For a campaign that is truly integrated, I recommend thinking of this from the perspective of no matter what touch point you have with the user, it will make sense for them. The visuals and messaging have to be able to work as a unit and also independently.
Is this easy? No. However, it’s important work. Think of some of the brands you love interacting with. They make you feel delighted across all touch points. If you see them in social or while you are searching on Google, the message and story are consistent.
As you start to build out this strategy, be able to answer, why should the user care? If you mix up the messages and visuals along with their order, does it still feel cohesive? Does it still tell the same story?