13-campaign-brief

name	13-campaign-brief
description	Generates a complete campaign brief document for a specific campaign — used to brief an internal team or external creative partners with everything they need to execute. Invoke after 09-campaign-strategy has determined what to do; this skill translates that strategy into an operational brief covering who does what, how, and by when.

Campaign Brief Generator

Produce one complete campaign brief document. This is the operational handover document — it tells the execution team exactly what to make, to what specifications, by when, and to whose approval. It does not decide the campaign strategy; that is the role of 09-campaign-strategy. Apply the east-african-english skill for tone throughout. Do not generate the brief until all Required Input has been confirmed.

Distinction from 09-campaign-strategy: Use 09-campaign-strategy to decide WHAT campaign to run, who it is for, and what it needs to achieve. Use this skill (13-campaign-brief) to brief WHO will create the campaign content, HOW it should look and sound, and WHEN everything is due. The brief is a working document — it travels with the campaign from kickoff to sign-off.

Use when

• Generates a complete campaign brief document for a specific campaign — used to brief an internal team or external creative partners with everything they need to execute. Invoke after 09-campaign-strategy has determined what to do; this skill translates that strategy into an operational brief covering who does what, how, and by when.
• Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

• Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
• Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

Workflow

1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
2. Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.
3. Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.

Anti-Patterns

• Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
• Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
• Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.

Outputs

• A structured onboarding, strategy, or planning document in markdown, ready to hand off to the next skill in the workflow.

References

• Use the inline instructions in this skill now. If a references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.

Required Input

Ask for the following before generating:

• Campaign name — the internal working title of the campaign
• Campaign dates — start and end date (including any pre-launch teaser period and post-campaign analysis window)
• Client name — trading name of the business
• Target persona — the persona name from 03-audience-personas this campaign is aimed at
• Key message — the single sentence the audience must feel or understand after seeing this campaign
• Deliverables required — list all assets required (e.g., Facebook feed graphic ×4, Instagram reel ×2, WhatsApp broadcast copy ×3, caption set ×8)
• Team and partner names and roles — who is responsible for what (designer, copywriter, videographer, social media manager, client-side approver)
• Approval contacts — who reviews first drafts; who gives final sign-off
• Budget per deliverable type — amount allocated per asset type (e.g., graphic design: UGX 500,000; video production: UGX 1,200,000)
• Country/city — defaults to Kampala, Uganda

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Brief Document Structure

Generate all ten sections in order. Each section is clearly headed. Do not omit any section. The complete brief must read as a single, coherent document that any qualified team member could pick up and act on without further explanation.

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Section 1: Campaign Background and Objective

Write 3–4 sentences covering:

• What this campaign is about — the product, service, event, or message being promoted
• Why it is happening now — the business reason, seasonal moment, or strategic trigger
• What success looks like — the primary outcome the campaign must achieve
• How this campaign connects to the broader social media strategy or business goal

Write in plain, direct prose. Avoid marketing clichés. A new team member must understand the full context from this section alone.

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Section 2: Target Audience

State:

• Persona name — from 03-audience-personas
• 3 defining characteristics relevant to this specific campaign — not a full persona profile; only the characteristics that affect how this campaign should look, sound, or be delivered. Examples: "Price-sensitive; responds to value framing", "Mobile-first; consumes content in 15-second windows", "Aspirational; wants to see themselves in the brand"

Add a one-sentence note on how the audience's platform behaviour in Uganda/EA affects campaign delivery (e.g., "This audience is primarily reached via Facebook and WhatsApp; Instagram secondary").

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Section 3: Key Message

State one sentence only. This is the core message — what the audience must feel or understand after seeing this campaign. It is not the slogan or tagline; it is the strategic truth the creative must express.

Format:

Key message: [One sentence]

Below the key message, add a two-sentence explanation: what this message achieves for the brand, and what it asks of the audience. This guides the creative team when making execution decisions.

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Section 4: Campaign Concept

Describe the creative idea in 2–3 sentences. State:

• What makes this campaign distinctive — the hook, the format, the storytelling approach
• The creative territory (emotional, functional, humorous, documentary, testimonial, etc.)
• Any specific creative device to be used consistently across all deliverables (e.g., a recurring character, a visual colour treatment, a campaign hashtag, a question-led structure)

This section does not produce design briefs — it sets the creative direction so all deliverables feel unified.

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Section 5: Deliverables List

Produce a table listing every asset required. Every deliverable mentioned in the Required Input must appear in this table.

