JavaLove needed to settle their brand voice before locking packaging. This is the full breakdown; every territory, every ad, and what the layers underneath the headline number actually showed.
Two brand archetypes, Rebel and Lover, tested against four message territories: coffee, sourcing, service, and ownership.
Three executions per combination, 24 ads total, run simultaneously to real Meta audiences who never knew it was a test. 114,000+ impressions and over 2,000 clicks across two weeks, asset lock to report. Measured on click-through, thumbstop (stopped scrolling for it), and hook (stayed once it started).
All figures tested at 95% confidence versus each other and against category average click-through (1.05%), significance indicated by superscript letter and asterisk.
Rebel was a clear statistical winner.
| Rebel Archetype (A) | Lover Archetype (B) | |
|---|---|---|
| Social Performance Index | 124 | 103 |
| Click Through Rate | 2.0% B* | 1.5% * |
| Thumbstop Rate | 65.4% B | 53.0% |
| Hook Rate | 25.2% B | 22.1% |
Winning messages were oriented around people, with owner performing best.
Product-focused messages didn't move anyone.
| Coffee (A) | Sourcing (B) | Service (C) | Owner (D) | |
|---|---|---|---|---|
| Social Performance Index | 79 | 105 | 121 | 143 |
| Click Through Rate | 1.2% * | 1.7% A* | 1.8% A* | 2.5% ABC* |
| Thumbstop Rate | 48.7% | 57.5% A | 65.3% AB | 70.8% ABC |
| Hook Rate | 18.2% | 23.4% | 20.8% | 32.4% ABC |
The top-performing ad by index was Rebel Owner 3, the territory that led the aggregate table also produced the single best individual execution.
Rebel Sourcing 2 came from a territory that ranked second-to-last and still took second place overall, a result the territory table alone would have buried.
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| Rebel Owner 3 (A) | Rebel Sourcing 2 (B) | Lover Owner 2 (C) | Lover Owner 3 (D) | Rebel Owner 1 (E) | |
| Social Performance Index | 149 | 147 | 142 | 134 | 131 |
| Click Through Rate | 4.0% BCDE* | 3.05% CDE* | 2.30% * | 2.18% * | 1.82% * |
| Thumbstop Rate | 70.3% | 76.2% ACDE | 74.9% ADE | 69.0% | 71.2% D |
| Hook Rate | 32.8% D | 32.5% | 42.1% ABDE | 30.5% | 32.2% |
Two archetypes, four territories, three executions each. That's the same layered design described on the Signal Test page, run for real.
If you're deciding between concepts, brand directions, messaging territories, or which claims actually earn attention, this is the format that gets you there.
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