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02 campaign brief global skill

Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks.

by minhnv0807·MIT license·★ 599 Stars on the repo·GitHub ↗

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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 slides [count]
Facebook (feed) Video + image 1:1, 4:5 15–30s [count]
LinkedIn (feed) Image / carousel / video 1:1, 1.91:1 30–90s [count]
YouTube Long video + Shorts 16:9 + 9:16 60–600s + 30–60s [count]
Email Banner + body 600px width -- [count]
Landing page Hero + sections Responsive -- 1

Section 6 — Channel system

6.1 Channels in use
Channel Role Start date Budget KPI
TikTok (organic) Reach + awareness [date] [production cost] View, follower
TikTok (ads) Message + conversion [date] [amount] CPMess, ROAS
Meta (ads) Retarget + conversion [date] [amount] CPMess, ROAS
LinkedIn (ads) B2B reach + lead [date] [amount] CPL, lead quality
Google Ads (Search) Intent capture [date] [amount] CPL, ROAS
UGC network Social proof [date] [fees] View, trust
Email Nurture + offer [date] -- Open rate
Landing page Conversion [date] [build cost] Conversion rate
6.2 Paid media plan
Channel Goal Audience Daily budget Creative Duration
Meta — Awareness Reach Broad, LAL 1–3% [amount] 15s hook video [weeks]
Meta — Conversion Message / lead Retarget + Interest [amount] Video + carousel [weeks]
TikTok — Reach View + message Broad [amount] UGC-style video [weeks]
Google — Search Intent capture Branded + non-brand [amount] RSA + sitelinks [weeks]

Section 7 — Timeline & phases

7.1 Budget split by phase
Phase Timeline % Budget Goal Primary channels
Teasing Week 1 (pre-launch) 15% Build curiosity, anticipation Organic TikTok / IG, email teaser
Soft launch Week 2 20% Test creative, gather data Paid ads small budget, UGC
Full launch Weeks 3–4 40% Scale winning creative, drive orders Paid ads at full strength, retarget
Sustain Week 5+ 25% Re-engage, retarget, narrow audience Retarget, email, LINE / WhatsApp nurture
7.2 Detailed timeline
Date Activity Detail Owner Status
[D-14] Creative production Produce video + image assets [name]
[D-7] UGC brief sent Brief UGC creators [name]
[D-5] Landing page live Setup + full QA [name]
[D-3] Teasing begins Organic posts + stories [name]
[D-Day] Official launch Ads live, blast email, broadcast [name]
[D+3] First data review Check CPMess, CTR, top creative [name]
[D+7] Optimisation round 1 Cut weak creative, scale winners [name]
[D+14] Mid-campaign review Compare vs KPI, adjust [name]
[D+21] Retarget phase Focus on warm audience retarget [name]
[D+28] Wrap + report Summary, lessons, next-step proposal [name]

Section 8 — Deliverables & RACI

8.1 Deliverables list
# Deliverable Quantity Deadline Producer Approver
1 TikTok video (30s) [count] [date] [name] [name]
2 Facebook video (15s) [count] [date] [name] [name]
3 Carousel (5–7 slides) [count] [date] [name] [name]
4 Ad copy (3 variants) [count] [date] [name] [name]
5 Landing page 1 [date] [name] [name]
6 Email templates (welcome + offer) 2 [date] [name] [name]
7 UGC briefs [count] [date] [name] [name]
8 Video scripts [count] [date] [name] [name]
9 Messenger / broadcast content [count] [date] [name] [name]
10 Final campaign report 1 [date] [name] [name]
8.2 RACI matrix
Deliverable Marketing Lead Content Creator Designer Ads Specialist Founder
Campaign brief R I I I A
Creative production A R R C I
Ad copy A R I C I
Ad setup A I I R I
Landing page A C R C I
UGC coordination R C I I I
Daily optimisation A I I R I
Final report R C I C A

RACI legend:

  • R (Responsible): Does the work
  • A (Accountable): Owns the outcome, signs off
  • C (Consulted): Gives input before the work
  • I (Informed): Receives the result

Section 9 — Risks & mitigation

9.1 Campaign risk table
Risk Probability Impact Severity Mitigation Warning trigger
CPMess >50% above target High High CRITICAL Prepare 5 backup creatives, cut spend, shift to organic CPMess > target +30% after 3 days
Creative does not perform High High CRITICAL A/B test from day 1, 3–5 new creatives / week CTR < 1% after 2 days
Landing page conversion low Medium High HIGH A/B test headline + CTA, run heatmap Conversion < 10% after 1 week
UGC delivered late Medium Medium MEDIUM Brief early, keep backup content UGC not received by D-3
Competitor runs deal at same time Low High HIGH Lean on USP messaging, do not race on price Competitor ad detected at same time
Negative feedback goes viral Low Very high CRITICAL Crisis protocol: respond <2h, transparent, prepared template More than 5 negative comments / reviews in 1 day
Audience fatigue Medium Medium MEDIUM Rotate creative every 5–7 days, expand audience Frequency >3, CTR drops 30%
Budget overrun Low Medium MEDIUM Cap daily budgets, daily spend review Spend > 110% of plan
9.2 Plan B (fallback)
Situation Action
Budget cut 50% Shift 100% to organic + UGC, retarget only
Primary channel disrupted (ad ban, etc.) Move budget to secondary channel within 24h
Mid-campaign KPI miss Emergency meeting, re-brief creative, narrow audience

