Running campaigns across multiple social media and ad channels means we’re working with lots of different metrics. But here’s the challenge you’ll face:

1. Every campaign gets you metrics, but an “impression,” “reach,” “click,” or “engagement” on one platform doesn’t directly equate in cost and value across different platforms and campaigns. (Campaign A’s impressions can be worth more than Campaign B’s, and clicks on your Google Search Ads can be worth more than your Facebook Traffic Ads’)
2. The way we measure success can change between seasons, audiences, and campaign goals. (A click on your Christmas sales campaign could be worth more than your June Sales campaign’s)
3. Any campaign can lead to a lead or sale (even if there’s no direct attribution), and therefore there’s a need to consider leveraging on the lowest cost per impression (for greater exposure).

What makes more sense

We look at attention—how long your campaign can hold someone’s focus (as a proxy for interest and effectiveness).

We approach campaigns by focusing on what buyers need at different stages of their journey. At each stage, we craft campaigns to match how people make decisions depending on whether they are:

• Just discovering the brand (Awareness)
• Thinking more seriously about your offer (Consideration)
• Ready to make a purchase (Conversion)

Think of it like comparing apples to oranges—or, more specifically, people buying apples vs. oranges. It could be the same person buying both, but their reasons might vary. Maybe they’re in the mood for a healthy snack (apple) one day and want something for a smoothie (orange) the next. The same person, different mindset—and a different marketing message is what persuaded them each time.

How We Measure Attention Across Campaigns

We standardise the value of an impression by attributing a value (using time as a unit) to assign a value to each ad’s effectiveness of capturing attention. This helps us compare results no matter the platform, time of year, or campaign objective.

Here’s how it works:

3 Seconds for Awareness

Inspire Quickly

Awareness campaigns are at the top of the funnel. They’re designed to:
1. Introduce your brand to new potential customers.
2. Build a stronger connection with people who already know about you.

What Awareness Campaigns Focus On:

• Problems: Help people see their pain points and how they can be solved.
• Impact: Share the positive difference your brand makes in the world.
• Brand: Showcase what your brand stands for and why it’s unique.
• Solution: Present your product or service as the answer to their needs.
• People: Share storeys about your team, founders, or happy customers to build trust.

How We Design These Campaigns:

On social media, people scroll fast. To stand out, ads must grab attention in 3 seconds or less. Whether it’s a quick video, a bold image, or an intriguing question, we focus on getting the point across fast.

Examples of Awareness Campaign Objectives:

• Brand Awareness (Make people remember your name).
• Traffic (Send people to your website).
• Store Traffic (Get people to visit your physical location).

30 Seconds for Engagement and Lead

Build Connections

Once someone knows about your brand, they might need more information to decide if you’re right for them. This is where engagement campaigns come in.

What Engagement Campaigns Focus On:

• Show your product’s value clearly.
• Use visuals (like videos) that are engaging even with sound off.
• Share offers or content that invites people to take an action, like visiting your website or signing up for a newsletter.

How We Design These Campaigns:
Videos and creative formats for engagement campaigns should connect deeply within 30 seconds. This is enough time to tell a compelling storey, showcase your product, or explain why your brand is the right fit.

Examples of Engagement Campaign Objectives:

• Traffic (Encourage people to explore your website).
• Engagement (Increase likes, shares, and comments).
• Leads (Collect contact information, like email sign-ups).
• App Promotion (Get people to download your app).

300 Seconds for Conversion

Inspire Action

Finally, when someone is ready to buy, we focus on conversion campaigns. These are designed to nudge people into making a purchase or taking a specific action, like signing up for a service.

What Conversion Campaigns Focus On:

• Highlight the urgency of taking action (e.g., limited-time offers).
• Combine images and videos to show your product’s benefits clearly.
• Include a strong call-to-action that motivates immediate decisions.

How We Design These Campaigns:
At this stage, creative formats might be longer—up to 300 seconds—because the audience is already engaged and more willing to spend time understanding the details before they act.

Examples of Conversion Campaign Objectives:

• Sales Objectives: Drive purchases directly or encourage sign-ups for specific services.

Why This Approach Works

By aligning campaign goals with attention spans—3 seconds for awareness, 30 seconds for engagement, and 300 seconds for conversions—we create a standardised way to measure campaign success. This lets us show you:

• Which campaigns capture attention effectively.
• How each stage contributes to the buyer’s journey.
• The overall value your campaigns deliver, no matter the platform or season.

This approach helps us make better decisions about where to invest your budget and ensures your marketing delivers the results you need.