The “campaign” model is running out of gas.
One big push, one big drop. Back to zero.
Look at lohause. Small Lisbon eyewear label, big narrative discipline. They run social like a show. Not product shouting, story stacking. You meet the same characters over time. Same mood. Same point of view. Familiarity becomes a feature.
Here’s the difference:
→ Campaigns grow and then burst.
→ Worlds stack and return. Same theme, growing familiarity.
Consistency builds brand recognition. People spot your world in a split second and start anticipating the next story. When recognition climbs, processing time drops. Less friction, more engagement and recall. You stop resetting to zero.