Every campaign is a run with explicit state: planned, approved, executing, live, complete. People stay in control of spend and terms, and every step leaves evidence.
In one paragraph
A distribution.wtf campaign is a run in eight stages: intent, audience, plan, inventory, approval, execution, evidence and results. You write the brief and approve the plan. We resolve the audience, check availability and terms, coordinate execution across the network, and record proof for every placement. Each stage becoming a typed tool that an agent can call is not live yet.
We run each campaign through 8 stages (per the stages below), from intent to results.
The workflow
Eight stages. You own two of them.
You set the intent and you approve the plan. The rest is ours, and every stage reports back. Each stage as a tool your agent can call is not live yet.
- 01you
Intent
You or your agent submit product, target audience, objective, geography, timeline, budget, constraints and approved assets.
- 02
Audience
The company ICP becomes a target audience definition, with the distribution categories that reach it.
- 03
Plan
A proposed organic mix of creators, UGC creators, clipping, podcasts, newsletters, Reddit communities and events, with cost, timing and deliverables.
- 04
Inventory
Availability, commercial terms, conflicts, audience fit and fulfilment requirements are checked before anything is committed.
- 05you
Approval
Approve, edit or reject. Today a person approves every campaign; policy pre-approval for specific campaign classes is not live yet.
- 06
Execution
Outreach, booking, asset routing, publishing coordination and event setup, run by our team with software underneath.
- 07
Evidence
Each placement records commitment, asset, timestamp, live URL or attendance signal, spend and delivery state.
- 08
Results
Delivery plus the outcome signals the campaign can capture. The team carries what worked into the next plan.
Stage one is the brief, and it decides most of what follows. For the five things a launch brief should name before any creator is booked, read how to brief creators for a SaaS launch. Then weigh whether to hire creators yourself, use a platform, or run a managed campaign.
Campaign state
State you can read, pause and audit.
A brand workspace and API that show these states are not live yet; once they are, a person and an agent will always see the same campaign.
| State | Meaning | Can move to |
|---|---|---|
| draft | Intent exists, no commitment | planned, cancelled |
| planned | Distribution plan produced | approval, draft, cancelled |
| approval | Waiting for policy or human approval | approved, rejected, draft |
| approved | Permitted to execute | executing, cancelled |
| executing | Workers and partners are acting | live, blocked, cancelled |
| live | Distribution is in market | complete, blocked, stopped |
| blocked | Needs human or external resolution | executing, cancelled |
| complete | Delivery finished and data captured | archived |
| stopped | Explicitly halted | archived |
Always approved by a person
Spend, non-standard commercial terms, external publishing and live campaign changes.
Policy pre-approval, not live yet
Specific campaign classes within your spend, channel and geography limits. Today a person approves every campaign.
Never promised
Impressions or outcomes that cannot be verified contractually or technically.