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8 Types of Marketing Campaigns (With Examples)



8 Types of Marketing Campaigns (With Examples)

A marketing campaign is a series of organized, strategized efforts used to achieve a marketing goal.

Planning a campaign instead of firing ad hoc messages at your audience helps you improve performance and better control the outcomes of your marketing efforts. That’s why it’s worth knowing these eight types of marketing campaigns used successfully by big and small brands alike:

1. Product marketing campaign

Product marketing campaigns are used by companies to introduce a product (or a product feature) into the market.

They are one of the most important and complex campaigns in the life cycle of a product. This is because a newly introduced product (or service) needs effective marketing communication to impact sales. It also requires cooperation between different departments to make sure every part of the user experience is covered.

This kind of campaign should stem from your go-to market strategy.


But besides the typical process of bringing a product to the market, there are also agile methods often used by startups, such as a minimum viable product (MVP).


Product launch campaigns tend to be costly and bloated with all kinds of tactics and channels that big money can buy. But that doesn’t mean you have to dedicate $200M to a product launch of Windows 95 proportions.

While the marketing communication aspect is important when launching a product, what ​​matters most is how well your product fits the market. To achieve product-market fit, you don’t need to operate on a colossal budget or have 20 years of experience in the field.

Among many inspirational product-market fit case studies, there’s one that stands out: Buffer. Its product marketing campaign was designed to verify the value hypothesis of its MVP. It didn’t even have to build a product to achieve that.

To verify its MVP, Buffer used a landing page that explained the soon-to-be product and collected emails for a waiting list. Afterward, it used the waiting list to gather feedback on what features to build.

Buffer's MVP

2. Sales promotion campaign

Sales promotion campaigns are short-term initiatives used to stimulate demand for a product or service.

Most often, the goal of a sales promotion campaign is to increase sales. Think flash sales, limited-time offers, coupons, etc. The idea is to decrease the friction of making a purchase (price, shipping costs, etc.) and speed up the decision process by creating a sense of urgency.


As temporary discounts often bring fast results, it may be tempting for marketers to use these campaigns on many occasions. This is especially when the company doesn’t meet its sales quota. Yet running these campaigns too often has its downsides. Namely, discounts can devalue a brand and make it harder to sell products/services at regular prices in the future.

An alternative to offering discounts is increasing the value of a product. For example, you can add more products to make a bundle, offer some freebies, or provide free shipping.


Toyotathon is Toyota’s annual sales event (since 1969). It takes place in the U.S. at the end of each year.

It’s a really big event. In December 2020, “toyotathon” was searched for an estimated 35K times in Google. That month, Toyota sold 211,378 vehicles (about 11.5% of its total annual sales).

Car manufacturers and dealers hold these kinds of events because when the current year passes, that year’s car stock becomes less valuable (customers prefer newer models). So they try to sell as many cars as possible before the cars lose their value.


As I’ve already mentioned, discounts can undermine the perceived value of the brand and, in this case, the cars. To solve this problem, Toyota has created a brand for discounted cars. That way, customers are not just buying a discounted Toyota. They’re taking part in a Toyotathon. This is a win-win for all parties.


These types of regular sales promotions (including Black Friday and Cyber Monday) can block sales for months, as many people will simply wait for the event to come.

3. Brand awareness campaign

Brand awareness campaigns highlight the brand and what it stands for to improve its recognizability among the target audience.

Essentially, brand awareness campaigns are more subtle, often indirect ways that impact sales. So instead of offering discounts, marketers will remind their audience that their brand is climate-neutral, designed for people who aren’t afraid to “think different,” etc.

Colorful Apple logo with words, "think different"

Price is not the only factor that motivates consumer behavior. Sometimes, we buy things because they make us feel good. Or maybe it’s because a company shares our values. Or perhaps the product makes us feel like we joined an elite club. Other times, it’s an emotion we just can’t explain.

Brands are these emotional and cognitive triggers that are used to evoke those various purchase factors. And the more consumers are aware of a given brand, the more likely they are to recall it when shopping.


Another thing about building brand awareness is it works best when it’s a systematic effort. The cost of “forgetting” a brand can be high. But there are ways to save a brand from oblivion even when the timing isn’t ideal for consumers to make a purchase.


