02 campaign brief global

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).

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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.

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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?

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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]

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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.

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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.

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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]

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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

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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]

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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]

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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

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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

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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

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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

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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