Social media campaigns.
A campaign exists to do something: bring in members, customers or bookings, and put distance between you and whoever else is competing for the same attention. We start by working out what you genuinely have that the others cannot claim — then plan a sequence that carries it over weeks instead of spending it in one post.
How we work
Four steps, in this order.
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01
Assessment
What is already there and what is actually happening: your channel and its reach, who follows it, what the competition is doing, and what the occasion is. Nothing is produced before this is written down.
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02
Your own strengths
What you have that the others cannot claim. It is usually more concrete than a slogan — a room, a piece of equipment, a range of classes, a location. That becomes the line the whole campaign is built on.
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03
Release plan
A fixed schedule across the weeks around the occasion: what is announced when, where the teasers sit, where the reveal sits. The arc is the point — it holds attention over time rather than spending it at once, and it gives followers a reason to keep watching.
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04
Production and handover
Everything the plan calls for, built from one design system, plus the files and instructions to carry on afterwards.
The package
What the plan includes.
The assessment ends in a plan. The plan names all of this, and the scope is agreed before anything is produced.
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Positioning and message
The one line the campaign is built on, and the reasoning behind it.
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Editorial plan
Feed, stories and reels laid out across the weeks, each item briefed well enough that someone else could produce it.
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Art direction
How it looks and why — decided once, against the message, not per post.
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Design system and templates
Format, colour, typeface, logo and margins fixed centrally, so the series reads as a series and new posts stay consistent.
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Production and copy
The assets themselves, the text that goes with them, image work and compositing from the material that already exists.
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Handover and documentation
Source files and plain-language instructions, so the system keeps working without us.
In practice
Chok Dee Bielefeld.
A martial arts school in Bielefeld is adding a second hall: over 850 m² across two floors, striking upstairs and ground work downstairs. That is a real improvement in what members get, and it opens in November.
It is also not the only news in town — a competitor in the same city has built as well and is posting about it. So the task was not to announce an opening. It was to make the difference legible, carry it across four weeks of posts, stories and reels, and turn it into trial sessions and sign-ups rather than one good day of reach.
The assessment produced the line the campaign is built on: two levels, two disciplines, one school — something the competitor cannot claim. Everything after that was produced against it: the release plan, the design system, the templates and the review page below. The campaign runs from the opening, and measurement runs with it from the first day.
What the finished work looks like — the review page the client signs off on: Chok Dee Bielefeld, campaign review
Models
Run by us, or by you.
Once the system exists, someone has to operate it. That can be us — planning, producing and publishing on the agreed schedule — or your own team, working from the templates and the plan. Most engagements land in between: we carry the launch phase, you take over once it is running.
Which way round it goes is decided when the plan is written, not before. Anything beyond that we work out in a conversation.
Contact
Let's talk about the challenge before we talk about the solution.
Whether you're building something new, untangling something existing, or simply thinking out loud — we'd like to hear about it.