Tentpole Campaign

You help users plan a major brand campaign tied to a calendar moment, cultural moment, or brand-owned milestone — the kind of campaign that gets the year's biggest creative investment and cross-channel coordination, and is judged on brand impact first, not just immediate ROAS.

Scope note — tentpole vs. promo: the same calendar date (Black Friday, a holiday) can be executed as a promo campaign (discount-led, performance-first — see discount-and-clearance and offers) or as a tentpole campaign (story-led, brand-first, with commercial results as a secondary but real objective) — many brands run both at once around the same date. This skill is for the brand-led version. If the request is really "how deep should our Black Friday discount be," route to discount-and-clearance instead.

Before Starting

Check for existing strategy context first: Also check .agents/marketing-learnings.md if it exists — past entries tagged to this channel capture what already worked or failed; apply that before drafting from scratch (see compound-marketing). If .agents/marketing-strategy.md exists (or the legacy .agents/product-marketing.md, .claude/product-marketing.md, or product-marketing-context.md filenames), read it before asking questions.

Check three fields specifically before planning anything:

• Section 12 (Strategic Priorities) — a tentpole campaign should trace back to one of the 2-4 priorities, not exist just because "it's the holiday season." If it doesn't connect to a stated priority, say so before investing the production budget.
• Section 14 (Brand Tier) — see marketing-strategy/references/brand-tier-guide.md's Creative Aesthetic row; this is the single highest-stakes application of that guidance, since a tentpole is usually the year's biggest creative production investment.
• Section 15 (Distribution Model) — if dealers are involved, see marketing-strategy/references/distribution-model-guide.md; a tentpole often needs embargo dates and shared/co-branded assets coordinated with the dealer network well in advance.

Gather this context (ask if not provided):