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).

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:

• Campaign type? Product launch / seasonal / brand awareness / clearance sale / re-launch?
• Primary goal? Revenue [amount] / followers [count] / leads [count] / brand awareness [reach target]?
• Budget and timeframe? Total budget, campaign duration (in weeks), start date.
• 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