Nobody promotes cold drinks in the cold season better than Coca-Cola. The Coca-Cola Santa, the truck, the polar bears—these are the brand codes consumers have been exposed to for decades.

Red truck with picture of Santa Claus on it traveling through a snowy area

There is even a dedicated page on the brand’s website that answers the question: “Did Coca-Cola create Santa Claus?” Amazingly enough, this page gets an estimated 900 monthly organic visits in the U.S. alone.

During those multimillion-dollar campaigns, Coca-Cola doesn’t do hard selling. Instead, it tries to find its way to our tables by introducing its brand.

With the Christmas campaigns, Coca-Cola tries to create a mental association between the brand and the Christmas season. Let’s oversimplify it a bit: If Coke can be associated with Christmas, it can be associated with the emotions this holiday evokes.

And those typically are the joy, warmth, and safety of a community. These emotions are important parts of Coca-Cola’s brand positioning.

SEO campaigns are a course of coordinated actions to improve the search engine ranking of a website.

By improving the search engine ranking, your website can get to the first page of the search engine results page (SERP) and take advantage of the organic traffic potential (and that’s over 99% of searchers’ clicks, according to this study).

To illustrate, ranking number #1 for the keyword “backlink checker” and related keywords (like “check backlinks” or “free backlinks checker”) can drive an estimated 14K visits monthly from organic search alone.


Because search engines like Google use many ranking factors, SEO campaigns can target one or multiple factors to achieve their goal.

Here are some of the known ranking factors:

  • Backlinks
  • Search intent
  • Topical authority
  • Page speed


An example of an SEO campaign goal is building links. Links (aka backlinks) are one of the most important ranking factors for search engines like Google. That’s why building links can improve your rankings on the SERPs. And the higher you rank, the more organic traffic you get (generally).

Plus, you can use your links to pass link equity to other pages. SEOs call it the middleman method.

In 2020, Ahrefs ran such a campaign. We created a list of 63 SEO statistics by featuring “link worthy” statistics and then asked other site owners to link to our article.

Once the article was ready, we sent 515 emails and got 36 backlinks from 32 websites. On top of that, our curated list of statistics ranks #1 for “seo statistics” in the U.S. and remains in the top five for related keywords.

List of keywords with corresponding data

We explain the whole process of this SEO link building campaign in this three-part video:


5. Email marketing campaign

Email marketing campaigns are simply marketing campaigns that are disseminated through the email channel.

This type of campaign is often used for the following:

  • User onboarding
  • Generating traffic
  • Lead nurturing
  • Sales promotion
  • Newsletters
  • Cart abandonment (example shown below)

The great thing about email marketing is it uses an owned marketing channel to communicate with a “qualified” audience (i.e., people who know your brand and gave permission for direct communication).

Another great thing about email marketing is you can fully automate it by creating workflows that are automatically engaged (or stopped) based on specified triggers. For example, clicking a link in the email or putting together a list of clients who abandoned their carts. So an email workflow can look something like this:

Example of an email workflow


Cart abandonment emails can help regain 8% of abandoned carts and drive 4% more sales.

Tuft & Needle, a bed products brand, shows us how to do a cart abandonment campaign without being too salesy. It sends a three-part email campaign to shoppers who have put products into their cart but left without buying.

The first email empathizes with the customer on the problem of buying the right mattress. The company knows that “mattress shopping sucks” and that it’s OK to take even a few weeks to decide—but not without reading “The 12 answers to your top fears of buying a mattress online” first.

Excerpt of article assuring customers returning mattress is easy, providing steps on doing returns

The second email highlights the company’s “value for money” mattresses and introduces an innovative mattress foam. Next, it invites customers to another landing page where it compares Tuft & Needle to other companies.

Excerpt of landing page where Tuft & Needle compares itself to competitors

Finally, in the third email, Tuft & Needle reassures that if the customer doesn’t like the mattress during the first 100 nights, the company will pick it up and reimburse the customer.

Surely, there isn’t much more you can do to win a customer back. If a customer gets “cold feet” in the buying process, there must have been some objections. And if you address those objections and provide reassurance that the purchase is truly risk-free, that may be enough to get that customer back on the purchase path.


While we’re at it, here’s a word of caution for offering discounts in cart abandonment emails. Follow Tuft & Needles’ example and don’t offer discounts at this point, as this may quickly backfire. Imagine your customers discovering this way of getting discounts and abandoning carts on purpose.

