Brief Chien Dich

Thu thap thong tin

Hoi user toi da 4 cau truoc khi bat dau:

1. Chien dich gi? Ra mat san pham / Seasonal (Tet, 8/3) / Brand awareness / Clearance sale / Re-launch?
2. Muc tieu chinh? Tang doanh thu so tien] / Tang follower so luong] / Thu lead so luong] / Brand awareness reach muc tieu]?
3. Ngan sach va thoi gian? Tong ngan sach, thoi gian chien dich (bao nhieu tuan), ngay bat dau.
4. Da co gi san? Asset thuong hieu (logo, brand guide)? Testimonial/UGC? Data khach hang cu? Landing page?

Khi dùng skill / repo khác

| Tình huống | Use | |------------|-----| | Single TVC 1-page brief (1 clip, 1 channel mix) | opa-prd --mode=creative (OPA KIT) — 10-section lightweight | | Full campaign brief (multi-creative, multi-channel, 14-21 ngày) | 02-brief-chien-dich (this skill) | | Content calendar dài hạn (3-6 tháng) | 01-lich-noi-dung | | Ad copy actual text production | 05-copy-quang-cao | | Workflow chain 7 skills launch campaign | campaign-launch workflow (workflows/vi/) |

> Note: opa-prd ở OPA KIT focus 1-page brief lightweight cho fast handoff sang AI agents (Seedance, Kling, Claude). Skill này (02-brief-chien-dich) focus full campaign với multiple touch points.

Phan 1 — Context (Boi canh)

1.1 Tong quan

| Hang muc | Noi dung | |----------|----------| | Ten chien dich | ten chien dich] | | Loai | Launch / Seasonal / Awareness / Sales / Re-launch | | Thuong hieu | ten thuong hieu] | | San pham / Dich vu | mo ta ngan] | | Ly do chay chien dich | tai sao chay luc nay? trigger la gi?] |

1.2 Tinh hinh thi truong

| Yeu to | Mo ta | |--------|-------| | Xu huong nganh | xu huong hien tai] | | Hanh vi khach hang mua nay | thay doi gi?] | | Doi thu dang lam gi | hoat dong noi bat cua doi thu] | | Co hoi khai thac | khe thi truong] |

1.3 Bai hoc tu chien dich truoc

| Chien dich truoc | Ket qua | Bai hoc | |------------------|---------|---------| | ten chien dich] | KPI dat / khong dat] | dieu gi hieu qua / khong hieu qua] |

Phan 2 — Objectives (Muc tieu)

2.1 Muc tieu SMART

| Loai | Muc tieu | Do bang gi | Deadline | |------|----------|-----------|----------| | Business | VD: Doanh thu 500 trieu trong 4 tuan] | Doanh so, GMV | ngay] | | Marketing | VD: 5,000 tin nhan, CPMess <30K] | So mess, CPMess, ROAS | ngay] | | Brand | VD: Reach 2 trieu, tang 3K follower] | Reach, follower, mention | ngay] |

2.2 KPI chi tiet

| KPI | Muc tieu | Benchmark nganh | Gap | |-----|----------|-----------------|-----| | CPMess | so] | benchmark tu references/benchmarks-vietnam.md] | | | ROAS | so]x | >3x | | | CPL | so] | benchmark] | | | Reach | so] | | | | Engagement rate | so]% | | | | So don hang | so] | | |

Phan 3 — Target Audience (Doi tuong muc tieu)

3.1 Chan dung khach hang

| Thuoc tinh | Primary | Secondary | |-----------|---------|-----------| | Do tuoi | khoang tuoi] | khoang tuoi] | | Gioi tinh | nam/nu/tat ca] | | | Khu vuc | tinh/thanh] | | | Thu nhap | khoang] | | | Nghe nghiep | nghe] | | | Noi dau chinh | van de lon nhat] | | | Mong muon | dieu ho muon] | | | Rao can | ly do chua mua] | | | Kenh ho dung | TikTok/FB/Zalo/IG] | | | Ai anh huong ho | nguoi/kenh tin tuong] | |

3.2 Insight khach hang

> Goi skill 09-insight-khach-hang de khai thac sau.

Insight chinh: phat bieu insight]

3.3 Insight Validation Checklist

Kiem tra xem insight co that su la insight hay chi la observation:

| Tieu chi | Dat | Khong dat | |----------|-----|-----------| | Specific — Cu the cho nhom khach nay, khong chung chung? | ] | ] | | Hidden — Khach hang khong tu noi ra, phai khai thac? | ] | ] | | Actionable — Co the bien thanh thong diep/creative? | ] | ] | | Emotional — Cham vao cam xuc, khong chi ly tri? | ] | ] | | True — Dua tren du lieu/quan sat thuc, khong phai gia dinh? | ] | ] |

Quy tac: Phai dat it nhat 4/5 tieu chi. Neu khong → do la observation, chua phai insight. Tim lai.

