GreenLeaf Wellness sells subscription supplements in the US and is testing a UK launch on ingredient transparency.
Fictional company · synthetic data
A connected worked example
GreenLeaf: inside one campaign
Follow a fictional UK launch from the first customer question to the next test. Each phase shows a decision, the example work behind it and the next step.
- Company
- GreenLeaf Wellness sells subscription supplements in the US and is testing a UK launch on ingredient transparency.
- Problem
- UK supplement buyers are skeptical of claims. GreenLeaf must prove that sourcing and doses are inspectable before it scales paid media.
- Goal
- Build awareness of GreenLeaf as the transparent alternative in UK biohacking.
Start with the customer question, then follow the six phases in order.
Campaign phases
- Phase 1 of 6
Understand the market
Turn a fictional buyer concern into evidence the launch should collect.
Which customer belief deserves the first test? - Phase 2 of 6
Build the creative and media plan
Connect one message across four funnel stages and set how each should be measured.
What will each channel and message be judged on? - Phase 3 of 6
Prepare and launch
Confirm responsibilities, evidence and tracking before spending.
Is the campaign ready to go live? - Phase 4 of 6
Improve the campaign
Read the signal, separate observation from cause and choose the next investigation.
What should change, and what is still unknown? - Phase 5 of 6
Explain the results
Use one checked finding to frame decisions for three readers.
What does each stakeholder need to decide? - Phase 6 of 6
Measure and learn
Set the next test and decision rule before it starts.
What evidence would change the recommendation?
Apply the approach
The pilot example shows how a team could use the six phases. It is one possible plan, not a completed campaign.
An example pilot plan
- Scope
- One UK paid-mobile funnel for one quarter, with owned and earned support.Newly authored planning example, not a completed rollout.
- Owner
- Growth lead accountable; media, web and brand each own one deliverable.Named roles are illustrative.
- Success evidence
- A defensible completion diagnosis and one tested next change.Not a revenue or ROI target.
- Stop condition
- Stop if event capture cannot distinguish cohorts or no owner can reproduce the journey.Stopping is a valid pilot outcome.
Who owns which decision
- Adoption path
- Audit current work → pilot one paid-mobile funnel → scale only after evidence and ownership hold.Newly authored planning example, not a completed rollout.
- Research and positioning
- Brand strategy owns the hypothesis; product supplies substantiation.Agency may challenge and document, not approve claims.
- Planning and measurement
- Growth lead owns the contract; analytics owns event definitions.Media owns channel execution within it.
- Launch and optimization
- Media owns the daily call; brand owns claim and creative approval.Escalate a journey defect to product and web.
- Reporting and learning
- Analytics owns the checked finding; the growth lead owns the next test.Recipients own their decisions, not the shared facts.
- Client strategy
- Owns the client relationship and strategic orchestration across paid, owned and earned work.In-house equivalent: Marketing Director.
- Quality review
- Checks generated work, claims, platform setup and workflow quality before release.Needs current platform depth; seniority can vary with demonstrated skill.
- Measurement
- Owns event definitions, journey reconciliation and measurement infrastructure.Deep measurement skill is difficult to hire; internal development may be needed.
- Shared knowledge
- Keeps the persona hypothesis, brand evidence, KPI ladder and reporting brief current.Knowledge structuring can be developed; distinguish confirmed facts from reported context.
- Build or buy
- Build differentiated client memory and proprietary reporting; buy commodity campaign-management and data-platform infrastructure.The build choice carries security, maintenance and compliance ownership; no ROI or savings claim is made.
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