Campaign brief
A campaign brief ties the creative and the media plan to one objective, and agrees how results will be measured before anything goes live.
Answer what you can. Gaps are useful too: they show what to decide first.
Objective
- Business goal
- What the business needs from this campaign.
- Campaign goal
- Awareness, traffic, leads or sales.
- Main measure
- The one metric that decides whether it worked.
Audience
- Who
- The people you want to reach.
- Targeting
- Locations, interests, existing customers or similar audiences.
- Exclusions
- Who should not see the campaign.
Offer and message
- Offer
- What people get, and until when.
- Key message
- The single idea every asset carries.
- Call to action
- What people should do next.
Channels and budget
- Channels
- Search, social, display, email, influencers.
- Budget
- Total budget and how it is split across channels.
- Dates
- Start, end and any key moments in between.
Creative
- Assets needed
- Formats and sizes for each channel.
- Brand rules
- Guidelines, claims that need approval, legal lines.
- Landing page
- Where clicks go, and whether it needs to be built.
Measurement
- Tracking
- Pixels, conversion events and tagged links set up and tested.
- Reporting
- What is reported, how often and to whom.
- Benchmarks
- Past results or targets to compare against.