Phan biet:

• Observation: "Phu nu 25–35 quan tam cham soc da" → ai cung biet, khong co gi moi
• Insight: "Ho mua serum khong phai vi da dep hon — ma vi cam giac dang tu thuong minh sau 1 ngay met moi" → cham cam xuc, co the lam creative

Phan 4 — Core Message (Thong diep cot loi)

4.1 Message Framework

| Tang | Thong diep | Dung cho | |------|-----------|----------| | Tagline | 5–8 tu, de nho] | Moi noi — nhat quan xuyen suot | | Key message | 1–2 cau, giai thich gia tri] | Website, landing page, ads chinh | | Supporting message #1 | bang chung/tinh nang ho tro] | Content giao duc | | Supporting message #2 | bang chung/tinh nang ho tro] | Content thuyet phuc | | Supporting message #3 | bang chung/tinh nang ho tro] | Content chot don |

4.2 Tone of Voice

| Thuoc tinh | La | Khong phai | |-----------|-----|-----------| | Giong dieu | VD: than thien, chuyen gia] | VD: kho khan, xa cach] | | Ngon ngu | VD: don gian, doi thuong] | VD: hoc thuat, chuyen nganh] | | Cam xuc | VD: tu tin, an tam] | VD: lo lang, ap luc] |

Phan 5 — Creative Direction (Dinh huong sang tao)

5.1 Creative Territory

| Hang muc | Chi tiet | |----------|----------| | Visual mood | VD: am ap, tu nhien, dang tin — khong bong bay, fake] | | Color palette | mau chinh + mau phu] | | Typography | font heading + body] | | Photography style | VD: lifestyle that, khong stock photo] | | Video style | VD: talking head + b-roll, UGC style, cinematic] | | Do's | lam gi — VD: dung anh khach that, quay vertical] | | Don'ts | khong lam gi — VD: khong dung nhac buon, khong font nhieu mau] |

5.2 Key Visual

| Yeu to | Mo ta | |--------|-------| | Hero image/video | mo ta visual chinh] | | Thumbnail style | mo ta] | | Text overlay | co/khong, style] | | Logo placement | vi tri, kich thuoc] |

5.3 Creative brief theo kenh

| Kenh | Dinh dang | Kich thuoc | Thoi luong | So luong creative | |------|-----------|-----------|------------|-------------------| | TikTok | Video dung | 9:16 (1080x1920) | 15–60s | so] | | Facebook (feed) | Video + anh | 1:1, 4:5 | 15–30s | so] | | Instagram (Reels) | Video dung | 9:16 | 15–30s | so] | | Instagram (feed) | Carousel | 1:1 (1080x1080) | 5–7 slide | so] | | Zalo OA | Banner + text | 600x315 | -- | so] | | Email | Banner + body | 600px width | -- | so] | | Landing page | Hero + sections | Responsive | -- | 1 |

Phan 6 — Channel System (He thong kenh)

6.1 Kenh su dung

> Tham khao references/channel-system.md

| Kenh | Vai tro | Ngay bat dau | Ngan sach | KPI | |------|---------|-------------|-----------|-----| | TikTok (organic) | Reach + awareness | ngay] | production cost] | View, follower | | TikTok (ads) | Mess + conversion | ngay] | so tien] | CPMess, ROAS | | Facebook (ads) | Retarget + conversion | ngay] | so tien] | CPMess, ROAS | | UGC Network | Social proof | ngay] | thu lao] | View, trust | | Zalo OA | Nurture | ngay] | -- | Read rate | | Email | Nurture + offer | ngay] | -- | Open rate | | Landing page | Conversion | ngay] | thiet ke] | Conv rate |

6.2 Paid Media Plan

| Kenh | Muc tieu | Audience | Ngan sach/ngay | Creative | Thoi gian | |------|----------|----------|---------------|----------|-----------| | Meta — Awareness | Reach | Broad, LAL 1–3% | so tien] | Video 15s hook | tuan] | | Meta — Conversion | Mess/Lead | Retarget + Interest | so tien] | Video + carousel | tuan] | | TikTok — Reach | View + Mess | Broad | so tien] | UGC style video | tuan] |