Deliverable	Platform	Format	Dimensions / Specs	Quantity	Due Date	Responsible Party
Facebook feed graphic	Facebook	Static image	1200 × 630 px, JPG/PNG
Instagram feed graphic	Instagram	Static image	1080 × 1080 px, JPG/PNG
Instagram Stories graphic	Instagram	Static image / video	1080 × 1920 px
Instagram Reel	Instagram	Video	1080 × 1920 px, MP4, max 60 sec
LinkedIn graphic	LinkedIn	Static image	1200 × 627 px, JPG/PNG
TikTok video	TikTok	Video	1080 × 1920 px, MP4, max 60 sec
WhatsApp broadcast copy	WhatsApp	Text + image	Image: 800 × 800 px; copy: max 300 words
Caption set	All platforms	Text	Per platform character limits (see Section 6)

Populate quantity, due date, and responsible party from the Required Input. Add rows for any additional deliverables not listed above.

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Section 6: Content Specifications Per Deliverable

Social Graphics

Use these standard specifications for all static image deliverables:

Platform	Dimensions	File Format	Max File Size
Facebook feed	1200 × 630 px	JPG or PNG	8 MB
Instagram feed	1080 × 1080 px	JPG or PNG	8 MB
Instagram Stories	1080 × 1920 px	JPG or PNG	8 MB
LinkedIn feed	1200 × 627 px	JPG or PNG	8 MB
TikTok / Reels	1080 × 1920 px	MP4	287 MB
WhatsApp image	800 × 800 px	JPG or PNG	2 MB

Key elements every graphic must include:

• Brand logo (position: as per brand guidelines — typically top-left or bottom-right)
• Campaign headline or key message (legible at thumbnail size on mobile)
• Brand colours only — no off-brand colour use
• Clear visual hierarchy: one dominant image or graphic element, one headline, one CTA or supporting text

Video Specifications

Platform	Duration	Aspect Ratio	Captions	Key Requirements
Instagram Reels	15–60 seconds (30 sec optimal)	9:16 vertical	Required	Hook in first 3 seconds; branding in last 5 seconds
TikTok	15–60 seconds (30–45 sec optimal)	9:16 vertical	Required	Native feel; avoid over-polished corporate aesthetic
Facebook video	30–90 seconds	16:9 or 1:1	Required	Auto-plays without sound; first frame must carry the message
YouTube	2–5 minutes (if in scope)	16:9	Required	Thumbnail must be designed separately

Captions are required on all video deliverables without exception. A significant proportion of video on Facebook and Instagram in East Africa is watched without sound. Uncaptioned video fails a large part of the audience.

Captions

Platform	Recommended Length	Max Length	Hashtags	CTA Required
Facebook	40–80 words	63,206 characters	2–5	Yes
Instagram	100–150 words	2,200 characters	5–15	Yes
LinkedIn	100–200 words	3,000 characters	3–5	Yes
TikTok	1–3 sentences	2,200 characters	3–8	Optional
WhatsApp broadcast	100–200 words	300 words recommended	None	Yes
X / Twitter	1–2 sentences	280 characters	1–2	Optional

Every caption must include one clear CTA. Match the CTA to the campaign objective: awareness campaigns use "Share this", "Tag someone"; lead generation uses "Click the link", "Send us a message"; promotional campaigns use "Shop now", "Book your spot".

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Section 7: Brand Do's and Don'ts

Reference the 04-brand-voice-intake document. Produce a campaign-specific summary — not a generic list that could apply to any brand.

Do's — 5 rules for this campaign:

1. [Specific to client and campaign — e.g., "Use the campaign hashtag on every post across all platforms"]
2. [Tone guidance — e.g., "Keep the tone warm and community-led; this audience responds to human stories, not corporate announcements"]
3. [Visual guidance — e.g., "Lead every graphic with a real person — no stock photography in this campaign"]
4. [Language guidance — e.g., "Use 'you' and 'we' — speak directly to the reader"]
5. [Platform-specific — e.g., "On WhatsApp, open every broadcast with a personal greeting; do not start with the product offer"]

Don'ts — 5 rules for this campaign:

1. [Specific restriction — e.g., "Do not reference competitor pricing — legal risk and off-brand"]
2. [Tone restriction — e.g., "Do not use pressure language: 'last chance', 'you're missing out' — this audience disengages from urgency tactics"]
3. [Visual restriction — e.g., "Do not use the hero image on a dark background — it loses detail at mobile resolution"]
4. [Language restriction — e.g., "Do not use the word 'cheap' — it conflicts with the premium brand positioning"]
5. [Platform restriction — e.g., "Do not post the same caption across Facebook and Instagram unchanged — adapt the tone for each platform"]

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Section 8: Timeline with Deadlines

Produce a table covering the full campaign lifecycle: pre-production, production, review, approval, and live dates.

