Phase 2 of 6
Build the creative and media plan
How does the strategy become a message, channel plan and measurable outcome?
Planning is where a plausible strategy becomes falsifiable. One message chain feeds four funnel briefs, and each brief names the evidence it expects.
The work · Four funnel briefs and a measurement contract
The brief chain, from awareness to retention
All four briefs are available. Each one names an audience, a promise, the proof it depends on and the metric it will be judged on.
- Planned paid-media envelope
- $35,000 per month across the three illustrative channels.Illustrative planning budget. Excludes production, agency fees, software and tax. It is not the recorded run's budget.
- Primary diagnostic
- Quiz completion by device and week.September 1–7 and 8–14 paid cohorts, each observed for seven days.
- Business outcome
- First purchases and 60-day second orders.The example assumes $80 for a first order; this is not a verified UK price.
Awareness
Promise: know what is in every serving. Proof: sourcing and dose table. Metric: qualified landing sessions.
Consideration
Promise: compare the label, not just the price. Proof: third-party testing and a clear dose comparison. Metric: quiz starts per 1,000 impressions.
Conversion
Promise: make a first order with clear delivery and cancellation terms. Proof: publish the terms before checkout. Metric: first purchases per completed quiz.
Retention
Promise: make the habit easy to keep. Proof: usage guidance and reorder timing. Metric: second order within 60 days.
The four briefs share one set of facts. The channel plan changes emphasis, not the product truth.
Why this choice
Fund the four briefs as one chain. A channel plan that cannot name the proof and the event it expects is not measurable, however polished it looks.
Next step
Proposed message categories, channel roles, the measurement plan and launch prerequisites move into launch planning.
Inspect further: Channel roles
The illustrative $35,000 monthly paid-media envelope covers paid social, paid search and paid video; it excludes production, fees, software and tax. Owned email supports retention outside that envelope. The roles are a plan, not observed performance.
- Lead with ingredient transparency; support every product claim with evidence on sourcing, dose or testing.
- Candidate A: ‘Know every ingredient.’ Proof-led and specific; use only when the ingredient and dose table is live.
- Candidate B: ‘A simpler daily supplement.’ Broader and easier to say, but reject for launch because it does not answer Oliver’s proof question.
- Paid social: test the transparency message against a price-led control.
- Paid search: capture label and dose questions with a proof-led landing page.
- Paid video: introduce the sourcing and dose table to qualified audiences; judge on completed qualified visits, not views alone.
- Owned email: set reorder timing without inventing a discount.
Full reference: Worked measurement contract
Count distinct retained quiz journeys, not raw events. A journey starts once from a source-tagged paid click and is assigned to its cohort by that click. Quiz completion requires quiz_start and quiz_complete in the same retained journey. First purchase is assigned once, by the last eligible paid click. Subscription starts and 60-day second orders are separate outcomes. Every metric carries its unit, period and denominator. A repeat event never increases the journey count.
- RSA: Know every ingredient (21/30) See the dose and source (23/30)
- Nurture email (week 2 of the six-email, four-week sequence): Subject: Your ingredient guide. Revisit the sourcing and dose table before choosing. See how each amount is listed and what the third-party test covers. View the guide. No discount or health outcome is promised.
- Measurement contract: quiz_start → quiz_complete → first purchase → subscription start → 60-day second order. Analytics owns event definitions; the growth lead owns the decision. Before launch, verify one retained journey, duplicate-event handling, consent state and the seven-day cohort window.
Full reference: The brief chain, from awareness to retention