Christmas Test 4: Icicle, craft vs customer proof vs lifestyle
Too early to callAd creativeIcicle is the limited edition. With the same caption (wintery, not too Christmassy), what sells it best: a customer review still, the kiln opening behind the scenes, a winter-ritual creator video, or a creator video with a hint of Christmas.
The image or video only. Same caption, headlines and link. £300 a day for the ad set.
£300 spent on each version, or 14 days, whichever comes first. Not before.
Whether craft, customer proof or lifestyle should lead the Icicle ads, and which one the next message tests build on.
Cost per purchase, running total
Each day's line is the whole test so far, so it settles as the numbers grow
Spend per day
Shows whether every version is getting its share
Purchases, running total
The count behind the cost per purchase
Click-through rate, running total
The earliest signal: does the ad earn the click
| Version | Spent | Link clicks | CTR | Purchases | Cost per purchase | Purchases per click | ROAS |
|---|---|---|---|---|---|---|---|
| Customer review still | £151 | 79 | 1.48% | 3 | £50.37 | 3.80% | 1.72x |
| Kiln opening, behind the scenes | £246 | 161 | 1.82% | 7 | £35.16 | 4.35% | 2.30x |
| Creator: winter ritual | £0.71 | 1 | 4.00% | 0 | – | 0.00% | 0.00x |
| Creator: hint of Christmas | £14.19 | 3 | 0.85% | 0 | – | 0.00% | 0.00x |
Day-by-day figures
| Day | Customer review still spend · clicks · purchases | Kiln opening, behind the scenes spend · clicks · purchases | Creator: winter ritual spend · clicks · purchases | Creator: hint of Christmas spend · clicks · purchases |
|---|---|---|---|---|
| 21 Oct | £104 · 51 · 1 | £132 · 90 · 4 | £0.31 · 0 · 0 | £10.74 · 3 · 0 |
| 22 Oct | £47.43 · 28 · 2 | £114 · 71 · 3 | £0.40 · 1 · 0 | £3.45 · 0 · 0 |
| 23 Oct | £0 · 0 · 0 | £0 · 0 · 0 | £0 · 0 · 0 | £0 · 0 · 0 |
4 ads in 1 campaign. Figures are each ad's total since the test started. Open an ad to see the copy it runs.
Copy
Holly, Gingham and the new Icicle
A Pott you'll keep after Christmas
Copy
Holly, Gingham and the new Icicle
A Pott you'll keep after Christmas
Copy
Holly, Gingham and the new Icicle
A Pott you'll keep after Christmas
Copy
Holly, Gingham and the new Icicle
A Pott you'll keep after Christmas
All four Christmas tests run in one campaign (Christmas Creative Testing 2026), one ad set per test, same broad UK audience excluding past customers. Meta splits the budget between the ads inside each ad set, so an ad Meta will not spend on is a result too. The review still repeats the review the caption quotes, so that ad says the same thing twice. Read it with that in mind.
Spend, clicks and purchases are as reported by Meta for the ads in each test, from the test's start date to today, which is partial. Where versions share an ad set, Meta decides how much each one spends, so compare cost per purchase and purchases per click rather than totals. A test is only called once its rule is met; stopping early on a good week is how false winners get made.