A florist wants more Mother’s Day orders. Three weeks before, the team posts a bouquet a day. Some do well, some do not, and on the Monday after nobody can say whether the posts brought a single order.
That was a batch of posts about the same occasion. A social media campaign is a set of posts with one job, a time frame and a way to tell whether the job got done. The difference is decided before the first post is written.
01The direction
Pick one goal and the signal that shows it.
A campaign with three goals is three half campaigns. Choose the one that matters most for these weeks: orders, bookings, sign-ups or people who know about a new place. Then write down the signal you will look at, the thing you can actually count.
A goal nobody can check
More awareness for Mother’s Day
A goal with its signal
Bouquet orders with pickup on Saturday. Signal: clicks on the order link and orders mentioning Instagram.
Add who the campaign speaks to and when it runs. “People who buy flowers for their mother, mostly in the last week, often on the last day” is more useful than “women 25–45”. If you keep an audience persona, name it here.
02The plan
Plan it week by week, not post by post.
Start with what each week has to do, then fill it with ideas. People decide late for occasions like this one, so the weeks are not equal.
- Week one: show the choice.The bouquets, the sizes and the prices, plainly. People save posts they will need later.
- Week two: answer what stops people.Can I order for pickup? Until when? What if I order for someone in another city? Each question is a post.
- The last days: make it easy.The last order time, what is still available, a reminder in stories on the day before.
Tie each idea to one of your content pillars, so the campaign still sounds like the rest of the account. Mix the formats: a short video every few posts carries the process behind a bouquet better than a photo does.
03The briefs
Give every post a brief before anyone writes it.
A brief is a few lines: what this post has to do, for whom, which fact or offer it carries and where it sends people. It takes a minute to write and saves the rounds of “this is nice, but what is it for?”
An idea
Post about the pickup option
A brief
For people who order late. One thing: you can order until Friday 18:00 and pick up on Saturday from 8:00. Ends with the order link.
Briefs are also where facts get checked. An opening hour or a price written into twelve posts is twelve places to fix when it changes, so keep them in one place and let every brief point there.
04The end
Close it with a lesson the next one will use.
When the campaign ends, look at the signal you chose at the start, not at everything at once. Did orders come in? Which posts were opened before them? What did people ask about that you did not plan for?
A lesson that stays in the report is forgotten by the next campaign.
Write two or three lessons as decisions: “the pickup post brought the most order clicks, open with it next year”. Keep them where the next campaign is planned. This is what campaign planning in Kanso is built around: direction, plan, briefs handed to writing, and lessons that stay with the brand.
