Rework old work this summer, and fine tune it to maximize impact. Not every marketing campaign soars on the first try: some fizzle out quietly, lost in the noise of busy inboxes or drowned by shifting algorithms. But summer isn’t just for new campaigns, it’s the perfect time to revisit what didn’t work, rework it, and give it a second chance to shine.
Just like TV networks used to air “summer reruns” to capture fresh audiences, you can reimagine underperforming campaigns with new timing, angles and energy. Because sometimes, the idea was good — just maybe not the execution, the context or the season.
Summer is Primetime for a Reboot Rework
Summer marketing tends to feel lighter, looser and a little more experimental. Audiences are mentally shifting gears, slowing down, traveling, spending time outdoors. Engagement might dip in some channels but spike in others. It’s also when your team might have more breathing room to reflect, regroup, and rework ideas without the Q4 pressure.
Plus, summer is a metaphor-rich season. Think: growth, energy, movement and play. All perfect themes for breathing life into a campaign that maybe didn’t stick the first time.
Review and Rework Without Judgment
Before anything can be reimagined, it needs to be understood. Ask yourself these questions about the campaign.
- What was the goal? Did the campaign aim for awareness, engagement, conversions?
- What worked well? Maybe the visuals were strong, but the CTA was weak. Maybe the story was good, but the audience was wrong.
- What failed and why? Timing? Message mismatch? Channel choice? Lack of clarity?
This isn’t about beating up on your old work. It’s about auditing the content with curiosity and clarity.
Refresh the Angle
Ask yourself what new spin would make this idea more relevant now?
- Update the context? Can you rework the content to connect it to current summer trends, events, or cultural moments?
- Shift the focus? Try telling the same story from a different POV like customer-first, behind-the-scenes or values-driven.
- Simplify it? Strip it down to the strongest insight or benefit and rebuild from there.
Summer is a season when audiences crave ease and emotion. Lean into storytelling that feels breezy, relatable, or joyfully unexpected.
Rework it and Change the Channel
Sometimes, the idea isn’t the problem but the platform is. So a campaign that fell flat as a static Instagram post might thrive as a short-form video. Or, an overlooked blog post might shine as a podcast segment or live Q&A.
Consider a form change-up to maximize your content impact:
- Repackaging email content as a summer-themed downloadable checklist.
- Turning case studies into Instagram carousel “client journeys.”
- Repurposing old webinars into bite-sized reels or quote graphics.
Embrace the Remix
You don’t need to start from scratch in a rework of an old campaign, just remix it. In fact, some of the most iconic campaigns are iterations of past ideas.
- Nike’s Just Do It has been reframed a dozen ways.
- Spotify Wrapped is a reinvention of year-in-review content.
- Coca-Cola constantly reuses its “share” message in seasonal formats.
Take what worked like language, design or sentiment and remix it to fit your audience better this summer.
Failure Isn’t Final, Keep Reworking
Just because something didn’t work the first time doesn’t mean it’s a bad idea. It might’ve just been early. Or undercooked. Or misaligned with the moment.
This summer, take a little time to look back, not to dwell but to rediscover. Great campaigns, like great summers, often come from second chances and a willingness to try something again, only just a little differently this time. So, you got a campaign graveyard? Dig it up. Rework it. You might just find your next big summer win buried there, waiting for its moment.