Define the One Thing Your Campaign Must Achieve using Get Who To By
So, you've got a campaign idea that sounds great until you realize no one can actually agree on what it's supposed to achieve. Cue endless meetings, vague goals, and a strategy that would make even a PowerPoint cringeworthy. The Get Who To By framework is here to cut the crap. It helps you laser-focus on the one thing your campaign must achieve, so you can stop wasting time and actually make an impact.
The TL;DR
Use the Get Who To By framework to define the one thing your campaign must achieve by clarifying your target (GET), understanding their behavior (WHO), crafting a clear message (TO), and establishing how you'll get them to act (BY). This ensures your campaign has a purpose rather than being a collection of wishful ideas.
Why Get Who To By is Your Campaign's Best Friend
Because campaigns often spiral into a series of vague objectives and conflicting strategies—this framework cuts through the noise.
The Four Steps
GET
Who exactly are you trying to reach?
Define the smallest group that will actually care about your campaign. Not 'everyone'—that's a lazy answer. Be specific and pick a target that’s likely to engage.
WHO
What’s the critical behavior insight about them?
Figure out what makes them tick. What are their habits, pains, and frustrations? This insight should reveal why they would want to engage with your campaign.
TO
What’s the message that makes action obvious?
Craft a message that screams what you want them to do. If your audience can't figure out your ask in two seconds, it's back to the drawing board.
BY
How are you going to make them actually do it?
Outline the mechanism that will drive action. Whether it’s a promotion, a limited-time offer, or an emotional appeal, make sure it’s crystal clear how you’ll get them to act.
Common Campaign Blunders
(Yes, We’ve All Been There)
- ×Trying to target too broad an audience
- ×Focusing on multiple behaviors at once
- ×Messaging that sounds like it's from another planet
- ×Creative that doesn't resonate with the audience's reality
- ×Ignoring the urgency factor
- ×Overcomplicating the call-to-action
- ×Using jargon instead of straightforward language
- ×Lacking a clear mechanism to drive action
Avoiding these pitfalls puts you miles ahead of most campaigns that flop.
Real Examples
Social Media Campaign
A campaign to increase engagement for a new eco-friendly product line.
GET
Eco-conscious millennials.
WHO
They’re already posting about sustainability but often skip over new products due to lack of information.
TO
Join our movement to change the world, starting with your bathroom.
BY
Offering a free trial product in exchange for social sharing and feedback.
Why this works
Focused on a motivated audience with a clear ask and a compelling offer that resonates with their values.
Email Marketing Campaign
An email campaign to boost sign-ups for a webinar on financial literacy.
GET
Young professionals looking to improve their finances.
WHO
They’re frustrated with their current financial situation and seeking guidance but overwhelmed by options.
TO
Get the tools to manage your money like a pro in just 60 minutes.
BY
Creating urgency with limited seats and an exclusive downloadable resource for attendees.
Why this works
Captures a specific pain point with a simple, direct message and a clear incentive to act quickly.
Event Promotion Campaign
Promoting a local music festival to boost ticket sales.
GET
Local music lovers aged 18-35.
WHO
They often attend live music events but hesitate to buy tickets due to fear of FOMO on lineup announcements.
TO
Don't miss out on the music event of the year!
BY
Offering an early bird discount that expires with the lineup reveal.
Why this works
Creates excitement and urgency while addressing their fear of missing out, driving immediate action.
Frequently Asked Questions
How do I define the one thing my campaign must achieve?
Use the Get Who To By framework to narrow down your focus and ensure clarity in your campaign objectives.
What happens if I try to target too broad an audience?
You’ll end up with a message that resonates with no one, and your campaign will become a glorified ad with zero impact.
Why is understanding audience behavior so important?
Because if you don’t know what makes your audience tick, you’ll be throwing darts in the dark.
What makes a strong campaign message?
It should be clear and compelling, making the desired action obvious. If it takes more than a second to get it, it’s not strong enough.
How do I create urgency in my campaign?
Use limited-time offers or exclusive content that makes your audience feel like they’ll miss out if they don’t act fast.
Generate a Framework for your Product Launch Strategy
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