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02-brief-chien-dich
// Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
// Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
Ke hoach Fullstack Marketing — master skill tong hop chien luoc, noi dung, trien khai, hieu suat, va timeline. Goi cac skill con de hoan thien output.
Viet script video ngan cho TikTok, Reels, YouTube Shorts — 2 ban A/B, co hook, CTA, huong dan quay chi tiet
Viet 6 bien the copy quang cao theo 3 tang pheu (TOFU/MOFU/BOFU), tuan thu chinh sach quang cao, co CTA phu hop tung nen tang
Bao cao marketing theo nguyen tac "doc 5 phut, biet lam gi tiep" — nhan dinh truoc, so lieu minh hoa, de xuat co thoi han va nguoi phu trach
Thiet lap va van hanh email marketing — welcome series, nurture, promotion, re-engage — toi uu cho thi truong Viet Nam
Tao brief khach hang dien cho agency (client intake form) — form thu thap thong tin dau vao chi tiet de agency lap ke hoach marketing chinh xac. Co 20 variants chuyen biet theo nganh — moi variant la full brief toi uu hoa cho dac thu nganh do.
| name | 02-brief-chien-dich |
| description | Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan. |
| argument-hint | <brand + campaign objective + timeline> |
| metadata | {"version":"2.0.0","category":"strategy"} |
| triggers | ["brief chien dich","brief sang tao","brief Tet","brief ra mat san pham","viet brief","creative brief"] |
| output | File .md brief chien dich 9 phan — Context, Objectives, Target, Core Message, Creative Direction, Channel System, Timeline, Deliverables, Risks |
| related | ["00-ke-hoach-mkt","01-lich-noi-dung","04-script-video","05-copy-quang-cao","06-brief-ugc-egc","09-insight-khach-hang"] |
Hoi user toi da 4 cau truoc khi bat dau:
| Tình huống | Use |
|---|---|
| Single TVC 1-page brief (1 clip, 1 channel mix) | opa-prd --mode=creative (OPA KIT) — 10-section lightweight |
| Full campaign brief (multi-creative, multi-channel, 14-21 ngày) | 02-brief-chien-dich (this skill) |
| Content calendar dài hạn (3-6 tháng) | 01-lich-noi-dung |
| Ad copy actual text production | 05-copy-quang-cao |
| Workflow chain 7 skills launch campaign | campaign-launch workflow (workflows/vi/) |
Note:
opa-prdở OPA KIT focus 1-page brief lightweight cho fast handoff sang AI agents (Seedance, Kling, Claude). Skill này (02-brief-chien-dich) focus full campaign với multiple touch points.
| Hang muc | Noi dung |
|---|---|
| Ten chien dich | [ten chien dich] |
| Loai | Launch / Seasonal / Awareness / Sales / Re-launch |
| Thuong hieu | [ten thuong hieu] |
| San pham / Dich vu | [mo ta ngan] |
| Ly do chay chien dich | [tai sao chay luc nay? trigger la gi?] |
| Yeu to | Mo ta |
|---|---|
| Xu huong nganh | [xu huong hien tai] |
| Hanh vi khach hang mua nay | [thay doi gi?] |
| Doi thu dang lam gi | [hoat dong noi bat cua doi thu] |
| Co hoi khai thac | [khe thi truong] |
| Chien dich truoc | Ket qua | Bai hoc |
|---|---|---|
| [ten chien dich] | [KPI dat / khong dat] | [dieu gi hieu qua / khong hieu qua] |
| Loai | Muc tieu | Do bang gi | Deadline |
|---|---|---|---|
| Business | [VD: Doanh thu 500 trieu trong 4 tuan] | Doanh so, GMV | [ngay] |
| Marketing | [VD: 5,000 tin nhan, CPMess <30K] | So mess, CPMess, ROAS | [ngay] |
| Brand | [VD: Reach 2 trieu, tang 3K follower] | Reach, follower, mention | [ngay] |
| KPI | Muc tieu | Benchmark nganh | Gap |
|---|---|---|---|
| CPMess | [so] | [benchmark tu references/benchmarks-vietnam.md] | |
| ROAS | [so]x | >3x | |
| CPL | [so] | [benchmark] | |
| Reach | [so] | ||
| Engagement rate | [so]% | ||
| So don hang | [so] |
| Thuoc tinh | Primary | Secondary |
|---|---|---|
| Do tuoi | [khoang tuoi] | [khoang tuoi] |
| Gioi tinh | [nam/nu/tat ca] | |
| Khu vuc | [tinh/thanh] | |
| Thu nhap | [khoang] | |
| Nghe nghiep | [nghe] | |
| Noi dau chinh | [van de lon nhat] | |
| Mong muon | [dieu ho muon] | |
| Rao can | [ly do chua mua] | |
| Kenh ho dung | [TikTok/FB/Zalo/IG] | |
| Ai anh huong ho | [nguoi/kenh tin tuong] |
Goi skill
09-insight-khach-hangde khai thac sau.
