Build sequenced Instagram campaigns for launches, seasonal pushes, and events with teaser posts, launch-day content, follow-up posts, and a posting timeline.
Describe the launch, the brand, and the timeline. Every post in the campaign comes back with a caption, hashtag set, visual direction, and format recommendation, organized into a day-by-day publishing schedule.
The campaign is structured in three phases. The teaser phase (typically 5-7 days before launch) builds anticipation with abstract visuals, countdown stickers, poll-driven Stories, and curiosity-gap captions that hint without revealing. The launch-day phase covers multiple formats in a single day: a hero static image for the announcement, a Reel showing the product or collection in action, a carousel walking through features or items, and a Story series with interactive elements and direct shop links. The follow-up phase (1-2 weeks after launch) sustains momentum with UGC prompts, styling inspiration, user testimonials, and practical tips that keep the product visible without repeating the launch message. Every post includes a caption, hashtag set, format with dimensions, visual direction, CTA, and its place in the posting timeline.
A single launch post reaches whoever sees it that day. A sequenced campaign primes the algorithm and the audience simultaneously: teaser posts generate saves and follows (high-value signals), launch-day content benefits from the momentum those signals built, and follow-up posts catch the audience members who missed launch day entirely. The arc also gives the creative team a production schedule instead of a last-minute scramble, with each post planned in advance and timed relative to the launch date.
Seasonal moments (holidays, back-to-school, summer, end-of-year) need a different arc than product launches. This prompt builds a campaign around a seasonal window with content that ties the brand to the moment without feeling forced.
Our client is LEGO (https://www.lego.com). Build an Instagram campaign around the holiday gifting season, November through December. Focus on the LEGO Icons and Botanical lines as gift ideas for adults.
Webinars, conferences, pop-ups, and live events need their own Instagram arc: pre-event buzz, day-of coverage, and post-event content that extends the reach beyond attendees.
Our client is running a pop-up shop in NYC for two weekends in May. Build the Instagram campaign: pre-event teasers, day-of Stories and Reels, and post-event recap content. The brand is Glossier (https://www.glossier.com).
When the initial campaign is live and the team needs to keep the momentum going. This prompt picks up after launch day and creates a second wave of content: UGC prompts, social proof, repurposed angles, and evergreen posts that keep the product visible.
The IKEA outdoor collection launched last week. Create 5 follow-up Instagram posts to sustain momentum: UGC prompts, styling tips, and social proof angles. Keep the "Life Grows Outside" campaign theme.
Teams build one Juma Project per client and add context over time. Every flow the team runs for that client pulls from the same project. If a project already exists, adding a campaign playbook and past campaign examples means each new campaign starts from the last one instead of rebuilding the arc from scratch.
Brand Voice Guide
How the client sounds on Instagram: tone, vocabulary, emoji conventions, what to avoid. Campaign content especially needs consistent voice across a multi-week arc where several people may be writing.
Audience Profile
Who the content is for and how they behave on Instagram. This shapes which teaser hooks build anticipation for this specific audience and which CTAs drive action on launch day.
Content Pillars and Visual Style
The brand's content themes, visual identity, and color palette. Campaigns need tighter visual consistency than regular posting because the posts appear as a cluster in the feed.
Campaign Playbook
The team's preferred campaign structure: how many teaser posts, what formats on launch day, how long the follow-up phase runs, which CTAs to rotate. Instead of reinventing the arc each time, the AI follows an established template.
Past Campaign Examples
Previous campaign posts with their engagement data. The AI references what worked before: which teaser formats drove saves, which launch-day post got the most shares, which follow-up angles sustained engagement longest.
Add a short description to each knowledge item in the project's info field so Juma knows what each file contains and when to use it. For example:
