A campaign is a deliberate send: a message composed once and pushed to a chosen audience of pass holders, immediately or at a scheduled time. The message travels through the pass and lands as a lock screen message, which means it reaches members without an app, an email open or an SMS fee.
A campaign has three parts. The audience is either all pass holders or a segment, a saved set of rules over loyalty state such as points, tier or last visit. The message is the copy, often personalized with placeholders that fill in each member's name or balance. And the schedule decides when it goes. Before sending, estimated reach shows how many pass holders the campaign will actually hit.
Campaigns are the "send a message" half of wallet messaging; the other half is automations, which fire per member when something happens, a birthday, a tier change, a stretch of inactivity. The practical rule: news, offers and announcements are campaigns; lifecycle moments are automations.
Because the lock screen is intimate real estate, campaign discipline matters more than campaign volume. Segmented sends that are relevant to the people receiving them keep the pass welcome; broadcast blasts teach members that the delete swipe exists. In Stell, campaigns live in Engage, the messaging module.