Insight chinh: [phat bieu insight]
Kiem tra xem insight co that su la insight hay chi la observation:
| Tieu chi | Dat | Khong dat |
|---|---|---|
| Specific — Cu the cho nhom khach nay, khong chung chung? | [ ] | [ ] |
| Hidden — Khach hang khong tu noi ra, phai khai thac? | [ ] | [ ] |
| Actionable — Co the bien thanh thong diep/creative? | [ ] | [ ] |
| Emotional — Cham vao cam xuc, khong chi ly tri? | [ ] | [ ] |
| True — Dua tren du lieu/quan sat thuc, khong phai gia dinh? | [ ] | [ ] |
Quy tac: Phai dat it nhat 4/5 tieu chi. Neu khong → do la observation, chua phai insight. Tim lai.
Phan biet:
| Tang | Thong diep | Dung cho |
|---|---|---|
| Tagline | [5–8 tu, de nho] | Moi noi — nhat quan xuyen suot |
| Key message | [1–2 cau, giai thich gia tri] | Website, landing page, ads chinh |
| Supporting message #1 | [bang chung/tinh nang ho tro] | Content giao duc |
| Supporting message #2 | [bang chung/tinh nang ho tro] | Content thuyet phuc |
| Supporting message #3 | [bang chung/tinh nang ho tro] | Content chot don |
| Thuoc tinh | La | Khong phai |
|---|---|---|
| Giong dieu | [VD: than thien, chuyen gia] | [VD: kho khan, xa cach] |
| Ngon ngu | [VD: don gian, doi thuong] | [VD: hoc thuat, chuyen nganh] |
| Cam xuc | [VD: tu tin, an tam] | [VD: lo lang, ap luc] |
| Hang muc | Chi tiet |
|---|---|
| Visual mood | [VD: am ap, tu nhien, dang tin — khong bong bay, fake] |
| Color palette | [mau chinh + mau phu] |
| Typography | [font heading + body] |
| Photography style | [VD: lifestyle that, khong stock photo] |
| Video style | [VD: talking head + b-roll, UGC style, cinematic] |
| Do's | [lam gi — VD: dung anh khach that, quay vertical] |
| Don'ts | [khong lam gi — VD: khong dung nhac buon, khong font nhieu mau] |
| Yeu to | Mo ta |
|---|---|
| Hero image/video | [mo ta visual chinh] |
| Thumbnail style | [mo ta] |
| Text overlay | [co/khong, style] |
| Logo placement | [vi tri, kich thuoc] |
| Kenh | Dinh dang | Kich thuoc | Thoi luong | So luong creative |
|---|---|---|---|---|
| TikTok | Video dung | 9:16 (1080x1920) | 15–60s | [so] |
| Facebook (feed) | Video + anh | 1:1, 4:5 | 15–30s | [so] |
| Instagram (Reels) | Video dung | 9:16 | 15–30s | [so] |
| Instagram (feed) | Carousel | 1:1 (1080x1080) | 5–7 slide | [so] |
| Zalo OA | Banner + text | 600x315 | -- | [so] |
| Banner + body | 600px width | -- | [so] | |
| Landing page | Hero + sections | Responsive | -- | 1 |
Tham khao
references/channel-system.md
| Kenh | Vai tro | Ngay bat dau | Ngan sach | KPI |
|---|---|---|---|---|
| TikTok (organic) | Reach + awareness | [ngay] | [production cost] | View, follower |
| TikTok (ads) | Mess + conversion | [ngay] | [so tien] | CPMess, ROAS |
| Facebook (ads) | Retarget + conversion | [ngay] | [so tien] | CPMess, ROAS |
| UGC Network | Social proof | [ngay] | [thu lao] | View, trust |
| Zalo OA | Nurture | [ngay] | -- | Read rate |
| Nurture + offer | [ngay] | -- | Open rate | |
| Landing page | Conversion | [ngay] | [thiet ke] | Conv rate |
| Kenh | Muc tieu | Audience | Ngan sach/ngay | Creative | Thoi gian |
|---|---|---|---|---|---|
| Meta — Awareness | Reach | Broad, LAL 1–3% | [so tien] | Video 15s hook | [tuan] |
| Meta — Conversion | Mess/Lead | Retarget + Interest | [so tien] | Video + carousel | [tuan] |
| TikTok — Reach | View + Mess | Broad | [so tien] | UGC style video | [tuan] |
| Phase | Thoi gian | % Ngan sach | Muc dich | Kenh chinh |
|---|---|---|---|---|
| Teasing | Tuan 1 (truoc launch) | 15% | Tao to mo, build anticipation | Organic TikTok/FB, Email teaser |
| Bung nhe (Soft launch) | Tuan 2 | 20% | Test creative, thu data | Paid ads ngan sach nho, UGC |
| Bung manh (Full launch) | Tuan 3–4 | 40% | Scale winning creative, chot don | Paid ads toan luc, retarget |
| Duy tri (Sustain) | Tuan 5+ | 25% | Re-engage, retarget, thu hep | Retarget, email, Zalo nurture |
