The Ultimate 25-Point Checklist for a Flawless Campaign Launch.
Campaigns rarely fail on the idea. They fail on a tracking parameter that was never added, a landing page nobody opened on a phone, or a form that silently rejects anything with an apostrophe in it.
This is the list we run before anything goes live. It has caught something on every campaign for three years.
Two weeks out
Agree the single success metric and write it down where everyone can see it. Confirm the budget, the end date and who may stop the campaign. Brief creative against the metric, not against the channel.
The day before
This is where the failures live. Every one of these has broken a launch we were involved in, which is why each is on the list.
- Submit the form yourself, on a phone, on mobile data
- Confirm the lead actually arrives in the CRM
- Check every UTM against the reporting view
- Load the landing page on a cold cache and time it
- Read the copy aloud, in full, once
- Confirm somebody is watching on launch morning
The week after
Book the review before you launch, or it will not happen. Half an hour, one week in: what is the metric doing, what will we change, and what did we learn that the next campaign should inherit?
The last question is the one that makes the checklist worth keeping. Add whatever broke this time to the bottom of it.
