Creative Variant Playbooks Skill When to Use - Kicking off new campaigns needing multiple creative angles. - Refreshing fatigued ads to regain performance. - Running systematic creative testing programs. Framework 1. Hook Library – benefit, problem, proof, story, contrarian, curiosity. 2. Format Matrix – channel x format (video, carousel, single image, text ad) with unique requirements. 3. Story Formula – Hook → Value Proof → CTA; adapt for each channel. 4. Voice & Tone – align with persona (executive vs practitioner) and funnel stage. Checklist - ✅ Unique headline + body copy per variant. -…