`brando:Campaign`

Time-bound marketing or communications campaign that may temporarily adjust brand rules.

rdfs:comment
Time-bound marketing or communications campaign that may temporarily adjust brand rules.

Term definition

IRI: brando:Campaign
Type: owl:Class
Superclass: schema:Event
Defined in: brando: (Brando Schema Vocabulary v1.3)

A brando:Campaign represents a time-bound overlay on the brand:

seasonal, promotional, or thematic campaigns,
launches, events, or brand moments,
periods where tone, visuals, or policies may temporarily change.

It is not intended to replace your core brand or contexts, but to layer on top:

introducing additional constraints or variants,
and optionally mapping to external systems (e.g. ad platforms, campaign managers).

Relationships

Inbound: from `brando:Brand`

Campaigns are attached to brands via:

brando:hasCampaign
- Type: owl:ObjectProperty
- Domain: brando:Brand
- Range: brando:Campaign
- rdfs:comment:
  Links a brand to time-bound campaigns that may temporarily adjust rules and tokens.

Example:

{
  "@id": "https://example.com/brand/northstar",
  "@type": "brando:Brand",
  "schema:name": "Northstar Bank",
  "brando:hasCampaign": {
    "@id": "https://example.com/brand/northstar/campaigns/summer-savings-2025"
  }
}

Event semantics

Because brando:Campaign subclasses schema:Event, you may (non-normative) also use standard Schema.org event properties in instance data, such as:

schema:startDate
schema:endDate
schema:eventStatus
schema:location

The Brando vocabulary does not redefine these; they are inherited from schema:Event.

Key properties (domain includes `brando:Campaign`)

The following properties have brando:Campaign in their rdfs:domain.

1. Naming and theme

Property IRI	Range	Type	rdfs:comment
`brando:campaignName`	`xsd:string`	`owl:DatatypeProperty`	Human-readable name of a marketing or communications campaign.
`brando:campaignTheme`	`xsd:string`	`owl:DatatypeProperty`	Central message or creative theme for the campaign.

Usage notes (non-normative):

campaignName should be a stable identifier used consistently across channels, e.g.:
"Summer Savings 2025",
"Launch – Northstar Business".
campaignTheme describes the core narrative or idea that should inform tokens and content:
“Helping people make the most of a windfall”
“Small business resilience in uncertain markets”.

Example:

{
  "@id": "https://example.com/brand/northstar/campaigns/summer-savings-2025",
  "@type": "brando:Campaign",
  "brando:campaignName": "Summer Savings 2025",
  "brando:campaignTheme": "Make your summer money go further without compromising on security."
}

2. Temporal scope

brando:Campaign shares temporal-scoping properties with brando:Context and brando:Policy:

Property IRI	Range	Type	rdfs:comment
`brando:effectiveDuring`	`xsd:string`	`owl:DatatypeProperty`	Time window or schedule when this context, campaign, or policy is active, expressed as a structured JSON value.

Usage notes (non-normative):

effectiveDuring is designed for JSON-as-string, e.g.:

{
"validFrom": "2025-06-01",
"validThrough": "2025-08-31"
}

You can combine this with schema:startDate / schema:endDate if you want both:
- Semantic event dates (Schema.org),
- Operational scheduling logic (Brando).

Example:

{
  "@id": "https://example.com/brand/northstar/campaigns/summer-savings-2025",
  "@type": "brando:Campaign",
  "brando:campaignName": "Summer Savings 2025",
  "brando:effectiveDuring": {
    "validFrom": "2025-06-01",
    "validThrough": "2025-08-31"
  },
  "schema:startDate": "2025-06-01",
  "schema:endDate": "2025-08-31"
}

3. Files and supporting material

These shared properties are available on brando:Campaign:

Property IRI	Range	Type	rdfs:comment (summarised)
`brando:downloadableFile`	`schema:MediaObject`	`owl:ObjectProperty`	Links a brand, token, context, campaign, or policy node to the most up-to-date creative files exposed by the Brand OS or DAM.
`brando:supportingFile`	`schema:MediaObject`	`owl:ObjectProperty`	Links a node to additional files that are helpful for production but are not the primary source-of-truth asset.

Usage notes (non-normative):

For campaigns, use:
- downloadableFile for canonical campaign assets:
- master key visual,
- core messaging doc,
- asset packs.
- supportingFile for:
- moodboards,
- internal brief decks,
- channel-specific playbooks.

