--- name: minhnv0807/02-campaign-brief-global source: https://app.decimal.ai/s/minhnv0807-02-campaign-brief-global@1/SKILL.md source_sha256: 72b9365babb5 --- # Global Campaign Brief > 9-section creative brief: Context, Objectives, Target, Core Message, Creative Direction, Channel System, Timeline, Deliverables, Risks. Auto-triggers downstream skills (script, calendar, ad copy, UGC brief). --- ## Step 0 — Read context file Before writing the brief, read `.agents/product-marketing-context-global.md` to load: - Product, USP, pricing - Target region and currency - Brand voice & visual identity - Existing campaigns and lessons learned If the file is missing, ask the user to run `product-marketing-context-global` first. --- ## Information gathering Ask the user up to 4 questions before starting: 1. **Campaign type?** Product launch / seasonal / brand awareness / clearance sale / re-launch? 2. **Primary goal?** Revenue [amount] / followers [count] / leads [count] / brand awareness [reach target]? 3. **Budget and timeframe?** Total budget, campaign duration (in weeks), start date. 4. **Existing assets?** Brand assets (logo, brand guide)? Testimonials / UGC? Existing customer database? Landing page? --- ## Section 1 — Context ### 1.1 Overview | Item | Detail | |------|--------| | Campaign name | [name] | | Type | Launch / Seasonal / Awareness / Sales / Re-launch | | Brand | [brand name] | | Product / service | [short description] | | Reason for running | [why now? what is the trigger?] | ### 1.2 Market situation | Factor | Description | |--------|-------------| | Industry trend | [current trend] | | Customer behaviour this season | [what shifted?] | | What competitors are doing | [notable competitor activity] | | Opportunity to capture | [market gap] | ### 1.3 Lessons from previous campaigns | Previous campaign | Result | Lesson | |-------------------|--------|--------| | [name] | [KPI hit / missed] | [what worked / didn't] | --- ## Section 2 — Objectives ### 2.1 SMART goals | Type | Goal | Measured by | Deadline | |------|------|-------------|----------| | Business | [e.g., $50K revenue in 4 weeks] | Revenue, GMV | [date] | | Marketing | [e.g., 5,000 messages, CPMess <$5] | Message count, CPMess, ROAS | [date] | | Brand | [e.g., reach 2M, +3K followers] | Reach, follower, mentions | [date] | ### 2.2 Detailed KPIs | KPI | Target | Industry benchmark | Gap | |-----|--------|--------------------|-----| | CPMess | [amount] | [region benchmark — see foundation skill] | | | ROAS | [Nx] | >3x | | | CPL | [amount] | [benchmark] | | | Reach | [count] | | | | Engagement rate | [%] | | | | Orders | [count] | | | > Region note: Benchmarks vary by market. CPMess in the US is typically 3–5x higher than SEA. See `product-marketing-context-global` for region-specific benchmark tables. --- ## Section 3 — Target audience ### 3.1 Customer profile | Attribute | Primary | Secondary | |-----------|---------|-----------| | Age range | [range] | [range] | | Gender | [male / female / all] | | | Region | [country / region] | | | Income | [bracket] | | | Occupation | [role] | | | Primary pain | [biggest problem] | | | Desire | [what they want] | | | Barrier | [why they have not bought] | | | Channels used | [TikTok / Meta / LinkedIn / etc.] | | | Influencers | [who / what they trust] | | ### 3.2 Customer insight > Call skill `09-customer-insight-global` to mine deeper insight. **Core insight:** [insight statement] ### 3.3 Insight validation checklist Verify the insight is actually an insight and not just an observation: | Criterion | Pass | Fail | |-----------|------|------| | **Specific** — Specific to this audience, not generic? | [ ] | [ ] | | **Hidden** — Customer would not say it spontaneously? | [ ] | [ ] | | **Actionable** — Can be turned into messaging / creative? | [ ] | [ ] | | **Emotional** — Hits emotion, not only logic? | [ ] | [ ] | | **True** — Backed by data / observation, not assumption? | [ ] | [ ] | **Rule:** Must pass at least 4 / 5. Otherwise it is an observation, not an insight. Mine again. **Distinguish:** - Observation: "Women 25–35 care about skincare" — everyone knows this, nothing new. - Insight: "They buy serum not to have better skin — they buy a moment of self-care after an exhausting day." — emotional, actionable for creative. --- ## Section 4 — Core message ### 4.1 Message framework | Layer | Message | Used for | |-------|---------|----------| | Tagline | [5–8 words, memorable] | Everywhere — consistent throughout | | Key message | [1–2 sentences