campaign-planner

name	campaign-planner
description	Create a Meta Ads campaign proposal based on brand guidelines and competitor analysis. Generates funnel strategy, landing pages, ad creatives, video scripts, and budget allocation. Outputs both markdown and HTML for review before asset creation.

Campaign Planner

Generate a comprehensive Meta Ads campaign proposal for any brand, based on their products, positioning, and competitor learnings.

Prerequisites

Before running this skill, you should have:

1. Brand Bible — Run /website_brand_analysis first, or have existing brand guidelines
2. Competitor Analysis (optional but recommended) — Run /meta_ads_analyser on 1-2 competitors to identify winning patterns

Inputs

Input	Source	Required
Brand guidelines	Brand bible or /website_brand_analysis output	✅ Yes
Product ladder	From brand bible (pricing, tiers)	✅ Yes
Competitor analysis	From /meta_ads_analyser output	⭕ Recommended
Target audience	From brand bible ICP section	✅ Yes
Existing assets	Landing pages, lead magnets, etc.	⭕ Optional

Workflow

Phase 1: Gather Context

1. Load brand bible — Products, pricing, voice, visual style
2. Load competitor analysis (if available) — Winning patterns, funnel structures
3. Identify product ladder — Free → Low-ticket → High-ticket → Enterprise
4. Note existing assets — What landing pages/lead magnets already exist?

Phase 2: Design Funnel Strategy

Map the customer journey:

TOFU (Cold Traffic)
├── Lead magnets (quiz, free course, valuable content)
├── Goal: Email capture, pixel building
└── Budget: 50-60%

MOFU (Warm Traffic — Retargeting)
├── Low-to-mid ticket offers
├── Goal: First purchase, course sales
└── Budget: 30-40%

BOFU (Hot Traffic — High Intent)
├── High-ticket / enterprise offers
├── Goal: Sales calls, team deals
└── Budget: 10-15%

Phase 3: Define Landing Pages

For each funnel stage, recommend landing pages:

TOFU Landing Pages:

• Quiz/assessment pages (high conversion, low friction)
• Free course/lead magnet pages
• Tutorial/value content pages

MOFU Landing Pages:

• Paid traffic variants of product pages
• More aggressive than organic pages
• Include: price anchoring, urgency, testimonials

BOFU Landing Pages:

• Existing sales pages
• "Book a call" pages
• Case study pages

Phase 4: Design Ad Creatives

Create 6-10 ad concepts across the funnel:

TOFU Ads (3-4 creatives):

• Video: Hook + problem + free offer CTA (25-35s)
• Image: Native/organic style (doesn't look like ad)
• Carousel: Value bomb / tutorial teaser

MOFU Ads (2-3 creatives):

• Video: Identity + agitation + solution + proof (30-40s)
• Image: Price anchoring, transformation

BOFU Ads (1-2 creatives):

• Video: Case study, results-focused (35-45s)
• Image: Social proof, consultation CTA

Phase 5: Write Video Scripts

For each video ad, write a full script with:

[TIMESTAMP] SECTION NAME
"Dialogue / voiceover text"

Visual notes: What's on screen

Script structure:

1. Hook (0-3s) — Pattern interrupt, curiosity, or identity call-out
2. Problem (3-10s) — Agitate the pain point
3. Solution (10-20s) — Introduce the offer
4. Proof (20-30s) — Testimonials, numbers, credibility
5. CTA (last 5s) — Clear next step

Phase 6: Define Image Ad Concepts

For each image ad, describe:

• Concept — What style/approach
• Text on image — Actual copy
• Visual notes — Design direction
• Landing page — Where it drives

Image styles that work:

• Native/organic (notebook, text post)
• Bold claim + price
• Before/after
• Tutorial preview
• Quote/testimonial

Phase 7: Budget & Testing Plan

Budget allocation:

• TOFU: 50-60%
• MOFU: 30-40%
• BOFU: 10-15%

Testing phases:

1. Weeks 1-2: TOFU testing, find winning lead magnet
2. Weeks 3-4: MOFU activation, first sales
3. Weeks 5-8: Optimization, scaling winners

Phase 8: Generate Outputs

Create two files:

1. Markdown — {brand}-campaign-proposal.md
2. HTML — {brand}-campaign-proposal.html

Both should include:

• Executive summary
• Funnel strategy with diagram
• Landing page recommendations
• Ad creative cards (with scripts/concepts)
• Budget allocation
• Testing plan
• Approval checklist

Save to: ~/clawd/output/

Phase 9: Deliver & Get Approval

Send both files to user with summary:

• Number of landing pages proposed
• Number of ad creatives
• Key strategic decisions to approve

Include approval checklist:

1. ✅/❌ Overall funnel strategy
2. ✅/❌ Landing page concepts
3. ✅/❌ Ad creative concepts
4. ✅/❌ Video scripts
5. ✅/❌ Budget allocation

Wait for approval before creating actual assets.

Output Format

Markdown Structure

# {Brand} Meta Ads Campaign Proposal

## Executive Summary
[Overview, approach, asset count]

## Strategic Framework
[Competitor learnings, product ladder, funnel structure]

## Proposed Landing Pages
[For each page: URL, purpose, structure, key elements]

## Proposed Ad Creatives
### TOFU Ads
[Ad cards with scripts/concepts]

### MOFU Ads
[Ad cards with scripts/concepts]

### BOFU Ads
[Ad cards with scripts/concepts]

## Creative Summary
[Table of all ads]

## Budget Allocation
[Percentages and reasoning]

## Testing Plan
[Phased approach]

## Assets to Create
[Checklist]

## Approval Checklist
[Items for client to approve]

HTML Structure

Use template at templates/proposal-template.html:

• Clean white background, doc-like styling
• Funnel diagrams (text-based)
• Script blocks with timestamps
• Image ad mockups (styled divs)
• Badge system for TOFU/MOFU/BOFU
• Approval checklist section

Patterns from Competitor Analysis

When competitor analysis is available, apply these patterns:

Pattern	How to Apply
Quiz/assessment TOFU	Create a quiz lead magnet if none exists
Credibility stacking	Add logos/credentials in first 10s of video
Two-tier funnel	Separate cold and warm audiences clearly
Native creative	Include at least one "doesn't look like an ad" image
Identity-driven copy	Use "you're the kind of person who..." language
Price anchoring	Compare low-ticket to high-ticket alternative

Example Funnel Structures

Education/Course Business

FREE: Crash course / Quiz / Tutorials
€200-500: Beginner course
€500-1000: Advanced course
€5k+: Coaching / Team training

SaaS Business

FREE: Trial / Freemium / Lead magnet
€50-200/mo: Individual plan
€200-500/mo: Team plan
€1k+/mo: Enterprise

Agency/Services

FREE: Audit / Assessment / Calculator
€500-2k: Entry service / Workshop
€5-20k: Main service package
€50k+: Retainer / Enterprise

Integration with Other Skills

This skill works best when combined with:

1. /website_brand_analysis — Generate brand bible first
2. /meta_ads_extractor → /meta_ads_analyser — Analyze competitor ads
3. After approval: Create assets (landing pages, video scripts, images)

Tips for Better Proposals

1. Lead with strategy, not tactics — Explain the funnel logic before listing ads
2. Show the math — If possible, estimate CAC, LTV, ROAS
3. Include native creative — At least one ad that doesn't look like an ad
4. Write real scripts — Don't leave placeholders, write actual dialogue
5. Make approval easy — Clear checklist at the end
6. Visual mockups help — Even text-based mockups of image ads