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When a winning ad gets tired, you do not need a new campaign. Change one variable at a time and you get ten new tests from the same idea.

What you get

A set of variants that each test one change.

Time to read

About 4 minutes. Each step works with any toolset.

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What you need

  • An ad that already performs
  • A way to track which variant changed what
  • An image or video model for new scenes

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Steps

1

Name what made it win

Write down the hook, the product moment and the offer. Those stay. Everything else is a variable you can change.
2

Rewrite the first two seconds

Make three new openings: a question, a bold claim and a visual surprise. The hook is the cheapest thing to change and often the biggest lever.
3

Change the setting

Put the same product moment in three new scenes so the ad looks new without changing the message.
4

Vary the format

Cut 9:16, 4:5 and 1:1 versions, and a six second edit of the strongest beat.
5

Test one change at a time

Launch variants that differ in one thing, so you know which change moved the result.

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Try it

Plan your variants here. Each variant should change exactly one thing, so you can tell which change moved the result.
Keep a variant log. Note what changed in each version. Next month you will know which levers work for your audience.
Avoid this: changing everything at once. Fifty versions that differ in every way are not fifty tests. They are fifty guesses.

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Before you publish

  • Name what made it win
  • Rewrite the first two seconds
  • Change the setting
  • Vary the format
  • Test one change at a time

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Two ways to go further

Let Vinci make it

Send us your best performing ad and we return a set of variants built to test one change at a time. Book a demo to get started.

Free and open source Vinci

Run the Vinci studio on your own machine with your own model keys. It shows the price before every job.

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Run this workflow in the open source studio

These skills cover this guide: @tryvinci/image-generate, @tryvinci/video-generate, @tryvinci/reframe-9x16.
1

Install and start in demo mode

Demo mode uses practice providers, so it costs nothing and needs no key.
2

Open a skill

Open the studio at http://127.0.0.1:4310/studio and pick image-generate.
3

Connect your own keys when ready

Add provider keys under Connect. Live spend stays off until you set VINCI_ALLOW_LIVE_SPEND=1, and every job shows its price first.

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