Just like with email campaigns, what sets social media campaigns apart from other types is that they employ social media platforms to reach the target audience.

Also like email marketing, social media allows you to interact directly with an audience who follows your brand. But unlike email, messages on social media can spread quickly beyond your followers to reach a huge audience organically. (Note: Organic reach has been decreasing over the years, especially on Facebook and Instagram.)

What’s more, you can (and often should) amplify your message with paid advertising on social media. To do that, you can take advantage of targeting based on many factors, such as location, age, or interest.

Social media offers many possibilities, making it a great fit for different kinds of goals, including:

  • Generating traffic.
  • Building a community.
  • Building brand awareness.
  • Generating revenue.
  • Encouraging user-generated content.


Apple started its Instagram account in 2017 with the #shotoniphone campaign. In this campaign (still ongoing), the company has been posting quality photos and videos taken on iPhones. It’s a great way to promote those crucial selling points of its products.

Additionally, Apple encourages Instagram users to share their iPhone-made photography under the same hashtag.

Apple's Instagram post

Launching this campaign, which centers on user-generated content, has engaged iPhone users, given the campaign additional organic reach on Instagram, and given Apple a never-ending stream of free content to use. To this day, the #shotoniphone campaign has featured over 23 million posts.

List of hashtags and no. of posts for each hashtag

Public relations (PR) campaigns are used to positively influence the way a brand is perceived by managing communications with the media and the general public.


Whether PR can be deemed as part of marketing is debatable. But what is certain is that PR campaigns, just like marketing campaigns, can affect the demand for a product and, hence, significantly impact sales.

What is unique about PR, though, is it uses a different type of communication compared to marketing. For instance, while marketing campaigns are notorious for generating demand directly via discounts and all sorts of “special deals,” PR campaigns are never about that.

Instead, a PR campaign will generate demand by sending out press releases about how a product is valuable to its target users (e.g., product introduces a new kind of technology while still being affordable).

PR campaigns are especially effective for:

  • Promoting an idea important to the brand.
  • Building brand image.
  • Increasing brand credibility and status.
  • Providing added value.
  • Inspiring word of mouth.
  • Getting attention from the media (and taking advantage of their reach).


Dumb Ways to Die” was a 2012 PR campaign promoting railway safety in Australia. According to the creative director of the campaign, “The aim of this campaign is to engage an audience that really doesn’t want to hear any kind of safety message, and we think dumb ways to die will.”

As you can see, the campaign is a creative and humorous approach to the problem of railroad accidents. It makes you think about death in a way that is, let’s say, bearable. This is so you could actually imagine how dumb it would be to die in one of the depicted ways.


While this campaign has been criticized by some for the risk of causing the opposite effect, “Dumb Ways to Die” gained a lot of industry acclaim (most awarded campaign in Cannes Lions ever) and went viral on the internet.

What’s more, the campaign is said to have reduced “near-miss” railroad accidents by 30% in Australia.

8. 360 marketing campaign

The so-called 360 marketing campaigns are about promoting a product or service using a cohesive message through multiple marketing channels.

To compare, while social media and email campaigns use one channel, 360 marketing campaigns use both of these channels and more to get the message across. Furthermore, some other types of campaigns, such as the product marketing campaigns discussed earlier, can become 360 campaigns as long as they use multiple channels and have a unified message.

Multiple channels and a cohesive message. These may sound quite trivial. But campaigns designed this way have two advantages over their single-channel alternatives:

  1. More marketing channels mean more people reached during the campaign and more convenience for your potential clients to contact you.
  2. One cohesive message repeated multiple times is easier to understand, remember, and act upon.

These two advantages make 360 campaigns ideal candidates for rebranding, introducing a new product, or simply maximizing the reach and impact of your message.


At Ahrefs, one of the things we promote most often is our free Ahrefs Webmaster Tools. We promote it through an always-on, integrated campaign, spanning all of our marketing channels. Here are a few examples of the campaign’s components.


Starting from organic search, we can see Ahrefs Webmaster Tools’ landing page gets an estimated 1.7K organic search visits. This is passive, almost free traffic without additional promotion.

Overview data for AWT landing page

Data via Ahrefs’ Site Explorer.

