Campaign strategy
Campaign domain definition
Awareness
Increase visibility in the market.
Attention
Increase engagement and connection.
Acquisition
Increase leads and sales.
Adoption
Increase retention and customer lifetime value.
Advocacy
Increase referrals and virality.
Acquisition campaign
PRIORITY ONE
Acquisition is the priority for this 60-day campaign. The firm needs to replace siloed discipline content with a strategic journey that shows how brand, product and experience design work together. Zazoozoo will sequence cross-disciplinary stories, case work and thought leadership to make the integrated offer easier to recognise, understand and buy.
Problem: Content for different disciplines is siloed, with no strategic journey showing the firm’s integrated capabilities.
Solution: A 60-day strategy structuring cross-disciplinary stories, case work and thought leadership around connected client challenges.
Objective: Improve recognition of the full offering, increase cross-selling between disciplines and establish a reusable pattern for future campaigns.
Audience: International founders, product leaders, marketing leaders, innovation teams and organisations managing complex brand, product or customer-experience challenges.
Tactic: Publish connected case stories, discipline explainers and thought leadership that move from single-discipline interest to integrated project enquiries.
Budget: SG$9,500 for 22 production assets, plus SG$ 6,500 for the 60-day strategy. Production includes 10 social media posts, five 500-word blog posts, four copy or design assets, one photography session and two three-section emails. This provides at least three assets in every 10-day campaign period.
Inquiry insight: The firm needs one clear identity as an international partner across brand, product and experience design. Prospective clients need to see how the three disciplines solve connected problems, rather than interpret them as separate service lines. Content should create clear routes from a single-discipline enquiry towards an integrated engagement.
Audit insight: Siloed discipline content makes the firm’s total capability harder to recognise and limits cross-selling opportunities. Case work needs a consistent narrative that explains the client challenge, each discipline’s contribution and the combined outcome. Thought leadership needs to demonstrate integrated thinking, not publish disconnected views from separate teams.
Research insight: Strong case studies connect business context, user needs, design decisions and outcomes, rather than relying on aesthetics alone. Brand, product and experience content should each retain specialist detail while showing how work moves across touchpoints. International content needs precise language, clear frameworks and examples that travel across sectors and markets.
Channel strategy
Channel mix definition
Paid
Drive reach and acceleration through advertising spend.
Earned
Build credibility through third-party validation or media coverage.
Shared
Foster organic amplification through community and social sharing.
Owned
Strengthen consistency and authority with brand-managed assets.
Acquisition campaign
PRIORITY ONE
Owned is the primary channel of the Acquisition campaign. The firm’s website, portfolio, email and official social channels provide the depth needed to explain integrated design work. They connect case studies, service pathways and thought leadership into a clear journey from discovery to qualified project enquiry.
Platform: Website portfolio, case-study pages, service pages, insight hub, email, LinkedIn, Instagram, YouTube and official presentation channels.
Distribution: Five blog posts, 10 official social posts, two emails, four copy or design assets, one photography asset and integrated service modules.
Cadence: One case study, capability story or thought-leadership article every 10 days, one to two social posts weekly, and campaign emails in Day 21–30 and Day 51–60.
Shared is the secondary channel of the Acquisition campaign. Clients, design collaborators, technology partners and industry organisations help demonstrate how the firm works across disciplines. Co-created project stories should show each contributor’s role, add credible context and reinforce the value of an integrated design approach.
Platform: Client channels, design collaborators, product and technology partners, design associations, conference partners and aligned industry communities.
Distribution: One co-created case highlight, partner repost or event contribution every 10 days, aligned with the campaign’s main theme.
Cadence: Coordinate shared content around case-study launches, project milestones, conferences and partner announcements, with agreed approval processes.
Earned is the tertiary channel of the Acquisition campaign. Independent design publications, award programmes, client referrals and editorial coverage can validate the firm’s reputation beyond its own channels. These placements should point back to evidence-led case work and the firm’s integrated capabilities.
Platform: Design media, industry publications, award programmes, independent newsletters, analyst coverage and unsolicited client reviews.
Distribution: Pitch one case study or thought-leadership angle during the campaign, supported by approved project information and image assets.
Cadence: Begin outreach after the first integrated case story is published, then use strong campaign assets to support future editorial opportunities.
