[ Journal / 8 ]
What we have learned running campaigns, written down. Figures from the record, not from the deck.
[ Latest ]1 min readEvent ProductionPaid Media
Forty thousand tickets in two hours is a planning result
A sell-out that fast is not luck on the day. It is the weeks before, when the demand was found, warmed and pointed at one link.
021 min
Test the creative before you scale the budget
Most wasted media spend is not a targeting problem. It is a single creative bet made before anyone knew whether it worked.
Paid Media / Creative
031 min
Out-of-home is content with a media buy attached
A billboard reaches the people who drive past it once. The photograph of it reaches everyone else, repeatedly, for free.
Billboards & OOH / Strategy
041 min
The list is the asset, not the sell-out
A sold-out event that leaves you with no owned audience means paying full price for attention all over again next time.
Event Production / Strategy
051 min
Pre-saves are the first week, before the first week
A release does not start on release day. The chart position is mostly decided by what was captured in the fortnight before it.
Strategy / Paid Media
061 min
A creator audience is not automatically a customer audience
Enormous reach makes the top of the funnel easy and gives you a false read on everything below it.
Strategy / Paid Media
071 min
The return on the top campaign is the number to manage to
A blended return hides the spread. The campaigns at the top of the account are where the budget should go, and finding them is the job.
Paid Media
081 min
On TikTok, the creates are the distribution
Views are what happens to your video. Creates are what happens with your sound, and that is where a record travels.
Creative / Paid Media