Purpose & Goals - Step 4
The Purpose & Goals step defines why this campaign exists and what you want to achieve. You write a purpose statement in your own words, then use the AI to generate specific, measurable goals based on that purpose.
Prerequisites
Both a strategy (Step 2) and an audience — either segments or personas (Step 3) — must be defined before this step is active.
Purpose Statement
Write 1–3 sentences describing what this campaign is trying to accomplish.
Good purpose statements answer:
- What action do you want your audience to take?
- What problem are you solving or opportunity are you capitalizing on?
- What timeframe or occasion does this campaign align with?
Example: "Drive awareness of our new summer skincare line among women aged 25–40 in the Gulf region, and convert interest into first purchases during Ramadan."
If your strategy already has an objective defined in Business Goals, it will be pre-filled here. You can edit it freely.
Generating Goals
Once the purpose statement is written, click ✨ Generate Goals to have the AI produce a set of specific campaign goals.
Goals are generated based on:
- Your purpose statement
- The selected strategy (business type, market, audience)
- Your selected segments or personas
Goal Structure
Each goal has:
- Title — a brief name for the goal (e.g., "Increase Instagram Reach")
- Description — a more detailed explanation of what achieving this goal looks like
Managing Goals
Editing a Goal
Click the Edit (pencil) icon on any goal to edit its title and description inline.
Click Save to confirm, or Cancel to discard changes.
Deleting a Goal
Click the Delete (trash) icon to remove a goal.
Adding a Custom Goal
Click + Add Goal to open a dialog where you can write a custom goal with a title and description.
Tips
- The clearer and more specific your purpose statement, the better the AI-generated goals will be.
- Aim for 3–5 goals per campaign — a manageable set that's broad enough to cover different dimensions (reach, engagement, conversion) without being overwhelming.
- Goals set here directly influence the Key Messages generated in the next step — each message will be framed around advancing one or more of these goals.