A fashion retailer has recently developed a new creative strategy and has also seen a decrease in sales. It is interested in learning what may have contributed to the decline, and has kept its media buying strategy consistent year-over-year.

What test design should be used to address this business challenge?

A. Multi-cell Brand Lift test with new and old creative strategies

B. Multi-cell Conversion Lift test with new and old creative strategies

C. Single-cell Brand Lift test with the new creative strategies

D. Single-cell Conversion Lift test with the new creative strategies