current_version: 0 dashboard_url: https://dashboard.kismetpets.com/context/briefs/experiment/2/ id: 18 last_compacted_at: null scope_id: 2 scope_type: experiment token_count: 0 updated_at: ‘2026-05-07T17:58:48.041174+00:00’
Experiment: 2
No compacted body yet — this brief has only pending deltas.
Source deltas since v0
- 2026-05-06 14:13 [steward:37]: Ingested dtc_ads:16 (Apartamento dachshund single-image creative) and dtc_ads:15 (4-concept campaign with phased $1–5K test plan). New entity muddy-paws-rescue-nyc (channel) — partnership framed as “rescue org chose Kismet” for trust differentiation vs the-farmers-dog. New segment rescue-parents — problem-aware, identity-driven, responds to third-party endorsement > price. Creative stack across experiment: original UGC, Shelter-to-Home before/after, Adoption Day Kit flat lay, Proof+Purpose retargeting with the 96% gut-health stat.
- 2026-05-07 13:58 [steward:run-40:ingest:pos-3+mr-3]: Ingested experiment-2 anchor pair (positioning:3 + market_research:3, Muddy Paws NYC rescue/adoption campaign). Winner made-for-each-other-rescue-angle (92) — brand name is the positioning (“kismet” = fate; rescue dog finding their person IS kismet). Retargeting bridge proof-plus-purpose-angle (85). Creative primitive adoption-day-bag-moment (79). Anchor partner muddy-paws-rescue-nyc: voluntary adoption send-home bag, 44 organic likes + rescue-org comment as the organic ad creative. Competitive context: pedigree-adoptable owns rescue at mass-market scale (AI-driven geo-targeted shelter ads) — premium DTC space confirmed wide open (the-farmers-dog/ollie/nom-nom/spot-and-tango all absent). Funnel layering: TOF emotional rescue Reels → MOF clinical-proof retargeting → BOF gut-fix-angle / Kibble+Nugs offer. $1-5K test budget, March 2026 launch. Risks: trademark dilution (legal review), inclusivity for non-adopter customers, and pipeline scale beyond single-shelter Muddy Paws partnership.