Definition: Campaign

What is a campaign?

In marketing, a campaign is a coordinated series of activities and programmes carried out over a period of time to achieve a specific corporate or promotional objective.

Successful campaigns are based on a clear understanding of the target audience and a clear strategic objective. When these basic elements are in place, they revolve around a coherent theme or message that is designed to achieve results such as increasing brand awareness or boosting product sales.

Core components of an effective campaign framework include setting measurable goals and key metrics for evaluation, such as tracking clickthrough rates, conversions, content engagement or sales goals. Thorough audience research then determines the strategic approach to storytelling and how messages are formulated. By getting an accurate picture of who the target audience is, what is important to them and how they like to interact, we can develop marketing content that resonates with them. A thoughtful distribution plan is then put in place to distribute the creative content developed for each selected channel within the planned timeframe, formulating compelling calls to action that guide the audience towards the brand's desired goal at every step along the buyer's journey.