| name | campaign-brief-generator |
| description | Generates comprehensive, execution-ready marketing campaign briefs for CPG and retail e-commerce brands. Use when a user needs to plan a new campaign, product launch, seasonal promotion, or brand awareness initiative. Triggers on requests involving campaign planning, marketing briefs, promotional strategy, launch plans, or go-to-market documentation.
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| metadata | {"display_name":"Campaign Brief Generator","short_description":"Generate execution-ready marketing campaign briefs","default_prompt":"Summarize my execution ready marketing campaign with key findings and next steps","version":"1.0.1","tags":["cpg-retail"],"icon_path":"assets/icon.png"} |
Campaign Brief Generator
Overview
This skill produces structured, agency-grade campaign briefs that align business objectives with audience insights, channel strategy, creative direction, and measurable KPIs. It synthesizes brand context, competitive landscape, and budget parameters into a single actionable document ready for execution by internal teams or external agencies.
When to Use
- Planning a new product launch or line extension campaign
- Building seasonal or tentpole promotional strategies (BFCM, Back-to-School, Holiday)
- Creating always-on brand awareness or consideration campaigns
- Briefing creative agencies, media buyers, or internal marketing teams
- Structuring influencer or co-marketing partnership campaigns
- Documenting campaign rationale for executive stakeholder approval
Required Inputs
| Input | Required | Description |
|---|
| Brand / Product | Yes | Brand name, product line, and key product attributes or USPs |
| Campaign Objective | Yes | Primary goal: awareness, consideration, conversion, retention, or reactivation |
| Target Audience | Yes | Demographics, psychographics, or existing customer segments |
| Budget Range | Yes | Total budget or budget tier (e.g., $50K–$100K) |
| Timeline | Yes | Campaign duration, key dates, and hard deadlines |
| Channels | No | Preferred or required channels; if omitted, skill recommends optimal mix |
| Competitive Context | No | Key competitors, market positioning, or share-of-voice benchmarks |
| Past Performance Data | No | Historical campaign metrics to inform KPI targets |
| Brand Guidelines | No | Tone, visual identity, mandatory legal/compliance copy |
Methodology
Step 1 — Objective Alignment & KPI Definition
Map the stated campaign objective to a measurable KPI framework:
| Objective | Primary KPI | Secondary KPIs | CPG Benchmark |
|---|
| Awareness | Reach / Impressions | Brand lift, SOV | CPM $5–$12 |
| Consideration | Engagement rate, CTR | Video completion rate, site traffic | CTR 0.8%–1.5% |
| Conversion | ROAS, CPA | Conversion rate, AOV | ROAS 3:1–5:1 |
| Retention | Repeat purchase rate | CLV delta, email open rate | RPR 25%–40% |
| Reactivation | Win-back rate | Reactivation CPA, reorder rate | Win-back 5%–12% |
Set SMART targets using industry benchmarks adjusted for brand maturity and category.
Step 2 — Audience Strategy
Build a layered audience framework:
- Core Segment: Highest-value existing customers (top 20% by LTV)
- Growth Segment: Lookalike or adjacent audiences with high propensity
- Conquest Segment: Competitor customers or category switchers
- Exclusion List: Recent purchasers (suppress for efficiency), existing subscribers
For each segment, define:
- Demographics (age, gender, HHI, geography)
- Behavioral signals (purchase frequency, browse behavior, cart abandonment)
- Psychographic profile (values, lifestyle, media consumption)
- Estimated audience size and CPM implications
Step 3 — Channel Mix Recommendation
Apply a Reach–Engage–Convert funnel framework:
| Funnel Stage | Channels | Budget Allocation | Role |
|---|
| Reach | Programmatic display, CTV/OTT, YouTube, TikTok | 30%–40% | Broad awareness, frequency building |
| Engage | Social (Meta, Pinterest), influencer, content marketing | 25%–35% | Consideration, social proof, education |
| Convert | Paid search, shopping ads, retargeting, email/SMS | 25%–35% | Direct response, cart recovery |
| Retain | Email, SMS, loyalty program, direct mail | 5%–10% | Post-purchase nurture, repeat purchase |
Adjust allocation based on objective weighting. Awareness campaigns shift budget upward; conversion campaigns shift downward.
