Bradmarke | Branding, Advertising, and Marketing Solutions

Edit Content

Headquarter

Bradmarke Interactive, G.R.A, No. 60 Isaac John St, Ikeja GRA, Ikeja 101233, Lagos, Nigeria.

Bradmarke Interactive, No. 39 Ikot Ekpene Rd, Opposite Chicken Republic, Uyo, Akwa Ibom State, Nigeria.

Why Most Campaigns Fail Before

They Even Launch

The untold truth about bad strategy and lazy execution.

Let me tell you a story.

There’s this legendary tale in Nigerian football circles—Super Eagles vs. Argentina, 1994 World Cup. Nigeria’s lineup was full of promise; the world was watching. But by the second half, Diego Maradona and his team ran circles around us. What happened? We had the talent but no solid strategy to back it up.

Campaigns are like football matches. You can have the best players (or ideas), but if your strategy is weak, you’re already losing before the whistle blows. The truth is, most marketing campaigns don’t fail because the product is bad or the budget is small. They fail because of what happens—or doesn’t happen—before launch day.

Let’s break this down.

1. No Clear Objective = No Results

Imagine you’re in Lagos traffic (as usual), and your cab driver asks, “Where you dey go?” You shrug and say, “Anywhere.” That’s a recipe for wandering—and frustration. It’s the same with campaigns. If you don’t have a clear goal, you’re just burning money and time.

Why It Happens:

“Let’s just do something for visibility.” (Vague won’t cut it.)
Too many competing goals.
Lack of alignment between team members.

How to Fix It:

Define a single, measurable objective: Is it leads? Sales? Engagement?
Make sure your team understands the “why” behind the campaign.

2. Bad Targeting—You’re Shouting Into the Void

Here’s one for my fellow Nigerians: Have you ever seen an ad for a snow shovel in Abuja? Laughable, right? That’s what bad targeting looks like—pitching your message to people who couldn’t care less.

Signs You’re Guilty:

You’re trying to reach “everyone.”
Your audience personas are outdated or nonexistent.
You’re running ads on the wrong platforms.

How to Fix It:

Revisit your ideal customer: Who are they? What do they care about?
Use data to guide your targeting (not just vibes and guesses).

3. Copy and Creative Na Wash (Your Copy and Creative Are Lazy)

You know those Instagram ads you scroll past without a second thought? That’s what happens when your creative feels like it was thrown together last-minute. People are bombarded with content—your campaign has to slap to stand out.

The Culprits:

Boring visuals.
Copy that sounds robotic or cliché.
No hook to grab attention.

How to Fix It:

Invest in strong visuals and design.
Write copy that’s conversational and human (sprinkle in some wit, if that’s your brand).
Test different creatives before launching.

4. You’re All Talk, No Action

There’s a saying in Yoruba: “Igi ganganran ma gun mi loju.” Translation? Empty threats mean nothing. Similarly, campaigns often fail because brands overpromise but underdeliver.

Common Scenarios:

Launching with incomplete products or services.
Offering discounts but failing to follow through.
Promising “the best” without proof.

How to Fix It:

Only launch when you’re 100% ready.
Make sure your campaign deliverables match your promises.
Build trust by being consistent.

5. Ignoring the Power of Timing

Ever tried selling raincoats during dry season? Timing is everything. A campaign launched too early—or too late—is doomed, no matter how brilliant it is.

Why Timing Goes Wrong:

Lack of market research.
Rushing to meet irrelevant deadlines.
Not accounting for seasonal trends.

How to Fix It:

Research your market and industry trends.
Plan your campaign timeline carefully.
Test small before scaling up.

6. Zero Follow-Up = Missed Opportunities

Launching a campaign is just the start. What happens after people interact with it matters just as much. But most brands forget this. It’s like inviting guests to a party and not bothering to serve food or drinks.

What Brands Miss:

Retargeting ads for people who clicked but didn’t buy.
Follow-up emails or messages.
Keeping the momentum alive post-launch.

How to Fix It:

Plan a post-launch strategy.
Keep engaging your audience with relevant content or offers.

Now So What?

Campaigns don’t fail on launch day—they fail long before that. Weak objectives, bad targeting, lazy creative, poor timing—it’s all avoidable if you do the groundwork.

So, here’s the real question: are you launching a campaign that’s built to win, or are you setting yourself up to lose?

Ready to create campaigns that actually deliver? Let’s help you build strategies that work. Let’s Talk!