Campaign Launch Strategy & Big Idea

Review client brief, existing materials, product or service context, campaign requirements, business objectives and known constraints

Review relevant category developments, competitor communication, audience behaviour and current campaign landscape

Clarify the commercial or marketing problem, campaign purpose and required outcome

Define the campaign’s awareness, consideration, lead-generation or conversion objectives

Define the primary audience, relevant characteristics, needs, pain points and campaign relevance

Map how the audience moves from initial discovery through consideration to intended action

Identify audience objections, decision barriers, motivations and response triggers

Develop the central audience or market insight that informs the campaign

Define the central promise or value proposition communicated by the campaign

Develop the core message, supporting messages, reasons to believe and proof points

Develop two initial campaign concepts, each with a strategic rationale, message direction and indicative application

Refine one client-selected route into the main campaign platform, including concept statement, campaign line and activation logic

Define how the campaign story and message develop across the campaign period

Define recommended language style, personality, terminology and communication principles

Define visual territory, imagery style, composition, colour application, graphic treatment and design principles

Curate visual references demonstrating the intended campaign look and feel

Develop recurring communication themes that support the campaign proposition

Define the role, audience behaviour, content approach and message adaptation for each selected platform

Recommend the appropriate mix of static, carousel, video, article, email, landing page or other content formats

Define the appropriate call to action according to audience intent, funnel stage and campaign content

Map the intended user journey from campaign exposure to landing destination and conversion action

Structure the campaign into pre-launch, launch, sustain and closing phases

Define campaign objectives, KPIs, supporting metrics, tracking requirements and reporting cadence

Consolidate research, strategy and recommendations into a professionally designed presentation

Present the recommended campaign strategy and facilitate client discussion

Revise the strategy based on one consolidated set of client feedback per round