# RJN FreshClean — Creative Test & Measurement Plan (v1)
_Date: 2026-03-15_

Purpose: pre-wire a low-friction testing system so campaign launch can move immediately after approvals, with clear success/fail rules and no guesswork.

## 1) Test architecture (phased)

## Phase 0 — Internal/pre-approval (Tier A only)
Use claim-safe non-numeric messaging to validate hooks and persona resonance before legal-claim unlock.

Channels:
- LinkedIn organic + paid dark-post tests
- Meta short-form test cells (6s/10s/15s)
- Website hero + CTA copy A/B

## Phase 1 — Approval unlocked (Tier B optional)
Layer in qualified numeric claims only where substantiation + disclaimer text are approved.

Channels:
- Retargeting variants with approved claim overlays
- Sales follow-up email/script variants with proof references

## 2) Core hypotheses (first wave)

1. **Ops time-saver angle** will outperform generic eco messaging on CTR and LP engagement for facilities/contract cleaning buyers.
2. **Storage/logistics angle** (less bulk handling) will increase qualified replies from procurement personas.
3. **Distributor margin + demo simplicity angle** will improve booked demo rate vs generic “new product” framing.
4. **Short 6–10s cutdowns** will outperform 15s on thumb-stop + cost efficiency in cold audiences.

## 3) Test cell matrix (launch-ready)

Cell ID pattern: `<channel>-<persona>-<angle>-<length>-<tier>`

Examples:
- `META-OPS-TIME-06-A`
- `META-PROC-LOGISTICS-10-A`
- `LI-SUST-IMPACT-15-A`
- `META-DIST-MARGIN-10-B` (approval-gated)

Required metadata fields per cell:
- Persona (Ops / Procurement / Sustainability / Distributor)
- Angle (Time / Logistics / Cost / Waste / Compliance)
- Format (6s / 10s / 15s / static)
- Copy tier (A safe / B approved-claim)
- CTA type (Demo / Sample / Quote / Distributor call)
- Landing path
- Disclaimer version used (if any)

## 4) KPI stack + pass/fail thresholds

## Upper funnel (attention)
- CTR target baseline: >= 0.9%
- Thumb-stop / 3s hold proxy: top 40% of active cells
- CPC guardrail: pause if >1.8x account median after minimum spend threshold

## Mid funnel (intent)
- Landing page engagement (>=30s or key-section scroll): >= 35%
- CTA click-through from LP: >= 2.5%

## Bottom funnel (quality)
- Qualified lead rate (MQL definition aligned with sales owner): >= 20%
- Demo booking rate from qualified leads: >= 25%

Decision rule:
- **Scale:** meets 2/3 funnel gates and no compliance issues
- **Iterate:** meets upper but fails mid/bottom
- **Pause:** fails upper + mid after minimum learning spend

## 5) Minimum learning spend/timebox

Per cell minimum before decision:
- Paid social: 1.5–2.0x target CPL equivalent or 1,500 impressions (whichever comes first)
- Website A/B: 250 unique sessions per variant minimum
- Sales script tests: 20 qualified conversations minimum per variant

Do not kill cells before minimum learning thresholds unless there is a compliance risk.

## 6) Compliance & publish guardrails

- Tier A only by default until substantiation + disclaimer sign-off.
- Tier B cells must include:
  - approved claim wording
  - approved disclaimer token (`LEGAL_SHORT` / `LEGAL_LONG`)
  - source reference id in tracking sheet
- Any cell with unapproved numeric claim = auto-pause.

## 7) Weekly optimization cadence

- Monday: launch/refresh 3–5 net-new cells
- Wednesday: mid-week prune + iterate hooks
- Friday: scale winners + archive losers with reasons

Archive reason codes:
- `LOW_CTR`
- `HIGH_CPC`
- `LOW_LP_INTENT`
- `LOW_QUALIFIED_RATE`
- `COMPLIANCE_BLOCK`

## 8) Ready-now implementation checklist

- [ ] Add test-cell IDs into short-form script pack filenames
- [ ] Mirror IDs in landing page section experiments
- [ ] Add disclaimer version field to outbound/internal tracker
- [ ] Confirm lead owner + SLA before live launch
- [ ] Lock “A-only” default in all export templates

## 9) Dependency map (external inputs still required)

Before Tier B can run:
- claim substantiation evidence
- legal disclaimer wording
- brand master assets (logo/palette/type)

Until then, proceed with Tier A testing only.