Your First Pair Was Just the Beginning
Retail · Owner: Priya Patel
Share Brief with Client / Agency
https://shiftimpact-os.vercel.app/brief/c2d96d98-ff84-42f5-a697-5310c5b45685
Share Campaign Report with Client
https://shiftimpact-os.vercel.app/report/c2d96d98-ff84-42f5-a697-5310c5b45685
Campaign
Phase
RetentionGate Signal
BlockedConfidence
58 / 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
Loyalty patch redemption rate falls below 10% for 2 consecutive cohorts
Email unsubscribe rate exceeds 1% on any "next chapter" send
STAGE Briefs
Demand Stage
Instagram Reels — "Denim Logbook"
Reels series following 3 long-time customers' jeans over years of wear, framed as entries in a "logbook."
Propagation
Earns enough nostalgia-driven attention that past customers start tagging their own worn-in pairs.
Conversion Stage
Shopify PDP + Email Flow
Product pages for "next chapter" fits show a side-by-side with the customer's previously purchased fit (via order history).
Propagation
Removes the friction of "which fit do I get next" by answering it before the customer asks.
Retail Pop-up — "Logbook Bar"
In-store station where returning customers get their original pair stamped with a new "chapter" patch on purchase.
Propagation
Converts the digital nostalgia hook into an in-person ritual that's easy to film and share.
Retention Stage
SMS + Email Lifecycle — "Next Chapter"
Quarterly lifecycle send tied to wear-and-tear cycles, recommending the next fit in the customer's personal logbook.
Propagation
Keeps the relationship compounding by giving returning customers a reason to come back roughly every 90 days.
Loyalty Patch Program
Physical patch mailed for every 2nd+ purchase, each one tied to a chapter in the customer's logbook — collectible and visible on the jeans themselves.
Propagation
Turns the product itself into a walking piece of UGC that compounds organic reach.
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: If this week reads Green, open Gate 4 and greenlight Q3 scale-up budget.
Business result: 69 / 72 target
Big Idea check: Single Strategic Idea Check: every live channel still routes back to "your next chapter" — no drift detected.
Triggers: Repeat purchase rate now above the Gate 3 threshold and holding — Kill Switches remain Inactive.
Strategy lead's read: Holding the line — no need to add new creative ideas right now, just sustain what's working through Q3.
Key decision: Decide whether to pre-book Q3 media budget pending one more Green week for Gate 4.
Business result: 67 / 72 target
Big Idea check: Single Strategic Idea Check: the "logbook" / "next chapter" language is consistent from Reels through to the physical patch program.
Triggers: Three consecutive Green weeks toward Gate 4 — one more needed before Scale gate opens.
Strategy lead's read: The patch program is the strongest idea-to-product translation we've shipped this year — customers are filming the unboxing unprompted.
Business Outcomes
Sell-Through Rate — Target
72
Actual: 69
Repeat Purchase Rate (60-day) — Target
30
Actual: 34
Continued steady climb.
Loyalty patch program cohort outperforming control.
Tracking toward target; pop-up driving incremental lift.
Crossed Gate 3 threshold this week.
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.
No channel briefs yet. Generate from your channel registry below, or add manually.
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)