Paid is the tertiary channel of the Acquisition campaign. If budget is available, paid distribution extends high-performing integrated case studies and thought-leadership content to priority international client groups. It should support project discovery and service-page visits, while the portfolio provides the proof needed to convert interest into enquiry.
Platform: LinkedIn sponsored content, Meta retargeting and relevant design or business media placements.
Distribution: Promote one integrated case-study asset and one thought-leadership asset using existing campaign content.
Cadence: Begin testing after Day 21. Optimise towards case-study reads, service-page visits, resource downloads and qualified enquiries.
Content strategy
Content pillars definition
Brand: Clarify what the organisation stands for
Content that shows how strategy, identity, messaging and systems create recognition and consistency across a client’s touchpoints.
Product: Make useful experiences work
Content that explains how digital or physical products are designed around usability, adoption, performance and real user needs.
Experience: Connect the journey end to end
Content that shows how brand and product come together across customer journeys, service moments, environments and relationships.
Acquisition campaign
PRIORITY ONE
This 60-day content programme sequences cross-disciplinary stories, case work and thought leadership, showing how brand, product and experience design solve connected client challenges together globally.
Day 1-10
One Challenge, Three Design Disciplines. A 500-word article introducing how brand, product and experience design combine to solve connected client problems.
Publish: Day 1. Pillar: Brand, Product and Experience. Format: Blog post. Channel: Owned. Platform: Website insights hub. Style & Structure: Client challenge → three discipline roles → integrated approach → combined value → enquiry CTA.
What Does Integrated Design Actually Mean? A carousel defining brand, product and experience design in clear client language.
Publish: Day 3. Pillar: Brand, Product and Experience. Format: Social media post. Channel: Owned. Platform: LinkedIn and Instagram carousel. Style & Structure: Brand → product → experience → how they connect → services CTA.
From Identity to Interaction. A short video showing how a strategic brand idea can influence product interfaces and customer touchpoints.
Publish: Day 6. Pillar: Brand, Product and Experience. Format: Social media post. Channel: Owned. Platform: LinkedIn video and Instagram Reel. Style & Structure: Brand idea → product interaction → experience moment → integrated outcome → follow CTA.
Integrated Capabilities Module. A website section explaining the firm’s disciplines, engagement pathways and integrated project model.
Publish: Day 9. Pillar: Brand, Product and Experience. Format: Copy or design. Channel: Owned. Platform: Website services overview page. Style & Structure: Client need → discipline options → integrated pathway → engagement model → contact CTA.
Day 11-20
A Brand Is More Than a Visual System. A 500-word article showing how brand strategy, identity and messaging shape recognition, decision-making and product experience.
Publish: Day 11. Pillar: Brand. Format: Blog post. Channel: Owned. Platform: Website insights hub. Style & Structure: Business context → brand problem → strategic response → connected touchpoints → outcome → case-study CTA.
Brand in Context. A carousel showing how an identity system appears across digital products, service moments and communications.
Publish: Day 13. Pillar: Brand. Format: Social media post. Channel: Owned. Platform: LinkedIn and Instagram carousel. Style & Structure: Core idea → identity element → application → user touchpoint → portfolio CTA.
The Question Behind Every Rebrand. A short post explaining the client problem a rebrand should solve before any visual work begins.
Publish: Day 16. Pillar: Brand. Format: Social media post. Channel: Owned. Platform: LinkedIn post and Instagram carousel. Style & Structure: Common client question → strategic consideration → design implication → contact CTA.
Brand Case-Study Template. A reusable case-study format that connects business context, brand strategy, identity applications and measurable outcomes.
Publish: Day 19. Pillar: Brand. Format: Copy or design. Channel: Owned. Platform: Content production toolkit and website portfolio. Style & Structure: Context → challenge → brand approach → applications → outcome → related services CTA.
Day 21-30
Products Built Around Real Behaviour. A 500-word article explaining how product design combines user needs, business goals and technical realities.
Publish: Day 21. Pillar: Product. Format: Blog post. Channel: Owned. Platform: Website insights hub. Style & Structure: User problem → product opportunity → design process → adoption outcome → enquiry CTA.
A Product Journey Beyond the Screen. A carousel showing how product design considers entry points, interactions, support and follow-on use.
Publish: Day 23. Pillar: Product. Format: Social media post. Channel: Owned. Platform: LinkedIn and Instagram carousel. Style & Structure: User need → key flow → interaction → support moment → outcome → case-study CTA.
