We need to talk about campaign strategy. Those perfectly curated Instagram feeds you idolise? They don’t work the way you think they do.


This is the secret that no one is telling you – having a perfect curated feed only matters when your customers or audience care deeply about that too.

When I say “care deeply”, I mean the majority of your customers heavily curate their own Instagram feed. Do they? Please answer this honestly before investing into what your feed looks like before its performance. Yes, the feed should look good enough. But more importantly, the strategy behind each post should be moving towards a goal, at all times.

Campaign strategy, or in this case content strategy, is more important than the way your feed looks.
Just one example of an Instagram feed that doesn’t look good and the audience doesn’t care.

More importantly though, the strategy behind each post should be moving towards a goal, at all times. One business who does this well is Frank Body. Today, I want to walk you through one of their incredibly successful campaigns to show you campaign strategy at its finest. Then, I’ll dive into the lessons even further below the video so you can take those same core strategies back into your business.

Shall we?

6 campaign strategy ideas you can borrow from Frank Body

Let’s apply each campaign strategy to your business

Here are some clear cut examples of how you can take each of these strategies and implement them in your own business

Build anticipation or rest

Your business is always in two phases – in-campaign or out-campaign. If you’re in-campaign, you need to be working as hard as you can to tell the whole world about it. If you’re out-campaign, you have two options – consciously rest your audience from sales messages to prepare for your next campaign or start leading into your next campaign.

You should always have a clear idea of what stage you are at and what posts should be going live at which time. This doesn’t require a lot of planning, you just have to make the decision.

  • Just completed a sales campaign? Rest your audience.
  • Haven’t done a sale in a while? Push and double-down on content that supports that goal.
  • Want to give back to your community? Giveaway a prize, push and double-down.
  • Just finished an in-depth giveaway? Rest your audience.

Stagger prizes

This has been such a successful part of my marketing efforts that I now do this for all giveaways, even when it’s a flash giveaway designed to boost our engagement on social media. Put up a prize, then put up another prize later. Why? Because you care about your audience and one prize is not enough to say thank you for their support. You can afford it, trust me – the positive sentiment you gain when you give more than you should is worth the extra dollars.

Part of your campaign strategy should be factoring in additional prizes that build up hype and keep everyone interested.
We wear the cost of extra prizes because it’s worth giving back more than your audience expects.

Strategy first, then content

I know what it’s like when you’re just starting out with your business – you don’t have time to sit down and plan out your campaign strategy (or any strategy) every week. But what you can do is ask yourself these four questions before you post anywhere:

  • How is this relevant to my audience?
  • What’s in this for them?
  • How will this help me achieve X (where X is your current business goal)?
  • Am I just tooting my horn for my own purposes?

You don’t need a team to create mini-campaigns, whether sales or giveaways. You just need to have your goals at the front of your mind always and deliver content that supports that.

Campaign strategy and content strategy should stem from how your current posts are performing.
Your campaign (or content) strategy should stem from the results of your posts.

Pick what’s right for you

I’m going to be honest with you – campaigns are hard work. If you don’t have the time to put together a campaign strategy, you probably lack the resources to pull off a limited edition product sales campaign or a big-ticket item giveaway campaign. This doesn’t mean you can’t run a campaign but it does mean you need to work within your constraints.

  • Small budget? No problem – let’s put together a campaign strategy that leverages as many free channels as we can.
  • No time? You don’t even need a campaign strategy – let’s run a week of flash giveaways on Instagram to celebrate anything we can think of.
  • Cool prize? Your customers are going to be so excited about potentially winning the prize that you can factor in word-of-mouth as part of your campaign strategy.

Give a little, take a little

Sales campaigns are great for the business, but they can often leave the consumer less invested in the brand because you’ve asked a lot of them without giving anything back. What I loved most about Frank’s Shimmer Scrub campaign was the additional prize which was almost pain-free to go in the running to win.

You know what your customers love? Free stuff. If you can give something extra when you’re taking their money or time, they’re going to love you for it.

Consumers want brands to give without campaign strategy.
Just because giveaways are one of my favourite ways to re-engage your community and give without taking.

Scarcity works

This one is super simple – time limits and limited stock are going to make your customers act. Use it in as many ways you can think of.

I want to wrap up this post with one thought about social media and learning from businesses doing it well.

It’s far too easy to slip into consumption mode on social media where you scroll endlessly, without aim. After reading this blog post, you know that the best and biggest brands have a campaign strategy behind every post and now I challenge you to start seeking out strategy from the brands you look up to most.

What can you see in their posts that you can repurpose for your own business? Go deeper than the image and figure out why they’re posting what they’re posting.

A strategy is a means to achieve your goal and once you learn to recognise it, you can implement it into your business. More importantly, once you have practiced implementing it, you can package it in a way that suits your brand. THIS is Frank’s secret – achieving their business goals but presenting it in a way that speaks to their audience.

Go forth and strategise (or hire me to help you)!


Lucy Bloomfield
Lucy Bloomfield

Marketing campaigns are my jam, but I also get a kick out of designing and writing kick-ass landing pages that convert. I am easily bribed with vegan chocolate (but sshh, I didn't tell you!).

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