Scaffold a paid acquisition campaign for a Fern landing page under `campaigns/<slug>/`. Use whenever the user says "create a campaign for X", "launch a campaign on /lp/X", "spin up paid ads for X", or "/launch-campaign". Mirrors the leave-stainless / agent-ready / fern-vs-speakeasy structure with brief, LinkedIn + Google copy, creative briefs in the Hiroshi Yoshida house style, results scaffolding, and a prefix entry in `campaigns/README.md`. Stops short of committing.
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Scaffold a paid acquisition campaign for a Fern landing page under `campaigns/<slug>/`. Use whenever the user says "create a campaign for X", "launch a campaign on /lp/X", "spin up paid ads for X", or "/launch-campaign". Mirrors the leave-stainless / agent-ready / fern-vs-speakeasy structure with brief, LinkedIn + Google copy, creative briefs in the Hiroshi Yoshida house style, results scaffolding, and a prefix entry in `campaigns/README.md`. Stops short of committing.
Launch a Fern paid acquisition campaign
You are scaffolding a new campaign folder under campaigns/<slug>/ that drives traffic to a single landing page. Output: a complete campaigns/<slug>/ tree (brief + copy + creative briefs + results scaffolding) plus a prefix entry in campaigns/README.md. Reference shape: campaigns/leave-stainless/ and campaigns/agent-ready/.
Step 0 — Establish the spine
If the user hasn't already given you all of this, ask in ONE short message:
Slug — kebab-case folder name (e.g. agent-ready, leave-stainless). This is also the utm_campaign value.
LP path — usually /lp/<slug>. Confirm the page exists at src/app/lp/<slug>/page.tsx.
One-line wedge — the angle that distinguishes this campaign from the others (e.g. "offense on the invisible-audience problem", "defense against a competitor wind-down", "side-by-side evaluation").
Anything stable about audience or proof points they want locked in (named customers, specific quotes, a stat).
That's it. Don't pepper them. Derive everything else from the LP page and the AGENTS.md writing style.
Step 1 — Read the source of truth
Before writing any campaign file, read in parallel:
src/app/lp/<slug>/page.tsx — for the actual headline, named features, anchors (every id= in the JSX), and CTA destinations. The campaign copy must echo the LP's language, not invent new claims.
AGENTS.md — the "Writing style" section. Every line of ad copy obeys it.
campaigns/README.md — for the canonical variant-ID scheme and the list of registered prefixes (so the new prefix doesn't collide).
campaigns/leave-stainless/ and campaigns/agent-ready/ — structural reference for the new files. Match section ordering and header style exactly so the campaigns stay diff-comparable.
Any blog post the LP cross-links to (e.g. content/blog/agent-score.mdx) — for verbatim customer quotes, named stats, and proof points.
Step 2 — Pick the prefix
Uppercase initials of the slug, with a trailing dash. leave-stainless → LS-. agent-ready → AR-. fern-vs-speakeasy → FVS-. If the natural prefix collides with one already registered in campaigns/README.md, pick the next-shortest distinguishing letters and confirm with the user.
Step 3 — Build the tree
Create exactly this structure (use the _template/ directory as the placeholder shape, but fill every field from the LP and the user's wedge — do not copy and paste placeholders forward):
Four LinkedIn single-image variants is the proven shape. Don't ship fewer (the campaign needs hook diversity for two-week iterations) and don't ship more (more variants split spend before you have signal).
Step 4 — Brief (brief.md)
Sections in order, matching campaigns/leave-stainless/brief.md:
Landing page — URL, full UTM scheme, and a list of every anchor on the LP worth deep-linking (one per id= from the JSX).
Audience — primary, secondary, tertiary. Then LinkedIn targeting (job titles, company filters, group signals, account audiences) and Google targeting (branded terms, category terms, adjacent intent, negative keywords). All keywords lowercase.
Value props (priority order) — 3 to 5, drawn from the LP and the user's wedge.
Proof points to lean on — customers, stats, quotes, certifications. Pull verbatim from the LP and the cross-linked blog post.
Anti-patterns to avoid — at minimum: em-dashes anywhere; "AI-powered" without naming the feature; "10x faster" without a source; future hedging; disparaging competitors by name. Add campaign-specific anti-patterns when relevant.
Step 5 — LinkedIn copy (copy/linkedin.md)
Four single-image hooks, two text ads, one conversation ad. Limits at the top of the file (Single Image intro ≤600 max but aim ≤200; headline ≤200 but aim ≤70; description ≤100; text-ad headline ≤25; text-ad description ≤75; conversation ad opening ≤400). For every variant include intro, headline, description, full destination URL with UTMs, and a markdown link to the paired creative brief.
The four single-image hooks should each play a different beat:
SI-01 — Lead hook — the campaign's strongest one-sentence wedge. Urgency or framing.
