Working with initiatives

What is an initiative?

An initiative is a container that groups related campaigns and assets under a shared time frame and theme. Examples include a Black Friday/Cyber Monday promotion, a new product launch, a flash sale, or a new location opening. Initiatives give your team a high-level view of everything associated with a particular program.

Creating an initiative

From the Initiatives page, click to create a new initiative. Fill in:

• Name — A descriptive title (e.g. "Spring Sale 20%").
• Theme — Select from your custom themes list (e.g. Sale, Launch, Promotion). Themes are configurable in a separate settings area.
• Coupon code — Optional field for any associated discount code.
• Key messaging — An overview of the initiative's messaging direction.
• Links — Add relevant URLs such as landing pages. You can add multiple links, each with a label and URL.
• Start/end date and time — Define the initiative's time frame and time zone.
• Status — Set a planning designation (e.g. Planned, Active).

Associating campaigns and assets

There are two ways to link campaigns and assets to an initiative:

• From the initiative detail page — Click through to the initiative, then use the "Add campaigns" or "Add assets" options. A list of all available campaigns/assets in the account will appear for you to select from.
• From a campaign or asset — Open any campaign or asset, click edit, and select the initiative to associate it with from the initiative dropdown.

Comments

Each initiative has its own comment thread. Use it for high-level coordination, status updates, or decisions that apply to the initiative as a whole rather than to a specific campaign or asset.

Where initiatives appear

• Initiatives page — The main list of all initiatives with their details.
• Calendar view — Initiatives display as thin bars at the top of the calendar, spanning from start to end date. You can click on them to navigate to the initiative, or hide them to keep the calendar clean.
• Analytics → Campaigns → Initiatives tab — View campaign analytics grouped by initiative. Expand any initiative to see the performance of its associated campaigns. This is useful for comparing the same type of initiative across different periods (e.g. year-over-year sale performance).