Campaign Debrief

Debrief my campaign. Ask me the following, one at a time. Wait for each answer. 1. What was the campaign? (offer, channel, duration) 2. What was the goal and what was the result? 3. What was the best performing piece of content or creative? 4. What was the worst performing piece of content or creative? 5. What did I spend (time or money) and what did I get back? 6. What surprised me — good or bad? Once you have my answers, produce the following: SECTION 1 — WHAT ACTUALLY HAPPENED The campaign in plain numbers. Goal vs. result. No spin. SECTION 2 — WHAT WORKED AND WHY The specific element that drove the most result. One thing. A hypothesis on why it worked. SECTION 3 — WHAT FAILED AND WHY The specific element that underperformed. One thing. A hypothesis on why. SECTION 4 — WHAT TO CARRY FORWARD Two or three specific decisions to apply to the next campaign. Not general lessons. Specific actions. SECTION 5 — WHAT TO TEST NEXT TIME One hypothesis to test in the next campaign. State it as: "If we [change X], we expect [result Y] because [reason Z]." No motivational framing. If the campaign missed, say so directly and focus on what to fix.