Example:

{
  "@id": "https://example.com/brand/northstar/campaigns/summer-savings-2025",
  "@type": "brando:Campaign",
  "brando:downloadableFile": {
    "@id": "https://assets.example.com/northstar/campaigns/summer-2025/master-kit.zip",
    "@type": "schema:MediaObject",
    "schema:name": "Summer Savings 2025 – Master Campaign Kit (ZIP)",
    "schema:contentUrl": "https://assets.example.com/northstar/campaigns/summer-2025/master-kit.zip",
    "schema:encodingFormat": "application/zip"
  },
  "brando:supportingFile": {
    "@id": "https://assets.example.com/northstar/campaigns/summer-2025/brief.pdf",
    "@type": "schema:MediaObject",
    "schema:name": "Summer Savings 2025 Campaign Brief (PDF)"
  }
}

4. External systems and integrations

brando:Campaign participates in the same integration pattern as brands, contexts, policies, and automation rules:

Property IRI	Range	Type	rdfs:comment (summarised)
`brando:externalSystem`	`schema:SoftwareApplication`	`owl:ObjectProperty`	Links a brand, context, policy, campaign, or automation rule to a software application integration target.
`brando:externalSystemId`	`xsd:string`	`owl:DatatypeProperty`	Identifier for the corresponding object in an external system (e.g. Adobe GenStudio, Meta Ads Manager, etc).

Usage notes (non-normative):

Use these to link a campaign to:
- an advertising platform campaign ID,
- a marketing automation journey,
- a design project/workspace.

Example:

{
  "@id": "https://example.com/brand/northstar/campaigns/summer-savings-2025",
  "@type": "brando:Campaign",
  "brando:campaignName": "Summer Savings 2025",
  "brando:externalSystem": {
    "@id": "https://example.com/integrations/meta-ads"
  },
  "brando:externalSystemId": "2384982349823498"
}

External system node:

{
  "@id": "https://example.com/integrations/meta-ads",
  "@type": "schema:SoftwareApplication",
  "schema:name": "Meta Ads Manager",
  "schema:applicationCategory": "Advertising",
  "schema:url": "https://business.facebook.com/"
}

Combined example: Brand + Campaign adjusting behaviour

{
  "@context": {
    "schema": "https://schema.org/",
    "brando": "https://brandoschema.com/"
  },
  "@graph": [
    {
      "@id": "https://example.com/brand/northstar",
      "@type": "brando:Brand",
      "schema:name": "Northstar Bank",
      "brando:hasCampaign": {
        "@id": "https://example.com/brand/northstar/campaigns/summer-savings-2025"
      },
      "brando:usesVerbal": {
        "@id": "https://example.com/brand/northstar/tokens/verbal/default"
      }
    },
    {
      "@id": "https://example.com/brand/northstar/campaigns/summer-savings-2025",
      "@type": "brando:Campaign",
      "brando:campaignName": "Summer Savings 2025",
      "brando:campaignTheme": "Make your summer money go further without adding risk.",
      "brando:effectiveDuring": {
        "validFrom": "2025-06-01",
        "validThrough": "2025-08-31"
      },
      "schema:startDate": "2025-06-01",
      "schema:endDate": "2025-08-31",
      "brando:downloadableFile": {
        "@id": "https://assets.example.com/northstar/campaigns/summer-2025/master-kit.zip",
        "@type": "schema:MediaObject",
        "schema:name": "Summer Savings 2025 – Master Campaign Kit (ZIP)"
      },
      "brando:externalSystem": {
        "@id": "https://example.com/integrations/meta-ads"
      },
      "brando:externalSystemId": "2384982349823498"
    },
    {
      "@id": "https://example.com/brand/northstar/tokens/verbal/default",
      "@type": "Brando:VerbalIdentity",
      "brando:toneOfVoice": "Calm, empathetic, precise.",
      "brando:keyMessages": [
        "We help you make thoughtful, long-term decisions.",
        "We are transparent about risks and costs."
      ]
    }
  ]
}

Runtime pattern (non-normative):

Resolve brando:Brand for the request.
Determine if any brando:Campaign linked via brando:hasCampaign is:
- currently active (effectiveDuring / event dates),
- relevant to the current context or product (based on your own logic).
- If active, adjust:
- prompts and copy using campaignTheme and campaign-specific tokens (if you model them),
- asset selection using downloadableFile / supportingFile,
- integrations using externalSystem / externalSystemId.

Concepts / overview
- Brando types overview
- Getting started
Related types

brando:Campaign

Term definition

Relationships

Inbound: from brando:Brand

Event semantics

Key properties (domain includes brando:Campaign)

1. Naming and theme

2. Temporal scope

3. Files and supporting material

4. External systems and integrations

Combined example: Brand + Campaign adjusting behaviour

Related documentation

`brando:Campaign`

Inbound: from `brando:Brand`

Key properties (domain includes `brando:Campaign`)