A campaign is a series of activities and programmes that revolve around a common theme to achieve an objective, like raising brand awareness or increasing product sales. It involves carefully planning and executing marketing activities over a set time period, with a well-defined strategic goal in mind. Successful campaigns are built on thorough audience research and the use of a strategic approach to storytelling, with clear calls-to-action that guide audiences towards the desired outcome at every step of their buyer journey.
Campaigning is an activity that aims to influence the decisions made by public or private bodies (e.g. governments, institutions, companies). It is an essential tool for organizations that want to demonstrate the importance of a particular issue in order to change the way a company or institution operates. This can be achieved by demonstrating widespread concern from members of the public, voters or consumers and then lobbying politicians to take action.
For example, a campaign might be launched to highlight the dangers of a new chemical that could be used in cosmetics. The campaign would be designed to raise awareness of the dangers and encourage people to demand that a ban is placed on the chemical.
A political campaign is a series of activities that aim to influence the decision making progress within a specific group of people, usually in democracies, by holding elections. These elections can be for the selection of representatives, referendums or the election of a head of state or government, for example the President of the United States. During a political campaign, candidates for office will often communicate their ideas to potential voters using a set of talking points that summarise the policy issues they intend to address as their main concerns. This message should be broad enough to appeal to a wide range of voters and not too narrow as this may alienate some or slow down the candidate when answering questions during a debate.
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