https://lukemetcalfe.co.uk/campaign-ideas-messaging-content daily 0.75 2026-08-05 https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1cf5d23a-81ae-4164-af22-08a492a6e67d/Screenshot+2026-04-26+at+19.32.37.png Campaign Ideas, Messaging & Content - Making cloud security count for CISOs. Laminar needed a more effective way to turn high-intent signals into action across key decision-makers. We developed a trigger-based campaign built around urgency, clarity, purpose and voice, designed to activate and convert audiences at the right moment in their buying journey. The messaging was translated into a set of targeted social ads tailored to two core audience segments. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777643544498-G2TVRAYXX1R46THE61ZL/Screenshot+2026-04-26+at+19.32.23.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777643495924-RYZ23WMRCSRFNCNLE86I/Screenshot+2026-04-26+at+19.31.52.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777643486692-YSOQUY9MEDDS9QILU62K/Screenshot+2026-04-26+at+19.32.37.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777643470507-8YHG1M3KIJ7FQHU8XGBZ/Screenshot+2026-05-01+at+14.49.22.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/faf02689-9ab0-4165-85e7-54519d19b3bd/Screenshot+2026-05-01+at+14.16.44.png Campaign Ideas, Messaging & Content - Helping accountancy software reach an unfamiliar audience Sage needed a clearer, more commercially compelling way to communicate their value to a naturally suspicious audience. We developed a strategic and audience insight that unlocked the campaign direction, which you can see below. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777642005796-L8W4RC4NA906Y9SCDJ3L/Screenshot+2026-05-01+at+14.16.23.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777642016300-LUB4SHB5PW83BAQKO312/Screenshot+2026-05-01+at+14.15.37.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777642028786-TO6UBW2EN21R631HM2IR/Screenshot+2026-05-01+at+14.17.01.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777642037224-KRNY5SG8TOXGAFL6DC0O/Screenshot+2026-05-01+at+14.16.44.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/8dd920e6-cf27-4bbd-85df-b2b991bfbdf4/Screenshot+2026-04-27+at+14.20.10.png Campaign Ideas, Messaging & Content - Pitching Secure Workspaces for unsecured workers For Cubeless, we created a full-funnel campaign for secure remote work built around “The Pains and Promise of Secure Remote Work,” turning category frustrations into a clear narrative of pain, promise, and proof across video, digital, and web. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777644665023-MJVASTNNGFWOTGS4YKTQ/Screenshot+2026-04-27+at+13.34.42.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777644685630-CCYGWILRK6RCNBYBEBSL/Screenshot+2026-04-27+at+13.31.20.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/deece5e2-17ab-4dce-a763-a300126ae9ab/Screenshot+2026-05-01+at+15.24.25.png Campaign Ideas, Messaging & Content - Shaking off a ‘best price’ brand narrative for a lumber giant America’s oldest timber merchant revamped its buy-side technology. This unlocked an interesting parallel we built a campaign on: the power of mass timber construction. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777646230459-5BQXLOVOQ0XA6TI84F2F/Screenshot+2026-05-01+at+15.34.24.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777646253684-N74IH34UR5XSO937Q7OA/Screenshot+2026-05-01+at+15.34.37.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777646294808-UKJMJT3PD2D5KOECEOHZ/Screenshot+2026-05-01+at+15.34.57.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/7b08d8d8-e82b-4746-acdb-01d87364df5a/Screenshot+2026-05-01+at+15.50.02.png Campaign Ideas, Messaging & Content - Empowering truckers to make the right decision We created a direct, no-nonsense campaign for truckers built around “Your truck. Your call.” Rooted in the insight that drivers trust their own experience over instruction, the campaign celebrates their judgement, pride, and expertise, positioning the brand as the natural choice for those who know when engine protection really matters. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777647235923-1G647AD9FJCKQYYCG5WJ/Screenshot+2026-05-01+at+15.51.07.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777647249060-R9G2E1ISO1H3BMG40RSA/Screenshot+2026-05-01+at+15.51.30.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1777647260589-WTD4SPU4SAKZCSMC3VHG/Screenshot+2026-05-01+at+15.51.39.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/218adcc4-ccb9-4fad-a6b3-b5f0f9e9e3ae/Screenshot+2026-01-13+at+13.49.00.png Campaign Ideas, Messaging & Content - White papers I’ve written dozens and dozens (and dozens) of crisp, value-add white papers and thought leadership pieces, translating complex concepts for both technical and executive audiences. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1768561642416-ZDQ5ICVSPFE51HNLW2OT/Screenshot+2026-01-16+at+10.57.51.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1768561652854-LFJYGIATK58MJM33NFVE/Screenshot+2026-01-16+at+11.06.03.png Campaign Ideas, Messaging & Content https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1768562070297-WEFXIDHZC0F8XZ9MR2PQ/Screenshot+2026-01-16+at+11.14.13.png Campaign Ideas, Messaging & Content https://lukemetcalfe.co.uk/luke-metcalfe daily 1.0 2026-08-11