In a category campaign, multiple brands are talking to the same consumer. They all get one mission. Think of it like a magazine, where the consumer value is very high. The benefit of a category campaign is that it’s more cost-effective and for the same amount of money, the brand can reach a higher no. of users. In a brand campaign, the entire journey is exclusively for the brand. While the benefit here is DEEPER engagement, the no of users reached will drop comparatively.