From the course: Social Media Marketing: ROI

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Creative testing framework: Concept-theme-variant

Creative testing framework: Concept-theme-variant

From the course: Social Media Marketing: ROI

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Creative testing framework: Concept-theme-variant

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- [Instructor] Most marketers understand the importance of always testing new creative on social and can brainstorm lots of ideas of things to test, but many struggle with prioritization, knowing what to test and when to drive maximum performance. The concept, theme, variant framework helps me figure this out. Concept, theme, variant is borrowed from Mobile Dev Memo where they talk about it in the context of testing paid advertising for a mobile game featuring ogres and dragons. We're going to apply this to a banking app who're going to talk about organic social use cases. So at a high level, we really need to think about what are the value propositions? What are the product features or design styles that really make the biggest difference in terms of creative? So for us, it could be splitting the bill with friends or exchange rates. These are the two big product features and one of them is going to perform better than…

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