Campaign Game
Some campaigns feel like chaos: lots of actions, but nobody is fully sure what happened when.
At Bulbul, we prefer to see a campaign as something much simpler:
A campaign is like a board game you move around.
Every square is one action. When you complete a lap around the board, the campaign has done a full cycle.
In this article, we’ll follow the same path your customers actually take: from seeing a video, to clicking an ad, landing on your website, filling a form or starting checkout, entering your database, receiving your emails, and eventually buying your solution, product or service.
We’ll walk through that journey together – step by step – as if we were sitting next to you, looking at the same “Campaign Game” board and mapping your next campaign on top of it.
Not as a lecture, but as if we were sitting next to you, looking at the same “Campaign Game” and talking it through.
1. VIDEO – The first move on the board
Everything starts with video, because that’s where the energy of the campaign sits. Before we say “let’s shoot something”, we go back to three simple questions:
- Who is this for?
- What is the one line we want them to remember?
- What is the next step that makes sense after watching?
That “next step” is important: in most cases it is a clear CTA to your website – a product page, a landing page, or a “work with us” page.
Once those are clear, the first squares on the board become obvious:
- Story & Brief – audience, offer, tone.
- Script – one main message, one clear CTA pointing to your site.
- Shoot & Edit – versions that fit the platforms (Reels, TikTok, YouTube, paid ad cuts…).
If you prefer, we can handle this whole part for you and deliver it Bulbul style with our Campaign Video Set.
DIFFUSION – The words wrapped around your video
Even when the video is perfect, people first see its context: the first line, the short text, the thumbnail, the hashtags.
That’s why DIFFUSION lives right next to VIDEO on the board:
- Captions & Hooks – the first line that makes someone stop scrolling.
- Visuals & Thumbnails – “Is this for me?” answered visually in one glance.
- Hashtags – discovery, category, search intent.
A good VIDEO + DIFFUSION combo does one job: it makes the right person curious enough to click your CTA and land on your website.
2. ADS – Carrying the video to the right people
Now VIDEO and DIFFUSION are ready and the CTA is pointing to your site. The next question is:
“Who is actually going to see this and click?”
We don’t see ads as gambling or “boosting posts”. We see them as the distribution layer of your video and CTA:
- Launch Video Ads – choosing platforms and basic structures for Meta, TikTok, YouTube, etc.
- Test Audiences – cold audiences, lookalikes, remarketing, local vs wider.
- Adjust Budget – once we see what works, we let that combination drive more traffic to your site.
The aim is not “show it to everyone a little”. It’s show it enough to the right people, and send them to the right page.
This is exactly what we design inside our Ad Campaign Pack: video + audiences + placements working together to generate qualified visits.
From here, the board naturally moves to the next squares: people click the ad, follow the CTA and arrive on your website or landing page.
3. WEBSITE & DATABASE – From visits to real contacts
Once someone has landed on your site, the question becomes:
“How do we make sure this visit doesn’t disappear?”
On the board, we see the WEBSITE and DATABASE parts as one flow:
- Website or landing page
- Track Clicks & Visits
- Create Contacts & Update CRM
The idea is simple: Video → Ads → Website CTA → Contact form → Database.
For brands that want this part to be more structured and automated, we connect it with our Marketing Automation Kits: the technical backbone that keeps visits, forms and CRM in sync.
Once someone is in your database, the board moves to the next set of tiles.
4. EMAIL – From contact to relationship
At this point, we’re no longer dealing with “traffic”. We’re talking to people who have:
- watched your video,
- clicked your ad,
- landed on your site,
- and left a trace (a form, a signup, a cart, a download).
Email is where we keep that conversation going and gently guide them towards a purchase of your solution, product or service:
- Intro Emails Sent – who you are and what you can help them with.
- Campaign Promo Emails – the core campaign message and offer, linked back to your website or store.
- Follow-up Reminder – respectful reminders, last calls, or alternative options.
Here the flow looks like:
Video → Ads → Website CTA → Contact / Checkout → Database → Email → Purchase (or next best step).
For this part, we often bring in our Email Marketing Suite to design a structure that feels human, not spammy, and aligns with the rest of the campaign.
5. ANALYSIS – The scoreboard of the game
On the ANALYSIS side of the board, we stand in front of the scoreboard and ask:
“What actually happened along that whole line?”
We try to keep it simple and useful:
- Click-through & cost – which video + diffusion + audience combos generated the best clicks to your site?
- Landing conversion – once on the page, how many people filled the form, added to cart or started checkout?
- Email & purchase metrics – how many contacts opened, clicked, and ended up buying or moving closer to a decision?
From there, we note the essentials:
- What will we definitely repeat?
- What will we change next time in the video, ads, page or emails?
The goal is not to label a campaign “good” or “bad” and forget it. The goal is to make sure this campaign leaves a gift for the next one.
6. NEW CAMPAIGN – The “GO” tile on the board
In one corner sits the NEW CAMPAIGN tile.
It’s not where everything stops. It’s where everything you’ve learned flows into the next game:
- Which story still has momentum?
- Which audience deserves a deeper, more tailored journey?
- Which video or ad structure can become a reusable pattern?
- What should change in the website journey, database structure or email flows?
A campaign doesn’t have to be perfect from start to finish. A good campaign is one that makes the next one smarter and easier to launch.
How to play the Campaign Game for your brand
You can treat this board as a simple, practical checklist:
- Does your video have one clear message and a CTA to the right page?
- Do ads consistently send the right people to that page?
- Does your website make it easy to either purchase or leave contact details?
- Does your database / CRM actually store who came from which campaign?
- Do your emails continue the story and lead people back to buy?
- Does your analysis turn all of this into concrete lessons?
At Bulbul, we like to build this as one coherent game:
- With the Campaign Video Set, we take care of the story and the set of videos that open the game.
- With the Ad Campaign Pack, we design and run the structure that turns views into visits.
- With the Marketing Automation Kits, we connect website, forms and CRM so visits become usable data.
- With the Email Marketing Suite, we turn contacts into relationships and, step by step, into customers.
If you’d like to walk around this board for your own brand – see which squares are already strong, which ones are missing, and how to turn your next campaign into a clear Video → Ads → Customer journey – we’d be happy to talk it through with you.
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