1Time scope: the campaign has a start, an end, and a time for each step. Fail this only if no timeline, or steps with no dates or weeks.
2Budget scope: a total amount, divided across the steps of the plan. Fail this only if no budget, or a single total with no breakdown.
3A marketing angle that fits IXO specifically, for example built on verified claims, digital twins or public receipts. Fail this only if it would work unchanged for any blockchain or climate project, or uses only standard posts, ads and influencers.
4One named audience, and the places where that audience already spends its time. Fail this only if the audience is everyone, or a broad label like Web3 or investors with nowhere named to reach them.
5One number that would prove the campaign worked, with a target. Fail this only if success is only awareness, buzz or engagement, with no number or target.