Smashburger Tuesdays Launch
QSR · Owner: Maya Chen
Share Brief with Client / Agency
https://shiftimpact-os.vercel.app/brief/82504e6d-9df0-47fa-a205-2e302333eb55
Share Campaign Report with Client
https://shiftimpact-os.vercel.app/report/82504e6d-9df0-47fa-a205-2e302333eb55
Campaign
Phase
ConversionGate Signal
BlockedConfidence
28 / 10
Last Review
10 Aug 2026
Data Source Configuration
Set how each signal will be sourced for this campaign. Modules adapt their inputs based on the mode you choose here.
Signal 1 — Share of Voice
Brand's share of category conversation vs competitors across paid + organic.
Client will provide actual data in the Share of Voice module each week. No additional setup needed here.
Signal 2 — Save Rate
Content save rate on Instagram and TikTok — measures intent-to-return.
Client will provide actual data in the Save Rate module each week. No additional setup needed here.
Signal 2B — Share Rate
Content share rate — measures social amplification beyond the original audience.
Client will provide actual data in the Share Rate module each week. No additional setup needed here.
Signal 3 — Branded Search Lift
Change in branded keyword search volume — measures campaign-driven intent.
Client will provide actual data in the Branded Search Lift module each week. No additional setup needed here.
Signal 3B — Video Completion Rate
Percentage of video ads watched to completion — measures creative resonance.
Client will provide actual data in the Video Completion Rate module each week. No additional setup needed here.
Signal 4 — App Retention
D7/D30 user retention in app — measures campaign-to-habit conversion.
Client will provide actual data in the App Retention module each week. No additional setup needed here.
Attribution / Conversions
Campaign-attributed conversions (downloads, purchases, sign-ups).
Client will provide actual data in the Attribution / Conversions module each week. No additional setup needed here.
Media Spend
Total campaign media investment — used for efficiency calculations.
Client will provide actual data in the Media Spend module each week. No additional setup needed here.
Always public — no client data required
Review Platform — Google Reviews + TripAdvisor
Public review data. Sourced directly from Google Maps and TripAdvisor.
AI Brand Visibility (F23)
AI tool mentions are public signals. Monitored across ChatGPT, Gemini, Perplexity.
Social Currency Index (F20)
Public post metrics (saves, shares, comments). No client data required.
FRAME Brief
FRAME Brief is locked. Unlock to edit. Unlocking resets Gate 1 and blocks BIP editing.
Locked — unlock to edit
Unlocking resets Gate 1 and blocks BIP editing until re-locked.
Big Idea Platform
7 structural components of your Big Idea — collapse each group to focus. All must be complete before Gate 2 / ICS. IQ Evaluate (Sprint 2-3) reads from this to assess creative quality vs Cannes/Effie standard.
Gate 1 not yet passed — BIP locked
Complete and lock the FRAME Brief with all required fields before accessing the Big Idea Platform. Required: Force / Role / Anchor / Mood / Expression, Industry/Category, Campaign Pathway, Primary KPI, and Gate Signal Commitment.
IQ Evaluate
8-dimension creative quality evaluation calibrated to Cannes Lions 2026 Grand Prix standard. Run after BIP is sufficiently developed. Results guide elevation, not gate governance.
AI Brand Visibility
How eligible is this brand to be recommended by AI tools — ChatGPT, Google AI Overviews, Perplexity, Gemini, TikTok Search. Monthly cadence. Score and trust gaps are internal; narrative may be shared with client.
Assessment Inputs
Review Platform Intelligence
Google Reviews + TripAdvisor (hospitality) — Week 1
Google Reviews
TripAdvisor
Hospitality + F&B — leave blank if not applicable
Sentiment breakdown (%) — across all platforms
Consumer State Transition Rate (F27) ⚿
No CSTR data yet
Run the Consumer Behaviour State diagnostic for Week 1 to auto-populate this section.
State distribution is inferred from signal health — no manual input required.
Distinctive Brand Asset Intelligence (F29) ⚿
Deployed in This Campaign
No assets registered yet — add assets below.
Asset Registry0 assets
No brand assets registered for this client. Add assets to start tracking consistency.
Kill Switches
Paid CAC exceeds 1.5x blended target for 2 consecutive weeks
Weekly UGC volume drops below 50% of trailing 4-week average for 2 consecutive weeks
STAGE Briefs
Demand Stage
TikTok + Local Creator Seeding
Seed 15 local creators with the Tuesday smash ritual: the press, the sizzle, the crowd chant. Every video ends with the same audio hook.
Propagation
Earns enough shareable attention that people search "Burger Yard Tuesday" and show up expecting the ritual.
In-Store Ritual Signage
Countdown signage and a branded chant card on every table, reinforcing the Tuesday ritual for dine-in guests.
Propagation
Turns dine-in guests into the next round of UGC creators.
Conversion Stage
Drive-Thru Menu Board
Menu board swaps to UGC-style screen recordings of the smash on Tuesdays, with a one-tap "Tuesday Stack" combo.
Propagation
Converts drive-thru intent into the Tuesday Stack order, the highest-margin combo.
In-App Ordering Flow
App home screen surfaces the Tuesday Stack with the same chant-card visual language as in-store.
Propagation
Removes the extra tap between "I saw this on TikTok" and "I ordered it".
Retention Stage
SMS Loyalty Club
Tuesday-only SMS drop with a sneak peek of next week's smash variation, sent to anyone who ordered the Tuesday Stack.
Propagation
Makes Tuesday a standing appointment rather than a one-off promo.
