Campaign Management
A launch calendar that survived contact with reality
Six weeks, three channels, one number everybody watched.
- Client
- Loom & Larder
- Year
- 2025
- Role
- Planning, buying, reporting
- Stack
- Meta, Google, TikTok, Looker Studio
- 6 wk Launch window
- 3 Channels
- 1 North-star metric
01 The brief
A product launch with three stakeholders who each had a different definition of success.
02 The brainstorm
Most launches fail in the planning meeting, not the execution — because nobody agrees what the number is, so every channel gets judged by a different one.
We spent the first session picking a single north-star metric (first-time purchasers) and explicitly demoting everything else to diagnostics. Reach, engagement and CTR stayed on the dashboard but under a line labelled 'not decisions'.
That line is the most useful thing I have ever put in a report.
03 The build
A six-week calendar with a fixed weekly read, budget reallocation only at the week boundary, and a written kill rule for each channel.
04 The result
The launch hit target with two weeks to spare and TikTok was cut in week three without a meeting, because the kill rule had already been agreed.
