02-brief-chien-dich

Dung khi can brief mot chien dich cu the cho ca team thuc thi — muc tieu, thong diep, deliverable, timeline phan cong theo tuan, gate duyet va ma tran rui ro. Kich hoat khi user nhac 'brief chien dich', 'ke hoach campaign', 'len brief cho team', 'chien dich thang toi', 'phan cong campaign', 'timeline chien dich'. Khong dung cho — ke hoach marketing ca ky thi dung skill 00-ke-hoach-mkt; danh sach asset can thiet ke thi dung skill 41-campaign-asset-list; giao viec cho tung nguoi thi dung skill 64-team-brief.

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仓库: minhnv0807/ai-business-skills
最近来源活动: 2026年8月10日 14:41
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SKILL.md

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name	02-brief-chien-dich
description	Dung khi can brief mot chien dich cu the cho ca team thuc thi — muc tieu, thong diep, deliverable, timeline phan cong theo tuan, gate duyet va ma tran rui ro. Kich hoat khi user nhac 'brief chien dich', 'ke hoach campaign', 'len brief cho team', 'chien dich thang toi', 'phan cong campaign', 'timeline chien dich'. Khong dung cho — ke hoach marketing ca ky thi dung skill 00-ke-hoach-mkt; danh sach asset can thiet ke thi dung skill 41-campaign-asset-list; giao viec cho tung nguoi thi dung skill 64-team-brief.
argument-hint	<brand + campaign objective + timeline>
metadata	{"version":"2.1.1","category":"strategy"}
triggers	["brief chien dich","brief sang tao","brief Tet","brief ra mat san pham","viet brief","creative brief","timeline campaign","phan cong task campaign","ai lam gi trong chien dich"]
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","41-campaign-asset-list","62-marketing-review","63-campaign-retrospective","64-team-brief"]

Brief Chien Dich

Thu thap thong tin

Hoi user toi da 4 cau truoc khi bat dau:

Chien dich gi? Ra mat san pham / Seasonal (Tet, 8/3) / Brand awareness / Clearance sale / Re-launch?
Muc tieu chinh? Tang doanh thu [so tien] / Tang follower [so luong] / Thu lead [so luong] / Brand awareness [reach muc tieu]?
Ngan sach va thoi gian? Tong ngan sach, thoi gian chien dich (bao nhieu tuan), ngay bat dau.
Da co gi san? Asset thuong hieu (logo, brand guide)? Testimonial/UGC? Data khach hang cu? Landing page?

Khi dùng skill / repo khác

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-prd ở 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.

Phan 1 — Context (Boi canh)

1.1 Tong quan

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?]

1.2 Tinh hinh thi truong

Yeu to

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]

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
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]

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?	[ ]	[ ]

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]
Email	Banner + body	600px width	--	[so]
Landing page	Hero + sections	Responsive	--	1

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
Email	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
[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]

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

#	Task	Owner	Thoi luong	Phu thuoc vao	Gate duyet
1.1	Chot offer + landing page	Lead + Dev	3 ngay	Brief duoc duyet	Lead duyet
1.2	Setup tracking + verify	Performance	1 ngay	Landing page live	Xanh moi qua
1.3	Brief cho team content	Lead	0.5 ngay	Brief xong	`64-team-brief`
1.4	Chot danh sach asset can lam	Lead + Designer	0.5 ngay	Brief content	`41-campaign-asset-list`
1.5	San xuat content dot 1	Content + Designer	5 ngay	Nhan brief
1.6	Review content	Lead	1 ngay	Content ban nhap	`62-marketing-review`
1.7	Sua va chot ban cuoi	Content + Designer	1 ngay	Feedback review	Lead duyet
1.8	Brief cho team ads	Lead	0.5 ngay	Content duoc duyet
1.9	Setup ads + copy	Performance	2 ngay	Brief + creative	Pre-launch check

