Example of Campaign Planning - My Approach

A visual showcase of my approach to strategic campaign planning for Beyond Meat. Showcasing how I present concepts and include all aspects of the brand's internal work to achieve a cohesive strategy, as well as a consistent brand narrative across various tactics and platforms.

(1) A Strong Campaign Mission Statement; Used to kick off the campaign strategic approach, as well as serve as the north star for the campaign efforts. Unites cross-functional teams and aligns complex partnership involvement and/or vendor briefing. The campaign strategy is based on a data and foundational analytical structure that gives our team the foresight to shape the market with our campaign strategy/executions rather than respond to it and build solutions that connect with customers.

(2) Media Buying Approach: Pending budget and goals, a campaign-specific media buying strategy outline with actionable tactics to align paid media efforts and unite partnership goals/KPIs. A set of expectations for all partnerships to achieve our goals.

(3) Creative Messaging Strategy & Tactics: Define the goal of our creative messaging and storytelling. Identify key brand/product pillars to focus on throughout the campaign in addition to platform usage/optimization for each pillar -providing more context to the team on where certain types of creative will live and how our campaign pillar will be communicated across creative formats.

(4) Campaign Heat Map & Strategic Timeline: Visual of all layers of the campaign across a strategic "heat map", ensuring that the campaign is deploying content aligning with seasonal, tentpole, and industry events. Provides visual campaign overview to showcase coverage across strategic tactics as well as how the brand will align with cultural events. Continuously monitoring and measuring campaign impact to ensure we’re remaining innovative. Each campaign is optimized by deep data analysis of previous campaign efforts.

Partner relationships (showcased on heat maps) are essential to most brand's campaign success. I focus on deep collaboration to achieve mutual goals and KPIs, ensuring our partners’ messages are placed strategically in a safe environment and reach a highly qualified, action-ready audience. Relationship growth and repeat business show our brand's goals align with partner goals and drive change in the industry. Creating a win-win scenario for all parties;

(5) Campaign Content Buckets: Outlines the buckets we are focusing on for all of our tactics that will lead to success. It's almost like the ingredients to a successful campaign, laddering up to the campaign goal and overall strategy.

(6) Campaign Creative Examples: Showcase examples of creative buckets coming to life.

(7) Campaign Social Heat Map: Visual of all potential social events the brand can align with through various efforts or shift mid-campaign to focus on various social moments pending cultural trends and campaign performance.

(8) Campaign Goals: Outline of specific goal(s) for the campaign and strategic tactics to achieve the overarching campaign "win". It's crucial to define the "win" while campaign planning and imagine the case study you want to be able to share when it's over, then reserve engineer your creative and strategy to achieve the results you desire. Success and over-performance should never be a surprise.

(9) Media Outlet Paid, Owned, Earned: Define how each distribution channel/strategy will be utilized in your campaign and the type of creative needed for each, this preparation is key for detailed proactive ideation and organization of shot lists for any photo or video shoots. Additionally, how any assets will be used if partnering with creators, to ensure usage rights are properly negotiated.

(10) PR & Non-Standard Campaign Unit Social Stunts: Outline how these tactics will be utilized to complement the campaign or potentially launch the campaign, aligning with a key tentpole date or event for strategic alignment within the overall campaign.

(11) Campaign Activations: Showcase how the brand will capitalize on key cultural moments across pop culture, consumer holidays, and industry events to stay top of mind with experiential activations, pop-ups or potential partnerships with larger events like Coachella, SXSW, NBA Finals, etc.

(12) Creative Outline by Audience Segmentation: Clear outline of the target segments chosen for the campaign, the creative aligned with each segment (based on data/insights/testing), targeting outline as well as a brief description of the archetype to showcase why they are being included in the campaign. The archetype outline additionally helps with additional creative ideation and ideas for shot lists, to ensure you have enough assets for the campaign to run a few A/B tests as well as run multiple units and optimize into the top-performing creative. The prep work allows for a seamless pre-pro process and a more streamlined production work stream and a healthy campaign assets bank.

(13) Campaign Key Dates Call-Out - Wraps up the campaign strategy and planning outline with key dates for the campaign to call out to the entire team, especially for production planning purposes. This showcases dates that are key tentpole moments that creatively may deem deeper strategic concepts and additional budget pending the activations, the creative themes, and potential need to tap into your network of creatives for a different aesthetic or specialty (i.e. pop-up team for Coachella).

Beyond Meat - Campaign Planning Example