Campaigns
A campaign is not a bundle of posts with a date on top. It is one objective, one channel, one message, and the mix of pieces that objective actually needs.
Strategy decides the mix.
Pick an objective and watch the answer change: the mix of pieces, and what we measure to know it worked.
Get the market to find out it exists and understand why it matters, while the news is still news.
What gets made
- 03 Product films
- 01 Carousel that explains it
- 06 Story sequence
- 02 Ad creatives
What we measure
- Reach among people who had never heard of the brand
- Visits to the product page
- Cost per qualified click
Store opening
The objective: Make sure the people who live and work nearby know the address, the date and one good reason to show up the first weekend.
The mix (weight of what gets produced): Video 30%, Graphics 15%, Stories 30%, Ads 25%.
What gets made
- 04 Films shot inside the space
- 01 Map, hours and how to get there
- 10 Countdown stories
- 03 Ad creatives by geographic radius
What we measure
- People reached inside the radius
- Taps on directions and on the profile link
- Opening weekend traffic, counted at the door
Shape: Micro Campaign, four weeks around the date.
Peak season
The objective: Show up early and stay present through the whole window when people are already buying.
The mix (weight of what gets produced): Video 20%, Graphics 40%, Stories 15%, Ads 25%.
What gets made
- 01 Repeatable format that carries the season
- 08 Weekly graphic rotation
- 02 Catalog carousels
- 04 Ad creatives, one per stage
What we measure
- Sustained reach and frequency, week by week
- Cost per result as the window gets crowded
- Sales in the period against last season
Shape: Scoped by reach: the window runs longer than four weeks.
Promotion
The objective: Move one specific offer inside a short window, without spending the brand to do it.
The mix (weight of what gets produced): Video 15%, Graphics 30%, Stories 10%, Ads 45%.
What gets made
- 01 The offer, written in one line
- 04 Offer graphics
- 02 Reminder films
- 06 Ad variants competing against each other
What we measure
- Codes redeemed
- Cost per sale, not cost per click
- Who came back afterwards and paid full price
Shape: Micro Campaign, four weeks, one channel.
Event
The objective: Fill a room on a fixed date, and walk out with material that keeps working for the next three months.
The mix (weight of what gets produced): Video 25%, Graphics 30%, Stories 30%, Ads 15%.
What gets made
- 01 Invitation piece
- 05 Agenda and speaker cards
- 01 Live coverage day
- 03 Edits cut after the event
What we measure
- Confirmed registrations against capacity
- How many actually showed up
- Reusable pieces left over afterwards
Shape: Scoped by reach: there is a day of live coverage inside it.
Five objectives, five different campaigns: the objective decides what gets built.
What a Micro Campaign includes
Four weeks, one objective, one channel, one message. Bigger campaigns and launches are scoped by reach.
A strategy session with the partners.
One message, written and defended.
The mix of pieces that objective asks for.
Setup and management across the four weeks.
Profiles tuned up before the traffic arrives.
A closing read.
Heavy production, influencers and large landing pages are separate lines. When the objective needs them we say so and quote them apart, before the campaign starts and not inside the invoice.
Bring the date.
Tell us the objective and when it lands. We come back with the mix that fits it and what it takes to run it.