Campaigns on top of always-on

Give the campaign a name and an end date. Rows that wear the name are the burst. Rows that do not are the floor. When the end date hits, stop adding the name out of habit.

The floor keeps the account alive between launches: proof, questions, small offers you already approved. It should be producible on a quiet week.

Launches eat design time. If you pile campaign posts onto a full always-on quota, both get thin. Lower the floor during the burst and say so. The client would rather see a deliberate dip than a sloppy one.

Protect one owner for the floor so the launch team does not become the only team.

A launch film can become floor content later, in a cut that does not say "this week." Plan that second life when you plan the first, or the asset will die with the campaign.

Check the claim again before reuse. Launch copy is often time-bound.

A campaign spike will make an ordinary month look like failure if you mash the numbers. Show the burst and the floor separately, even in a simple note.

If you cannot tell which rows were the campaign, the label was missing and the report will be a story you invent afterward.