-and-purpose-angle (rational differentiator) and mfeo-expanded-angle (emotional identity). Recommendation is a three-layer positioning architecture: MFEO at the brand-identity roof, Proof + Purpose for mid-funnel comparison-shopper messaging, gut-fix-angle / Root Cause Fix (v3, score 93) as the bottom-funnel conversion trigger. Validation flagged that two rescue partners (project-street-vet, paws-for-life) is more robust than one but still small — actively expand the partner pipeline to 3-4 across regions before fully elevating rescue from campaign layer to brand core. Runner-up rescue-grade-standard-angle (86) is the bridge angle for health-anxious owners.