02-campaign-brief-global

# Global Campaign Brief

> 9-section creative brief: Context, Objectives, Target, Core Message, Creative Direction, Channel System, Timeline, Deliverables, Risks. Auto-triggers downstream skills (script, calendar, ad copy, UGC brief).

---

## Step 0 — Read context file

Before writing the brief, read `.agents/product-marketing-context-global.md` to load:

- Product, USP, pricing
- Target region and currency
- Brand voice & visual identity
- Existing campaigns and lessons learned

If the file is missing, ask the user to run `product-marketing-context-global` first.

---

## Information gathering

Ask the user up to 4 questions before starting:

1. **Campaign type?** Product launch / seasonal / brand awareness / clearance sale / re-launch?
2. **Primary goal?** Revenue [amount] / followers [count] / leads [count] / brand awareness [reach target]?
3. **Budget and timeframe?** Total budget, campaign duration (in weeks), start date.
4. **Existing assets?** Brand assets (logo, brand guide)? Testimonials / UGC? Existing customer database? Landing page?

---

## Section 1 — Context

### 1.1 Overview

| Item | Detail |
|------|--------|
| Campaign name | [name] |
| Type | Launch / Seasonal / Awareness / Sales / Re-launch |
| Brand | [brand name] |
| Product / service | [short description] |
| Reason for running | [why now? what is the trigger?] |

### 1.2 Market situation

| Factor | Description |
|--------|-------------|
| Industry trend | [current trend] |
| Customer behaviour this season | [what shifted?] |
| What competitors are doing | [notable competitor activity] |
| Opportunity to capture | [market gap] |

### 1.3 Lessons from previous campaigns

| Previous campaign | Result | Lesson |
|-------------------|--------|--------|
| [name] | [KPI hit / missed] | [what worked / didn't] |

---

## Section 2 — Objectives

### 2.1 SMART goals

| Type | Goal | Measured by | Deadline |
|------|------|-------------|----------|
| Business | [e.g., $50K revenue in 4 weeks] | Revenue, GMV | [date] |
| Marketing | [e.g., 5,000 messages, CPMess <$5] | Message count, CPMess, ROAS | [date] |
| Brand | [e.g., reach 2M, +3K followers] | Reach, follower, mentions | [date] |

### 2.2 Detailed KPIs

| KPI | Target | Industry benchmark | Gap |
|-----|--------|--------------------|-----|
| CPMess | [amount] | [region benchmark — see foundation skill] | |
| ROAS | [Nx] | >3x | |
| CPL | [amount] | [benchmark] | |
| Reach | [count] | | |
| Engagement rate | [%] | | |
| Orders | [count] | | |

> Region note: Benchmarks vary by market. CPMess in the US is typically 3–5x higher than SEA. See `product-marketing-context-global` for region-specific benchmark tables.

---

## Section 3 — Target audience

### 3.1 Customer profile

| Attribute | Primary | Secondary |
|-----------|---------|-----------|
| Age range | [range] | [range] |
| Gender | [male / female / all] | |
| Region | [country / region] | |
| Income | [bracket] | |
| Occupation | [role] | |
| Primary pain | [biggest problem] | |
| Desire | [what they want] | |
| Barrier | [why they have not bought] | |
| Channels used | [TikTok / Meta / LinkedIn / etc.] | |
| Influencers | [who / what they trust] | |

### 3.2 Customer insight

> Call skill `09-customer-insight-global` to mine deeper insight.

**Core insight:** [insight statement]

### 3.3 Insight validation checklist

Verify the insight is actually an insight and not just an observation:

| Criterion | Pass | Fail |
|-----------|------|------|
| **Specific** — Specific to this audience, not generic? | [ ] | [ ] |
| **Hidden** — Customer would not say it spontaneously? | [ ] | [ ] |
| **Actionable** — Can be turned into messaging / creative? | [ ] | [ ] |
| **Emotional** — Hits emotion, not only logic? | [ ] | [ ] |
| **True** — Backed by data / observation, not assumption? | [ ] | [ ] |

**Rule:** Must pass at least 4 / 5. Otherwise it is an observation, not an insight. Mine again.

**Distinguish:**

- Observation: "Women 25–35 care about skincare" — everyone knows this, nothing new.
- Insight: "They buy serum not to have better skin — they buy a moment of self-care after an exhausting day." — emotional, actionable for creative.

---

## Section 4 — Core message

### 4.1 Message framework

| Layer | Message | Used for |
|-------|---------|----------|
| Tagline | [5–8 words, memorable] | Everywhere — consistent throughout |
| Key message | [1–2 sentences explaining value] | Website, landing page, lead ads |
| Supporting message #1 | [proof / feature] | Education content |
| Supporting message #2 | [proof / feature] | Persuasion content |
| Supporting message #3 | [proof / feature] | Conversion content |

### 4.2 Tone of voice

| Attribute | Is | Is not |
|-----------|----|----|
| Voice | [e.g., friendly, expert] | [e.g., formal, distant] |
| Language | [e.g., simple, conversational] | [e.g., academic, jargon-heavy] |
| Emotion | [e.g., confident, reassuring] | [e.g., anxious, pressuring] |

---

## Section 5 — Creative direction

### 5.1 Creative territory

| Item | Detail |
|------|--------|
| Visual mood | [e.g., warm, natural, trustworthy — not flashy or fake] |
| Colour palette | [primary + secondary] |
| Typography | [heading + body fonts] |
| Photography style | [e.g., real lifestyle, no stock] |
| Video style | [e.g., talking head + B-roll, UGC, cinematic] |
| Do's | [e.g., real customer photos, vertical 9:16] |
| Don'ts | [e.g., no sad music, no rainbow fonts] |

### 5.2 Key visual

| Element | Description |
|---------|-------------|
| Hero image / video | [main visual concept] |
| Thumbnail style | [description] |
| Text overlay | [yes / no, style] |
| Logo placement | [position, size] |

### 5.3 Creative brief by channel

| Channel | Format | Size | Length | Quantity |
|---------|--------|------|--------|----------|
| TikTok | Vertical video | 9:16 (1080×1920) | 15–60s | [count] |
| Instagram (Reels) | Vertical video | 9:16 | 15–30s | [count] |
| Instagram (feed) | Carousel | 1:1 (1080×1080) | 5–7 sli