# Winner variation

> A winner variation is a new ad built from a proven winner, keeping what worked and changing one element such as the hook, actor or format.

Canonical: https://use-addy.site/glossary/winner-variation
Last updated: 2026-10-26

Also called: iteration, ad iteration

Iterating on a winner is usually cheaper than searching for a new concept from scratch, because the message is already proven. Typical changes: three new hooks on the same body, the same script with a different actor, or the same story in a new format.

## Related

- [The winner variation format](https://use-addy.site/formats/winner-variation)
- [Creative testing](https://use-addy.site/glossary/creative-testing)
- [Creative fatigue](https://use-addy.site/glossary/creative-fatigue)
- [Hook](https://use-addy.site/glossary/hook)