One Last Thing to Do Before Launching Your Marketing Campaign

To start working on a project, you need a precise picture of your business objectives, target audience, and competition. In other words, you need the trifecta: a clear brief, benchmarks/competitors research, and targeted KPIs.
But it’s not enough. The action plan is missing.
Defined KPIs and benchmarks will guide you and help you evaluate the success of your advertising campaign, but you need a roadmap.
Do go gentle into that campaign,
Growth Marketing should burn and rave strategically!
Before launching the ad campaign, we plan how it will look and establish different tactics and backups. Backups are crucial. All roads lead to Rome, but some go faster than others. Roadworks, traffic jams, or competition can block our Internet highways of choice.
We need to plan alternative routes.
We call it the learning agenda process — it’s a structure allowing you to launch campaigns quickly and with minimal costs.
Learning agenda — what is it?
Essentially, it’s a simple framework that contains information about our product, audience, and the key message we want to convey to the user.
When launching campaigns, we often encounter a problem. We find the right audience, create a message, and traffic starts pouring. Great! But after a while, the audience burns out, the message stops working, and we haven’t achieved our goals yet.
Restructuring the entire campaign at this point is challenging. And time-consuming.
It’s a loss of money and energy.
The learning agenda helps avoid this obstacle and increases the effectiveness of advertising placements even before the launch. This way, you’re preemptively allocating time for testing and immediately have multiple options for running the advertising campaign.
That’s the key to media planning and the sustainability of advertising campaign results.
How to Create the Learning Agenda
The goal is to think of as many hypotheses as possible to help us sell the product to different audience segments. Based on the brief, category analytics, and competitors’ analysis, we can identify the key questions that help formulate hypotheses.
A strategist is responsible for the first stage of the Learning Agenda. They should understand who interacts with the product. And how they interact with it.
We use the following questions to structure our plan:
- Who’s the target audience: gender, age, income, location, marital status?
- What are the specific interests of the target audience: professional activities, hobbies, interests?
- Why and for what purpose do they buy OR not our product?
- If they are not buying our product yet, how could it help them, and what problem could it solve?
- What does the purchasing process look like, offline or online?
- What are the unique advantages of the product and key differences from competitors?
These answers will help find touchpoints between the audience and the product.
In the next stage, the media strategist comes into play. Using the tools (statistical data collection and platform monitoring systems), they determine this:
- In which channels and platforms can we find our audience?
- Can they be technically targeted?
- Is there a sufficient volume of our target audience in each channel?
With the answers to these questions, we can build a wide range of hypotheses to use during the campaign.
The process of hypothesis building
To build our hypotheses, we first:
- Describe the product’s unique selling proposition (USP)
- Identify and segment the target audience
- Identify channels and estimate the volume of actions specific to each segment we can obtain from the channel (+ based on the audience volume on the channel) and potential conversions based on the benchmarks found (in the previous stage)
With this data available, we can build our hypothesis. We need to:
- Estimate the volume of investments by channel for the different hypotheses. (I will provide more details in an upcoming article about “Value-Based Placing.”)
- Create messages for each audience segment with the key USPs of the product.

Selecting the hypotheses
We have generated numerous (potentially dozens) hypotheses that could lead to purchases. How do we identify the most effective ones?
We recommend focusing on the following points:
- Audience size — the larger and more active the audience we can identify, the better
- Proximity to purchase — how “hot” the segment identified is
- Ease of testing the hypothesis — how cheaply the business can test it? The simplest and cheapest testing formats are lead ads, quizzes, and landing pages.
- Hypothesis testing cost, considering channel/creative/format — finding the combination with the lowest entry threshold.
Of course, the lower the entry threshold and the larger the audience, the more optimal the hypothesis! For testing, it’s necessary to identify the most promising hypotheses (3–4 is a good target).
Learning Agenda — Takeaways
We completed the main block of preparation for launching an advertising campaign. Now you understand:
- How to save energy and time for conducting quick performance campaigns
- How to identify the audience and find touchpoints with the product
- How to select the most effective and efficient hypotheses for testing
The learning agenda allows us to be flexible during the execution phase. Having several working combinations of “audience-product-message” at hand, we can quickly reassemble campaigns with minimal resources and swiftly find the most optimal solutions to attract buyers.
A lot of buyers!