Cultural Intelligence Suite / Compass
A living content calendar for beauty, lifestyle and FMCG brands
Compass is Campfire's content planning tool. It layers your launches, retail moments and commercial peaks over Spark's trend signals and search seasonality, so your team plans from one calendar that stays current. Compass is part of every Campfire campaign, and brands can also subscribe to it on its own.
Why do brand calendars go out of date so quickly?
Most brand calendars are built once a year, in a spreadsheet, from the dates the business already knows: launches, retailer promotions and the big seasonal moments. Within a few weeks, culture has moved on. A trend has appeared that nobody planned for, search interest has peaked earlier than last year, and the calendar no longer reflects what the audience is talking about.
Compass keeps the plan current. Your commercial dates stay fixed, and everything around them updates as the signals change.
What Compass does
Six features that keep your brand calendar current, by layering your launches over the moments, searches and trends your audience already cares about.
One calendar, every layer
Your NPD dates, campaigns and retail moments sit alongside cultural moments, recurring search peaks and what's currently trending in Spark and on Google, so the plan and the world it lands in finally share a screen.
Test, invest, own or protect
Every moment carries one of four labels, so the team knows how hard to go before anyone starts writing a brief.
Lead times built in
Compass flags when to start planning for each moment and when activity actually begins, based on when searches and uploads start to rise, so creators are briefed before the peak rather than during it.
How long the window stays open
For each opportunity, Compass shows how long it's expected to last, which is the difference between a quick reactive post and a month of content.
What's already out there
If people are already making videos about a moment, Compass shows you the best-performing ones and the search volume behind them, so you know what you're up against before you brief.
A view across the group
For brands that sit within a larger group, Compass shows what sister brands are planning for the same moment, so two brands from the same house aren't cannibalising each other's budget.
How does Compass build a content calendar?
Your dates go in
We start with your launch plan, retail calendar and campaign flights.
Compass adds the context
Cultural moments and search seasonality for your category are layered on top.
Spark adds what's rising
Live trend signals are matched to the windows where your brand has something to say.
Your team sees where to focus
The calendar shows the moments worth acting on, and the ones to sit out.
The plan keeps updating
As signals change, so does the calendar, so the plan you work from in month nine is as current as the one from month one.
Compass is one of four
The Cultural Intelligence Suite works end to end. Prediction feeds planning, planning feeds activation, activation feeds measurement, and measurement feeds back into prediction.
Questions about Compass
Compass is Campfire's content planning tool, part of the Cultural Intelligence Suite. It layers a brand's launches, retail moments and commercial peaks over trend signals from Spark and search seasonality, to create a content calendar that updates as culture changes.
A normal calendar is built once and starts going out of date straight away. Compass keeps your fixed commercial dates in place and updates everything around them, so you can see which moments are worth acting on now, and which have passed.
Spark spots rising conversations in your category. Compass places those signals on your calendar next to your launches and retail moments, so you can see where a trend and a commercial moment line up.
Your launch plan, retail calendar and any fixed campaign dates. Compass adds the cultural, search and trend layers on top.
Yes. Compass is part of every Campfire campaign, and brands can also subscribe to it as a standalone tool.
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