From Brief to Campaign

Four illustrative project approaches

These examples describe how a project could be planned. They are not client case studies, completed engagements, or claims of campaign results.

01 · Facebook Advertising

The brief: An online business wants a clearer plan for promoting one product range.

The approach: Clarify the offer, customer questions, purchase journey, and campaign objective. Build audience hypotheses and a small set of creative concepts with distinct messages. Check that the landing page answers the promise made in the ad.

Review plan: Agree the budget, testing period, and meaningful outcomes before launch. Compare creative ideas using the same business objective, and record what changes between tests.

Example deliverables: A campaign brief, creative test matrix, landing-page review notes, and reporting outline.

02 · Google Advertising

The brief: A service business wants to reach people actively searching for relevant help.

The approach: Group search themes by intent. Match each theme to a clear service page and a useful next action. Review the offer, geography, contact experience, and questions a prospective customer needs answered.

Review plan: Agree what counts as a useful enquiry, then review search relevance and lead quality alongside campaign costs.

Example deliverables: Keyword themes, campaign structure, message ideas, and a lead-quality review template.

03 · Social Media Campaign

The brief: A brand needs a consistent story across its content and advertising.

The approach: Organize content around customer questions, product education, brand trust, and a clear call to action. Develop a manageable content calendar and creative variations suited to each channel.

Review plan: Connect each content theme to its purpose. Review conversations, useful enquiries, and business outcomes rather than judging every post by the same metric.

Example deliverables: Content pillars, a calendar, message guidelines, and creative briefs.

04 · Tracking & Analytics

The brief: A business wants a clearer picture of the actions customers take on its website.

The approach: Map important actions and the questions they should answer. Document where each event occurs, which tools are involved, and who owns implementation. Plan consent and privacy requirements before collecting data.

Review plan: Test representative user journeys, inspect the recorded actions, and document known limitations. Keep a handover checklist so future site changes can be checked.

Example deliverables: A measurement brief, event map, test checklist, and handover notes.

Your project starts with a conversation

Tell me about your business, current challenges, and goals. We can discuss which approach fits your needs and agree the scope before work begins.

Discuss your project →   Back to Portfolio