campaign-brief-generator

# 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: 1. **Core Segment**: Highest-value existing customers (top 20% by LTV) 2. **Growth Segment**: Lookalike or adjacent audiences with high propensity 3. **Conquest Segment**: Competitor customers or category switchers 4. **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: 1. **Pre-Launch (T-4 to T-2 weeks)**: Creative production, audience build, platform setup 2. **Teaser Phase (T-1 week)**: Organic seeding, email teasers, influencer previews 3. **Launch (Day 1–7)**: Full media activation, PR push, site merchandising 4. **Sustain (Week 2–N)**: Optimization, creative refresh, retargeting ramp 5. **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: 1. **Executive Summary** (3–5 sentences) 2. **Campaign Objective & KPIs** (table format) 3. **Target Audience Profiles** (per segment) 4. **Channel Strategy & Budget Allocation** (table + rationale) 5. **Creative Brief** (messaging, formats, deliverable list) 6. **Timeline & Milestones** (Gantt-style or phased list) 7. **Measurement & Reporting Plan** 8. **Risks & Mitigation** (top 3 risks with contingency actions) 9. **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 - [ ] Campaign objective is clearly stated with SMART KPI targets - [ ] Audience segments are specific, sized, and actionable - [ ] Channel mix aligns with funnel stage and objective weighting - [ ] Budget allocation sums to total budget with no unaccounted spend - [ ] Creative deliverables are specified per channel with format dimensions - [ ] Timeline includes all phases with realistic production lead times - [ ] Measurement plan includes both performance and brand metrics - [ ] At least 3 risks identified with mitigation strategies - [ ] Brief is self-contained and executable without additional context