The nine components below run in the order a UK brand should build them. Each one names the week it lands in, what it produces, and the Fresheather service that owns it.
Week 1. Output: a written brief, an audience map and a single-minded proposition that the rest of the campaign hangs off. Owned by our 360 marketing service.
Weeks 1 to 2. Output: the creative platform doc, the lock-up and the tone of voice notes that every other component will reference. Owned by Design.
Weeks 3 to 4. Output: a 30 to 60 second anchor film. Owned by Stop Motion for tactile brand worlds or CGI and 3D for product hero work that needs angles a camera cannot reach.
Week 4. Output: six to nine platform-specific cuts for TikTok, Reels, Shorts and in-feed, briefed at the storyboard stage rather than edited as afterthoughts. Owned by Social Content.
Weeks 5 to 6. Output: a single talkable in-person moment, a pop-up, sampling, stunt or experiential build, designed to give the social and PR teams something to capture and pitch. Owned by Brand Activations.
Week 5. Output: site-specific static and digital out-of-home creative, scheduled to run in the same week as the activation so recall stacks. Owned by Photography.
Live before any paid impression. Output: site landing page, email capture form and CRM hooks. If a user clicks an ad and lands on a page that does not exist or loads slowly, the rest of the budget is wasted. Owned by Design.
Week 6, alongside the activation. Output: in-store creative, point of sale, sampling and gifting, all using the same lock-up as the hero. Owned by Retail and Events.
Four to six weeks post-launch. Output: a weekly social bank, community responses and partner content that keeps the platform alive after the activation window closes. Owned by Social Content.
Lock the strategy and audience first. Pin the single-minded proposition before anyone touches a moodboard. Map the audience by occasion, not by demographic alone. Decide which channels are essential to the proposition and which are filler. Our 360 marketing service uses this brief template as the starting point.
Build the creative platform, not the campaign. The platform is the bigger idea that flexes across hero, social, OOH, retail and always-on. Without it, every channel becomes a one-off. Get the lock-up, the tone of voice notes and the visual rules signed off before week three. Design sits here.
Make the hero film the centre of gravity. Hero is usually 30 to 60 seconds and earns its place by being the most distinctive asset in the plan. In 2026 that is increasingly stop motion for tactile brand worlds or CGI and 3D for product hero work that needs angles a camera cannot reach.
Cutdowns are not afterthoughts. Bake six to nine social cuts into the hero shoot brief. TikTok 9:16 with a sub-12-second hook, Reels 9:16 with on-brand text overlay, YouTube Shorts edit, in-feed 1:1, in-feed 4:5. Plan the cutdowns at storyboard stage so the hero edit serves them rather than the other way round. Social Content covers this end to end.
Plan one activation moment, not three. A single talkable in-person moment beats three watered-down ones. Decide who it is for, where it lives, what it produces (a product trial, a content capture, a retail driver) and what the content team films on the day. Brand Activations is our home turf.
Run OOH and DOOH on the same beat. If you can afford ten 6-sheets and ten DOOH slots, run them in the same week. Recall is highest when the OOH moment is concentrated and synced with social. Photography covers the OOH asset capture.
Wire the owned channels before the paid taps open. Landing page, email capture, CRM trigger and chat fallback all live before the first paid impression. If a user clicks an ad and lands on a page that does not exist or loads slowly, the rest of the budget is wasted. Design takes this from wireframe to live.
Retail and experiential close the loop. If your product lives on shelf, the retail moment should pull through the same creative platform. Sampling, in-store demo, gifting, point of sale, all on the same lock-up. Retail and Events covers this end of the campaign.
Hand over to always-on, not to silence. The biggest mistake in 360 implementation is the post-launch black hole. Build a four to six week always-on plan with weekly social drops, community responses and partner content before the hero film goes live. Social Content runs this for our clients.
A 360 marketing campaign includes a single creative platform expressed across paid, owned and earned channels in the same launch window. In practice that is nine components: strategy, creative platform, hero film, social cutdowns, a brand activation moment, OOH, owned channels, retail or experiential, and an always-on content drip. Anything less is a campaign on one or two channels with a 360 label stapled on.
Implementation in the UK runs in this order: strategy and audience in week 1, creative platform locked in week 2, hero film in weeks 3 to 4, social cutdowns built in week 4 from the hero edit, activation and OOH in weeks 5 to 6, owned channels live before any paid impression, retail or experiential alongside the activation, and always-on social for four to six weeks after launch. The hardest part is sequencing, not the channels.
Six to eight weeks for a UK launch with a hero film, social cutdowns, OOH, an activation and always-on. Anything tighter than six weeks usually means cutting one of the nine components or pushing the always-on plan into a phase two.
A creative agency leads the platform, hero and creative cuts. A media partner runs the paid plan. A retail or experiential partner runs the in-person moment. A 360 agency like Fresheather coordinates all of this against one creative platform so the campaign does not splinter at the seams.
An integrated campaign uses one creative idea across two or more channels. A 360 marketing campaign uses one creative platform across paid, owned and earned at the same time, with an in-person activation moment built in. Every 360 campaign is integrated. Not every integrated campaign is 360.
Brand activations are the talkable in-person moment that the rest of the campaign feeds and amplifies. They give the social team something to film, the PR team something to pitch, and the retail team a reason to push display. Inside Fresheather we run activations through our Brand Activations service.
No. Small UK brands usually run a sharper three-channel version: hero asset, paid social, owned. The 360 framework still helps because it forces a build order and a clear role for each channel even when only three are switched on.
The point of breaking a 360 marketing campaign into nine components is not to make every brand run all nine. It is to force a clear decision about which components are switched on this quarter, what role each plays, and what the build order looks like. Run the nine components against your next brief. Anywhere a channel cannot describe its job in a single sentence, cut it.
Briefing a London agency on a 360 marketing campaign? Three things go in the first paragraph of the brief: the single-minded proposition, the launch window, and the activation moment. Everything else follows from those three.
Related reading: What a 360 marketing campaign includes and how to implement.