Furthermore, content marketing is one of the pillars of our marketing efforts. And since we mostly focus on SEO-related topics, we have all sorts of occasions to feature this tool.

To illustrate, this article on SEO for startups provided an opportunity to mention Ahrefs Webmaster Tools as an easy, beginner-friendly way to tackle technical SEO problems.

Excerpt of article on SEO for startups

Naturally, there is also content dedicated to this product, such as this video explaining how to use it to improve SEO:


In addition to organic channels, we also promote the tool via various paid channels. One of them is sponsorship. Here’s an excerpt of a sponsored newsletter sent by one of the biggest magazines in the SEO industry, Search Engine Journal.

SEJ newsletter promoting Ahrefs and AWT

This kind of message can result in more sign-ups for Ahrefs Webmaster Tools because:

  • Search Engine Journal is a highly qualified audience for a product like ours.
  • Our call to action is focused on getting people to try out a free product. The act of asking someone (who’s not even on our subscriber list) to commit to a paid subscription just because we sent them an email causes a lot more friction.

Final thoughts 

I hope the examples discussed in this article will give you an idea of which type of marketing campaign you should use next.

Above all, think about the goal you want to achieve with your campaign, as no marketing campaign is a panacea on its own. For instance, if you want to give your sales a quick boost, a sales promotion campaign will offer better results in a shorter time than, let’s say, a brand awareness campaign.

If you’re confused about what goals to prioritize, start with a marketing strategy. And if you need more inspiration, hone in on choosing the right marketing goals.

Got questions? Ping me on Twitter.

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6 Easy Steps to Choose the Right Ones



6 Easy Steps to Choose the Right Ones

The success of your influencer marketing campaigns is tied to whom you collaborate with. And finding the right influencer is far from easy.

To help you, we’ve mapped out six steps you can follow to find the right influencers.

But before that, let’s understand whom you’d describe as the “right” one for your brand and why it’s so important. 

Why is finding the right influencer so important? 

Simply put, the right influencer is one whose followers are: 

  • Authentic. 
  • Relevant to your brand and consistently resonate with the content produced (including sponsored posts).

While it’s easy to get carried away with an influencer’s audience size, it’s important to analyze followers further to check whether they’re a right fit for your brand or not.

Failing to collaborate with the right influencer can end up burning money and hurting your brand’s reputation. Remember, today’s influencers are considered brand ambassadors. 


How to find the right influencers

Whether you’re looking for influencers for your very first campaign or have been through the process multiple times, it’s recommended that you don’t avoid any step. Below are six easy steps you can follow to find the right influencers. 

1. Define the campaign objective and goals

The objective behind your influencer marketing campaigns and the goals you want to achieve determine which influencers and channels you should go after. Hence, it’s important to define them before starting your research.

Today, brands run influencer marketing campaigns for new product launches, promoting a sale, brand-building, and more. The goals also vary—from getting more app installs, to website visits, to impressions, to lead generation.

For example, for promoting a Christmas sale, you’ll look for Instagram influencers who promote different products on their stories, hence driving instant traffic. Remember, these goals will also help you evaluate the performance of your marketing campaign after you run it.

2. Figure out your budget

The next step is to allocate a budget for your campaign. Your budget depends on various factors, including the:

  • Type of influencer (mega, micro, macro, etc.) you’re collaborating with.
  • Number of influencers.
  • Niche.
  • Platforms you’re targeting.
  • Etc.

While there’s no one way to figure out the budget, you can calculate potential conversions from your campaign and accordingly allocate the budget. But this solely depends on your goal. Sometimes, brands run influencer marketing campaigns solely for brand awareness; for this, calculating ROI can be difficult.

In some cases, brands run influencer marketing campaigns to get a better ROI (when compared to paid advertisements). So you can keep that as a benchmark when calculating the budget too. 

Type of influencers 

The easiest way to group influencers is on the basis of their audience size. Knowing the different groups will help you plan your strategy better. Here’s the breakdown:

Five types of influencers

3. Look for influencers

A. Look for people who’ve written about your topic

A quick way to find influencers is by creating a list of people who actively produce good content in your niche. Just a few searches on Google and YouTube can help you discover popular content pieces and their authors. 

