As seen in
Big brands don’t have a monopoly on good ideas. They just have louder megaphones.
Campaign Catalogue exists to document, celebrate and learn from campaigns built by small businesses, the ones that don’t have seven-figure budgets, global agencies or Super Bowl slots… but still manage to punch well above their weight.
This is a growing, curated library of campaigns designed for attention, not awards nights.
What do we mean by a “campaign”?
A campaign isn’t “posting consistently.”
And it’s not “running ads.”
A campaign is a deliberate, time-bound marketing effort built around a clear idea.
It has:
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A purpose (what you’re trying to shift)
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A central idea or hook
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A beginning, middle and end
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Distribution beyond “hope it lands”
Campaigns might launch a product, reposition a brand, spark conversation, re-engage an audience, or create momentum around a moment.
They’re strategic. They’re intentional. And they’re how brands actually grow.
Why small business campaigns matter.
Most marketing coverage focuses on big business campaigns.
The problem:
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They’re often wildly overfunded
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Recycled versions of ideas we’ve seen before
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Impossible to replicate at small-business scale
Meanwhile, small businesses are quietly doing clever, brave, creative work with constraints that actually make the thinking sharper.
These campaigns deserve visibility, kudos and online home.
Campaign Catalogue exists to shift the spotlight from “big budget, big brand” to smart strategy, clear thinking and earned attention.
This is where the most interesting marketing is happening.
SUBMIT CAMPAIGNSubmit your campaign
If you’ve run a campaign you’re proud of we’d love to see it.
Selected campaigns may be featured across:
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The Campaign Catalogue with links to your website or social accounts
- The Got Marketing? podcast
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Thought leadership articles in major media outlets
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Social media videos and commentary
A few important notes:
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Submission does not guarantee inclusion
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Campaigns are curated based on strategy, clarity and originality
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You’ll need campaign imagery (screenshots, visuals, assets)
- A small business is classified as having less than 20 employees and less than $10 million in revenue.
This isn’t about perfection.
It’s about intention, thinking and execution.
If you’ve built something worth studying, submit it.
SUBMIT CAMPAIGNCampaign debriefs from Campaign Del Mar's Mia Fileman.
Mia Fileman is a widely published writer for publications including Social Media Examiner, Mumbrella, Marketing Mag, Smart Company, and Better Marketing.
Explore Campaign Catalogue
LUME MARKETING
It's Not You, It's Them
Launched on Valentine’s Day as a rom-com-inspired campaign inviting brands to “break up” with their toxic ad agencies. Created by a Meta Ads specialists Lume Marketing, the campaign leaned fully into the concept with a trailer, movie poster, dedicated landing page and hero campaign film. The team used humour and anti-marketing to capture attention and prompt brands to reconsider existing relationships. The campaign delivered a 700% lift in engagement and a 127% increase in website traffic, with $15k invested in creation and just $1k spent on paid ads.
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CAMPAIGN DEL MAR
In Good Company
A storytelling-led campaign featuring real Marketing Circle members, designed to show what happens when small businesses build together rather than going it alone. The creative execution leaned slightly Wes Anderson, using a narrator voice throughout before breaking the fourth wall to bring the audience back to real, human stories. The campaign explored the loneliness and overwhelm of solo growth, positioning community as a strategic advantage rather than a nice-to-have. The campaign cost $6k all in (including ad spend) and generated $18k in immediate enrolments.
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PENN & LYTICS
Penny Campaign
The first brand awareness campaign for a marketing analytics specialist, deliberately used as an experiment to test marketing messaging and channels. The creative idea played on a common brand misunderstanding, the founder Brooke being mistaken for “Penny,” when Penny is in fact the adorable Corgi. That confusion became an analogy, linking “nuggets of gold” with the nuggets of insight hidden in data, leaning fully into wordplay and puns to make analytics feel human and memorable. The campaign drove a 75% increase in discovery calls and a 60% uplift in sales during and following the campaign.
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STEF HANSON PRODUCTIONS
Full House
Full House was a brand awareness campaign by a creative director, videographer and photographer, launched alongside a new website to signal the kind of work Stef Hanson Productions wants to be known for. Rather than investing in a single hero film, the campaign used a series of videos and carousels to position Stef as someone you work with when you want to swing for the fences creatively, not just document an event. The creative leaned unapologetically into personality, drawing on cheesy TV references (Full House), coffee obsession and a distinctly larrikin tone. Discovery calls and booked projects increased immediately following the campaign, with Stef now booked solid through to April 2026. No Moccona jars were harmed in the process.
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