Define What Success Looks Like
Establish the commercial objective, identify the ideal customer and the right social platform to reach them, then research the content formats already earning their attention.
90 DAYS THE CAMPAIGN PROOF PROGRAMME
Stop betting five figures on a campaign your audience has never chosen.
I find the content formats your customers care about, test multiple executions and turn the strongest performer into a campaign before you commit serious production and media money.
Led personally by Henk Pretorius. Limited to a small number of concurrent programmes.
4Focused stages
MultipleContent format tests
1Signature Content Format
Up to 3 moreFormats if proof is not reached
Why this exists
Your biggest campaign risk is not bad production. It is scaling the wrong idea.
Most campaign processes ask you to approve a message, concept and production before the people who matter have shown any interest in it. By the time the audience sees the work, the budget is already committed.
This programme reverses that order. First we define success and mine the material inside your company. Then we test multiple formats and earn evidence. Only then do we put serious weight behind the winner.
If this is the campaign you are about to spend tens or hundreds of thousands on, £12,000 is either the cheapest way to stop the wrong one or the fastest way to find the right one.
The 90-day process
Four stages. One accountable lead. No hand-off between thinking and doing.
Mine Your Content Format
Dig into your company to find the stories, expertise and proof that can become distinctive, ownable content formats.
Test & Learn
Test multiple content formats online to determine what to back, adapt or stop, until we identify your Signature Content Format.
Launch Your Campaign
Assemble a bespoke team to launch your tested campaign and take your Signature Content Format to market, with every element built around your commercial objective.
What you leave with
Not a deck full of possibilities. A campaign decision backed by evidence.
Campaign objective
One clear commercial objective, ideal-customer definition and success measure.
Audience insight
The right social platform and the content formats already earning your audience’s attention.
Multiple format tests
Focused online executions designed to reveal what deserves to be backed, adapted or stopped.
Proof readout
A plain-language view of what earned attention, response and qualified interest.
Signature Content Format
One recognisable, repeatable creative system built from the strongest evidence.
Campaign playbook
The message, creative rules, example executions and next-step production recommendation.
Risk should sit with the person asking you to buy.
I cannot promise the market will buy. I can promise you will not be asked to blindly fund a direction I have failed to make worth testing.
01 / THE 14-DAY DIRECTION GUARANTEE
No direction worth testing? Stop.
If, by the end of day 14, I have not found a direction we both believe is worth putting in front of customers, you may stop the programme. You pay only the first £4,000 + VAT instalment.
02 / THE 90-DAY PROOF GUARANTEE
No proof? We keep testing.
Before we begin, we agree exactly what proof looks like. If none of the content formats tested during the 90-day programme reaches that threshold, I will develop and test up to three additional formats at no additional Campaign Producer fee.
Any third-party production or media costs remain separate.
What makes the guarantee valid
- Required customer, commercial and product access is provided.
- The agreed test and media budget is available on time.
- Approvals and feedback arrive within two working days.
- The product, price and core offer remain materially stable.
- The conversion route works before traffic is sent to it.
- Tests run for the agreed period and are not stopped early.
- Client delays pause the 90-day and guarantee clocks.
- The threshold is agreed in writing before testing begins.
What I need from you
Your involvement is focused. Your decisions are essential.
One decision-maker
One person able to protect the objective and make the final call.
A strong start
One focused working session with access to the product, customers and evidence.
Weekly decisions
A short weekly meeting to review learning and approve the next move.
Fast approvals
Feedback within two working days so momentum and test validity are protected.
YOUR CAMPAIGN PRODUCER
A writer’s story sense. A director’s command of attention. A producer’s accountability.
I have spent more than twenty years making audiences notice, care and act, from independent cinema and festival audiences to live events, launches and commercial campaigns. The lesson was simple: the strongest work happened when I owned both the idea and the job of getting it into the world.
“I do not disappear after the strategy. I stay accountable for turning it into work that can earn a response.”HENK PRETORIUS · CAMPAIGN PRODUCER
THE INVESTMENT
£12K+ VAT · £4,000 per month for three monthsBuy clarity before you buy scale.
The fee is for direct campaign leadership, creative development, focused testing and a campaign system ready for the next investment decision.
Included
- Direct access to Henk throughout the programme
- Commercial objective, audience insight and format strategy
- Creative direction for multiple focused content tests
- Results readout and decision recommendation
- One Signature Content Format and campaign playbook
Approved separately
- Paid media and platform spend
- Substantial shoots, locations and specialist talent
- Large-scale production and ongoing asset volume
- Travel and unusual third-party costs
- Long-term campaign management after day 90
After day 90
The playbook is yours. The next move is your choice.
Fit matters
This is for a real commercial moment, not creative theatre.
This is likely for you if...
- You have a credible product or offer ready for the market.
- You are approaching a launch, campaign or serious growth moment.
- You can reach customers and are willing to learn from their behaviour.
- You want one person accountable across strategy, creative and proof.
This is not for you if...
- You want a high volume of content with no unifying campaign idea.
- You cannot provide customer access, test budget or timely decisions.
- You need guaranteed revenue rather than disciplined evidence.
- You have already fixed the answer and only need someone to decorate it.
Frequently asked
Sensible questions before a serious campaign decision.
Is this an agency retainer?
No. It is a defined 90-day programme with a clear finish line. You are paying to discover and prove the campaign direction, then leave with a system you can scale.
Does the £12,000 include media and production?
It includes Henk’s campaign leadership, strategy, creative direction, the agreed test concepts and the campaign playbook. Paid media, substantial shoots, specialist talent, locations and large external production costs are approved separately before they are incurred.
What counts as proof?
We agree the threshold before testing. It may be qualified click-through, watch-through, enquiries, sign-ups, sales conversations or another observable behaviour that makes sense for your buying journey. The guarantee is tied to that written threshold.
Will AI be used?
Only where it improves speed, range or cost without weakening the work. Strategy, judgement and the campaign decision remain human-led. Production may be traditional, AI-assisted or hybrid, depending on what the campaign needs.
How much time will my team need?
Plan for one focused working session at the start, a weekly decision meeting and prompt access to the people, evidence and approvals needed. Fast decisions protect the 90-day clock.
What happens after day 90?
You can take the playbook to your own team, ask Campaign Producers to assemble the right delivery team or retain Henk as Campaign Producer while the campaign scales. There is no obligation to continue.
APPLY FOR THE PROGRAMME
Start with the result that needs to move.
Tell me what you are taking to market, who needs to act and what is at stake. If the programme fits, the next step is a focused 30-minute call.