The Nr1 mistake I wish I knew before my launch

I was having a strategy session with a small brand a few weeks ago and something that struck me was how conveniently the client kept mixing these 3 terms:

"Product campaign"?

"Content campaign”

"Brand campaign"

And while I may have let that slide with that client, I strongly think these are 3 terms you should NEVER confuse while planning to launch your new campaign.

I mean, how can you even come up with the right strategies if you’re not clear on the type of campaign you're running??

And trust me, I know from experience how bad this mistake was before my first launches. Because it was the reason I didn’t sell anything back then.

So let me help you better understand each of these campaign types.

• Product Campaign: Sell the product

You have an amazing product or service that solves a burning problem. It's time to showcase its practical benefits and features to your audience.?

The goal of a product campaign is often to boost purchase or at least, inquiry.

• Focus on the practical benefits and solutions your offer provides.?
• Highlight key features that set your product apart from the competition.?
• Use compelling visuals and engaging copy to grab attention.?
• Include testimonials to build trust and credibility.??

• Brand Campaign: Sell the vision

Your brand is more than just a logo or tagline—it's an experience and a promise.?

A brand campaign is your opportunity to sell the vision, values, and purpose behind your brand. You want to get your audience to say “This brand represents who I want to be”. Think campaigns like “Just do it”, “Think different”, “Impossible is nothing”...

Here's how to make it work:

• Communicate the essence of your brand and its personality.?
• Show what your brand stands for and why it matters.?
• Share inspiring stories that align with your brand's values.?
• Use emotional storytelling to create a connection with your audience.?
• Encourage user-generated content to foster brand advocacy.?

• Content Campaign: Engage, Inform, Entertain.

A content campaign is your chance to create a buzz around a specific theme. Get creative, informative, and entertaining.

The best content campaigns are connected to moments and seasonalities. Moments such as International Women's Day, Earth Day, Mental Health Week. And seasonalities like New Years, Back to School, Summer, Ramadan, Christmas or other holidays relevant to your audience.

The best content campaigns lead to further exploration or shares.?

• Select a specific theme or topic to focus on during the campaign.
• Create on-theme content through creative formats such as blog posts, videos, infographics, or a podcast series.

• Keep your content consistent and publish it over a specific period.

Now, you’re probably wondering: can all 3 campaign types intersect?

The answer is YES. They can intersect and complement each other to create a powerful marketing strategy. Especially during a launch.

Here is a great launch plan: Pre-Pre-Launch (Tease phase): Brand Campaign teaser Pre-Launch (Educate phase): Brand Campaign + Content Campaign Launch: Product Campaign + Content Campaign Post-Launch (Sustain phase): Content Campaign

But it’s important to also be very clear in not mixing them up too much. Your Brand Campaign should definitely feature your product. But the focus isn’t on selling, it’s on inspiring.?

TLDR for your next campaign:

• Are you clear on which category your marketing campaign falls into? If not, make a choice. There is power in focus.?
• Look at successful campaigns in your (or a related) industry and take inspiration from their strategies. Remember, don’t copy the content, copy the strategy.
• Experiment with combining campaign types. Sometimes, a mix of product, content, and brand campaigns can deliver great results during a launch.

PS- Don’t forget to share this newsletter with your friends to help save their next launch.

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More useful links:

Brand Academy - the women community to build + monetize your brand Shared Diversity - the diversity marketing consultancy www.sinaport.com

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