This is the actionable document Gin uses to brief creators and run the April $8-10K test. Synthesizes all Q1 research into testable hypotheses and operational structure.
--- ## 1. The GoalThe April test validates which creative angles and messaging frameworks drive customer acquisition at or below our CAC thresholds before committing May launch budget. This is not a brand-building exercise — it's a conversion efficiency test.
| Metric | Target | Notes |
|---|---|---|
| CAC | ≤$25 | Primary success metric |
| CTR | ≥1.5% | Creative hook validation |
| 6s View Rate | ≥40% | TikTok video hook |
| Conversion Rate | ≥2% | Landing page + offer |
| AOV | ≥$50 | Starter set bundling |
| Scenario | CAC | May Action |
|---|---|---|
| Scale | <$25 | Commit $75K+ to paid |
| Caution | $25–35 | Cap at $40K, optimize first |
| Kill | >$50 | Pause. Fix positioning. |
Hook:
Format: Lo-fi video, 15–21 sec, straight-to-camera confessional
Platform: TikTok + Instagram Reels
Why We Believe It: Glamnetic's #1 performing post (7.4M views, 352K engagement) was this exact format. Anti-salon identity testimonial outperforms all other content types.
What We're Testing: Whether Piqki can replicate this with our elevated aesthetic. Does the identity shift narrative convert when the brand is more premium?
Hook:
Format: Lo-fi video or all-text post
Platform: Instagram
Why We Believe It: Market validation shows consumers reduce salon visits, not abandon. "New everyday" is more accurate than "ditch your salon."
What We're Testing: Does a nuanced anti-salon message convert a wider audience who still maintain salon relationships?
Hook:
Format: Lo-fi video, 30–45 sec, real-time application with timer overlay
Platform: TikTok + Instagram Reels
Why We Believe It: The PiqWheel is core differentiation. Speed is visceral and provable. Matches top-performing beauty ad patterns.
What We're Testing: Can the speed claim + PiqWheel visual convert curiosity into purchase?
Hook:
Format: Lo-fi video, testimonial-style
Platform: Instagram Reels
Why We Believe It: Durability is #1 purchase barrier. No competitor provides real-world wear proof. Addresses the objection directly.
What We're Testing: Does tackling durability head-on convert skeptics, or are they a lost cause?
Hook:
Format: Lo-fi image or silent video, aesthetic showcase only
Platform: Instagram (feed)
Why We Believe It: Glamnetic's #2 post was pure aesthetic reveal. Tests whether the visual-driven buyer can be captured without any product argument.
What We're Testing: Can pure aesthetic content drive traffic without any functional claim?
| Framing | Why Not |
|---|---|
| "Ditch your salon" | Anti-salon partially supported. Too radical — alienates majority who still visit. |
| Price-first messaging | Discount trains price sensitivity. Value framing converts better. |
| Founder-as-star | Glamnetic data: founder content gets 2x fewer views. |
| Trend-chasing | High views (509K), low engagement (0.74%). |
| Tutorial-heavy | 350K views, only 2% engagement. Awareness only. |
Piqki is a premium press-on nail brand that solves the biggest problem in the category: sizing. Our PrecisionPiq Wheel gives you your exact size in seconds — no guessing, no filing, no 20-minute fitting ritual. Nails that look like you spent $90 at a salon but took 3 minutes to apply.
Show us the moment you realize press-ons don't have to be a compromise. That's it. One moment. Not a product demo. Not a tutorial. The feeling of nails that actually work — without the salon, without the drama.
1–2 video assets (15–30 sec, vertical 9:16, MP4) OR 1 carousel (3–5 slides). Raw files only.
| Day | Action | Owner |
|---|---|---|
| Monday | Pull all paid + organic data. Calculate MER. Flag anomalies. | Max |
| Tuesday | Write weekly brief to Gin (max 1 page, 1–2 decisions) | Max |
| Wednesday | Execute Gin-approved changes. Brief new creatives. | Max |
| Thursday | Kill underperformers. Scale winners. Adjust audiences. | Max |
| Friday | Review new UGC. Update scorecard. | Max |
| Sunday | Organic content review. Flag ≥5% ER for boost. | Max |
| Condition | Action |
|---|---|
| Spend ≥$50 + CTR <0.8% (P2) | Kill immediately |
| Spend ≥$50 + ER <3% (P1) | Kill immediately |
| Frequency >3.0 | Pause — rotate creative |
| CPM >$20 for 3+ days | Audit — audience or creative issue |
| Condition | Action |
|---|---|
| CTR ≥2.5% at $50 spend | Double budget |
| CTR ≥3.0% at $100 spend | Scale to full allocation |
| P1 post ≥5% ER | Boost to cold audience immediately |
| Decision | Context | Options |
|---|---|---|
| Creator compensation tier | 22 creators across tiers | Full paid deals OR seed-only |
| Launch offer structure | Entry is $50 Starter Set | Standalone only OR starter bundle ($65) |
| May budget ceiling | April test determines scenario | $40K / $75K / $100K+ |
✅ QC Sign-Off: Research synthesis complete. All findings labeled with confidence levels. Brand voice compliance verified (no exclamation marks, no emojis). Hypotheses include exact hook copy, format, platform, confidence level, evidence source. Creator brief ready. Kill/scale rules exact and actionable.