About playbooks
Understand what OmniLab playbooks are and how to use them to plan your next activation.
1 min read
Playbooks are end-to-end workflow guides that walk you through a marketing goal from planning through to optimisation. They are not rigid scripts — they are structured starting points that you adapt to your organisation, your audience, and your market.
What a playbook covers
Each playbook follows five phases:
| Phase | What it answers |
|---|---|
| Plan | What is the goal, who is the audience, and what do I need before I start? |
| Build | How do I set this up in OmniLab Studio, step by step? |
| Launch | How do I get this in front of the right people? |
| Measure | What numbers matter, and how do I read them? |
| Optimize | What do I do after the campaign to make the next one better? |
How to use a playbook
- Choose the playbook that matches your current goal. If you are trying to grow your contact list, start with Customer Acquisition. If you want to drive sales, start with Increased Sales.
- Read the ingredients kit first. Every playbook opens with a short checklist of what you need before you start building. Completing this step saves time later.
- Adapt the steps to your situation. The build steps reference OmniLab Studio features by name, but the exact configuration depends on your campaign type, your reward mechanics, and your organisation settings.
- Use multiple playbooks together. Real marketing programmes combine several goals over time. The Activation Flywheel playbook shows how acquisition, engagement, and sales-driving connect into a long-term loop.
A note on benchmarks
Where playbooks mention typical timelines, conversion rates, or reward values, treat these as directional examples — not guarantees. Results vary significantly by market, audience, reward size, and distribution channel. Use your own past campaigns as the baseline once you have run a few activations.