Kinora

This week’s intent

Protect the cold UGC testimonial and founder story winners by spawning adjacent (not clone) tests; prove whether social proof works on cold (today only proven on RT); replace the decaying product demo with a ritual/training-day angle so we learn a new needle-mover. Each ranked test changes one primary needle-mover so the result is attributable.

Ranked tests

1. 01 H-009 Score86

   New-persona UGC testimonial adjacent to H-001 → efficient cold CPA

   Needle Persona (35–50 “getting back in shape”)
   Persona 35–50 reclaiming fitness Angle Social proof / lived result Format UGC video Hook “I didn’t recognize my energy at 2pm…”
   Why now Protect H-001 without cloning; highest learning + fatigue insurance.
   Brief B-001 Adjacent: new persona + new face + new hook vs H-001
2. 02 H-010 Score80

   Social-proof reviews montage on cold prospecting (adjacent H-005) → ROAS ≥ success

   Needle Placement (cold vs RT)
   Persona Cold broad / LAL Angle Social proof / reviews Format UGC edit / montage or carousel Hook “People keep DMing the same result…”
   Why now H-005 is RT-only — biggest efficiency-upside gap.
   Brief B-002 Adjacent: prospecting + review montage (H-005 was RT carousel)
3. 03 H-011 Score74

   Training-day ritual UGC (not feature demo) → better CPA than decaying H-002

   Needle Angle (ritual vs feature demo)
   Persona Broad active 18–44 Angle Routine / ritual (training day) Format UGC video Hook “My 90 seconds before I train”
   Why now H-002 mixed + last-7 CPA blowout — change angle, don’t enlarge V2.
   Brief B-003 Adjacent: ritual angle + new hook; not Product Demo V2 cut
4. 04 H-012 Score66

   Coach/trainer authority on cold → trust without founder costume

   Needle Angle (authority / coach)
   Persona Goal-driven trainee Angle Authority / coach cue Format UGC / talking-head Hook “What I tell every client who stalls…”
   Why now Untested vs founder (H-007); diversity.
   Brief B-004 Adjacent: coach authority ≠ founder origin (H-007)
5. 05 H-013 Score54

   Soft “first-order ritual kit” framing on cold (no hard LTO)

   Needle Offer framing (soft kit vs hard countdown)
   Persona Cold skeptical Angle Soft offer / kit Format UGC or static+UGC hybrid Hook “Start the 14-day reset — no countdown gimmicks”
   Why now H-006 LTO is RT-only; optional 5th if capacity — still not a clone of cart LTO.
   Brief B-005 Adjacent: soft kit on cold ≠ cart LTO countdown

Adjacent check (not clones)

Launch asks

• Launch at least 4 of the top briefs by 2026-11-03. Priority: B-001 → B-002 → B-003 → B-004 (B-005 if capacity).
• Run B-002 on prospecting (Broad or LAL) — not Website Visitors / ATC only.
• Reply with ad names/IDs + go-live dates for the learning log.

Notes / caveats

• Export was daily (240 rows). Aggregated by Ad name; reach_sum_daily is inflated — use frequency_wavg + spend/purchases for decisions. No Meta Ad IDs in file.
• Frequency present (~1.25–1.37) — good for v0 fatigue. Soft first-7 vs last-7 used only as supporting signal.
• H-005 / H-006 are retargeting winners — do not treat their CPA/ROAS as cold baselines.
• Account-median baseline is strict for cold ads because RT pulls median; documented for possible prospecting-only override next kickoff.