Guidelines

Nature: organic reach

Other comms go through these same channels and with the updates there's a spirit of putting words and images out into the ether and not knowing exactly who cares. Posts kind of builds up over time and people can dip in and out of them. A campaign launch however should feel different

It should be obvious and noteworthy

Stand out from regular updates. A new campaign might bring new colours and a new style. It should certainly bring new imagery. In a series of posts there should be a full stop and a line break before the headline of a new campaign.

Timely preparation is all but essential

To get closure on normal comms and create the space for a new campaign requires planning and time.

Different channels with similar content

Let's avoid putting the same exact message out to more than one channel, that's too spammy. Instead we can have different ideas for different channels, where we talk to [potentially] different people, in different ways, but the imagery, campaign titles and calls to action should be recognisably part of the same release – like promoting an album, the exact message might be different with each post but the artwork clearly the artwork for that albun.