Marketing Campaign for a whitepaper launch

Marketing Campaign for a whitepaper launch

Marketing Campaign for a whitepaper launch

Marketing Task - Event Execution

WGSN, the global authority on consumer trend forecasting, is launching a new white paper on the value of forecasting. The task was to plan and deliver the full launch campaign across email, a webinar, social media and sales enablement, with a six-week runway to launch.

As part of the final interview stage, I built the strategy and a set of supporting campaign assets, framing the paper as an acquisition tool designed to bring non-subscriber retail, CPG and fashion brands into the funnel.

Category

Brand Repositioning | Design Strategy | Editorial Design

Timeline

Dec 2023 – Jan 2024

Là où dort l’eau

The approach was built around a single principle: align before you build and always question the "why". Rather than rushing into production, I led with agreement on the audience, the angle and the metrics, then sequenced the plan around the two long-lead items on the critical path, the white paper and the webinar. A single launch email was designed to promote both, protected by a reminder sequence to guard webinar attendance, while a RACI and a clear cadence kept every specialist team and region aligned to one launch date. Success was mapped across the full funnel, from reach through to the real measure, the sales enquiries and influenced pipeline that follow.

A full six-week launch campaign for a white paper on the value of forecasting, spanning email, webinar, social and sales enablement. Built as an acquisition play, led by strategic alignment and measured all the way through to pipeline.