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BThe checklists, in one place
Print this page. Every stage’s checklist, plus the learning log. This is also what we score in the monthly check.
3.1 Objective
- Objective in two sentences: context and job
- Primary behaviour, at most one secondary
- Archetype and side of the loop named
- Default pairing, or change explained
3.2 The report
- One Impact, one Cost Efficiency metric
- A baseline for each
- Goals written as numbers
- One thing to learn, with a comparison
3.3 The plan
- Timing shape for the behaviour
- Budget split, incl. 20-30% incentives
- The moment named
- The three most important facts, for all
3.4 The creators
- New: believability and content references
- Returning: past results attached
- Brand-safety check passed
- Fee priced against benchmark
3.5 Contracts
- Every task priced, goals in the platform
- Posting window confirmed
- Usage, buyouts, permissions, insights
- Incentives and disclosure written in
3.6 Content review
- It makes people feel something
- Cues right for the behaviour and loop
- Search-ready words, spoken and written
- Disclosure visible, fact-check done
3.7 Launch and optimise
- Measurement dependencies in place
- Ad account connected
- Baselines saved
- Refresh plan agreed
3.8 Report and learn
- Headline against baseline
- Ranking and recommendations
- Learning logged
- Results shared with every creator
The learning log
| Campaign | What we wanted to learn | The comparison | What we found | What changes next time |
|---|---|---|---|---|