Campaigns
Campaign Wave
One discrete batch of creator activations within a larger program, often sequenced to stagger content delivery.
What it means in practice
A wave groups creators or content around a shared timing window, message, audience, or campaign milestone. Later waves can incorporate operational lessons and creative insights from earlier batches while serving a different role in the program.
Why it matters
Wave structure determines when resources are needed and whether learning can influence later activations.
How it is used
A brand launches an initial wave of tutorials, reviews the response, and adjusts the second wave's hooks and creator mix.
Also called
activation wave
Related terms
- Creative ConceptThe central idea and narrative device that unifies all executions within a campaign.
- Cross-PostingPublishing the same asset across multiple platforms or accounts, adapted to each format's specifications.
- Referral ProgramAn ongoing scheme rewarding existing customers or creators for bringing in new customers through trackable invitations.