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TOTW 19: The essentials of a marketing campaign

Tip of the Week #19

A marketing campaign is a concentrated set of messages using a variety of channels to promote a brand or product to a new audience.  It is more than just the social media posting that is done on a day-to-day basis, because it has a defined goal that is measurable, which tells you if the messaging, target-audience and channels are the right ones to increase the sales of what you are marketing. 

Here are the 4 ‘must-haves’ of any marketing campaign you want to run:

  1. Have a plan:  identify exactly what you want to promote in your campaign and set a goal for what you consider a successful campaign will achieve.  That can be leads generated or units sold or a financial target.  You may want to make it even more focused by running it on a single platform or channel so that you can gauge the reach and impact your messages have. 

  2. Identify the target market: This is a cornerstone of any campaign and should be detailed in terms of the demographics of your ideal client but also understanding at what stage they are at in the buying process.  If you are marketing an innovative product then you need to target early adopters who are willing to try out new things.  If you are marketing a staple offering from your value ladder then you will target the majority audience who are looking for something with a track record. 

  3. Design your content: Design your content around a single, powerful message that grabs their attention: This should contain your ‘WHY’ and the difference you make 

  4. Results: To be able to achieve results, you need to frequently refer to the original goals you set and measure your progress.  If it is working do more of it but if it is not delivering the results you want then change what you are doing to get a different result.  This re-calibration is crucial in a responsive campaign.

The Dove campaign for real beauty is a great example:


Plan: = change the stereotypes about what physical beauty in women really is.   

Target Market = Anyone who does not ‘fit into' the stereotype of physically beautiful women (media/fashion/social imagery). Three facts were the foundation for the campaign, only 2% of women called themselves beautiful, 72% describe themselves as average and 68% felt that the media and advertising set an unrealistic standard of physical beauty that most women could never attain. 

Design content = Real women, real beauty was set around a single statement; We (Dove) believe beauty should be a source of confidence and not anxiety.  We are here to help women everywhere develop a positive relationship with the way they look, helping them to raise their self-esteem and realise their full potential.  


Not a mention of soap or deodorant anywhere!

• Dove did not conform to industry standards but appealed to women everywhere who were tired of trying to fit in.

• They took the decision that this would be their brand identity and spent a decade reinforcing that message

• They created a buzz that gave them free marketing coverage as women discussed it (word of mouth)

Marketing campaigns require planning, innovation, imagination, and research to be successful.  Be clear about what you want to achieve then devise the best message and channels to reach your ideal customer with that message.  


Happy to talk through your next campaign if you have something in mind.

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