Created from a single voice note with Agent Craft
LinkedIn
The biggest campaign flops I've seen weren't the ones that blew up.…
The biggest campaign flops I've seen weren't the ones that blew up. They were the ones that never needed to happen in the first place. And I bet you're guilty of it too... Here's the pattern: a campaign is running well. Consistent results, predictable performance, solid returns. Then the new quarterly plan rolls around and there's pressure to show something new. Not better optimisation. Something new. So the working campaign gets killed to fund the next one. That's not a good decision, you know it - but you do it anyway, perhaps it's even a habit now. The average campaign length right now is around four months. The campaigns people still remember, the ones that actually built brands, ran for decades. That gap isn't a coincidence. Marketers are too close to their own work. You're living inside a campaign almost every day. Of course you get tired of it. But your customers aren't seeing it the same way you are, and your boredom is not a business reason to pull the budget. It's not always the marketers fault - pressure can come from your founder or CEO. I don't know a single founder who like losing money. Not one. So perhaps the issue is that we are interpreting a request to look for more alpha, as a request to put all your eggs into one basket and shoot for the moon. Communication is a funny thing. The smarter move is to run tighter secondary pods. Smaller experimental campaigns running in parallel, testing the new idea while the control keeps running. You only scale the new one if it outperforms what's already working. T he problem is most teams don't have the infrastructure to run experimentation properly, so they default to replacing rather than testing. They take the budget from a campaign that's delivering and hand it to something completely unproven. You lose predictable results. What you gain is entirely uncertain. If a campaign is working, your job is to protect it while you test around it. Not replace it because the calendar flipped.
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