Milestone	Deliverable	Deadline	Owner
Campaign kickoff	Brief shared with all team members	[Date]	[Social media manager / account manager]
First drafts — graphics	Static images for all platforms	[Date]	[Designer name]
First drafts — copy	All captions and broadcast copy	[Date]	[Copywriter name]
First drafts — video	Raw cut of all video content	[Date]	[Videographer name]
Internal review	All first drafts reviewed by lead	[Date]	[Lead name]
Client review — Round 1	All materials submitted to client	[Date]	[Account manager]
Revisions complete	All feedback incorporated	[Date]	[Designer / Copywriter / Videographer]
Final approval	Client signs off all materials	[Date]	[Client approver name]
Content scheduled	All posts scheduled in publishing tool	[Date]	[Social media manager]
Campaign goes live	First post published	[Date]	[Social media manager]
Campaign closes	Last post published	[Date]	[Social media manager]
Post-campaign report	Performance summary delivered	[Date + 7 days]	[Analytics lead]

Populate dates from the campaign dates provided in the Required Input. If specific names are not yet confirmed, use role titles and add a note: "Assign names at kickoff meeting."

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Section 9: Approval Process

State clearly:

• First reviewer — [Name and role]: reviews all first drafts within [N] working days and returns consolidated feedback (not multiple rounds of partial feedback)
• Final approver — [Name and role]: gives final sign-off within [N] working days of receiving revised materials
• Approval method — [e.g., shared Google Drive folder with comment access / email sign-off / Trello card / WhatsApp confirmation followed by email confirmation]
• If feedback is late: If the client or approver does not respond within the agreed window, the campaign timeline moves by the same number of days. Document this in a brief note to the client. Pause production — do not guess what the client wants.
• Emergency sign-off: For time-sensitive reactive posts within the campaign, the account manager may approve with a voice note confirmation from the client, followed by written confirmation within 24 hours.

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Section 10: Success Metrics

State one primary KPI and three supporting KPIs. For each, provide the baseline (current performance before the campaign) and the target (what the campaign must achieve).

KPI	Baseline	Target	How It Is Measured
Primary KPI: [e.g., Enquiries generated]	[e.g., 12 per month average]	[e.g., 40 during campaign period]	[e.g., WhatsApp enquiry count + form submissions]
Supporting KPI 1: [e.g., Post reach]
Supporting KPI 2: [e.g., Engagement rate]
Supporting KPI 3: [e.g., Link clicks]

Add a one-sentence note on how results will be reported: when the post-campaign report will be delivered, in what format, and to whom.

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Quality Criteria

• All ten sections are present and complete; no section is left blank or contains a placeholder without a note explaining what must be filled in at kickoff
• Deliverables table accounts for every asset mentioned in the Required Input — nothing is omitted
• All graphic specifications use the correct platform dimensions as listed; captions are required on all video deliverables without exception
• The key message is one sentence only and is clearly distinct from the campaign slogan or tagline
• Brand do's and don'ts are campaign-specific and reference the client's actual brand voice — not generic rules applicable to any campaign
• The timeline table covers the full lifecycle from kickoff to post-campaign report, with realistic sequencing between review and production stages
• The approval process states what happens when feedback is late — ambiguity here is a common cause of campaign delays
• Success metrics include baselines and targets; a KPI without a target is not a KPI

Five Outcomes gate before sign-off (added 2026-05-04 from Synechron Enterprise UX)

Canonical reference: docs/ux-foundations.md Section 3.

Every campaign brief must declare expected pass per the five outcomes table below. One No = no campaign launch. No exceptions for premium-priced campaigns.

#	Outcome	Campaign-specific verification
1	Useful	The campaign addresses the persona's stated goal (not a vanity metric like "more followers")
2	Easy	Thumb-stop comprehension in ≤ 3 seconds; one clear CTA per asset
3	Efficient	Copy scannable; image conveys message before text loads on slow connections
4	Pleasing	Visual quality matches brand premium positioning; not "good enough"
5	Accessible	Alt text + captions + ≥ 4.5:1 contrast + plain-language copy

How to apply at sign-off

Add a "Five Outcomes" subsection to the campaign brief with a one-paragraph Yes/No declaration per outcome and the evidence behind each Yes:

• Useful — Yes, because [persona X's goal Y is addressed by asset Z]
• Easy — Yes, because [the 3-second user-test result was X]
• Efficient — Yes, because [text-load fallback shows complete message]
• Pleasing — Yes, because [visual reference comparison passed]
• Accessible — Yes, because [alt text written, captions ready, contrast measured at X.X:1]

If any outcome cannot be declared Yes with evidence, the campaign cannot ship. The brief returns to the strategy or content stage to close the gap.

Why "Accessible" is non-optional

Most social-campaign briefs in the wild treat accessibility as cleanup. The Synechron rule treats it as a launch gate. For premium-priced engagements ($20k+) the cost of an accessibility-rejection at launch (legal exposure on regulated industries; brand damage on inclusive-marketing claims) far exceeds the cost of building accessibility in.