Marginal gains to boost your campaign planning

It’s easy to get excited about a big idea or a one-off stunt, isn’t it? But, if you haven’t got all of the small bits right and in place, you’re at risk of seeing your campaign fail. To borrow a sporting analogy, you need to nail those marginal gains in order to get it right.

We can’t claim the credit for that phrase. The credit actually goes to our guest for this episode – Thread & Fable founder Rebecca Roberts.

We sat down with Rebecca recently to talk about marginal gains and how you can use them to supercharge your campaigns. In our conversation, Rebecca explains about what she means when it comes to marginal gains, gives some examples of campaigns that have done it well and offers some thoughts on the value of a one-off stunt in 2018.

Show notes

Rebecca Roberts is the founder of Thread and Fable. Find out more about Thread and Fable on their website and follow them on Twitter. You can also find Rebecca on LinkedIn and Twitter.

Campaigns referenced in our conversation:

De Montford University, Leicester – #LoveInternational

Loughborough University – Facing dementia together

University of Glasgow – Homer Simpson day course

University of Nottingham – Snail Trail

University of Sunderland – Master Your Future

Rebecca’s top three tips for balancing out the big ideas with the marginal gains in your campaign planning

Integrate your idea into your whole setup

Marketing is for life, not just for Clearing!

Don’t be a magpie – don’t just chase the shiny, new thing


5 apps on your phone you use the most

Instagram, LinkedIn, My Fitness Pal, Appear In and YouTube kids

4 people you’d like to invite round for dinner

Michelle Obama, Beyonce, Laura Bates and my mum

3 words to describe what it’s like working for Thread and Fable

Thrills, fierce and collaborative

2 places/events in the world you’d really love to visit but haven’t been able to yet

Japan and the Day of the Dead in Mexico

1 social media platform you love more than any of the others



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