SI-02 — Tool / product hook — the feature or tool that makes the campaign land. Pair with the deepest LP anchor.
SI-03 — Social-proof hook — a verbatim customer quote with monochrome customer logo. No background imagery; solid brand-green field.
SI-04 — Data hook — one big statistic, one secondary line, one CTA. The number does the work.
Print character counts inline (e.g. Intro (181 chars):) so they're easy to QA. Verify each one before committing.
Step 6 — Google copy (copy/google.md)
Two RSA ad groups (a general one and one keyword-tilted to the strongest deep-link), 15 headlines (≤30) and 4 descriptions (≤90) per RSA, sitelinks, callout extensions (≤25 each), structured snippets, and Google Display short headlines / long headline / descriptions. Format as tables with character counts so the QA pass is fast.
Step 7 — Creative briefs (creative/<PFX>-*.md)
Each brief is three sections, matching campaigns/leave-stainless/creative/:
Technical asset outline — either a Mermaid diagram or a line-diagram showing the actual layout (boxes for headline, logo strip, CTA chip, customer-logo row). Concrete enough that a designer can rebuild without ambiguity. Then a bullet list calling out colors, type sizes, separators.
Background imagery — Midjourney — one prompt in the house Hiroshi Yoshida template. Pick a scene that maps to the variant's emotional read. Close the brief with a one-line "Emotional read:" callout.
The house Midjourney template:
[scene description in Hiroshi Yoshida landscape style], atmospheric [weather], long-exposure smoothing motion, muted earthy colors, tactile analog grain --v 7.0 --p xbmuohp --raw --exp 100 --ar {ratio}
Brand asset rules locked across all briefs:
Fern wordmark at /public/fern-wordmark.svg, leaf mark at /public/fern-leaf.svg.
Customer logos at /public/customers/<slug>/<slug>-monochrome.svg against imagery or colored fields.
Brand green #008700 (light) / #9CDD8D (dark).
Wordmark top-left at 64px equivalent on a 1200-wide canvas, 5% margin.
Headline ~56pt on a 1200-wide canvas.
For score readouts or product mocks, render as clean type, not a screenshot of the live product. The live UI changes; the ad shouldn't.
Aspect ratios by slot are documented in the campaign's creative/README.md. Copy that table verbatim from campaigns/leave-stainless/creative/README.md.
Step 8 — Results (results/)
Three files:
README.md — explain how to log, list data sources (LinkedIn Campaign Manager, Google Ads, GA4), document the CSV schema, and describe the two-week review cadence (sort by cost-per-booking, sort by CTR, update learnings).
performance.csv — header row only: date,platform,campaign,variant_id,impressions,clicks,ctr,spend,landing_page_views,demo_bookings,cost_per_booking,notes. Add a campaign-specific secondary conversion column (e.g. agent_score_runs) if the LP has one.
learnings.md — empty "Working" and "Cutting" sections, then a "Test next" list of pre-launch hypotheses worth queuing (audience split, CTA copy split, destination test, background-imagery test, etc.).
Step 9 — Register the prefix
Append two lines to campaigns/README.md:
A row in the "Campaign | Prefix | Example" table.
A bullet under "Active campaigns" describing the LP and the angle.
Step 10 — Verify
Before reporting done, run these checks in parallel:
find campaigns/<slug> -type f | sort — matches the file tree above exactly.
grep -r "utm_content=<PFX>-" campaigns/<slug> — every variant ID is unique and registered.
grep -rE "(^|[^-])—([^-]|$)" campaigns/<slug>/copy — confirms no em-dashes in the ad copy. (Em-dashes in section headers like ### <PFX>-LI-SI-01 — Headline are the project convention and OK; em-dashes inside intro / headline / description fields are not.)
grep -rE "AI-powered|is designed to" campaigns/<slug> — no future hedging or unnamed AI features in the copy. (Anti-pattern lines in brief.md are expected.)
Eyeball every Google RSA headline ≤30, description ≤90.
The variant-ID table in campaigns/README.md includes the new prefix row.
Step 11 — Stop
Do not commit. Do not push. Do not open a PR. Show the user the file list and ask whether to commit. They will iterate on copy before launch and prefer to bundle that with the first commit.
Anti-patterns when running this skill
Don't invent customer quotes. Pull them verbatim from blog posts, case studies, or the LP. If a campaign needs a quote and none exists in the repo, surface that gap to the user instead of fabricating one.
Don't invent stats. If the LP says "73% of top API docs sites ship without an llms.txt", that's the only stat you have. Don't extrapolate.
Don't restructure the existing campaign layout to "improve" it. Other campaigns depend on the shape being diff-comparable.
Don't ship a campaign with fewer than four LinkedIn single-image hooks. The two-week iteration loop needs hook diversity.
Don't deep-link to an anchor that doesn't exist on the LP. Grep the page for id= before linking.
