Rebrief a Campaign Without Starting from Scratch using Get Who To By
Look, we've all been there. You're halfway through a campaign and realize it's a bloated mess of 'synergy' and 'brand awareness' that means absolutely nothing to anyone. Instead of setting your laptop on fire and moving to a farm, use Get Who To By. It’s the strategy equivalent of a cold shower - unpleasant at first, but it’ll wake you up and stop you from wasting another dime on a campaign that has the personality of a damp paper towel.
The TL;DR
Stop trying to fix a bad campaign by adding more slides. Use Get Who To By to strip the nonsense away: pick a real target (GET), find an actual human insight (WHO), tell them what to do without being a poet (TO), and give them a reason to move their asses (BY). It’s how you turn a 'maybe' into a 'money.'
Why Get Who To By is Your Campaign's Best Friend
Because most campaigns spiral into a series of vague objectives and conflicting strategies that help no one. This framework cuts through the corporate noise.
The Four Steps
GET
Who exactly are you trying to reach?
Define the smallest group that will actually care. Not 'everyone with a pulse' - that's a lazy answer. Pick a target that is actually winnable and has a reason to listen to you today.
WHO
What’s the critical behavior insight about them?
Figure out what makes them tick. What are their habits, pains, and frustrations? This isn't about demographics; it's about the weird things they do and why they currently aren't buying your stuff.
TO
What’s the message that makes action obvious?
Craft a message that screams what you want them to do. If your audience has to think for more than two seconds to figure out your ask, you've already lost them.
BY
How are you going to make them actually do it?
Outline the mechanism that will drive action. Whether it’s a deadline, an exclusive offer, or a sheer emotional gut-punch, make sure the path to action is paved and well-lit.
Common Campaign Blunders
(Yes, We’ve All Been There)
- ×Targeting 'everyone' because you're scared of commitment
- ×Focusing on what you want them to think instead of what you want them to do
- ×Writing messages that sound like they were generated by a corporate AI from 2005
- ×Ignoring the fact that people are busy and don't care about your brand story
- ×Lacking a clear 'BY' - expecting people to find their own way to the checkout
- ×Overcomplicating the call-to-action until it's a scavenger hunt
- ×Using jargon to hide the fact that you don't have a real insight
- ×Lacking urgency or a reason for them to act *now*
Avoiding these pitfalls puts you miles ahead of the competition who are still arguing over hex codes while their campaign flops.
Real Examples
SaaS Pivot
Rebriefing a failing project management tool campaign that was too 'generic.'
GET
Overworked Product Managers at mid-sized tech firms.
WHO
They spend 4 hours a day updating status reports instead of actually managing products.
TO
Stop being a professional ticket-updater and start building again.
BY
Offering a 'One-Click Import' that cleans up their messy Jira board in under 60 seconds.
B2B Service
Fixing a vague 'Consulting' campaign that had zero leads.
GET
HR Directors at companies with high turnover.
WHO
They feel like they're failing at their jobs because they can't keep talent, but they don't know why people are leaving.
TO
Find out why your best people are quitting before the next one hands in their notice.
BY
A free 'Retention Audit' tool that generates a report they can show their CEO.
E-commerce Recovery
Rebriefing a generic 'Spring Sale' that was getting ignored.
GET
Previous customers who haven't bought in 6 months.
WHO
They liked the product once but have simply forgotten you exist in the sea of other tabs.
TO
Your favorite [Product] misses you, and it's cheaper for the next 24 hours.
BY
A personalized 'Welcome Back' discount code sent via SMS with a direct checkout link.
Frequently Asked Questions
Can I have more than one 'GET'?
No. Pick one. If you have two targets, you have two campaigns. Don't half-ass two things, whole-ass one.
What if my 'WHO' feels too mean?
If it doesn't make you feel a little uncomfortable, it's not an insight, it's a fact. Real insights aren't polite; they're true.
Is the 'TO' just my slogan?
Rarely. The 'TO' is the instruction. It's what you want to happen in their brain. Your slogan is just the pretty wrapping paper.
Why do I need a 'BY' if my product is great?
Because people are lazy and distracted. Even a great product needs a nudge, a deadline, or a clear path to the 'buy' button.
How do I know if my rebrief is better?
If you can explain the whole thing in 30 seconds without using the word 'synergy' or 'omnichannel,' you're winning.
Generate a Framework for your Product Launch Strategy
Use our framework generator to generate various Get Who To By, 4C, 4 Points Strategy, and other frameworks — all in one place and directly to editable Google SLIDES!
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