Connect the message to the moment.
A campaign needs a specific audience, an offer or idea worth noticing, and a realistic distribution plan. Keep the message consistent while adapting the execution to each channel.
Build a reviewable plan
Document the objective, owner, dates, budget assumptions and approval process. Decide what you will learn from the campaign before it goes live; do not change the definition of success after seeing the results.
A useful starting point
Write a short note describing your situation, the question you are trying to answer and the evidence you have. Keep it specific enough that someone else can understand the decision without guessing.