Awareness campaigns fail when they front-load all the spend into a launch moment that nobody is ready to convert from. The audience hears you once, has no follow-through, and the lift evaporates.
Sequence the spend instead. Start with sharp positioning the team can defend. Build a small set of distinctive brand assets. Then layer paid into channels where you can sustain frequency for at least two quarters.
Awareness compounds. Treat it as a programme, not a campaign.
