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CookbookWork and teamsNo. 35

An ad campaign filethe brief, the variants, the flight and what won

Recipe No. 35 · Work and teams

For: A marketer running a paid campaign for a launch

You get: One campaign document: brief, variants, flight, results and cuts

Time: An hour to set up, ten minutes a week

See it in know.sh

The campaign document: cost per trial charted against the £18 target, and the variants table with carousel C marked as the winner.

CampaignsNo. 21

Morrow Coffee, autumn flightfirst bag on us

8 sections, 1,960 words, about 8 minutes, filed 20 July, revised 22 September, 3 highlights.

Eight weeks of paid social and search for Morrow’s roaster-direct subscription, 10 August to 4 October, on a budget of £72,000. The goal is new subscribers at £18 or less per trial. Six weeks in, paid social has spent £42,815 for 2,357 trials.

Paid social crossed the target in week 3, once the losing creatives were cut and the spend moved to the winner. Search held steady just above it.

Sections

  1. 1The brief: first bag on usDecision, keyNew subscribers at £18 or less per trial; the first 250 g bag free, then £9.50 a bag every fortnight.
  2. 2AudiencesObservationLapsed trials from 2025, a lookalike of subscribers past their sixth bag, and home-espresso interests.
  3. 3Flight plan and the creative boardObservation, key
  4. 4Register of cutsDecision

and 4 more sections

The flight as a Gantt chart with today marked, and the creatives on a board: in production, live with their cost per trial, and cut.

CampaignsMorrow Coffee, autumn flight

5of 8

Flight plan and the creative board

Observation, key section, 1 note, 290 words

Two weeks of testing all five variants, then the budget follows the winners. Retargeting runs from week 3 for visitors who left the quiz or the basket.

The register of cuts: what was paused, the spend and cost that decided it, one superseded search choice, and the offer still open.

How it works

Keep the whole campaign in one document: the brief and audiences up top, cost per trial charted week by week, the variants in a table with the winner marked, the flight on a Gantt chart, and a register of every creative you cut and why.

  1. File the brief and the audiences

    Give your assistant the brief, the budget and the audience definitions. Ask for a campaign document with a section each for brief, audiences, variants, flight and results.

  2. Paste the weekly numbers

    Each Monday, paste the ad platform’s export. Ask for the chart element of cost per trial by week, the target marked, and the variants table with the leader as the pick.

  3. Plan the flight and the creatives

    Ask for a Gantt chart of the flight, from production to the readout, and a kanban board of creatives: in production, live, cut. Move the cards as the work moves.

  4. Write down every cut

    When you pause a creative, ask for a decisions entry with the spend, the cost per trial and the reason. Next quarter, nobody reruns the ad that lost.

Try this prompt

Your assistant, connected to know.sh (Claude, ChatGPT or a local model):

Here is this week’s ad export. In my know.sh document Morrow Coffee, autumn flight, update the overview: a line chart element of cost per trial by week for paid social and search, with the £18 target marked, and a table element of the variants (variant, hook, CTR, cost per trial, trials) with the lowest cost per trial as the pick. Keep the hooks short.

Your assistant, connected to know.sh (Claude, ChatGPT or a local model):

I have paused variant B. Add it to the decisions element in the Register of cuts section: the date, the spend, its cost per trial and the cancellation rate before the second bag, from the figures I pasted. Move its card to Cut on the creative board.

Made with

DocumentSectionElementsYour AI assistantRevisions

See also