Service ．Campaign Design
Strategic Planning
Strategic Planning in Hong Kong
Every great campaign starts with a clear plan.
Before a single visual is drawn, we define what your campaign needs to say, who it needs to reach and where it will make the biggest impact.
Strategic planning is the stage of a campaign that defines its objectives, audience, message and channels. Double Eleven provides campaign strategic planning in Hong Kong, combining in-depth audience research with experienced strategists to give every campaign a clear, measurable direction.
What we do
What’s included in Strategic Planning
Every Strategic Planning project is shaped around your goals. Here’s what it typically includes.
Discovery Workshop
A working session with your team to clarify business goals, past campaign learnings, budget and constraints, so the plan starts from shared understanding.
Market & Competitor Review
An analysis of your category, competitor campaigns and market trends, highlighting where your brand can stand out.
Audience Research & Personas
AI-assisted research and social listening, verified by our strategists, to define who you’re targeting and what motivates them.
Objectives & KPIs
Specific, measurable goals, such as reach, footfall, enquiries or sales, with the metrics that will be used to judge success.
Key Message & Proposition
The single, clear idea your campaign must communicate, written as a creative brief for the team.
Channel & Media Plan
The recommended mix of print, outdoor, digital, social and in-store channels, with the role each one plays.
Campaign Roadmap
A phased timeline covering teasers, launch and sustain periods, with budget allocation across phases.
Measurement Framework
How results will be tracked and reported, so decisions during the campaign are based on evidence.
How Double Eleven approaches Strategic Planning
We combine in-depth research, social listening and personas with workshops alongside your team. Our strategists verify every insight and turn it into a focused plan that guides the creative work.
Strategic Planning methodology
Insight-to-plan framework.
A clear, proven process keeps every Strategic Planning project focused, collaborative and on schedule, with you involved at each key stage.
Discover
We meet your team to understand business goals, budget, past campaigns and what success looks like. We also gather any existing research and data.
Research
We analyze your market, competitors and audience using AI-assisted research and social listening, and our strategists verify every key finding.
Define
We turn insights into clear objectives, KPIs, target audiences and a single key message, written up as a creative brief.
Plan
We recommend the channel mix, timing and budget allocation, with the role of each channel clearly defined.
Align
We present the plan, refine it with your feedback and hand it over to the creative team, so strategy and creative stay connected.
Our tools and technology
Strategic Planning tools and technology
We pair hands-on craft with modern tools and technology, chosen to make Strategic Planning faster, more accurate and easier to review.
In-depth Research
Fast analysis of markets, trends and competitors.
Social Listening Platforms
Real conversations about your brand and category.
Personas & Journey Maps
Clear profiles of who you’re talking to.
Online Workshop Boards
Collaborative planning with your team.
Strategy Dashboards
Plans and KPIs in one shared view.
Strategic Planning FAQs
Frequently asked questions
Answers to the questions clients ask most about Strategic Planning. If yours isn’t covered, we’re always happy to talk it through.
Do we need strategic planning before creative work?
Yes, for most campaigns. Double Eleven’s strategic planning ensures the creative idea is built on real audience insight, which makes campaigns more effective and easier to measure.
What is the difference between a campaign strategy and a creative idea?
A campaign strategy defines what needs to be achieved, who the audience is and what the message should be. The creative idea is how that message is expressed in a memorable way. A strong strategy gives the creative idea focus and makes it easier to judge whether it will work.
What makes a good campaign objective?
A good campaign objective is specific and measurable, such as increasing enquiries, footfall or online sales by a set amount. Clear objectives make it easier to choose channels, judge creative ideas and measure success.
Why are audience insights important?
An audience insight is a genuine truth about what people think, feel or need. Campaigns built on real insights feel relevant to their audience, which makes them more likely to be noticed, remembered and acted on.
Start your Strategic Planning project with Double Eleven
Where insight meets direction.
We turn research into a clear plan your whole team can rally behind, so every creative decision has a reason.