Campaign Planning: Timelines, Product Logistics, and Launch Execution

Campaign operations as a phased system

A smooth influencer campaign is less about “finding the perfect creator” and more about running a predictable operating system. Break the work into phases with clear owners, deadlines, and fallback plans. The phases below assume you are coordinating multiple creators and physical product, but you can adapt them for digital products or services.

Phase 1: Pre-launch prep (make it “ready to ship”)

1) Define the operational source of truth

Create one campaign doc that everyone internally references. Keep it short and scannable.

• Offer: discount, bundle, free shipping threshold, start/end dates, any exclusions.
• Primary KPI: e.g., purchases, trials, email signups.
• Attribution method: unique links, codes, landing pages (details below).
• Approved claims: what can/can’t be said (especially for regulated categories).
• Posting windows: launch day/time zone, blackout dates, backup dates.
• Owners: who approves content, who handles shipping, who handles tracking links.

2) Landing page alignment (before creators start filming)

Creators will naturally mirror what they see on your site. If the landing page conflicts with your brief, you’ll get mismatched messaging and lower conversion.

• Match the hook: if creators lead with “2-minute setup,” the landing page should reinforce speed and simplicity.
• Mobile QA: check load speed, above-the-fold CTA, checkout friction.
• Tracking QA: ensure UTM parameters persist through checkout; test on iOS and Android.
• Creator-specific page (optional): use a template like /creator-name to personalize without building from scratch.

3) Inventory checks and allocation

Underestimating inventory is one of the fastest ways to waste creator momentum.

• Forecast: estimate expected orders per creator and total; apply a conservative range (low/base/high).
• Reserve stock: allocate inventory for the campaign window so organic sales don’t consume it.
• Variant planning: confirm sizes/colors/flavors; decide what happens if a variant sells out (substitute, waitlist, or remove).
• Shipping cutoff: align with warehouse cutoffs and holidays.

4) Customer support readiness

Influencer traffic creates spikes in “pre-purchase questions” and “where is my order?” tickets. Prepare support so the experience matches the creator’s promise.

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• Macros: discount code issues, shipping timelines, returns/exchanges, product usage basics.
• Visibility: share campaign dates and expected traffic spikes with support.
• Escalation path: define who can override a code, issue replacements, or approve goodwill credits.

Phase 2: Creator onboarding (alignment without overload)

Onboarding packet (send immediately after confirmation)

• Creative brief: key message, audience pain points, required mentions, do-not-say list.
• Deliverables: format (Reel/TikTok/Story), length range, number of concepts, posting window.
• Product details: how to use, setup time, what’s in the box, care instructions.
• Attribution: their unique link/code, where to place it, how to say it out loud.
• Timeline: when product ships, when drafts are due, approval SLA, post date(s).
• Contact: one primary point of contact + backup.

Kickoff call agenda (15–25 minutes)

• Confirm shipping address and variant selection.
• Walk through the “one thing” the audience should remember.
• Share 2–3 example angles (not scripts): problem/solution, unboxing, before/after, routine integration.
• Confirm draft submission method (Drive/Frame.io/email) and expected turnaround.
• Agree on backup posting date if something slips.

Phase 3: Shipping and tracking (treat logistics like a mini supply chain)

Shipping workflow

1. Address verification: confirm apartment/unit numbers and phone numbers for carriers.
2. Pick/pack instructions: include creator note, correct variant, any accessories.
3. Ship method: choose service level that supports your timeline; avoid cheapest option if timing matters.
4. Tracking capture: store tracking number + carrier + ship date in a shared tracker.
5. Delivery confirmation: ask creators to confirm arrival within 24 hours.

Buffer planning for delays

Assume some packages will be late. Build buffers so you don’t compress creative and approvals.

• Standard buffer: add 5–7 calendar days beyond typical delivery time.
• High-risk periods: holidays, weather seasons, international shipping: add 10–14 days.
• Reship protocol: if no movement in tracking for 72 hours, initiate carrier inquiry and prep reship.

Tracking dashboard fields (minimum viable)

Phase 4: Content development (make creation easy to execute)

Creative brief structure that reduces revisions

• Audience insight: “People want X but worry about Y.”
• Angle options: 3–5 angles creators can choose from.
• Required elements: product name, key benefit, how to get it (link/code), any mandatory disclosures.
• Proof points: what they can demonstrate (texture, setup, results timeline) without overclaiming.
• Visual guidance: must-show shots (unboxing, application, app screen, etc.).
• Brand guardrails: tone, competitor mentions, prohibited claims.

Practical example: turning a brief into a creator-friendly outline

Hook (0–2s): “If you hate [pain point], do this instead.”
Problem (2–5s): Show the frustrating moment.
Solution demo (5–20s): Use product in real context.
Why it’s different (20–30s): 1–2 proof points.
CTA (last 3–5s): “Use code ALEX10 / link in bio.”

This is not a script; it’s a structure that keeps messaging consistent while leaving room for creator voice.

