{"id":67707,"plugin_id":"plugin_asdk_app_6aca33a416588191b9ee30c231d41940","kind":"skill","collection_source":"plugin_package","comparison_source":null,"observed_at":"2026-10-28T13:10:43.435Z","digest":"c259b5ff6866db03a05e97826408016ed774da2058bac6637498c1631fccf8b5","against":null,"payload":{"description":"For alternative campaign directions, turn the brief, audience and available evidence into distinct creative concepts with examples and a practical hypothesis to compare. Not needed for a single finished text.","included_files":[],"name":"campaign-concepts-and-tests","skill_md_contents":"---\nname: campaign-concepts-and-tests\ndescription: \"For alternative campaign directions, turn the brief, audience and available evidence into distinct creative concepts with examples and a practical hypothesis to compare. Not needed for a single finished text.\"\nmetadata:\n  version: skill-render-ea6bd93365667f6d\n---\n\n# Campaign concepts and hypotheses\n\nTurn the brief into distinct creative directions. A concept sets the idea mechanism and the\nsystem of variants; finished copy, a script and a media plan remain separate results, produced\non request.\n\n## Direction card\n\nFor each requested direction, fill in the useful fields:\n\n- audience or situation;\n- an observation, or a clearly marked hypothesis;\n- the key promise;\n- the creative mechanism or repeatable idea;\n- examples of storylines, images or hooks;\n- suitable formats and channels, if they are given;\n- what must stay constant across variants;\n- what exactly is being compared and which observable signal to look for;\n- which facts or materials are still needed.\n\nMake directions differ by strategy, audience or idea mechanism. Use past results, trends,\ncompetitor data and forecasts only from the available materials. When there is no measurable\nbaseline, propose a testable hypothesis, an observable signal and a way to compare.\n\nWhen one request asks for the whole package, add copy, story and visual details to the extent\nneeded to apply the concept. The main result remains the strategic direction and the test plan.\n"},"changes":[],"summary":"First saved snapshot. No earlier version is available for comparison.","summary_kind":"deterministic","summary_metadata":{}}