📋 The Campaign Framework
Reference — keep visible while planning. Click to collapse.
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- What is the offer? What is the customer being asked to act on now, that they could not equally act on next month?
- What is the story? What is the emotional reason the offer matters?
- How many channels carry the story in the window? Email + paid + organic + site, all saying the same thing?
- Is the window long enough? 2 weeks minimum, longer for launches.
Offer ▾
A specific reason to act now, not later. Could be:
- A price (sale, EOFY discount)
- An exclusive (early access, limited run, subscriber-only)
- A bundle (work bag + accessory set)
- A free add-on (free monogramming, free shipping above $X)
- A guarantee
- A new product launch
- A moment (Father's Day, EOFY, Christmas)
- A deadline that is already real (price change, stock ending)
"Tokyo exists" is not an offer.
"Tokyo, with free monogramming through Sunday" is an offer.
"Beltrami relaunches with the airport strap, early access for subscribers, $569 through 31 May" is an offer.
The test: is the customer being told something exists, or being given a specific reason to act now? If "told something exists" — no campaign. Just product communication.
Story ▾
The reason the offer makes emotional sense. Not features. Meaning.
- The airport moment, hands free, the bag that grows with the trip
- The dad who actually travels
- The 5-year-old briefcase that has been to four cities and three jobs
- The leather that gets better with use
The story is what makes someone care. The offer is what makes them act.
Story does the emotional work. Offer does the commercial work. Partners, not substitutes.
Repetition across channels ▾
Email + paid + organic + site banner + retargeting + stories, all telling the same story about the same offer in the same window.
One email and one banner is not repetition. It is one ping in a vacuum.
For RoF — considered purchase, high AOV, gifter-heavy — a customer needs roughly 7–12 touchpoints of the same message before they convert. Below 7 = paying for awareness with no conversion. Above 12 = saturating.
Window long enough to convert ▾
2 weeks is the minimum. Most DTC purchases at this price point involve 3–5 site visits over 1–3 weeks.
- Strong urgency (sale, hard deadline): the 10-day EOFY sale works because the offer itself is the urgency mechanism.
- Weak urgency (launch, editorial moment): needs longer (2.5–3 weeks) because awareness has to build before action makes sense.
Overlapping campaigns must tell distinguishably different stories. Beltrami: "the duffle that solves the airport problem." Briefcase Edit: "your briefcase is a tax-deductible tool." If two campaigns are saying "RoF is great work bags" in different costumes, they are the same story competing with itself — dilution, not two campaigns.
The offer toolkit (in priority order) ▾
Work down this list. Use the highest-order mechanic that fits the moment. Discount is the last resort, not the first.
- Exclusivity — the strongest brand-safe offer. Early access for subscribers, limited runs, members-only releases. No margin cost. Builds the list.
- Bundles — adds value without discounting the hero. Two products together at a small saving, or hero + accessory. Protects unit price. Lifts AOV.
- Moments — the calendar gives permission. Father's Day, EOFY, Christmas, Italian summer. The moment is the reason; the offer attaches to it.
- Add-ons — customer feels rewarded, hero stays at full price. Free monogramming, free shipping above $X, free conditioner, gift wrap. Low COGS, high perceived value.
- Guarantees — removes risk without lowering price. Extended returns, free exchanges, lifetime repair. Useful for first-time buyers.
- Discount — last resort, used surgically. Direct price reduction. Erodes brand. Trains customers to wait. Use only when the moment justifies it (EOFY, Black Friday) or for clearance. Never the default.
Walk down the list and pick the highest-order mechanic that makes the offer real. If exclusivity is enough, don't add a discount. If a bundle works, don't undercut the hero.
Week 1 — Build (broad awareness) ▾
The job: introduce the story to a cold audience. Every impression teaches something new.
Email — to the full list:
- Email 1 (Wed): announcement. The story, the news, the product.
- Email 2 (Sun): deeper angle. Community POV, founder voice, leather thread anchored in the product.
Paid: cold creative to new audiences. Hero asset (e.g. airport video) as primary. Existing converters keep running — campaign creative is added, not swapped.
Organic: 4+ posts/reels per week seeded from the hero asset. BTS, craft, leather close-ups, product-in-context. Daily stories.
Site: homepage hero campaign-themed. Product page reflects the campaign story.
Audience: broad. Everyone gets the same message. Reach × frequency.
Week 2 — Convert (targeted action) ▾
The job: close decision gaps for the audience that is already warm. Different impressions, doing different work, often to a smaller and more precise audience.
Email — segmented, not broad:
- Wed (full list): start of the next campaign — overlap moment.
- Sat/Sun (engaged non-buyers only): last-chance email — short, focused, urgency mechanism.
- Thu/Fri (cart abandoners): automated cart recovery flow.
Paid: retargeting creative to warm audiences (site visitors, cart abandoners, email engagers). High impression count to a small, high-intent pool. Different creative from Week 1.
Organic: shift from product-introduction to social proof, use-case, customer voice, founder POV. UGC if available.
Site: banner holds. Add review/social proof. Cart abandonment flow active.
Urgency mechanism activated: price change deadline, sale window, stock cap, last-chance.
Audience: segmented. Each audience gets the message that matches where they are. Precision × timing.