Phase 5: Approvals (fast feedback, fewer loops)

Set an approval SLA and stick to it

Creators plan filming and posting around your response time. Define a service-level agreement (SLA) internally.

• Typical SLA: 24–48 business hours for first review; 24 hours for revisions.
• One approver: consolidate feedback into a single response to avoid contradictions.
• Two revision rounds max: more rounds usually indicate unclear briefs.

Structured feedback template (copy/paste)

• Approved as-is / Approved with minor edits / Needs revision
• Must change (required): bullet list, time-stamped if video.
• Nice to change (optional): bullet list.
• Compliance notes: disclosures, claim edits, restricted language.
• Deadline: “Please send updated version by [date/time zone].”

Phase 6: Posting schedule (coordination without chaos)

Staggering strategy

Stagger posts to learn and adapt while maintaining momentum.

• Wave 1 (test): 10–20% of creators post early to validate hook and landing page conversion.
• Wave 2 (scale): majority posts once you confirm the offer and tracking are working.
• Wave 3 (sustain): a smaller set posts later to extend the tail and capture late buyers.

Posting calendar fields

• Creator, platform, format, post date/time (with time zone), backup date, link/code, status (scheduled/draft/approved/posted).
• Notes for dependencies (e.g., “wait for restock,” “post after PR announcement”).

Unique links/codes distribution (and how to avoid mix-ups)

Assign each creator a unique tracking asset and store it in a single table.

• One-click copy: provide creators a single line they can paste into captions and a separate line for Stories.
• Code QA: test each code in checkout before sending.
• Expiration clarity: if codes expire, communicate the end date and what to say after expiration.

Phase 7: Post-campaign wrap-up (capture learnings while it’s fresh)

What to collect within 7 days of last post

• Performance snapshot: views, watch time (if available), clicks, conversions, revenue, code usage.
• Creative notes: which hooks worked, which objections came up in comments.
• Operational notes: shipping issues, approval bottlenecks, landing page problems.
• Creator feedback: what they needed earlier, what was unclear, what would improve results.

Internal debrief agenda (30 minutes)

• What worked (creative, offer, landing page, timing).
• What broke (logistics, approvals, tracking).
• What to change next time (brief template, buffers, support macros).

Timeline template (with buffers for shipping and revisions)

Use this as a starting point for a 4–6 week campaign with physical product. Adjust for international shipping or complex production.

Escalation playbooks (when posts are delayed or underperform)

If a creator is delayed

1. Day-of slip: confirm new posting time within 24 hours; move them to backup date.
2. Product-related delay: offer reship/alternate variant; adjust posting window.
3. Non-responsive: follow a 3-touch sequence (email + DM + final email) over 72 hours; reallocate budget/time to backup creators.

If a post underperforms (within the first 2–6 hours)

Underperformance can be normal variance. Use a measured escalation path rather than panic edits.

1. Check basics: link in bio correct, code works, caption includes CTA, disclosure present.
2. Assess creative signals: hook clarity, first 2 seconds, audio levels, lighting, on-screen demo.
3. Lightweight optimization: suggest pinning a comment with CTA, updating caption, adding Story follow-up.
4. Amplify elsewhere: add the post to your brand’s Stories, email, or site social proof modules.
5. Learn for next wave: adjust the brief (hooks/angles) for upcoming creators rather than forcing re-edits on the same post.

Launch-day checklist (operational, not creative)

• Links/codes: every creator link resolves correctly; codes tested in checkout; expiration dates confirmed.
• Landing pages: mobile QA complete; hero message matches creator hook; analytics firing.
• Inventory: stock levels verified; variant availability confirmed; low-stock alerts enabled.
• Site readiness: checkout working; page speed acceptable; cart/discount logic verified.
• Customer support: macros loaded; staffing scheduled; escalation owner on-call.
• Creator reminders: send a brief “go-live” note with exact posting window and their CTA line.
• Monitoring: dashboard open for traffic, conversion rate, and code usage; assign who watches what.
• Backup plan: backup posting dates confirmed; list of creators who can post within 48–72 hours if needed.

Communication cadence (keep creators informed without micromanaging)

Recommended cadence

• Onboarding day: packet + link/code + timeline + one point of contact.
• Shipping day: tracking number + ETA + what to do if delivery issues occur.
• In-hand confirmation: quick check-in: “Did everything arrive? Any questions before filming?”
• Draft due -48h: reminder + submission link + approval SLA.
• Approval response: consolidated feedback using the structured template.
• Post -24h: short reminder with posting window, CTA line, and backup date.
• Post day: confirm live link, thank them, and share any real-time notes (only if necessary).
• Post +2–3 days: request performance metrics (if not automatically available) via a simple form.

Message templates (short and creator-friendly)

Shipping update:

Hi [Name]—your product shipped today via [Carrier]. Tracking: [#]. ETA: [Date].
If it hasn’t moved in 72 hours or arrives damaged, reply here and we’ll fix it fast.

Posting reminder:

Quick reminder: your post window is [Day, Time Zone].
CTA line: “Use code [CODE] or go to [LINK].”
If anything comes up, your backup date is [Date].