Phase Gates
Gate 1
Gate 1: Demand
Gate 2
Gate 2: Conversion
Gate 3
Gate 3: Retention
Gate 4
Gate 4: Scale
Signal Layer 0 — Media Delivery Health
PREREQUISITEPrerequisite check before Signal 1–3 are interpreted. Flat branded search means nothing if reach is below threshold. The chain: Reach → Frequency → S2 → S1 → S3
Enter Weekly Delivery Data
Frequency thresholds
🔴 <1.5x — Under-exposed (quarantine)
🟡 1.5–3.0x — Light exposure (directional only)
🟢 3.0–7.0x — Effective range
🟡 7.0–10.0x — High (check Creative Fatigue)
🔴 >10.0x — Over-frequency (quarantine)
Weekly History
No delivery data recorded yet.
Signal Intelligence
Weekly signal check-in. Log your actuals and get an AI read on campaign health. Internal only.
Lock your targets first to start weekly check-ins
Your Signal Targets
Not locked yet — lock before going liveSet your targets before the campaign launches. Once locked, they can't be changed — this keeps everyone honest about what success looks like.
Cross-Channel Intelligence Hub
Track signal contribution per channel and generate AI cross-channel narrative. Internal only.
Add channels first to start weekly tracking
No channels assigned yet. Add a channel to start tracking cross-channel intelligence.
Consumer Behaviour State
Internal ⚿AI-classified from weekly signal data. State classification is internal only — not shown to clients.
No behaviour states logged yet. Log the first week to run the diagnostic.
Log Week 1
Market Variable Context
F16C ⚿External market signals entered weekly. Injected into the Signal Intelligence AI report to distinguish campaign problems from market-wide conditions. All 6 variables are optional — leave blank if not assessed this week.
Week 1 — Market Context
Attribution Data Capture
F14B ⚿Three-lens attribution framework (MMM / Holdout / Proxy). Enter weekly spend and sales data per channel. AI-assisted MMM analysis requires minimum 12 weeks — Sprint 5+.
MMM Data Readiness
Early0 of 12 weeks collected — 12 more weeks needed before MMM regression is viable.
Consumer Pulse ⚿
No consumer pulse data yet. Click Generate Consumer Pulse to pull live TikTok trending topics, Google search interest and Malaysia news signals for this campaign's category.
Run at brief initiation and at campaign close. Each run uses your existing Apify subscription (~RM1.50 per pull).
Intelligence Query
Activate campaign intelligence for a specific client question. Internal — Janine only.
Select query type
Campaign Intelligence Report
Full intelligence synthesis across all campaign components. Internal — Janine only.
Weekly Campaign Dashboard
One entry per week. Capture your key decision, funnel health, business numbers, and campaign signals. The Idea Integrity note is your strategy lead's call — not AI.
Key decision: Confirm Gate 2 read next week before greenlighting the SMS Loyalty Club send.
Business result: 4.1 / 6 target
Big Idea check: Single Strategic Idea Check: Tuesday Stack combo is the consistent conversion anchor across all live channels.
Triggers: CTR up to 2.8%, one point shy of threshold — pre-mortem creative swap queued if next week is flat.
Strategy lead's read: Strong — the in-app flow finally matches the energy of the TikTok content instead of feeling bolted on.
Key decision: Decide whether to expand the drive-thru menu board rollout from 12 to 40 stores ahead of Gate 2 read.
Business result: 3.6 / 6 target
Big Idea check: Single Strategic Idea Check: the chant-card visual language is consistent across TikTok, in-store signage, and the menu board.
Triggers: TikTok Shop CTR trending up but still below 3.5% threshold — watch next week before committing media spend.
Strategy lead's read: The ritual still feels authentic in-store, not like a corporate promo. Crew buy-in on the chant is real.
Business Outcomes
Same-Store Sales Lift — Target
6
Actual: 4.1
Repeat Visit Rate (60-day) — Target
35
Actual: 22
Tuesday Stack attach rate climbing week over week.
Pre-SMS-club baseline; expect lift once Retention stage goes live.
Drive-thru rollout still ramping across 12 stores.
Gate Signal Log
Audit trail for all signal readings. Every reading logs the actual value vs the threshold — pass or fail is auto-calculated. This is what justifies every gate decision.
| Date | Signal | Gate | Actual | Threshold | Result | Notes | |
|---|---|---|---|---|---|---|---|
| No signal readings logged yet. Add the first reading below. | |||||||
Idea Extensions
One Big Idea — many channels. Each brief inherits the FRAME anchor. Channel Role shows which funnel stage each channel serves. Drift from anchor becomes visible immediately.
Campaign Diagnostics
Read-only health scorecard derived from all live campaign data. No new input required.
ICS Dimension Breakdown
Weakest dimension: Audience Tension — score 80
Idea Health Snapshot
Gate Hold Duration
Gates held >14 days without signal movement indicate idea or execution gap.
Budget Release Recommendation
Based on recent signal log readings vs gate thresholds. Log more readings for higher accuracy.
OS Diagnosis
Social Currency Index
How well is the brand's content generating genuine sharing and conversation — not just impressions? Combines Signal 2 save rate, week-over-week trend, comment depth, cross-platform spread, and Signal 3 sentiment health. Weekly cadence. Score and dimensions are internal; narrative may be shared with client.
Manual Inputs
Scoring: ≥50 avg = 80 · ≥20 = 60 · ≥5 = 40 · <5 = 20
Scoring: ≥30% = 80 · ≥15% = 60 · ≥5% = 40 · <5% = 20
Auto-pulled from Signals: D1 Save-to-Post Ratio (Signal 2) · D2 Share Velocity (week-over-week Signal 2) · D5 Sentiment Momentum (Signal 3)