BrandDNA and CampaignDNA
BrandDNA captures what your brand stands for. CampaignDNA captures what this campaign has to achieve. MatchPersona builds your personas from both, and MatchOutcome bids against the metric you choose.
Your brand, described once and applied to every campaign.
Your landing page URL and a brief get us started. We fill in the rest from your material and mark everything we inferred.
Your tone, your suitability rules and your metric are written down once and applied to every persona and every bid.
One BrandDNA, many CampaignDNAs. The second campaign starts from a brand we already understand, and the quality score rises as you refine it.
Illustrative example
BrandDNA
what the brand means, once
CampaignDNA
what this campaign wants
MatchPersona reads both. MatchOutcome carries the metric.
Your website, guidelines and landing page become a first draft of both objects, with every field showing its source.
Correct anything we inferred, add your own personas and rules, and agree the metric before anything runs.
BrandDNA carries across campaigns. Each new brief adds a CampaignDNA, and you can share both with your agency through a link.
BrandDNA carries across every campaign.
Each campaign gets its own CampaignDNA, built on the same brand.
Questions
What the brand stands for (purpose, positioning, value proposition, promise, values, archetype); who it speaks to (audience, markets, industries, competitive frame); how it speaks (tone, formality, lexicon, locked terms, what to say and what to avoid); where it belongs (suitable environments, topics to avoid, regulated flags, mandatory disclaimers); and how it looks (colours, typography, photography, motion, distinctive assets).
What the campaign must achieve (business and communication objective, single-minded proposition, key insight, metric hierarchy with one primary metric); what it says (key messages, promise, offer, call to action, mandatories); who it is for (target and priority personas, markets, languages); when and how (flight, timing, budget, pacing, channel plan, format weighting); and what it measures (measurement plan, benchmarks, landing pages analysed and assets extracted).
From the brand's own material: the website, brand guidelines where they exist, and what the brand already publishes. C Wire's system builds a first draft, and you refine it with us. Every field shows its source, so you can see whether a value came from your material, was inferred, or was set by a person.
From the brief and the landing page. The brief can be a document, a few sentences or a call, and the landing page is analysed for offer, message and assets. Anything we add is marked as inferred, and the metric the campaign will be judged on is agreed with you before anything runs.
Each object carries a quality score that reflects how complete and how well sourced it is. A BrandDNA built from a full guideline set scores higher than one inferred from a homepage. The score shows you, and us, how much each object can be relied on before the first campaign, and it rises as the object is refined.
Yes. You review and correct both objects, and you can share them with your agency through a link, ready for the next campaign.
BrandDNA tells MatchPersona what your brand means and where it belongs. CampaignDNA tells it what this campaign wants and which personas matter most. Lifestyle and life stage personas are built around people's wider interests, and intent personas focus on your category.
CampaignDNA carries the primary metric. MatchOutcome bids on each impression against that metric and reports on it, so the number your campaign is judged on is the one you chose.
They describe a brand and a campaign. Personas are described by life situation, interests and attention.
What the campaign is for, where and when it should run, what creative exists and the metric you will judge it on. That is enough for a first CampaignDNA, and the landing page fills in the rest.
Next step
A brand, an objective, a market. We build the personas and come back with a campaign proposal.