# GreenLeaf UK — Content & creative brief

**Reviewed editorial draft; human release pending.** Fictional September 1–14 paid-click cohorts,
observed through September 22, 2026. Message hypotheses are not approved advertising claims.

## What happened

Both message groups have weaker aggregate quiz completion:

| Message hypothesis | Week 1 completions / starts | Week 2 completions / starts |
|---|---:|---:|
| Traceability: “Know what is in every serving” | 3,276 / 7,560 = 43.33% | 2,625 / 7,560 = 34.72% |
| Value: “Compare the value of a clearly dosed serving” | 3,494 / 7,480 = 46.71% | 2,835 / 7,560 = 37.50% |

These totals combine devices, audiences and channels. They are not an apples-to-apples causal
creative test. The value message’s higher aggregate rate does not establish it as the winner.

## Why it matters

The customer hypothesis emphasizes clear ingredient information. A reported mobile presentation
revision added an expandable information panel and changed a next-step label. Unlinked support
feedback mentions difficulty finding the next control. It is reasonable to inspect the post-click
experience; it is not reasonable to call the message, panel or label the cause from these files.

## What happens next

**Proposed question:** after event meaning and journey behavior are verified, does the page make
the message promise clear while preserving an understandable next step?

**Content lead:** inspect the ad-to-page handoff with the product owner. Keep traceability and value
as explicit hypotheses. Confirm that every ingredient/dosing statement has substantiation.

**Product/measurement owners:** determine whether version assignment and comparable cohorts can
support a focused test. Set the denominator, comparison and decision rule before running it.
If assignment or tracking is absent, document that limit; a before/after recovery is not causal proof.

No creative retirement, winning-hook claim or media-budget recommendation is supported here. The
CSV contains no viewing/replay evidence, so it does not establish fatigue, confusion prevalence or
which screen users abandoned.

Source: [checked metric pack](analysis.json), [review decisions](review.md), [brief v2](brief-v2.md).