Phan 7 — Timeline & Phases

7.1 Phan bo ngan sach theo phase

| Phase | Thoi gian | % Ngan sach | Muc dich | Kenh chinh | |-------|----------|-------------|----------|------------| | Teasing | Tuan 1 (truoc launch) | 15% | Tao to mo, build anticipation | Organic TikTok/FB, Email teaser | | Bung nhe (Soft launch) | Tuan 2 | 20% | Test creative, thu data | Paid ads ngan sach nho, UGC | | Bung manh (Full launch) | Tuan 3–4 | 40% | Scale winning creative, chot don | Paid ads toan luc, retarget | | Duy tri (Sustain) | Tuan 5+ | 25% | Re-engage, retarget, thu hep | Retarget, email, Zalo nurture |

7.2 Chi tiet timeline

| Ngay | Hang muc | Chi tiet | Nguoi chiu TN | Trang thai | |------|----------|----------|--------------|------------| | D-14] | Creative production | San xuat video + anh | ten] | | | D-7] | UGC brief gui | Brief cho UGC creators | ten] | | | D-5] | Landing page live | Setup + test toan bo | ten] | | | D-3] | Teasing bat dau | Organic post + story | ten] | | | D-Day] | Launch chinh thuc | Ads live, blast email, broadcast | ten] | | | D+3] | Review data dau | Check CPMess, CTR, creative nao tot | ten] | | | D+7] | Toi uu vong 1 | Cut creative kem, scale creative tot | ten] | | | D+14] | Review giua chien dich | So sanh vs KPI, dieu chinh | ten] | | | D+21] | Retarget phase | Focus retarget warm audience | ten] | | | D+28] | Ket thuc + bao cao | Tong ket, bai hoc, de xuat tiep theo | ten] | |

Phan 8 — Deliverables & RACI

8.1 Danh sach san pham ban giao

| STT | Deliverable | So luong | Deadline | Nguoi lam | Nguoi duyet | |-----|------------|----------|----------|-----------|-------------| | 1 | Video TikTok (30s) | so] | ngay] | ten] | ten] | | 2 | Video Facebook (15s) | so] | ngay] | ten] | ten] | | 3 | Carousel (5–7 slide) | so] | ngay] | ten] | ten] | | 4 | Copy quang cao (3 phien ban) | so] | ngay] | ten] | ten] | | 5 | Landing page | 1 | ngay] | ten] | ten] | | 6 | Email template (welcome + offer) | 2 | ngay] | ten] | ten] | | 7 | UGC brief | so] | ngay] | ten] | ten] | | 8 | Script video | so] | ngay] | ten] | ten] | | 9 | Zalo broadcast noi dung | so] | ngay] | ten] | ten] | | 10 | Bao cao ket thuc chien dich | 1 | ngay] | ten] | ten] |

8.2 RACI Matrix

| Deliverable | Marketing Lead | Content Creator | Designer | Ads Specialist | Founder | |-------------|---------------|----------------|----------|---------------|---------| | Brief chien dich | R (Responsible) | I | I | I | A (Accountable) | | Creative production | A | R | R | C (Consulted) | I (Informed) | | Copy quang cao | A | R | I | C | I | | Setup ads | A | I | I | R | I | | Landing page | A | C | R | C | I | | UGC coordination | R | C | I | I | I | | Toi uu hang ngay | A | I | I | R | I | | Bao cao | R | C | I | C | A |

Chu thich RACI:

• R (Responsible): Nguoi lam
• A (Accountable): Nguoi chiu trach nhiem cuoi cung, duyet
• C (Consulted): Duoc hoi y kien truoc khi lam
• I (Informed): Duoc thong bao ket qua

Phan 9 — Risks & Mitigation

9.1 Bang rui ro chien dich

| Rui ro | Xac suat | Anh huong | Severity | Ke hoach giam thieu | Trigger canh bao | |--------|----------|-----------|----------|---------------------|------------------| | CPMess tang >50% vs target | Cao | Cao | CRITICAL | Chuan bi 5 creative du phong, giam spend + chuyen organic | CPMess > target + 30% sau 3 ngay | | Creative khong hieu qua | Cao | Cao | CRITICAL | A/B test tu ngay 1, 3–5 creative moi/tuan | CTR < 1% sau 2 ngay | | Landing page conv rate thap | Trung binh | Cao | HIGH | Test A/B headline + CTA, heatmap | Conv rate < 10% sau 1 tuan | | UGC giao tre | Trung binh | Trung binh | MEDIUM | Brief som, co noi dung backup | Chua nhan UGC D-3 | | Doi thu chay deal cung luc | Thap | Cao | HIGH | Tang USP messaging, khong canh tranh gia | Phat hien doi thu ads cung thoi diem | | Phan hoi tieu cuc | Thap | Rat cao | CRITICAL | Crisis protocol: phan hoi <2h, transparent, co template | Comment/review tieu cuc vuot 5 trong 1 ngay | | Audience fatigue | Trung binh | Trung binh | MEDIUM | Rotate creative moi 5–7 ngay, expand audience | Frequency > 3, CTR giam 30% | | Budget vuot ke hoach | Thap | Trung binh | MEDIUM | Cap daily budget, review chi phi hang ngay | Spend > 110% ke hoach |

