Campaign idea
One idea for a launch, written so every channel can carry it and handed over as a brief for the first ads.
A campaign idea is one line and one image that hold on a homepage hero, a six-second video and a trade-show banner. We write three routes from the positioning, mock each one up as a hero, a post and an ad, and choose one with you. Then we write the brief for the first ad batch, whether we make those ads or your team does.
For Founders and heads of marketing at B2B companies launching a product, entering a new market, announcing a raise or rolling out a rebrand.
You need this when
- 01
Your last launch was a blog post and an email, and few buyers noticed.
- 02
The site, the ads and social each say something different during the same launch.
- 03
Your ads list features and look like every competitor’s.
What’s included.
Campaign routes
Three routes written from the positioning, each with a line, the reason it fits your buyer and the risk it carries.
Key visual
One image or frame that carries the line, designed to crop from a 9:16 story to a 16:9 banner.
Routes in place
Each route mocked up as a homepage hero, a social post and a first ad, so you compare them as buyers would see them.
Line test
Where budget allows, two or three lines run as small paid tests on Meta or TikTok before the full rollout.
Rollout plan
Which channels carry the idea, in what order and in which formats, agreed with whoever runs site, ads and email.
Creative brief
A written brief for the first ad batch: angles, hooks, formats and what to test first.
How it runs.
Runs as a Sprint of 1–4 weeks, and the first creative batch built on it takes 2–3 weeks.
- 01 · Brief
We agree the launch, the buyer, the date and what someone should do after seeing the campaign.
- 02 · Routes
We write three routes, mock each one up and walk you through the reasoning and the risk of each.
- 03 · Choose and test
You choose one route; where budget allows, we test two or three lines on Meta or TikTok first.
- 04 · Hand over
The line, key visual and creative brief go to whoever makes and runs the ads, our team or yours, with a rollout plan by channel.
Deliverables
- Three campaign routes with rationale
- Campaign line and supporting copy
- Key visual in 9:16, 4:5, 1:1 and 16:9
- Homepage hero, social post and ad mock-ups for each route
- Rollout plan by channel and date
- Creative brief for the first ad batch
- Line test readout, if a test is run
Works with
What buyers ask.
We sell B2B. Do we need a campaign idea?
If buyers need to remember you between the first ad and the sales call, yes. One line and one visual repeated on the site, in ads and in email are easier to recall than a new message on each channel.
How do we know the idea works before we spend?
You see each route in place before you choose, and where budget allows we run two or three lines as small paid tests. A test shows which line holds attention; it doesn’t predict sales.
Can our in-house team or media agency run it?
Yes. The line, key visual, rollout plan and creative brief are written so any team can produce from them. Or we make the ads and run the paid media, so the idea, the ads and the spend sit with one team.
Pairs well with
Briefs and shot lists so every shot or generated image fits the brand.
Let’s build your pipeline.
Tell us what you sell, who buys it and roughly what a customer is worth to you. We reply with questions, then a written proposal.