Campaign Strategy
Part of Influencer marketing strategy for Australian brands
Choosing a campaign objective before approaching creators
Choose one influencer campaign objective, match it to usable evidence and check that the brief is ready before creator outreach.
Choose the objective before contacting creators so each person can assess the same job. Write down the audience, the change you want, the action available to that audience and the evidence you will accept.
“Create buzz” is too vague to guide a brief. “Help first-time buyers understand how the product fits their space” can guide both content and review.
Key Elements of a Clear Campaign Objective
- Audience
- Clearly defined (e.g., Melbourne renters considering compact furniture)
- Desired Change
- Help customers understand product fit in small spaces
- Available Action
- View available sizes on the current product page
- Evidence of Success
- Tagged-link visits, qualified enquiries, or orders
Start with the customer decision
Ask what stops the intended customer from taking the next step. Do they lack awareness, need to see the product used, need reassurance about a practical detail, or already understand it and need a timely offer?
Choose the closest answer as the campaign’s primary job. Australian Government marketing guidance covers identifying target customers, setting goals and time frames, and choosing marketing activities.
State the campaign period and where the offer is available. The objective should describe an outcome creator content can plausibly influence. “Bring interested viewers to the current product page” gives a creator a clear call to action if the page is ready and the post format supports that route.
Select evidence that fits the job
| Primary job | Question at review | Evidence to request or record |
|---|---|---|
| Introduce an unfamiliar offer | Was the content delivered to a relevant audience? | Post-level reach or views, format, dates and available audience geography. Views may include repeat viewing. |
| Explain a product | Did the content answer the specified uncertainty? | The published explanation and relevant audience questions, read as qualitative feedback. |
| Encourage a site visit | Did people use the intended route? | Tagged-link visits and the condition of the destination during the campaign. |
| Generate enquiries or orders | Were relevant actions recorded? | Qualified enquiries or orders, with other activity and attribution limits noted. |
These measures help review the campaign; they do not establish causation on their own. A tagged link records traffic from people who clicked that route. It misses a viewer who later searches for the brand or visits a store.
If the organisation uses analytics, check what the available reports measure and how they describe any attributed conversions. Decide in advance what would count as a useful result and how the report will describe uncertainty.
Test the objective before outreach
Give the draft objective to someone outside the campaign team. Can they identify the customer and the content that would help? Can the brand supply verified product facts or a real experience? Is the next action available?
Refine the objective if any answer is unclear before asking creators for ideas or fees.
For example, a hypothetical brief might say: “Help Melbourne renters considering a compact dining table understand its assembled footprint, then invite them to view the available sizes.”
A creator can propose a demonstration, while the brand checks dimensions, availability and destination. A request for “three engaging posts” gives neither party that direction.
Keep secondary goals secondary. A demonstration may also earn views and comments, but assess it against its agreed primary job.
Afterwards, review the evidence and its limits, then decide whether the next brief needs wider reach, a clearer explanation, a better offer or a different channel.
