{
  "title": "CeraVe: keep the explanation, test the brand cue",
  "type": "Editorial worked decision brief; not a native customer report export",
  "reviewed": "2026-10-09",
  "source": "https://www.saliencylab.com/hubs/case-studies/03-cerave-tiktok-uk",
  "status": "Public-ad editorial analysis; no client engagement, endorsement or measured improvement",
  "creative": {
    "brand": "CeraVe",
    "platform": "TikTok",
    "market": "UK",
    "duration_seconds": 26.6
  },
  "evidence": {
    "visible": "Brick-wall demonstration explains the skin barrier; archived case records no brand in the first three seconds. Inspect original frames and full sequence at the source.",
    "model": "Archived diagnostics are model interpretation, not measured viewer responses.",
    "customer_outcomes": null
  },
  "proposed_edit": "Test an earlier brand cue while preserving the educational explanation.",
  "decision": "Review the proposed edit and compare against the unchanged original; do not declare a winner from this editorial example.",
  "test_plan": {
    "versions": "Original and one variant with the earlier brand cue",
    "controls": "Keep audience, placement, offer and other creative elements consistent.",
    "before_running": "Choose the outcome, sampling or traffic requirements and stopping rule before observing results.",
    "human_check": "Investigate whether people connect the explanation to the correct brand and still understand the benefit.",
    "campaign_check": "Measure the preselected outcome in a controlled live test before claiming performance improvement."
  },
  "uncertainty": [
    "No revised creative or controlled outcome result is available in this example.",
    "A frame timestamp is not a measured noticing time.",
    "Synthetic feedback is not independent confirmation."
  ]
}