An effective campaign starts with a deep understanding of the audience and the business goal. Before thinking about the idea, define: what do we want to happen? Who do we want to move? Only then start with creative.
The second step is the core idea — the concept that ties all assets together. A good idea is simple, emotional and extendable across platforms.
The third step is distribution and measurement. A campaign without measurement is a guess. Define KPIs, track performance, and optimize on the fly.