Bloom Florist spring campaign
Campaign results slide with three hero stats and a verdict
A results slide is judged on what it leaves off, because a campaign generates twenty numbers and only three of them change a decision. This one covers a spring campaign at Bloom Florist, a fictional flower shop, and ends on the decision rather than on the data.
What is on the slide
- Headline
- Spring Campaign Results, with the verdict line recommending a repeat in autumn with the radio budget moved into retargeting.
- Reach
- 218k people reached across social and local radio over six weeks from 1 September.
- Orders
- 1,740 orders online and in store, each matched to a code or a click rather than estimated.
- Return
- 4.1x return on ad spend, being $61,400 of orders from $15,000 of media, before the cost of the flowers.
When this is the right slide
Three hero stats and a verdict suit a campaign wrap where the audience wants the outcome and the recommendation, not the channel by channel detail.
What to swap it for
Metrics: Three KPI Columns. Swap to three KPI columns when each number needs a paragraph of explanation rather than a single sentence under the figure.
What this slide shows
The slide uses its dark colour mode, so the type sits in light ink on a deep canvas. A short headline reads Spring Campaign Results and one line under it carries the verdict: run it again in autumn, with the radio budget moved into retargeting. Three figures then run across the canvas at display size with generous space between them, each with a name and one sentence. 218k people reached, across social and local radio over six weeks from 1 September. 1,740 orders placed, online and in store, each matched to a code or a click, not estimated. 4.1 times return on ad spend, being $61,400 of orders from $15,000 of media, before the cost of the flowers. There are no cards, no icons and no chart. Everything the slide claims is in the three sentences under the three numbers, which is what makes the layout hard to pad.
Who this slide is for and when to use it
The campaign wrap meeting, a monthly marketing update or the marketing section of an owners meeting. The audience wants to know whether it worked and whether to do it again, and three numbers answer both. It is a poor fit for a post mortem on a campaign that failed, where the useful slide is a funnel or a channel breakdown showing where the drop happened. It is also a poor fit when the campaign had multiple goals. Awareness and direct response measured on one slide produce numbers that argue with each other, and splitting them into two slides usually reveals that only one of the two goals was ever really being managed.
How to adapt it
First, choose three numbers that map to reach, response and return, because that trio survives across channels and makes campaigns comparable over a year. Second, write the qualifier into the sentence rather than into a footnote: before the cost of goods, excluding staff time, matched to a code. Those clauses are where a results slide earns its credibility, and they cost nothing in space. Third, put the recommendation on the slide, even when it is to stop. A verdict of do not repeat, with the three numbers that justify it, is the most useful campaign slide a team can produce. When each number needs a paragraph rather than a sentence, the three KPI column layout gives each one its own column and room to carry the reasoning. One last thing worth deciding before the slide is built is who owns the next step, because a verdict with no owner tends to be agreed in the room and forgotten by the following week, and a name in the speaker notes costs nothing to add.
What makes this slide work
The return is shown with its inputs
4.1 times is stated as $61,400 of orders from $15,000 of media, so the multiple can be checked rather than trusted. It also carries the qualifier before the cost of the flowers, which stops anyone reading the figure as profit. A bare multiple on a results slide is the number most often quoted and least often defined.
Attribution is described, not assumed
The orders line says each one was matched to a code or a click, not estimated. That single clause is the difference between a measured result and a hopeful one, and it tells the audience which orders were excluded: the ones that walked in without a code, which will always understate a local campaign slightly.
The slide ends on a decision
The verdict line recommends running again in autumn with the radio budget moved into retargeting. Three numbers with no recommendation leaves the meeting to invent one, usually badly. Putting the verdict in the framing line, above the numbers that support it, also means the slide reads correctly when skimmed.
Questions people ask
What should a campaign results slide leave off?
Impressions, click through rates, engagement counts and anything else that does not change the next decision. This slide keeps reach, orders and return. The detail belongs in an appendix or a dashboard link, where the person who wants channel level numbers can find them without the whole meeting reading them.
How should return on ad spend be presented?
As a multiple with both inputs named, as here: 4.1 times from $61,400 of orders on $15,000 of media. Also say what it excludes. Return on ad spend is revenue over media cost, not profit, and a slide that lets an owner read it as profit is storing up an argument for the next budget meeting.
How do you handle attribution honestly?
Say what was counted and what was not. Matching orders to a code or a click, as this slide does, undercounts walk ins who saw the campaign and said nothing. That is the conservative direction, which is the right one to err in. A slide that quietly includes modelled or assisted conversions should say so in the same sentence.
Should the verdict be on the slide or spoken?
On the slide. A verdict that only exists in the presenter's script disappears the moment the deck is forwarded, and campaign decks are forwarded constantly. One line above the numbers means the slide keeps its recommendation when it is read six weeks later by someone who was not in the room.
Three numbers or six?
Three, when the slide has a verdict. Six numbers and a recommendation compete, and the recommendation loses. If the audience needs six, use a stat grid and put the verdict on the next slide by itself, which turns one crowded slide into two clear ones with no loss of information.
Does this layout work for a campaign that underperformed?
It works if the verdict is honest. Three numbers showing a 0.7 times return with a verdict to stop and reallocate is a strong slide. What does not work is keeping the layout and choosing three flattering numbers, because the audience knows which figure is missing and will ask for it first.
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