Module One.
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Campaign Brief from Business Objectives - the full module experience.
The Starter Kit gives you everything in Module One. The scenario brief, the decision framework, the deliverable template, and the annotated example. Work through it at your own pace and see exactly how the Wilego Damamu learning experience works before deciding whether to continue with the full five-module sequence.
Module One:
Campaign Brief from Business Objectives
The Scenario Brief
A detailed business context document for a mid-market B2C brand with a Q3 acquisition objective. You receive company background, competitive positioning notes, audience data, budget parameters, and a set of constraints that reflect real campaign conditions.
The Decision Framework
A structured set of questions that walk you through translating business objectives into marketing objectives, defining the audience with specificity, establishing success metrics, and documenting your assumptions. Not a checklist - a reasoning scaffold.
The Deliverable Template
A structured campaign brief template that matches professional standards. Sections for business objectives, marketing objectives, audience definition, channel rationale, success metrics, creative requirements, and timeline. Structured but not rigid.
The Annotated Example
A completed campaign brief for the same scenario, annotated with reasoning notes explaining why each decision was made. Covers trade-offs considered, assumptions made, and the logic connecting business objectives to specific campaign choices.
What the scenario actually looks like.
The Module One scenario centers on a direct-to-consumer wellness brand with a Q3 new customer acquisition objective. The business wants to grow its customer base in a specific demographic segment. The marketing budget is set. The timeline is fixed. The previous campaign's performance data is available but incomplete.
Your job is to produce a campaign brief that translates "grow new customer acquisition in the 28-40 demographic by Q3" into a document that a media buyer, a creative director, and a channel manager can all work from without asking you follow-up questions.
The constraints are real. The brand has a channel restriction based on a previous brand safety incident. The budget doesn't cover all the channels that would logically serve the objective. The audience data has gaps. You document your assumptions and proceed.
Where Module One leads.
Campaign Brief from Business Objectives
Translate business goals into a brief every team member can execute against. Define audience, metrics, channel rationale, and constraints in a single document.
Starter KitBudget Allocation Across Channels
Work through a channel mix decision using CPM, CPC, expected conversion rates, and audience overlap data. Produce an allocation with documented rationale.
Attribution Tracking Setup Before Launch
Design UTM taxonomy, map conversion events, configure your attribution model, and verify tracking completeness before any media activates.
Post-Campaign Retrospective
Separate performance variance from noise. Evaluate hypotheses. Produce actionable recommendations using the attribution data you set up in Module Three.
Presenting Results to Leadership
Build a results narrative that connects channel activity to business outcomes. Frame performance in the language leadership uses to evaluate marketing investment.
Start with Module One today.
The Starter Kit is the complete Module One experience. Get in touch to receive access to the scenario brief, the decision framework, and the deliverable template.
Request Starter Kit Access