Set a Single Campaign Objective using the Get Who To By Framework
Setting a single campaign objective is like trying to herd cats—chaos reigns until you get everyone on the same page. Enter the Get Who To By framework, your new best friend. It strips down the campaign planning to the essentials, forcing you to nail down your target, their behaviors, a clear message, and an actionable strategy. Let’s cut through the noise and make this campaign not just another thing that happens.
The TL;DR
Use the Get Who To By framework to define a focused campaign objective by clarifying who to target, understanding their behavior, creating a clear message, and establishing how you’ll drive action. This framework ensures you're not just throwing spaghetti at the wall to see what sticks.
Why Get Who To By is the Secret Sauce for Campaign Objectives
Most campaigns fail because they lack focus and clarity. This framework forces you to make hard decisions, cutting through the fluff and getting to what really matters. It’s like a detox for your campaign strategy.
The Four Steps
GET
Who exactly are you trying to reach?
Identify the smallest, most winnable group that will give you the highest impact. Not everyone with a pulse—pinpoint the specific audience that’s most likely to care about your campaign.
WHO
What do you know about their current behaviors?
Dig into their real habits and frustrations. What are they doing now? What makes them roll their eyes? Understanding this will help you craft a message that resonates.
TO
What’s the super clear action you want them to take?
Your message should be as obvious as a stop sign. Don’t make them guess what to do—tell them exactly what you want and why they should care.
BY
What’s the strategy to drive that action?
Outline the specific mechanism that will compel them to act. This could be a killer offer, a limited-time campaign, or addressing a pain point that others ignore. If it’s not crystal clear, you need to rethink it.
Common Campaign Objective Blunders
(Yes, We’ve Been There)
- ×Targeting too broad of an audience
- ×Ignoring real consumer behaviors
- ×Messaging that’s more confusing than clear
- ×Trying to achieve multiple objectives at once
- ×Overcomplicating the call to action
- ×Failing to create urgency or relevance
- ×Not aligning team goals with campaign objectives
- ×Relying on hope instead of data
Steer clear of these pitfalls and you’ll already be ahead of the average campaign disaster.
Real Examples
Retail Campaign
A back-to-school sale for a local retail store.
GET
Parents with children going back to school.
WHO
Frustrated by high prices and overwhelming choices in other stores.
TO
Grab 20% off school supplies before they run out.
BY
Sending personalized emails to parents with a countdown timer for urgency.
Why this works
Tight targeting and a clear message with urgency drive immediate action—no one wants to miss the deal.
Fitness App Launch
A new fitness app designed for busy professionals.
GET
Working adults aged 25-40.
WHO
Struggling to find time for workouts and feeling guilty about skipped sessions.
TO
Squeeze in 10-minute workouts that actually fit into their busy schedules.
BY
Offering a free trial that showcases quick, effective workouts.
Why this works
Clear pain point and a simple solution make it easy for busy professionals to say yes.
Food Delivery Service
A new food delivery app tailored for families.
GET
Families with kids aged 5-12.
WHO
Tired of cooking every night and looking for convenient meal options.
TO
Order healthy, kid-friendly meals delivered in 30 minutes.
BY
Launching a limited-time offer for the first month to encourage sign-ups.
Why this works
Addresses a real need with a clear message and an enticing offer—making it hard to resist.
Frequently Asked Questions
How do I define a single campaign objective?
Use the Get Who To By framework to pinpoint your target, understand their behaviors, craft a clear message, and outline how you’ll drive action. This clarity will keep your campaign focused.
What’s the biggest mistake when setting a campaign objective?
Thinking you can appeal to everyone. The more specific your target, the better your chances of success.
How important is knowing consumer behavior?
Crucial. It’s not just about demographics; understanding how they currently behave will inform your messaging and strategy.
What makes a compelling campaign message?
It should be direct, clear, and actionable. Avoid the fluff—people need to know what to do and why it matters.
Why do campaigns fail?
They often lack focus, have unclear messages, or try to do too much at once. Stick to one objective and nail it.
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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