current_version: 0 dashboard_url: https://dashboard.kismetpets.com/context/briefs/experiment/13/ id: 10 last_compacted_at: null scope_id: 13 scope_type: experiment token_count: 0 updated_at: ‘2026-05-06T16:38:41.864519+00:00’
Experiment: 13
No compacted body yet — this brief has only pending deltas.
Source deltas since v0
- 2026-05-06 12:38 [ingest:market_research:20]: Gut-health ad-creative research (40+ citations) maps the category’s dominant paid pattern and Kismet’s white space. Competitor playbook = long-form-fear-advertorial-pattern (CalmAxis/Pupganics affiliates running 30–52 day euthanasia-hook advertorials on major brand pages). Highest-converting counter is transformation-over-fear-creative (UGC before/after, 1.8–2.5% CTR vs Kismet’s current 1.43%). Defensible positioning = food-first-gut-counter-positioning — no premium food brand owns gut health through real food; supplements own the category but lack the food connection. Product gap surfaced: dedicated gut-health Shaker/topper.