Different customers, different experiences in Week 2 ▾
| Customer state | What they receive in Week 2 |
|---|---|
| New subscriber (joined Week 1) | Wed full-list + Sun full-list. Clean campaign experience. |
| Opened Email 1 but did not buy | Sat/Sun last-chance + Wed/Sun full-list. Three emails. |
| Added to cart but did not checkout | Cart abandoner + last-chance + full-list. Four emails. Highest-intent audience gets the most attention. |
| Bought in Week 1 | Wed full-list + Sun full-list. Exited from the conversion stream. Not bothered. |
Not "send more to everyone," but "send precisely to who needs each message."
Awareness wants reach × frequency. Conversion wants precision × timing.
Week 1 = high reach, high frequency, broad message, cold audiences. Week 2 = lower reach to new people, higher frequency to warm people, segmented messaging, urgency activated.
Operational requirements ▾
For Week 2 conversion to actually work, three things must be in place:
- List segmentation in Klaviyo: open, click, page view, add-to-cart, purchase tags tracked.
- Cart abandoner flow built and live before Week 2 starts.
- Retargeting audiences built in Meta — site visitors, email engagers, cart abandoners as separate ad sets.
If any of these are missing, Week 2 reverts to Week 1 cadence by default.
Campaigns don't run end-to-end. They overlap by ~30%. The new campaign's Build week starts during the current campaign's Convert week.
| Week | Campaign A | Campaign B |
|---|---|---|
| 1 | Build | — |
| 2 | Convert | Build (overlap) |
| 3 | — | Convert |
Annual moments calendar — RoF-specific registers ▾
Each moment carries a different emotional register, different mechanics, different visual identity. Hold the distinctions to prevent the brand from running every campaign in the same voice.
EOFY (mid-June, financial year end 30 June) ▾
Register: sale event. Black Friday cousin, not boutique.
Visual identity: loud, retail-direct. Dark background, Brunello accents, offer-number prominent.
Offer mechanics: discount (20–40%) + GWP tiers + tax-deductibility angle for work bags.
Story: "Sale" is the story. Don't overdress it. Briefcases get the tax angle as the meaningful sub-story.
Window: 10 days. Don't extend.
Audience: work-bag professionals and gift-buyers. Two creative streams in parallel.
What NOT to do: run it as a brand event. Italian summer imagery. Telegraph for 9 days beforehand. "20–40% off" if deep-discount items can't back the claim.
Father's Day (early Sept Australia, first Sunday) ▾
Register: personal, gift-focused, on-narrative for the customer who actually travels.
Visual identity: warmer, more editorial than EOFY. Lifestyle-led, not offer-led.
Offer mechanics: add-ons (free embossing, free conditioner), bundles, occasional GWPs. Not a discount moment.
Story: "For the dad who actually travels." "The bag he'll have in five years." Embossing as the personalisation moment.
Window: mid-July → late August (6 weeks of build, peak in mid-August).
Audience: gifter-heavy. Female-skewing buyer; male-skewing recipient.
What NOT to do: discount. Treat it as a sale. Skip the personalisation angle.
Christmas (early Nov → mid-Dec) ▾
Register: reflective, generous, gift-centred. Longest considered-purchase window of the year.
Visual identity: Forest colour family, warm lifestyle photography, gift-presentation focus.
Offer mechanics: bundles, gift sets, free embossing, free gift wrapping. Possibly a BFCM discount moment inside the broader Christmas window — decide deliberately.
Story: "The gift that gets better with the years." The longevity argument lands hardest at Christmas.
Window: 6 weeks. BFCM as a discount moment inside, otherwise full-price gifting.
Audience: heavy gifter, broad demographic. Both self-buyers and gifters.
What NOT to do: skip BFCM (you lose share) but don't make BFCM the whole campaign.
Italian summer / July editorial ▾
Register: editorial, brand-led, no commercial pressure. Breathing-room window between EOFY and Father's Day.
Visual identity: "Leather where it lives" — Tuscan light, place-as-source, observational not aspirational.
Offer mechanics: none. This is brand-building.
Story: the leather, the place, the makers. Long-form, photographic, slower-paced.
Window: all of July, light cadence.
Audience: existing customers and warm followers. Reinforces brand equity for considered buyers acting at Father's Day or Christmas.
What NOT to do: try to make it commercial. Polluting it with offers undermines its job.
Post-Christmas / January quiet ▾
Register: care, longevity, customer support. The moment when last year's gifts need conditioning.
Visual identity: quiet, warm, indoor.
Offer mechanics: care-product features, leather guides, maintenance content. Possibly soft discount on accessories only.
Story: "Now that you have the bag, here's how to care for it." Conditioner front and centre.
Window: all of January, low cadence.
What NOT to do: push new products hard. Customers are spent. Retention + brand reinforcement, not acquisition.
Mid-year and shoulder seasons (Feb–May, Sept) ▾
Register: product-led, no manufactured moment.
Offer mechanics: exclusivity (early access, limited runs, restocks). Product launches. New leathers, colourways, styles. Bundle launches.
Story: whatever the product is. The product itself is the story.
Window: 2-week campaigns per product launch, overlap into the next.
What NOT to do: invent calendar moments that do not exist ("Spring sale!"). Let the products carry the season.
Lessons learned — update after each major campaign ▾
This section grows. After each campaign, capture what worked and what didn't. The institutional memory protects against repeating mistakes.
EOFY 2026: To be filled in post-campaign.
Beltrami relaunch May 2026: To be filled in post-campaign.
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