| Ngay | Hang muc | Chi tiet | Nguoi chiu TN | Trang thai |
|---|---|---|---|---|
| [D-14] | Creative production | San xuat video + anh | [ten] | |
| [D-7] | UGC brief gui | Brief cho UGC creators | [ten] | |
| [D-5] | Landing page live | Setup + test toan bo | [ten] | |
| [D-3] | Teasing bat dau | Organic post + story | [ten] | |
| [D-Day] | Launch chinh thuc | Ads live, blast email, broadcast | [ten] | |
| [D+3] | Review data dau | Check CPMess, CTR, creative nao tot | [ten] | |
| [D+7] | Toi uu vong 1 | Cut creative kem, scale creative tot | [ten] | |
| [D+14] | Review giua chien dich | So sanh vs KPI, dieu chinh | [ten] | |
| [D+21] | Retarget phase | Focus retarget warm audience | [ten] | |
| [D+28] | Ket thuc + bao cao | Tong ket, bai hoc, de xuat tiep theo | [ten] |
| STT | Deliverable | So luong | Deadline | Nguoi lam | Nguoi duyet |
|---|---|---|---|---|---|
| 1 | Video TikTok (30s) | [so] | [ngay] | [ten] | [ten] |
| 2 | Video Facebook (15s) | [so] | [ngay] | [ten] | [ten] |
| 3 | Carousel (5–7 slide) | [so] | [ngay] | [ten] | [ten] |
| 4 | Copy quang cao (3 phien ban) | [so] | [ngay] | [ten] | [ten] |
| 5 | Landing page | 1 | [ngay] | [ten] | [ten] |
| 6 | Email template (welcome + offer) | 2 | [ngay] | [ten] | [ten] |
| 7 | UGC brief | [so] | [ngay] | [ten] | [ten] |
| 8 | Script video | [so] | [ngay] | [ten] | [ten] |
| 9 | Zalo broadcast noi dung | [so] | [ngay] | [ten] | [ten] |
| 10 | Bao cao ket thuc chien dich | 1 | [ngay] | [ten] | [ten] |
| Deliverable | Marketing Lead | Content Creator | Designer | Ads Specialist | Founder |
|---|---|---|---|---|---|
| Brief chien dich | R (Responsible) | I | I | I | A (Accountable) |
| Creative production | A | R | R | C (Consulted) | I (Informed) |
| Copy quang cao | A | R | I | C | I |
| Setup ads | A | I | I | R | I |
| Landing page | A | C | R | C | I |
| UGC coordination | R | C | I | I | I |
| Toi uu hang ngay | A | I | I | R | I |
| Bao cao | R | C | I | C | A |
Chu thich RACI:
| Rui ro | Xac suat | Anh huong | Severity | Ke hoach giam thieu | Trigger canh bao |
|---|---|---|---|---|---|
| CPMess tang >50% vs target | Cao | Cao | CRITICAL | Chuan bi 5 creative du phong, giam spend + chuyen organic | CPMess > target + 30% sau 3 ngay |
| Creative khong hieu qua | Cao | Cao | CRITICAL | A/B test tu ngay 1, 3–5 creative moi/tuan | CTR < 1% sau 2 ngay |
| Landing page conv rate thap | Trung binh | Cao | HIGH | Test A/B headline + CTA, heatmap | Conv rate < 10% sau 1 tuan |
| UGC giao tre | Trung binh | Trung binh | MEDIUM | Brief som, co noi dung backup | Chua nhan UGC D-3 |
| Doi thu chay deal cung luc | Thap | Cao | HIGH | Tang USP messaging, khong canh tranh gia | Phat hien doi thu ads cung thoi diem |
| Phan hoi tieu cuc | Thap | Rat cao | CRITICAL | Crisis protocol: phan hoi <2h, transparent, co template | Comment/review tieu cuc vuot 5 trong 1 ngay |
| Audience fatigue | Trung binh | Trung binh | MEDIUM | Rotate creative moi 5–7 ngay, expand audience | Frequency > 3, CTR giam 30% |
| Budget vuot ke hoach | Thap | Trung binh | MEDIUM | Cap daily budget, review chi phi hang ngay | Spend > 110% ke hoach |
| Tinh huong | Hanh dong |
|---|---|
| Ngan sach bi cat 50% | Chuyen 100% sang organic + UGC, chi chay retarget |
| Kenh chinh bi gian doan (bi ban ads, ...) | Chuyen ngan sach sang kenh phu trong 24h |
| Khong dat KPI giua chien dich | Hop khan, re-brief creative, thu hep audience |
Khi brief hoan thanh, tu dong de xuat chay:
02-brief-chien-dich (HOAN THANH)
|
|-- [Tiep theo 1] 05-copy-quang-cao → Viet copy ads dua tren core message
|-- [Tiep theo 2] 04-script-video → Viet script dua tren creative direction
|-- [Tiep theo 3] 01-lich-noi-dung → Len lich dang bai dua tren timeline + kenh
|-- [Tiep theo 4] 06-brief-ugc-egc → Brief cho UGC creators dua tren deliverables
Truoc khi giao brief, kiem tra: