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Campaign type — the full vocabulary
This page is generated. Do not edit it by hand — run
scripts/atlas-vocab.py.
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 axis answers
Proposed — not yet in the database. 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 | What it means |
|---|---|---|---|
| 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
A campaign CO-CREATED by two or more brands as partners (McDonald's × Minecraft): shared creative, shared credit.
Tag it when — Two+ brands co-create the campaign and its assets; both appear in campaign_companies under the governed role vocab.
Never tag it when — 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
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).
Tag it when — A coherent body of work grouped for attribution/browse that fits no other campaign_type archetype.
Never tag it when — 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
Retired values
Kept here on purpose: rows classified before a value was retired still carry it, so a reader who meets one needs somewhere to look it up.
| Value | In use | What it meant |
|---|---|---|
brand_awareness | 0 | — |
feature_campaign | 0 | — |
seasonal | 0 | — |
cause_marketing | 0 | — |
ugc_campaign | 0 | — |
rebranding | 0 | — |
testimonial_case_study | 0 | — |
loyalty | 0 | — |
sustainability_csr | 0 | — |
influencer_ambassador | 0 | — |
educational | 0 | — |
How complete this page is
Of 21 registered values, 21 carry a written definition (100%) and 2 carry tagging rules (10%). Every number on this page was counted from the live database when the page was generated — none is stored, and none was typed by hand.
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.