However, a simpler way of finding authors is by using Ahrefs’ Content Explorer, a searchable database of ~11 billion pages. Here are steps you can follow:

1. Open the tool and search for your topic

2. Switch the search mode from “Everywhere” to “In title” for the most relevant results and then hit “search”

Switching mode in Ahrefs' Content Explorer

3. Click the “Authors” tab to see a list of top authors and the number of content pieces they authored

Authors tab in Ahrefs' Content Explorer

You can also export the list and further filter the list to find relevant influencers according to your criterion. For example, you can filter authors who have more than 10K Twitter followers. 

B. Search through popular platforms 

If you’re looking for influencers in a particular niche, there’s no better way than to go through the platform itself and search for relevant topics and hashtags. In addition, you can also try the below tools and strategies.

Social Blade (for YouTube)

Social Blade is a platform that tracks statistics and analytics for YouTube channels. You can easily use it to find the top YouTubers in your niche and across different regions. It also helps you narrow your search by searching your topic as a tag.

The lists of channels can be further sorted by Social Blade rank (its own influencer score), subscriber count, and video views. Social Blade’s paid tier starts at $40/per year.

List of channels and corresponding data on uploads, subs, etc., in Social Blade
Followerwonk (for Twitter)

Followerwonk is a lightweight search engine for Twitter accounts. Just drop a keyword into the search bar to find profiles matching your desired follower count, tweet frequency, account age, and “Social Authority,” which is Followerwonk’s own influencer clout score.

Followerwonk’s free tier covers 50 searches daily, which should be enough for most people. For unlimited results, upgrades go for $29–$79/month.

List of Twitter users with "CMO" in their bios found by Followerwonk
Search for sponsored hashtags (for Instagram)

One quick way to find Instagram influencers is by searching for sponsored hashtags of successful sponsored campaigns in your niche. Oftentimes, brands use a unique hashtag for all posts as part of a campaign. 

trendHERO (for Instagram)

If you’re looking for a platform that helps you find, analyze, and outreach Instagram followers, then you need to try trendHERO

List of Instagram accounts with corresponding data on account followers, engagement rate, etc., in trendHERO

Apart from the above features, there’s a fake follower and competitor analysis tool. trendHERO provides a 14-day free trial with the option to analyze one Instagram account (up to 10K followers) for free. Its paid plan starts from $10/month. 

Social Blade (for TikTok)
List of TikTok accounts with corresponding data on uploads, no. of followers, etc., in Social Blade

Apart from YouTube, Social Blade also allows you to search for specific TikTok accounts and analyze their audience growth. You can look at metrics like monthly gained followers, daily follower growth, and more. 

C. Leverage tools 

Apart from the above list of tools that help you discover influencers, there are a few tools that can help you manage your influencer campaigns end to end, right from analyzing followers to outreach. 


It’s one of the best tools to find influencers in your niche. You can get started by just entering what your audience frequently talks about. For every search, it lists down popular social accounts, podcasts, and websites the audience follows.

Unlike other tools that rank influencers on the basis of followers, SparkToro provides you an estimation of the percentage of audience in a particular niche following a certain account. See what Rand Fishkin, co-founder and CEO of SparkToro, had to say about the same. 

Rand's post on LinkedIn explaining audience metrics

To further analyze, you can explore the social, websites, podcasts, and YouTube tabs on the left side. When searching for social media influencers, you can remove business accounts by setting the account type to individuals only. 

To help you further understand the engagement and relevance of the account, the tool gives a SparkScore to each influencer. 


If you’re looking for B2B influencers, you cannot go wrong with LinkedIn. It provides multiple parameters to filter your search. For example, you can filter the influencers on the basis of their industry, language, and more.

List of people found on LinkedIn

However, you may need an additional layer of filtering after exporting data from LinkedIn.


Heepsy is a platform that allows you to find, analyze, and organize Instagram, YouTube, TikTok, and Twitch influencers. It has a database of over 11 million influencers.

It’s one of the few tools in the market that can help analyze your audience and aid in outreach too. If you’re looking to scale up your influencer marketing, you should definitely explore Heepsy. 

Klear's homepage

Klear allows you to manage your influencer marketing campaigns under one roof. It not only helps you discover, analyze, and manage influencers but also communicate with and measure the impact of your influencer marketing campaigns.