Step 4 — Creative Requirements
Specify creative deliverables per channel:
- Hero Assets: Key visual, hero video (15s/30s/60s), product photography
- Social Variants: Platform-native formats (Reels, Stories, Carousels, Pins)
- Performance Creative: Dynamic product ads, UGC-style testimonials, benefit-led statics
- Retail Media: Sponsored product images, brand store assets, A+ content
- Email/SMS: Subject lines, preview text, modular templates, SMS character-limited copy
Include messaging hierarchy: headline > subhead > body > CTA, with A/B test recommendations.
Step 5 — Budget Allocation & Media Plan Skeleton
Produce a channel-level budget table:
Channel | Budget | Impressions Est. | KPI Target
-----------------+-----------+------------------+------------
Meta Ads | $XX,XXX | X.XM | ROAS X.X
Google Search | $XX,XXX | X.XM | CPA $XX
TikTok | $XX,XXX | X.XM | CPV $0.XX
Email/SMS | $X,XXX | XK sends | Open XX%
Influencer | $XX,XXX | X.XM reach | EMV $XX,XXX
Step 6 — Timeline & Milestones
Build a phased execution timeline:
- Pre-Launch (T-4 to T-2 weeks): Creative production, audience build, platform setup
- Teaser Phase (T-1 week): Organic seeding, email teasers, influencer previews
- Launch (Day 1–7): Full media activation, PR push, site merchandising
- Sustain (Week 2–N): Optimization, creative refresh, retargeting ramp
- Post-Campaign (Week N+1–2): Reporting, learnings documentation, audience archival
Step 7 — Measurement Plan
Define the measurement framework:
- Attribution Model: Last-click, linear, or data-driven (recommend data-driven for multi-channel)
- Brand Lift Study: Pre/post survey for awareness campaigns (minimum $50K spend threshold)
- Incrementality Test: Geo-holdout or PSA test for ROAS validation
- Reporting Cadence: Daily dashboards, weekly optimization reviews, final campaign report
Output Specification
Deliver a structured campaign brief document with these sections:
- Executive Summary (3–5 sentences)
- Campaign Objective & KPIs (table format)
- Target Audience Profiles (per segment)
- Channel Strategy & Budget Allocation (table + rationale)
- Creative Brief (messaging, formats, deliverable list)
- Timeline & Milestones (Gantt-style or phased list)
- Measurement & Reporting Plan
- Risks & Mitigation (top 3 risks with contingency actions)
- Appendix: Competitive references, historical benchmarks, brand guidelines summary
Examples
Input: "Create a campaign brief for our new organic baby food line launching on DTC and Amazon. Budget is $150K over 8 weeks. Target: millennial parents, ages 25–40, HHI $75K+."
Output: A complete brief including awareness-heavy channel mix (40% upper funnel), influencer strategy with mommy-blogger partnerships, Amazon Sponsored Brands + DSP allocation, creative specs for unboxing videos and ingredient-transparency messaging, and a phased timeline from teaser to sustain.
Input: "We need a Black Friday campaign brief for our skincare brand. $80K budget, 2-week window, conversion-focused."
Output: A conversion-oriented brief with 60% budget in lower funnel (retargeting, search, shopping), promotional offer ladder (early access → doorbuster → extended sale), email/SMS drip sequence specs, and hourly monitoring plan for peak days.
Guidelines
- Always tie every channel recommendation back to the stated objective and audience
- Use conservative benchmark estimates; overpromising erodes trust
- Flag when budget is insufficient for stated objectives (e.g., awareness on <$25K)
- Include a minimum of two A/B testing recommendations in creative strategy
- Respect brand safety and compliance requirements (FTC, FDA for CPG claims)
- Recommend creative refresh cadence to combat ad fatigue (every 2–3 weeks)
- For multi-market campaigns, note localization requirements per market
- If past performance data is provided, use it to calibrate KPI targets ±15% from historical
Validation Checklist