explaining value] | Website, landing page, lead ads | | Supporting message #1 | [proof / feature] | Education content | | Supporting message #2 | [proof / feature] | Persuasion content | | Supporting message #3 | [proof / feature] | Conversion content | ### 4.2 Tone of voice | Attribute | Is | Is not | |-----------|----|----| | Voice | [e.g., friendly, expert] | [e.g., formal, distant] | | Language | [e.g., simple, conversational] | [e.g., academic, jargon-heavy] | | Emotion | [e.g., confident, reassuring] | [e.g., anxious, pressuring] | --- ## Section 5 — Creative direction ### 5.1 Creative territory | Item | Detail | |------|--------| | Visual mood | [e.g., warm, natural, trustworthy — not flashy or fake] | | Colour palette | [primary + secondary] | | Typography | [heading + body fonts] | | Photography style | [e.g., real lifestyle, no stock] | | Video style | [e.g., talking head + B-roll, UGC, cinematic] | | Do's | [e.g., real customer photos, vertical 9:16] | | Don'ts | [e.g., no sad music, no rainbow fonts] | ### 5.2 Key visual | Element | Description | |---------|-------------| | Hero image / video | [main visual concept] | | Thumbnail style | [description] | | Text overlay | [yes / no, style] | | Logo placement | [position, size] | ### 5.3 Creative brief by channel | Channel | Format | Size | Length | Quantity | |---------|--------|------|--------|----------| | TikTok | Vertical video | 9:16 (1080×1920) | 15–60s | [count] | | Instagram (Reels) | Vertical video | 9:16 | 15–30s | [count] | | Instagram (feed) | Carousel | 1:1 (1080×1080) | 5–7 slides | [count] | | Facebook (feed) | Video + image | 1:1, 4:5 | 15–30s | [count] | | LinkedIn (feed) | Image / carousel / video | 1:1, 1.91:1 | 30–90s | [count] | | YouTube | Long video + Shorts | 16:9 + 9:16 | 60–600s + 30–60s | [count] | | Email | Banner + body | 600px width | -- | [count] | | Landing page | Hero + sections | Responsive | -- | 1 | --- ## Section 6 — Channel system ### 6.1 Channels in use | Channel | Role | Start date | Budget | KPI | |---------|------|-----------|--------|-----| | TikTok (organic) | Reach + awareness | [date] | [production cost] | View, follower | | TikTok (ads) | Message + conversion | [date] | [amount] | CPMess, ROAS | | Meta (ads) | Retarget + conversion | [date] | [amount] | CPMess, ROAS | | LinkedIn (ads) | B2B reach + lead | [date] | [amount] | CPL, lead quality | | Google Ads (Search) | Intent capture | [date] | [amount] | CPL, ROAS | | UGC network | Social proof | [date] | [fees] | View, trust | | Email | Nurture + offer | [date] | -- | Open rate | | Landing page | Conversion | [date] | [build cost] | Conversion rate | ### 6.2 Paid media plan | Channel | Goal | Audience | Daily budget | Creative | Duration | |---------|------|----------|--------------|----------|----------| | Meta — Awareness | Reach | Broad, LAL 1–3% | [amount] | 15s hook video | [weeks] | | Meta — Conversion | Message / lead | Retarget + Interest | [amount] | Video + carousel | [weeks] | | TikTok — Reach | View + message | Broad | [amount] | UGC-style video | [weeks] | | Google — Search | Intent capture | Branded + non-brand | [amount] | RSA + sitelinks | [weeks] | --- ## Section 7 — Timeline & phases ### 7.1 Budget split by phase | Phase | Timeline | % Budget | Goal | Primary channels | |-------|---------|----------|------|------------------| | Teasing | Week 1 (pre-launch) | 15% | Build curiosity, anticipation | Organic TikTok / IG, email teaser | | Soft launch | Week 2 | 20% | Test creative, gather data | Paid ads small budget, UGC | | Full launch | Weeks 3–4 | 40% | Scale winning creative, drive orders | Paid ads at full strength, retarget | | Sustain | Week 5+ | 25% | Re-engage, retarget, narrow audience | Retarget, email, LINE / WhatsApp nurture | ### 7.2 Detailed timeline | Date | Activity | Detail | Owner | Status | |------|----------|--------|-------|--------| | [D-14] | Creative production | Produce video + image assets | [name] | | | [D-7] | UGC brief sent | Brief UGC creators | [name] | | | [D-5] | Landing page live | Setup + full QA | [name] | | | [D-3] | Teasing begins | Organic posts + stories | [name] | | | [D-Day] | Official launch | Ads live, blast email, broadcast | [name] | | | [D+3] | First data review | Check CPMess, CTR, top creative | [name] | | | [D+7] | Optimisation round 1 | Cut weak creative, scale winners | [name] | | | [D+14] | Mid-campaign review | Compare vs KPI, adjust | [name] | | | [D+21] | Retarget phase | Focus on warm audience retarget | [name] | | | [D+28] | Wrap + report | Summary, lessons, next-step proposal | [name] | | --- ## Section 8 — Deliverables & RACI ### 8.1 Deliverables list | # | Deliverable | Quantity | Deadline | Producer | Approver | |---|-------------|----------|----------|----------|----------| | 1 | TikTok video (30s) | [count] | [date] | [name] | [name] | | 2 | Facebook video (15s) | [count] | [date] | [name] | [name] | | 3 | Carousel (5–7 slides) | [count] | [date] | [name] | [name] | | 4 | Ad copy (3 variants) | [count] | [date] | [name] | [name] | | 5 | Landing page | 1 | [date] | [name] | [name] | | 6 | Email templates (welcome + offer) | 2 | [date] | [name] | [name] | | 7 | UGC briefs | [count] | [date] | [name] | [name] | | 8 | Video scripts | [count] | [date] | [name] | [name] | | 9 | Messenger / broadcast content | [count] | [date] | [name] | [name] | | 10 | Final campaign report | 1 | [date] | [name] | [name] | ### 8.2 RACI matrix | Deliverable | Marketing Lead | Content Creator | Designer | Ads Specialist | Founder | |-------------|---------------|----------------|----------|---------------|---------| | Campaign brief | **R** | I | I | I | **A** | | Creative production | A | **R** | **R** | C | I | | Ad copy | A | **R** | I | C | I | | Ad setup | A | I | I | **R** | I | | Landing page | A | C | **R** | C | I | | UGC coordination | **R** | C | I | I | I | | Daily optimisation | A | I | I | **R** | I | | Final report | **R** | C | I | C | **A** | **RACI legend:** - **R** (Responsible): Does the work - **A** (Accountable): Owns the outcome, signs off - **C** (Consulted): Gives input before the work - **I** (Informed): Receives the result --- ## Section 9 — Risks & mitigation ### 9.1 Campaign risk table | Risk | Probability | Impact | Severity | Mitigation | Warning trigger | |------|------------|--------|----------|-----------|-----------------| | CPMess >50% above target | High | High | **CRITICAL** | Prepare 5 backup creatives, cut spend, shift to organic | CPMess > target +30% after 3 days | | Creative does not perform | High | High | **CRITICAL** | A/B test from day 1, 3–5 new creatives / week | CTR < 1% after 2 days | | Landing page conversion low | Medium | High | **HIGH** | A/B test headline + CTA, run heatmap | Conversion < 10% after 1 week | | UGC delivered late | Medium | Medium | **MEDIUM** | Brief early, keep backup content | UGC not received by D-3 | | Competitor runs deal at same time | Low | High | **HIGH** | Lean on USP messaging, do not race on price | Competitor ad detected at same time | | Negative feedback goes viral | Low | Very high | **CRITICAL** | Crisis protocol: respond <2h, transparent, prepared template | More than 5 negative comments / reviews in 1 day | | Audience fatigue | Medium | Medium | **MEDIUM** | Rotate creative every 5–7 days, expand audience | Frequency >3, CTR drops 30% | | Budget overrun | Low | Medium | **MEDIUM** | Cap daily budgets, daily spend review | Spend > 110% of plan | ### 9.2 Plan B (fallback) | Situation | Action | |-----------|--------| | Budget cut 50% | Shift 100% to organic + UGC, retarget only | | Primary channel disrupted (ad ban, etc.) | Move budget to secondary channel within 24h | | Mid-campaign KPI miss | Emergency meeting, re-brief creative, narrow audience | --- ## Auto-trigger downstream skills Once the brief is complete, automatically suggest running: ``` 02-campaign-brief-global (DONE) | |-- [Next 1] (ad copy skill if available) -> Ad copy from core message |-- [Next 2] 04-script-video-global -> Scripts from creative direction |-- [Next 3] 01-content-calendar-global -> Calendar from timeline + channels |-- [Next 4] (UGC brief skill if available) -> UGC briefs from deliverables ``` --- ## Examples — diversified regions ### Example A — US SaaS Q4 launch - Campaign: New AI-powered analytics module - Region: US, currency USD - Budget: $80K over 6 weeks - Channels: LinkedIn ads, Google Search, podcast sponsorship, email nurture - KPI: 500 trials, ROAS 3.5x ### Example B — EU DTC perfume Black Friday - Campaign: Black Friday clearance + new launch combo - Region: DE / FR / IT, currency EUR - Budget: EUR 45K over 3 weeks - Channels: Meta + TikTok ads, Klaviyo flow, Pinterest ads - KPI: ROAS 4x, AOV EUR 65 ### Example C — SEA Lazada / Shopee 11.11 - Campaign: 11.11 mega sale on home appliances - Region: Singapore + Malaysia + Vietnam, currency SGD / MYR / VND (per market) - Budget: SGD 25K over 2 weeks - Channels: TikTok ads + Shopee Live, KOL livestream, LINE / Zalo OA broadcast - KPI: GMV target SGD 200K, CPMess