Not every campaign goes as planned, and that’s okay! Last year, a few of us on the Hootsuite brand team made a country music video to promote our Consumer Report. It was a fun idea, inspired by the rise of country trends (Beyoncé, Post Malone, cowboy hats everywhere). We were fired up, but when we launched it on social… the results weren’t what we expected. And it stung 😅 But like any good heartbreak, it came with lessons. Here’s what I learned: 1. Don’t overcomplicate a good idea What started as a simple insight got pulled in too many directions. By the end, the message was muddled, and so was the impact. 2. Project management is no joke I came in overly optimistic. I’m used to scrappy, fast-moving work, but cross-functional projects need more structure, time, and comms than I gave them. 3. One person’s “loss” isn’t everyone’s When the social results fell flat, I took it personally. A teammate reminded me that focusing on what didn’t work diminished all the amazing work that did. 4. Don’t Look Back in Anger I struggled to look back on the experience fondly because I was so focused on the final result. But honestly, it was one of the most fun, creative projects I’ve ever worked on — and I’m so proud of what we made. The biggest lesson: Growth doesn’t just come from the wins. It comes from owning the messy middle. If you’ve ever led a campaign that missed the mark, you’re not alone. The best marketers all have battle scars. I'm learning to wear mine with pride.