Bickerstaff
About
/99

understand

Effectivenessof your creativity

Using Math from established creative-effectiveness frameworks. just enter characteristics of your project below to see how creativity effects your results. No worries, No data leaves your browser.

01—04

Media budget

How much money is going behind the work.

Media weight
No paid media
Micro budget
Small / medium
Large
Very large

Creative dividend

The four ingredients that decide whether the work lands or vanishes.

Dull
Average
Strong
Exceptional
/15
SalesmanshipShowmanship
Generic
Recognisable
Unmistakable
New platform
1–2 years
3–5 years
5+ years

Earned Media

Unlocks only when the work is good enough to get talked about. If this slider is unlocked, pick at least the orange section, as grey section is for comparison purpose only.

ARMED
Awarded
drag
1× · No earned media (comparison baseline)
1.5–3 · Awarded work
3–6 · Top advertising
6–50 · Exceptional / viral
Calibrate from a known case
Laska "Upcycle Merch"
3.5M reach · UA · B2B merch upsycle campaign, 2021
×1.5
EMV $42K
John Lewis "Man on the Moon"
8M reach · INT · UK Christmas campaign, 2015
×1.9
EMV $96K
Snickers "You're Not You"
6M reach · INT · Super Bowl spot, 2010
×1.5
EMV $72K

Move the slider to see examples from different zones. Baseline cases are for comparison only. Slider minimum should be on 1.5× at least when Free reach is unlocked through "Emotion" on level "Strong" and above.

Campaign details

How long it runs, where it runs, and what kind of work it is.

Duration
Up to 3 months
3–6 months
6–12 months
1–3 years
3+ years
3 selected
Brand-led
Performance-led
Super-touchpoints
60% brand
0 % brand
62 : 38 optimum
100 % brand
RESULTS

PREDICTED EFFECT

Effectiveness score · paid media only
/99
Waste MoneyCreative multiplier × 4.69 · Media weight 4
Final ROI
ESOC 10 · Waste Money
With free reach
/99
Waste Money
Total reach weight × 5.5 · paid 4 + free 1.5

Why two scores? The first is the classic approach — paid media only. The second shows real potential when earned reach kicks in. To calibrate how much free reach to expect, use "Calibrate from a known case" in station 03 above.