Category is…
We take a famous marketing campaign — a comeback, a reinvention, the occasional glorious flop — and score it stage by stage through the full 8-stage funnel: what it nailed, what it fumbled, and the working shown the whole way down. The judges are in: did it power the journey, or sashay away? See the channels
More from the sketchbook:
The episodes
Same eight stages, every episode — broad attention up top, loyal advocacy at the bottom. Scored out of 80. Did it power the journey, or sashay away?
StayThe category is: the comeback
Madonna’s
Confessions II
75 / 80
Ran the full funnel — and won the back half.
StayThe category is: the reinvention
Kylie’s
Tension
72 / 80
Owned the top of the funnel on pure organic reach.
SplitThe category is: the sequel
Madonna vs
Kylie
75 v 72
Two comebacks, one scorecard. But a projection isn’t a receipt.
SashayThe category is: the gamble
Jaguar’s
Copy Nothing
32 / 80
Bought the most attention in the category, with nothing to sell.
SashayQuibi: Category is…the most expensive top-of-funnel in history
29 / 80
Next episode
coming soon
coming soon
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