4. Reverse competitor backlink research

Most influencers link back to a common URL when promoting the product/brand from their content. 


For example, Skillshare, which is a popular sponsor among YouTubers, has 3,000 backlinks to its sign-up page. Just by analyzing these backlinks, you can discover potential influencers.

You can easily accomplish this using Ahrefs’ Site Explorer. Here are the steps you can follow:

  1. Go to Site Explorer and enter the common URL on the search box with “Exact URL” selected 
  2. Click on “Backlinks” to look at all the backlinks
  3. You can choose additional filters like DR and type of backlink (nofollow or dofollow) to further narrow your search
Backlinks report results, via Ahrefs' Site Explorer

Most of the time, influencers link to the sign-up page or the homepage. You can also set up alerts on new backlinks using Ahrefs Alerts

5. Look for brand ambassadors proactively

A lot of the time, collaborating with brand ambassadors can have a larger impact than influencers. Unlike influencers who’ve never used your product/service before, brand ambassadors already understand the value of your product/service. Hence, they can go above and beyond when promoting it. 

While discovering brand ambassadors may not be hard, as they’ll eventually reach you through email or social media, we recommend finding them proactively through the following popular methods: 

1. Monitor social media for people who’ve given a shout-out to your product/service or sent you a message – To automate this process, you can leverage social media monitoring tools such as Mention.

2. Keep an eye out for reviews or mentions in the form of an article or a YouTube video – To automate the process, you can set up an alert for web mentions on Ahrefs. Just set up a new alert for mentions by adding relevant keywords and choosing how often you want to receive these updates.

Setting up a new alert in Ahrefs Alerts

3. Keep an eye on newsletter mentions in your niche – The most effective way to do this is to subscribe to all the popular newsletters. 

Generally, a good practice is to keep a record of your brand ambassadors so you can reach out to them when you plan to run a new campaign. 

6. Get recommendations from your audience 

Sometimes, finding influencers can be as easy as putting out a social media post or email to your subscribers and asking them which influencers you should partner with.


I know this sounds too good to be true, but Ahrefs did exactly that on Twitter and was overwhelmed with responses. 

Not only did it find influencers quickly, but its tweet also went viral and got hundreds of responses.

Remember, when writing the post, you need to provide enough information to your readers so that you only get relevant suggestions. For example, Ahrefs mentioned the following in the post: 

  • Budget
  • Type of influencers 
  • Channels

Also, remember to ask your readers to amplify your tweet to increase your reach. 

Vetting the influencers 

After building your influencer list, don’t start your outreach instantly. I recommend going through an extensive vetting process. This is because the last thing you want your campaigns to reach is fake followers. 

During the vetting process, you should look at metrics like: 

  • Engagement rate – This number denotes the level of engagement generated from a piece of content. You can calculate this at a post level or an account level. For example, the average engagement rate on Instagram is 0.98% (Sprout Social).
Formula for engagement rate
  • Engagement quality – This is the percentage of real/active followers among the total engaged followers. While finding this manually is difficult, multiple tools can help you find the engagement quality for a certain account. 
  • Growth rate – This shows the number of subscribers added by an influencer in a certain period of time. Social Blade, for example, shows the growth rate for an influencer both daily and monthly. 

A lot of the tools we’ve covered above can easily help you find the above metrics. However, you can also find these metrics manually by going through the profiles. Sometimes, just a glance is enough to differentiate an authentic influencer from a fake one.

Also, remember the niche also has an impact on the engagement rate and growth. Hence, compare influencers and their engagement rate/quality only within the same niche. 

Before reaching out to influencers, you should also look at the sponsorships they’ve done before and if your brand values align with theirs. If they don’t, you’re better off not collaborating with those influencers. 

In a digital world, everything you publish online is reflective of your brand. One small mistake is enough to create outrage and tarnish your brand. This holds true for whom you collaborate with too. Hence, it’s important to take enough time to analyze influencers before collaborating with them.

Final thoughts

If you want to run successful influencer marketing campaigns, you need to look beyond relevancy and follower count.

Even when you have the budget to collaborate with a mega influencer, you can get a better result by collaborating with multiple micro influencers.

Hope our guide helps you find the right influencers and that it answered a few questions you had before reading this article.

Got more questions? Ping me on Twitter.


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