Campaigns
Always-On Campaign
Continuous activity running throughout the year rather than in discrete bursts, maintaining steady presence and constant learning.
What it means in practice
Always-on programs maintain a recurring cadence of content, creator partnerships, or paid distribution across an extended period. Individual themes and assets can change while the underlying program, audience, and measurement framework continue.
Why it matters
Teams must decide whether they have enough budget, content supply, and operational capacity to sustain consistent activity.
How it is used
A brand keeps a rotating group of creators producing monthly product demonstrations and uses performance results to refine later briefs.
Also called
always on
Related terms
- Campaign ObjectiveThe primary business outcome a campaign is set up to achieve, which guides targeting, format, and measurement choices.
- Product Launch CampaignCoordinated activity timed around a new product's release to build anticipation, awareness, and first purchases.
- Conversion CampaignActivity optimized toward measurable actions such as purchases, sign ups, or app installs rather than broad exposure.