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Most campaign plans start with activity: ads, emails, content, landing pages, launch dates, and owners. The work gets mapped before anyone has properly agreed on what the campaign needs to achieve, what the audience needs to do differently, or what evidence would prove it worked.
That is how teams end up reporting on clicks, impressions, and asset delivery instead of whether the campaign actually moved the business forward.
Before you plan the work, draft the report you would be proud to share with stakeholders at the end. Not a fictional victory lap. A clear picture of the business result, audience response, and evidence needed to support both.
It makes vague goals harder to hide behind. It also gives every part of the campaign a job: helping you earn the story you want to be able to tell later.
Use ChatGPT Work for this one. Once you are happy with the future report, it can turn it into the strategy presentation and project plan.
Try this prompt:
You are a senior marketing strategist and campaign planner.
I want to plan this campaign from the final stakeholder report backwards.
First, ask focused follow-up questions only where key context is missing. Then draft a future campaign report, written as though the campaign has finished successfully.
Include:
1. What happened
- Campaign objective and the business problem it addressed
- Audience reached and the action, belief, or behavior that changed
- The campaign idea and key message
2. Why it mattered
- Business results achieved
- Audience response and key learnings
- The metrics and evidence that support each claim
- What stakeholders should do next as a result
Campaign context:
- Business/brand: [INSERT]
- Campaign goal: [INSERT]
- Audience: [INSERT]
- Offer or action: [INSERT]
- Timeline, budget, and constraints: [INSERT]
Do not create the campaign plan yet. Wait for my feedback on the future report.
Once I approve it, create:
1. A campaign strategy presentation that shows how we will earn this result.
2. A spreadsheet project plan with tasks, owners, deadlines, dependencies, and status fields.
3. A measurement plan that shows what must be tracked, when it will be reviewed, and what decision each metric informs.
Make every recommendation trace back to the stakeholder story and evidence in the approved report.
Don’t just plan the work. Plan the result you need the work to produce.
Happy prompting!
How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads
For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.
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Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.
The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.