The key to a good brief is making sure you balance providing enough information so creators can provide an approach that is on brand, without providing so much information that they find it difficult to find the key details. Try to be clear and succinct about the most important aspects.
The brief is a critical first step in this campaign and this information will be referred to throughout the entire process. Please ensure it is completed to the best of your ability.
What is the brand, product or service you are promoting with this campaign? What are we here to help you achieve?
What makes your product/service special?
What are we here to help you achieve with this brief?
Example: Our brand is the #1 in market and known for being the best value, however we need to overcome the perception that the quality is low, by demonstarting we use the finest materials and crafstmanship.
In one short sentence, what is the key message your audience should retain from the creative?
Tip: Try to be as concise as possible.
The most important thing to show (from the advertiser's existing creative) that backs up the main message.
Reason to believe-eg. affordable sustainable products.
What are the features and benefits of your product (proof points) that will matter most to their audience that map to the main message: eg. price.
What makes the advertiser stand out against its competition: e.g. affordability.
Link to any key creative that brings this to life. Please also provide your Facebook and Instagram pages here so we can get an idea of your tone in social.
i.e. testimonials, tutorials, piece to camera etc.
Describe your consumer. Include their motivations, priorities and desires (consumer insights) and use of social/your channels.
What's the expected action you want from consumers?
Tip: Think about the CTA button you will place on your ad(s).
Examples: We want them to click to Learn more, Subscribe, Download, Buy now..
What usually makes your target audience choose to act?
Examples: Our customers love to see our range; we find price is the biggest motivator.
What copy or images must be included: Branding, product, price, sustainability. Detail if any items must not be altered: EG: branding, product, price
Should any colors, words, language, tone, Images or type of music be avoided. Are there any legal restrictions?
Do you have any hashtags, brand handles & paid partnerships disclosures you need to include?
Disclaimers, permissions, regulated products?