9.2 Ke hoach B (Fallback)

| Tinh huong | Hanh dong | |-----------|-----------| | Ngan sach bi cat 50% | Chuyen 100% sang organic + UGC, chi chay retarget | | Kenh chinh bi gian doan (bi ban ads, ...) | Chuyen ngan sach sang kenh phu trong 24h | | Khong dat KPI giua chien dich | Hop khan, re-brief creative, thu hep audience |

Khau chuyen brief → timeline phan cong

Brief xong chua trien khai duoc. Phai chuyen thanh bang task co owner va dependency — day la khau hay bi bo qua nhat va cung la ly do chinh khien chien dich tre.

> Timeline khong phai cai lich. No la cong cu quan ly dependency: viec A phai xong thi viec B moi lam duoc. Nhin timeline phat hien duoc nut that TRUOC khi no xay ra, khong doi den deadline moi biet tre.

Nguyen tac lap timeline

1. Bat dau tu ngay launch, lui nguoc lai. Khong tinh xuoi tu hom nay.
2. Moi task co dung 1 owner. Khong ghi "ca team cung lam" — viec khong ai chiu trach nhiem la viec khong ai lam.
3. Chua 1 ngay buffer truoc launch cho viec phat sinh.
4. Task nao co dependency phai ghi ro phu thuoc vao task nao — thieu cot nay, timeline chi la danh sach viec.

Phase 1 — Chuan bi (truoc launch)

| # | Task | Owner | Thoi luong | Phu thuoc vao | Deadline | Gate duyet | |---|------|-------|-----------|--------------|---------|-----------| | 1.1 | Chot offer + landing page | Lead + Dev | 3 ngay | Brief duoc duyet | | Lead duyet | | 1.2 | Setup tracking + verify | Performance | 1 ngay | Landing page live | | Xanh moi qua | | 1.3 | Brief cho team content | Lead | 0.5 ngay | Brief xong | | 64-team-brief | | 1.4 | Chot danh sach asset can lam | Lead + Designer | 0.5 ngay | Brief content | | 41-campaign-asset-list | | 1.5 | San xuat content dot 1 | Content + Designer | 5 ngay | Nhan brief | | | | 1.6 | Review content | Lead | 1 ngay | Content ban nhap | | 62-marketing-review | | 1.7 | Sua va chot ban cuoi | Content + Designer | 1 ngay | Feedback review | | Lead duyet | | 1.8 | Brief cho team ads | Lead | 0.5 ngay | Content duoc duyet | | | | 1.9 | Setup ads + copy | Performance | 2 ngay | Brief + creative | | Pre-launch check |

Phase 2 — Teasing

| # | Task | Owner | Kenh | Ngay dang | |---|------|-------|------|----------| | 2.1 | Bai teasing 1 (goc noi dau) | Content + Designer | Facebook, TikTok | | | 2.2 | Bai teasing 2 (giao duc / insight) | Content | Facebook | | | 2.3 | Bat ads cho tep warm | Performance | Meta | | | 2.4 | Email / Zalo ham nong truoc launch | Lead | Email, Zalo OA | | | 2.5 | Seeding vao group | Content | Group Facebook | | | 2.6 | Bai teasing 3 (he lo) | Content + Designer | Facebook, TikTok | |

Phase 3 — Launch (chi tiet theo gio)

| Ngay | Gio | Hoat dong | Owner | Kenh | |------|-----|----------|-------|------| | D-day | 08:00 | Dang bai cong bo chinh thuc | Content | Tat ca | | D-day | 09:00 | Bat ads BOFU | Performance | Meta, TikTok | | D-day | 12:00 | Broadcast Zalo OA | Lead | Zalo OA | | D+1 | 08:00 | Email follow-up lead chua mua | Lead | Email | | D+2 | | Dang social proof (review khach dau tien) | Content | Facebook | | D+3 | | Bao cao giua chang → Lead quyet dinh | Performance | — | | D+5 | | Day urgency | Content | Tat ca | | D+7 | | Nhac lan cuoi (email + bai dang) | Lead + Content | Email + Social | | D+7 | 23:59 | Dong offer | Lead | — |

