The Ultimate Guide to Marketing Campaigns

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From P&G’s “Thank You, Mom” to American Express’s “Small Business Saturday” to Dos Equis’s “Most Interesting Man in the World,” marketing campaigns have a way of sticking with us long after an impression or purchase.

Why is that? Well, campaigns make companies memorable. They promote a focused effort that guides consumers towards a desired action. They also give brands identity, personality, and emotion.

Marketing campaigns can do the same for your business. That’s why we’ve compiled this guide — to provide a clear, concise approach to your next campaign. Keep reading to get started or use the links below to jump ahead.

Marketing campaigns don’t include all marketing efforts for a brand. In fact, the word “campaign” is defined as “a connected series of operations designed to bring about a particular result.” That’s why politicians campaign for a specific election and militaries campaign for a specific battle.

Great marketing campaigns follow a consistent theme and promote a single or focused idea or goal (as we’ll discuss.)

For example, every Nike advertisement you see or hear on the way to work probably isn’t part of a campaign. But, if you see a Nike billboard, scroll past a Nike

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