#	Task	Owner	Kenh
2.1	Bai teasing 1 (goc noi dau)	Content + Designer	Facebook, TikTok
2.2	Bai teasing 2 (giao duc / insight)	Content	Facebook
2.3	Bat ads cho tep warm	Performance	Meta
2.4	Email / Zalo ham nong truoc launch	Lead	Email, Zalo OA
2.5	Seeding vao group	Content	Group Facebook
2.6	Bai teasing 3 (he lo)	Content + Designer	Facebook, TikTok

Ngay	Gio	Hoat dong	Owner	Kenh
D-day	08:00	Dang bai cong bo chinh thuc	Content	Tat ca
D-day	09:00	Bat ads BOFU	Performance	Meta, TikTok
D-day	12:00	Broadcast Zalo OA	Lead	Zalo OA
D+1	08:00	Email follow-up lead chua mua	Lead	Email
D+2		Dang social proof (review khach dau tien)	Content	Facebook
D+3		Bao cao giua chang → Lead quyet dinh	Performance	—
D+5		Day urgency	Content	Tat ca
D+7		Nhac lan cuoi (email + bai dang)	Lead + Content	Email + Social
D+7	23:59	Dong offer	Lead	—

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

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

#	Hoat dong	Owner	Moc	Skill
4.1	Keo data va tong hop so lieu	Performance	D+8	`13-phan-tich-du-lieu`
4.2	Viet bao cao chien dich	Lead	D+9	`07-bao-cao-marketing`
4.3	Thu thap phan hoi khach hang	Lead	D+10
4.4	Hop rut kinh nghiem voi team	Lead	D+10	`63-campaign-retrospective`
4.5	Setup camp evergreen (neu can)	Performance	D+14	`57-next-ads-plan`

Tinh huong	Hanh dong
Tracking khong fire	Bao ngay — khong bat ads
Ads bi tu choi	Bao ngay
CPL ngay dau > 2x target	Bao, cho quyet dinh — khong tu tang ngan sach
Comment tieu cuc lan rong	Bao ngay → `66-crisis-playbook`
Landing page loi / form hong	Bao ngay, tam dung ads lien quan

02-brief-chien-dich

来源信息

安装方式

检查来源文件

同仓库更多 Skills

同仓库更多 Skills

Brief Chien Dich

Thu thap thong tin

Khi dùng skill / repo khác

Phan 1 — Context (Boi canh)

1.1 Tong quan

1.2 Tinh hinh thi truong

Brief Chien Dich

Thu thap thong tin

Khi dùng skill / repo khác

Phan 1 — Context (Boi canh)

1.1 Tong quan

1.2 Tinh hinh thi truong

1.3 Bai hoc tu chien dich truoc

Phan 2 — Objectives (Muc tieu)

2.1 Muc tieu SMART

2.2 KPI chi tiet

Phan 3 — Target Audience (Doi tuong muc tieu)

3.1 Chan dung khach hang

3.2 Insight khach hang

3.3 Insight Validation Checklist

Phan 4 — Core Message (Thong diep cot loi)

4.1 Message Framework

4.2 Tone of Voice

Phan 5 — Creative Direction (Dinh huong sang tao)

5.1 Creative Territory

5.2 Key Visual

5.3 Creative brief theo kenh

Phan 6 — Channel System (He thong kenh)

6.1 Kenh su dung

6.2 Paid Media Plan

Phan 7 — Timeline & Phases

7.1 Phan bo ngan sach theo phase

7.2 Chi tiet timeline

Phan 8 — Deliverables & RACI

8.1 Danh sach san pham ban giao

8.2 RACI Matrix

Phan 9 — Risks & Mitigation

9.1 Bang rui ro chien dich

9.2 Ke hoach B (Fallback)

Khau chuyen brief → timeline phan cong

Nguyen tac lap timeline

Phase 1 — Chuan bi (truoc launch)

Phase 2 — Teasing

Phase 3 — Launch (chi tiet theo gio)

Phase 4 — Sau launch

Checklist truoc launch (D-1)

Escalation — khi nao bao Lead ngay lap tuc

Auto-trigger cac skill lien quan

Checklist chat luong