What should you do to secure executive buy-in if you’re starting a social media project and don’t have a past campaign to use as a benchmark?

A pilot lowers decision risk by framing the work as a controlled test with defined goals, budget, and measurement criteria. In Amazon Ads terminology, this supports a clear media strategy because performance can be evaluated before larger investment. Without historical benchmarks, a pilot creates first-party performance context for future planning. This approach also helps leadership assess whether the project can support awareness, consideration, or conversion objectives.