Phase 4 — Sau launch

| # | Hoat dong | Owner | Moc | Skill | |---|----------|-------|-----|-------| | 4.1 | Keo data va tong hop so lieu | Performance | D+8 | 13-phan-tich-du-lieu | | 4.2 | Viet bao cao chien dich | Lead | D+9 | 07-bao-cao-marketing | | 4.3 | Thu thap phan hoi khach hang | Lead | D+10 | | | 4.4 | Hop rut kinh nghiem voi team | Lead | D+10 | 63-campaign-retrospective | | 4.5 | Setup camp evergreen (neu can) | Performance | D+14 | 57-next-ads-plan |

Checklist truoc launch (D-1)

Content

• ] Toan bo caption, script, creative da duoc duyet (62-marketing-review)
• ] Hinh anh dung kich thuoc tung nen tang (50-asset-resize)
• ] Hashtag va link UTM da dien day du
• ] Bai da len lich hoac co nguoi truc dang

Performance

• ] Pixel / tracking da verify xanh — khong chay ads khi chua xanh
• ] Ads da setup xong, dang o trang thai Paused cho bat
• ] Ngan sach dung theo plan
• ] Landing page tai nhanh, form hoat dong dung
• ] UTM day du tren tat ca link ads

Van hanh

• ] Co nguoi truc inbox trong ngay launch
• ] Co kich ban tra loi comment / inbox thuong gap
• ] Lead lien lac duoc trong suot ngay launch

Escalation — khi nao bao Lead ngay lap tuc

| Tinh huong | Hanh dong | |-----------|----------| | Tracking khong fire | Bao ngay — khong bat ads | | Ads bi tu choi | Bao ngay | | CPL ngay dau > 2x target | Bao, cho quyet dinh — khong tu tang ngan sach | | Comment tieu cuc lan rong | Bao ngay → 66-crisis-playbook | | Landing page loi / form hong | Bao ngay, tam dung ads lien quan |

Auto-trigger cac skill lien quan

Khi brief hoan thanh, tu dong de xuat chay:

02-brief-chien-dich (HOAN THANH)
  |
  |-- [Tiep theo 1] 05-copy-quang-cao  → Viet copy ads dua tren core message
  |-- [Tiep theo 2] 04-script-video    → Viet script dua tren creative direction
  |-- [Tiep theo 3] 01-lich-noi-dung   → Len lich dang bai dua tren timeline + kenh
  |-- [Tiep theo 4] 06-brief-ugc-egc   → Brief cho UGC creators dua tren deliverables
  |-- [Tiep theo 5] 41-campaign-asset-list → Chot danh sach asset thiet ke can lam
  |-- [Tiep theo 6] 64-team-brief      → Chuyen brief thanh viec giao cho tung nguoi
  |-- [Trong khi chay] 62-marketing-review → Gate duyet content va ads truoc launch
  |-- [Sau chien dich] 63-campaign-retrospective → Hop rut kinh nghiem D+10

Checklist chat luong

Truoc khi giao brief, kiem tra:

• ] Du 9 phan (Context, Objectives, Target, Core Message, Creative Direction, Channel, Timeline, Deliverables, Risks)
• ] Muc tieu SMART — cu the, do duoc, co deadline
• ] Insight da qua 5 tieu chi validation — khong phai observation
• ] Core message co 3 tang: tagline + key message + supporting
• ] Creative direction co Do's va Don'ts ro rang
• ] Ngan sach phan bo 4 phase cong dung 100% (Teasing 15% + Bung nhe 20% + Bung manh 40% + Duy tri 25%)
• ] Timeline co milestone review cu the (D+3, D+7, D+14)
• ] RACI ro rang — moi deliverable co R va A
• ] Rui ro co it nhat 5 muc, moi muc co severity + trigger canh bao
• ] Co ke hoach B (fallback) cho it nhat 3 tinh huong
• ] Benchmark su dung so lieu Vietnam 2025–2026
• ] Tone of voice nhat quan voi thuong hieu
• ] Tat ca deadline kha thi — khong bi chen nhau
• ] Da chuyen brief thanh bang task theo phase, co cot Owner va Phu thuoc vao
• ] Moi task co dung 1 owner — khong co task ghi "ca team"
• ] Timeline duoc tinh lui tu ngay launch, co 1 ngay buffer truoc launch
• ] Cac gate duyet duoc ghi ro (review content, verify tracking, pre-launch check)
• ] Co checklist D-1 du 3 nhom: Content, Performance, Van hanh
• ] Co quy tac escalation — nhung tinh huong phai bao Lead ngay