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Campaign type — the full vocabulary
Recorded vocabulary snapshot. This page is generated from a saved database extract, not a live connection. Rebuilding the site does not refresh its measurements. Draft wording comes from review notes; check recorded decisions for approved meaning. Stored values alone do not prove current prompt or filter behavior.
There are 21 registered values and nothing in use outside them.
Where it is stored: campaigns.campaign_type — 47 rows carry a value.
How the registry and the data line up: 11 of the 21 registered values appear in the data, and nothing appears that is not registered.
What this describes
Draft wording from review notes. What kind of campaign a grouping is.
The values
A bold value carries more than its row — tagging rules, a confusion map, or worked examples — and has its own entry under “Value details” below.
| Value | Stored as | In use | Recorded wording |
|---|---|---|---|
| Product Launch | product_launch | 11 | Introduces a new product |
| Brand Platform | brand_platform | 7 | Broad brand idea or positioning |
| Feature Launch | feature_launch | 6 | Introduces a new feature |
| Product Category Campaign | product_category_campaign | 6 | Promotes a category, not one SKU |
| Developer Campaign | developer_campaign | 4 | API/platform/developer adoption |
| Customer Story Campaign | customer_story_campaign | 4 | Proof through customer use |
| Enterprise Campaign | enterprise_campaign | 3 | B2B, sales, ROI, customer proof |
| Trust & Safety Campaign | trust_safety_campaign | 2 | Reassures around privacy, security, reliability |
| Education Campaign | education_campaign | 2 | Teaches use case or behavior |
| Performance Campaign | performance_campaign | 1 | Conversion-focused paid media |
| Cultural Moment Campaign | cultural_moment_campaign | 1 | Tied to trend, event, moment, fandom |
| Seasonal Campaign | seasonal_campaign | — | Holiday, back-to-school, summer, etc. |
| Sponsorship Campaign | sponsorship_campaign | — | Sports, entertainment, event, cultural property |
| Retail Campaign | retail_campaign | — | In-store or commerce-focused push |
| Creator Campaign | creator_campaign | — | Creator-led storytelling or adoption |
| Social Challenge | social_challenge | — | Participatory social campaign |
| Brand Refresh Campaign | brand_refresh_campaign | — | New identity, messaging, or positioning |
| Retention Campaign | retention_campaign | — | Habit-building, loyalty, usage |
| Re-engagement Campaign | re_engagement_campaign | — | Bring users back |
| Partnership Campaign | partnership_campaign | — | A campaign CO-CREATED by two or more brands as partners (McDonald's × Minecraft): shared creative, shared credit. |
| Project | project | — | The generic brand-side grouping container for work that isn't a campaign or identity program (studios say "400 projects"); atomic content_items groupable any w… |
Value details
Partnership Campaign
partnership_campaign · not used yet · kind: campaign type
Recorded description: A campaign CO-CREATED by two or more brands as partners (McDonald's × Minecraft): shared creative, shared credit.
Inclusion guidance — Recorded wording: Two+ brands co-create the campaign and its assets; both appear in campaign_companies under the governed role vocab.
Exclusion guidance — Recorded wording: NOT sponsorship (sponsor PAYS to attach to a property, does not co-create — use sponsorship_campaign); NOT the content_category 'Partnership' bucket (that is a per-ASSET axis — what the asset is about, not why the campaign exists).
Easily mistaken for:
- sponsorship campaign
- partnership
Worked examples:
- McDonald's × Minecraft co-brand campaign
- A co-branded product-launch campaign
Project
project · not used yet · kind: campaign type
Recorded description: The generic brand-side grouping container for work that isn't a campaign or identity program (studios say "400 projects"); atomic content_items groupable any way (DN-205 RM-5 design intent).
Inclusion guidance — Recorded wording: A coherent body of work grouped for attribution/browse that fits no other campaign_type archetype.
Exclusion guidance — Recorded wording: NOT the user-facing Workspace "Projects" feature (that is the singular project TABLE — a user container, different namespace; no technical collision — DN-205 RM-5).
Worked examples:
- A studio case-study body of work imported as one grouping
- A one-off brand collaboration that is not a campaign
Registered, never used
10 of the 21 registered values have never been written to a row. For a young axis that is expected; for an old one it is a question worth asking.
seasonal_campaign, sponsorship_campaign, retail_campaign, creator_campaign, social_challenge, brand_refresh_campaign, retention_campaign, re_engagement_campaign, partnership_campaign, project
Inactive values
These values are marked inactive in the saved extract. Inactive does not mean retired: a value may still be proposed. The recorded status is shown separately and may itself need reconciliation with the decision record.
| Value | Recorded status | In use | Recorded description |
|---|---|---|---|
brand_awareness | retired | 0 | — |
feature_campaign | retired | 0 | — |
seasonal | retired | 0 | — |
cause_marketing | retired | 0 | — |
ugc_campaign | retired | 0 | — |
rebranding | retired | 0 | — |
testimonial_case_study | retired | 0 | — |
loyalty | retired | 0 | — |
sustainability_csr | retired | 0 | — |
influencer_ambassador | retired | 0 | — |
educational | retired | 0 | — |
How complete this page is
Of 21 registered values, 21 carry a written definition (100%) and 2 carry tagging rules (10%). These counts are calculated from the saved database extract. They describe that snapshot, not a fresh database check.
Where to look next
- What this is FOR, in plain language — the Groupings chapter.
- Every other vocabulary — the vocabulary index.
- What is still undecided about it — the open questions.
- The exact tables and columns — the data reference.