# Draft-Only 2×2 Meta Feed Creative Experiment: Arc Clip Lamp --- ## Creative Test Matrix ### Cell A * **Audience:** Renters * **Appeal:** Surface-space saving * **Headline:** Clear Your Rental Desk Space * **Primary text:** When rental desk space is limited, traditional lamps take up valuable surface area. The Arc Clip Lamp attaches to shelves, bed frames, or tabletops up to 2.25 inches thick with a padded clamp, keeping your surfaces open. Features up to eight hours of battery on the lowest brightness and includes a USB-C charging cable and storage sleeve for $68. * **Visual direction:** Static 1:1 Meta feed photograph. A natural-light view of a compact rental apartment study corner. The Arc Clip Lamp is clamped to an adjacent wall shelf upright, leaving the small writing desk surface completely clear of lamp hardware. Practical, warm styling with neutral tones. * **CTA:** Explore the Arc Clip Lamp * **Creative rationale:** Addresses renters in tight square footage who cannot sacrifice desk or bedside surface area, highlighting the 2.25-inch padded clamp to prove physical space reclamation. --- ### Cell B * **Audience:** Renters * **Appeal:** Lighting control * **Headline:** Adjust Your Rental Desk Lighting * **Primary text:** When rental apartment fixtures feel inflexible, fixed overhead bulbs cannot adapt to your routine. The Arc Clip Lamp provides three brightness settings and two color-temperature settings, giving you adaptable task light right where you sit. Features up to eight hours of battery on the lowest brightness and includes a padded clamp, USB-C charging cable, and storage sleeve for $68. * **Visual direction:** Static 1:1 Meta feed photograph. A dusk natural-light shot of a compact rental apartment living area. The Arc Clip Lamp is clamped to a desk edge, casting warm, directional light across a book while the harsh overhead rental ceiling fixture remains off. Practical, warm styling with neutral tones. * **CTA:** Explore the Arc Clip Lamp * **Creative rationale:** Addresses renters dealing with immovable, harsh overhead rental lighting by emphasizing the lamp’s adjustable brightness and dual color-temperature modes. --- ### Cell C * **Audience:** Makers * **Appeal:** Surface-space saving * **Headline:** Clear Your Maker Workspace * **Primary text:** When maker workbenches are crowded with tools, traditional lamps take up valuable surface area. The Arc Clip Lamp attaches to shelves, easels, or tabletops up to 2.25 inches thick with a padded clamp, keeping your surfaces open. Features up to eight hours of battery on the lowest brightness and includes a USB-C charging cable and storage sleeve for $68. * **Visual direction:** Static 1:1 Meta feed photograph. A natural-light view of a compact maker work table. The Arc Clip Lamp is clamped to an overhead shelving upright, leaving the cutting mat and assembly surface completely clear of lamp hardware. Practical, warm styling with neutral tones. * **CTA:** Explore the Arc Clip Lamp * **Creative rationale:** Addresses makers whose projects require every square inch of flat workspace, spotlighting the 2.25-inch padded clamp as a way to eliminate workbench clutter. --- ### Cell D * **Audience:** Makers * **Appeal:** Lighting control * **Headline:** Adjust Your Maker Work Lighting * **Primary text:** When maker projects demand precision, fixed overhead bulbs cannot adapt to your routine. The Arc Clip Lamp provides three brightness settings and two color-temperature settings, giving you adaptable task light right where you sit. Features up to eight hours of battery on the lowest brightness and includes a padded clamp, USB-C charging cable, and storage sleeve for $68. * **Visual direction:** Static 1:1 Meta feed photograph. A dusk natural-light shot of a compact maker craft area. The Arc Clip Lamp is clamped to a workbench edge, casting neutral, high-clarity task light onto hands working on an intricate craft piece while background room lighting is dimmed. Practical, warm styling with neutral tones. * **CTA:** Explore the Arc Clip Lamp * **Creative rationale:** Addresses makers needing tailored visual clarity for detailed work by focusing on the three brightness settings and two color-temperature modes. --- ## Execution rules 1. **Constants:** * **Product identity:** Cedar & Coil Arc Clip Lamp. * **Offer:** $68 retail price; package includes lamp, padded clamp, USB-C charging cable, and storage sleeve. Battery specification holds constant at "up to eight hours on the lowest brightness." * **Format and placement:** Meta Feed, single static 1:1 image, matched three-sentence primary text structure, and parallel headline syntax. * **Run dates:** 14 consecutive calendar days across all active cells simultaneously. * **Measurement rules:** Tracking configurations, attribution windows, and event definitions remain identical across all cells. 2. **Budget caps:** * **Total budget:** Maximum $4,800 reserved for the experiment. * **Cell budget cap:** Exactly $1,200 cap per cell ($300/day pacing limit over 14 days). 3. **Primary KPI:** * **Landing-page-view rate (LPVR):** Defined strictly as: $$\text{Landing-Page-View Rate} = \frac{\text{Landing-Page Views}}{\text{Link Clicks}}$$ 4. **Guardrail metric:** * **Cost per AddToCart:** Defined as: $$\text{Cost per AddToCart} = \frac{\text{Spend}}{\text{AddToCart Actions}}$$ 5. **Stop rule and stop consequence:** * Any cell that reaches **$300 in spend with zero (0) AddToCart actions** must be stopped immediately. * Any unused budget from a stopped cell remains unspent; it **cannot** be reallocated to any other cell. * **Stop consequence:** If any cell is stopped early under this rule, the entire experiment is halted and the final result is declared **inconclusive**. 6. **Win rule:** * A single cell is declared the winner if and only if **all** of the following conditions are met: 1. All four cells successfully complete the experiment without triggering the stop rule. 2. Every individual cell achieves a minimum sample size of **at least 200 link clicks**. 3. The candidate winning cell achieves at least a **15% relative lift** in landing-page-view rate over the click-weighted pooled rate of the other three cells: $$\text{Pooled LPVR}_{\text{others}} = \frac{\sum_{\text{other 3}} \text{Landing-Page Views}}{\sum_{\text{other 3}} \text{Link Clicks}}$$ $$\text{Relative Lift} = \frac{\text{LPVR}_{\text{candidate}} - \text{Pooled LPVR}_{\text{others}}}{\text{Pooled LPVR}_{\text{others}}} \ge 0.15$$ 7. **Inconclusive rule:** * The test must be declared **inconclusive** if: * Any cell stops after $300 spend with zero AddToCart actions; OR * Any cell fails to reach 200 link clicks within its $1,200 cap; OR * No cell achieves at least a 15% relative landing-page-view rate lift over the click-weighted pooled rate of the remaining three cells. --- ## Preregistered hypotheses 1. **Audience main effect:** * The **Makers** audience (Cells C and D pooled) will generate a higher landing-page-view rate than the **Renters** audience (Cells A and B pooled). Because makers operate task-oriented hobby or production spaces with specialized functional requirements, they will exhibit higher post-click follow-through to the product specifications than general rental dwellers. 2. **Appeal main effect:** * The **Surface-space saving** appeal (Cells A and C pooled) will generate a higher landing-page-view rate than the **Lighting control** appeal (Cells B and D pooled). Because physical footprint constraints are the primary shared friction point across both target segments in compact environments, messaging focused on freeing up working surfaces will drive greater landing page visit conversion from link clicks. 3. **Audience-by-appeal interaction:** * There will be a positive interaction between the **Makers** audience and the **Lighting control** appeal (Cell D). The landing-page-view rate lift of Lighting control relative to Surface-space saving will be greater among Makers than among Renters, as detailed tactile craftwork makes multi-temperature and variable-brightness illumination a direct functional necessity for makers.