Why Useful Beats Feature-Rich. A short video explaining how product teams can focus on clear user value instead of adding unnecessary complexity.
Publish: Day 26. Pillar: Product. Format: Social media post. Channel: Owned. Platform: LinkedIn video and Instagram Reel. Style & Structure: Product problem → design principle → example → user benefit → follow CTA.
From Brand to Product. A three-section email showing how a clear brand strategy can improve product decisions, interface language and user confidence.
Publish: Day 29. Pillar: Brand and Product. Format: Email. Channel: Owned. Platform: Email marketing platform. Style & Structure: Brand clarity → product application → integrated case example → enquiry CTA.
Day 31-40
Designing the Experience Between Touchpoints. A 500-word article showing how service and experience design connect brand promises with product use and human interactions.
Publish: Day 31. Pillar: Experience. Format: Blog post. Channel: Owned. Platform: Website insights hub. Style & Structure: Customer journey → friction point → experience response → integrated contribution → outcome → enquiry CTA.
A Client Journey, Mapped. A carousel showing how brand, product and service moments interact across one end-to-end experience.
Publish: Day 34. Pillar: Experience. Format: Social media post. Channel: Shared. Platform: Client or partner LinkedIn channel, with approved cross-posting. Style & Structure: Journey stage → client need → design response → connected discipline → outcome → case-study CTA.
Integrated Project Photography. A photography set showing workshops, product interactions, service moments and team collaboration within a project context.
Publish: Day 38. Pillar: Brand, Product and Experience. Format: Photography. Channel: Owned. Platform: Website, LinkedIn, Instagram and portfolio asset library. Style & Structure: Team context → user or stakeholder interaction → product detail → experience setting → project narrative.
Day 41-50
When a Single Discipline Cannot Solve the Problem. A carousel helping clients recognise when a challenge requires brand, product and experience design together.
Publish: Day 42. Pillar: Brand, Product and Experience. Format: Social media post. Channel: Owned. Platform: LinkedIn and Instagram carousel. Style & Structure: Client problem → siloed limitation → integrated response → expected value → contact CTA.
Three Questions for an Integrated Brief. A short video helping prospective clients identify connected brand, product and customer-experience requirements.
Publish: Day 45. Pillar: Brand, Product and Experience. Format: Social media post. Channel: Owned. Platform: LinkedIn video and Instagram Reel. Style & Structure: Business goal → user need → delivery scope → integrated brief → enquiry CTA.
Integrated Project Brief Template. A reusable client-facing format for documenting goals, stakeholders, touchpoints and relevant design disciplines.
Publish: Day 49. Pillar: Brand, Product and Experience. Format: Copy or design. Channel: Owned. Platform: Website lead-capture asset and content production toolkit. Style & Structure: Context → challenge → brand requirement → product requirement → experience requirement → contact CTA.
Day 51-60
What Integrated Design Changes for Clients. A 500-word thought-leadership article summarising how connected design work reduces friction and creates more coherent customer experiences.
Publish: Day 51. Pillar: Brand, Product and Experience. Format: Blog post. Channel: Owned. Platform: Website insights hub. Style & Structure: Fragmented challenge → integrated approach → client and user value → practical implication → enquiry CTA.
One Case, Three Contributions. A carousel recapping how brand, product and experience design each contributed to a single client outcome.
Publish: Day 53. Pillar: Brand, Product and Experience. Format: Social media post. Channel: Owned. Platform: LinkedIn and Instagram carousel. Style & Structure: Challenge → brand contribution → product contribution → experience contribution → combined outcome → case-study CTA.
What Could an Integrated Team Solve? A three-section email inviting prospective clients to discuss a complex challenge, new product, rebrand or service opportunity.
Publish: Day 56. Pillar: Brand, Product and Experience. Format: Email. Channel: Owned. Platform: Email marketing platform. Style & Structure: Client challenge → integrated capability → relevant examples → contact CTA.
Integrated Case-Study Template. A reusable template for future case work, showing the client problem, discipline contributions, outcome and practical learning.
Publish: Day 59. Pillar: Brand, Product and Experience. Format: Copy or design. Channel: Owned. Platform: Content production toolkit and website portfolio. Style & Structure: Context → challenge → brand → product → experience → outcome → related services CTA.
View the full set
Design Firm Guideline
An international design firm's content guideline that unifies brand, product and experience storytelling into one confident voice, showcasing…
