diff --git a/v2/operator-app/src/routes/briefs/list.tsx b/v2/operator-app/src/routes/briefs/list.tsx
index 1ccb539..eb35aba 100644
--- a/v2/operator-app/src/routes/briefs/list.tsx
+++ b/v2/operator-app/src/routes/briefs/list.tsx
@@ -146,31 +146,52 @@ export default function BriefsList() {
 
 const DEMO_BRIEF: BriefCreateInput = {
   client_name: 'Dove (demo)',
-  category: 'personal care',
-  brand: { name: 'Dove', handle: 'dove', positioning: 'real beauty, no facade' },
+  category: 'personal care · haircare',
+  brand: {
+    name: 'Dove',
+    handle: 'dove',
+    positioning: 'Real beauty, real care. Dove rejects beauty-industry artifice and stands for accessible self-care that fits real lives, real bodies, and real hair textures.',
+  },
   competitors: [
-    { name: 'Olay',    handle: 'olay'    },
-    { name: 'Garnier', handle: 'garnier' },
-    { name: 'Pantene', handle: 'pantene' },
+    { name: 'Olay',     handle: 'olay'     },
+    { name: 'Garnier',  handle: 'garnier'  },
+    { name: 'Pantene',  handle: 'pantene'  },
+    { name: 'Nivea',    handle: 'nivea'    },
+    { name: 'Cerave',   handle: 'cerave'   },
+    { name: 'Aveeno',   handle: 'aveeno'   },
+    { name: 'Tresemme', handle: 'tresemmeofficial' },
   ],
   audience: {
-    primary: 'Gen Z women interested in haircare rituals',
-    secondary: 'millennial women rediscovering wash-day routines',
+    primary: 'Gen Z women (18-26) who treat haircare as ritual and self-expression, not maintenance — the everything-shower generation, scalp-health curious, anti-product-overload',
+    secondary: "Millennial women rediscovering wash-day routines after years of hot-tools damage; the 'soft life' adjacent self-care audience",
     age_range: '18-26',
     gender: 'women',
-    interests: ['haircare', 'showertok', 'self-care', 'scalp health'],
+    interests: [
+      'haircare',
+      'showertok',
+      'scalp health',
+      'self-care rituals',
+      'everything shower',
+      'ASMR',
+      'anti-influencer beauty',
+      'natural hair textures',
+    ],
   },
   geo: 'US',
   language: 'en',
-  business_question: 'Why is hair washing emerging as a cultural moment for Gen Z women?',
+  business_question: 'Why is hair washing emerging as a cultural moment for Gen Z women, and what territory should Dove credibly own within it?',
   kpis: [
-    'Identify the cultural territory Dove can claim',
-    'Surface 3 hooks Dove can adopt',
+    'Name the cultural territory Dove can plant a flag in (one or two words)',
+    "Surface 3 hook patterns Dove's social team can adopt this quarter",
+    "Identify 2-3 emerging behaviours (rituals, vocabulary, formats) Dove should be in earlier than competitors",
+    'Map paid-creator vs organic-creator distribution so we know what is authentic vs activated',
+    'Flag any sentiment risk that could embarrass a Dove brand activation in this space',
   ],
-  budget_usd: 30,
+  budget_usd: 50,
   date_window_days: 30,
   platforms: ['tiktok'],
-  context_vision: "Demo brief for first-time use of V2. Tight budget; expect a small but real report. Run end-to-end via the 'Run pipeline' button on this brief's detail page.",
+  context_vision: "First end-to-end V2 demo run for the team. The aim is to validate the pipeline produces something Dove brand strategy could actually act on: an editorial trend list with at least one core trend that directly answers the business question, plus enough lens evidence (hooks, sounds, sentiment) for a creative brief. Tight $50 Apify budget by design — proves the engagement floor + manifest gate hold up on a real run. After this we'll cut a real Dove brief with $200 budget and prior_report_id linkage for MoM compare.",
+  prior_report_id: null,
   min_likes: 100,
   min_plays: 1000,
   min_stl_pct: 0,