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 <SGD 1.50

Quality checklist

Before delivering the brief, verify:

• ] All 9 sections present (Context, Objectives, Target, Core Message, Creative Direction, Channel, Timeline, Deliverables, Risks)
• ] Goals are SMART — specific, measurable, deadline-bound
• ] Insight passes 4 / 5 validation criteria — not just an observation
• ] Core message has 3 layers: tagline + key message + supporting messages
• ] Creative direction has clear Do's and Don'ts
• ] Budget split across 4 phases sums to 100% (Teasing 15% + Soft 20% + Full 40% + Sustain 25%)
• ] Timeline has review milestones (D+3, D+7, D+14)
• ] RACI is clear — every deliverable has an R and an A
• ] At least 5 risks listed, each with severity and warning trigger
• ] Plan B (fallback) covers at least 3 situations
• ] Region-specific benchmarks used (not blanket global numbers)
• ] Tone of voice matches the brand
• ] All deadlines feasible — no clashes
• ] Currency consistent with .agents/product-marketing-context-global.md