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The journey is much more than the destination.

Figuring out your "North Star" takes coordination and planning.

Learning how "Waves" could affect your brand takes a

north star to point to reference and guide

Getting an ROI on your investment is that destination.

You can either be lost in space...


The Same Goes for Your Business.


Phase 1: North Star

A North Star is a useful analogy for the first step in an advertising campaign as it represents the guiding principle that powers the waves of a campaign.

A North Star is a fixed point in the sky that can be used to navigate, similarly in an advertising campaign, a North Star represents the fixed point or the main goal that guides the direction of the campaign. It is the ultimate outcome that the campaign is working towards.

We ask the questions like:

  • what is important to you? 

  • value

  • quality

  • quantity

  • scalability

  • customer experience

  • product features

  • or sooo much more

Having a North Star allows to align all the elements of the campaign around a common goal, and ensures that all the efforts and resources are directed towards achieving that goal.


Without a North Star, the campaign can lack direction and focus, and the efforts can be scattered and ineffective.

Phase 2: WAVES

Waves, like powerful ocean waves, can be an analogy for making a digital marketing campaign as both waves and campaigns involve building momentum and energy to achieve a desired outcome. Here are a few similarities between waves and digital marketing campaigns:

  • Building momentum: Just as waves build momentum and energy as they travel towards the shore, a digital marketing campaign also builds momentum as it progresses.

  • Timing is crucial: Like waves, the timing of a digital marketing campaign is crucial. Timing the campaign in line with the target audience's behavior, such as their browsing or buying habits, can greatly increase the chances of success.

  • Building towards a peak: Just as waves build towards a peak before crashing on the shore, a digital marketing campaign also builds towards a peak before the desired outcome is reached. This peak is usually the launch of a product, service or campaign.

  • The power of repetition: Waves are powerful because of their repetition, the constant motion and force of the water. Similarly, a digital marketing campaign can be more effective if it is consistent and repetitive, with a consistent message, tone and visual identity.

  • Adaptability: Waves can change direction, size and shape depending on the conditions of the water and the shore. Similarly, a digital marketing campaign must be adaptable and flexible, able to change direction, messaging and tactics depending on the audience's behavior and the results.

  • The power of the audience: Just as waves are powered by the ocean, a digital marketing campaign is powered by its audience. Understanding the audience and tailoring the campaign to their needs and preferences is crucial for success.


Small Waves

Small waves represent incremental changes that are made to the campaign over time. These changes are typically small in scale and are intended to improve or refine the campaign without drastically altering its overall direction or strategy. Examples of small waves include minor adjustments to the website design, small changes to the messaging or tone of the campaign, or small adjustments to the targeting of the audience.


Big Waves

Big waves, on the other hand, represent large structural changes that are made to the campaign. These changes are typically significant in scale and are intended to dramatically alter the direction or strategy of the campaign. Examples of big waves include a complete redesign of the website, a logo redesign or a new brand identity, a change in the target audience or a significant change in the messaging or tone of the campaign.

Phase 3: Crawl, Walk

The crawl, walk strategy is a marketing and branding approach that focuses on taking small and incremental steps towards achieving a larger goal.


The idea behind this strategy is to start with a primary and straightforward approach, and then gradually build upon it as the business and its customers become more comfortable with the brand and its offerings. 

For example, a company may start by introducing a new product or service to a small group of customers or in a limited geographic area, and then gradually expand the offering to a larger audience as the product or service gains traction. Similarly, a new brand may start with a limited advertising campaign and then expand it as the brand becomes more established. The crawl, walk strategy allows a company to test the waters and make adjustments as needed, before fully committing to a larger marketing or branding campaign. This approach can help to minimize risk and increase the chances of success.

Phase 4: SPRINT

The "sprint" is a term commonly used in the context of the crawl, walk, run strategy. It is the final stage of the process, where a business has successfully transitioned from the initial introduction of a product or service, and has gradually built up momentum to a point where it is ready to fully commit and go all-in.

In the sprint stage, a business is expected to fully invest in their product, service, or brand, and to put all their resources behind it to achieve their goals. This includes a significant increase in marketing efforts, such as larger advertising campaigns, targeted promotions, and other initiatives that are designed to drive sales and increase brand awareness.

It also includes developing a strong brand identity and messaging, creating a strong customer base, and strengthening relationships with key partners. The sprint stage is also a time to focus on scaling up the business and expanding into new markets, both domestically and internationally.

What does all of this mean to your money?

Our method for creating a successful advertising campaign is a four-step process. The first step is to find the North Star, which represents the fixed point or main goal that guides the direction of the campaign. The second step is to understand the concept of waves, both big and small, and how they represent different types of changes in the campaign. Big waves represent large structural changes, while small waves represent incremental changes. The third step is the crawl, walk phase, which is about building momentum and testing different strategies before fully committing to a campaign.

The final step is the sprint phase, where we focus on maximizing ROI and innovation, using all the learnings from the previous steps to optimize the campaign for maximum impact.

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