Auto-trigger downstream skills

Once the brief is complete, automatically suggest running:

02-campaign-brief-global (DONE)
  |
  |-- [Next 1] (ad copy skill if available) -> Ad copy from core message
  |-- [Next 2] 04-script-video-global       -> Scripts from creative direction
  |-- [Next 3] 01-content-calendar-global   -> Calendar from timeline + channels
  |-- [Next 4] (UGC brief skill if available) -> UGC briefs from deliverables

Examples — diversified regions

Example A — US SaaS Q4 launch
  • Campaign: New AI-powered analytics module
  • Region: US, currency USD
  • Budget: $80K over 6 weeks
  • Channels: LinkedIn ads, Google Search, podcast sponsorship, email nurture
  • KPI: 500 trials, ROAS 3.5x
Example B — EU DTC perfume Black Friday
  • Campaign: Black Friday clearance + new launch combo
  • Region: DE / FR / IT, currency EUR
  • Budget: EUR 45K over 3 weeks
  • Channels: Meta + TikTok ads, Klaviyo flow, Pinterest ads
  • KPI: ROAS 4x, AOV EUR 65
Example C — SEA Lazada / Shopee 11.11
  • Campaign: 11.11 mega sale on home appliances
  • Region: Singapore + Malaysia + Vietnam, currency SGD / MYR / VND (per market)
  • Budget: SGD 25K over 2 weeks
  • Channels: TikTok ads + Shopee Live, KOL livestream, LINE / Zalo OA broadcast
  • KPI: GMV target SGD 200K, CPMess <SGD 1.50

Quality checklist

Before delivering the brief, verify:

  • All 9 sections present (Context, Objectives, Target, Core Message, Creative Direction, Channel, Timeline, Deliverables, Risks)
  • Goals are SMART — specific, measurable, deadline-bound
  • Insight passes 4 / 5 validation criteria — not just an observation
  • Core message has 3 layers: tagline + key message + supporting messages
  • Creative direction has clear Do's and Don'ts
  • Budget split across 4 phases sums to 100% (Teasing 15% + Soft 20% + Full 40% + Sustain 25%)
  • Timeline has review milestones (D+3, D+7, D+14)
  • RACI is clear — every deliverable has an R and an A
  • At least 5 risks listed, each with severity and warning trigger
  • Plan B (fallback) covers at least 3 situations
  • Region-specific benchmarks used (not blanket global numbers)
  • Tone of voice matches the brand
  • All deadlines feasible — no clashes
  • Currency consistent with .agents/product-marketing-context-global.md
1---
2name: 02-campaign-brief-global
3description: "Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`."
4metadata:
5 version: 1.0.1
6 category: strategy
7license: MIT
8triggers:
9 - "campaign brief"
10 - "creative brief"
11 - "launch brief"
12 - "product launch brief"
13 - "global campaign"
14related:
15 - product-marketing-context-global
16 - 00-marketing-plan-global
17 - 01-content-calendar-global
18 - 04-script-video-global
19 - 09-customer-insight-global
20---
21 
22# Global Campaign Brief
23 
24> 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).
25 
26---
27 
28## Step 0 — Read context file
29 
30Before writing the brief, read `.agents/product-marketing-context-global.md` to load:
31 
32- Product, USP, pricing
33- Target region and currency
34- Brand voice & visual identity
35- Existing campaigns and lessons learned
36 
37If the file is missing, ask the user to run `product-marketing-context-global` first.
38 
39---
40 
41## Information gathering
42 
43Ask the user up to 4 questions before starting:
44 
451. **Campaign type?** Product launch / seasonal / brand awareness / clearance sale / re-launch?
462. **Primary goal?** Revenue [amount] / followers [count] / leads [count] / brand awareness [reach target]?
473. **Budget and timeframe?** Total budget, campaign duration (in weeks), start date.
484. **Existing assets?** Brand assets (logo, brand guide)? Testimonials / UGC? Existing customer database? Landing page?
49 
50---
51 
52## Section 1 — Context
53 
54### 1.1 Overview
55 
56| Item | Detail |
57|------|--------|
58| Campaign name | [name] |
59| Type | Launch / Seasonal / Awareness / Sales / Re-launch |
60| Brand | [brand name] |
61| Product / service | [short description] |
62| Reason for running | [why now? what is the trigger?] |
63 
64### 1.2 Market situation
65 
66| Factor | Description |
67|--------|-------------|
68| Industry trend | [current trend] |
69| Customer behaviour this season | [what shifted?] |
70| What competitors are doing | [notable competitor activity] |
71| Opportunity to capture | [market gap] |
72 
73### 1.3 Lessons from previous campaigns
74 
75| Previous campaign | Result | Lesson |
76|-------------------|--------|--------|
77| [name] | [KPI hit / missed] | [what worked / didn't] |
78 
79---
80 
81## Section 2 — Objectives
82 
83### 2.1 SMART goals
84 
85| Type | Goal | Measured by | Deadline |
86|------|------|-------------|----------|
87| Business | [e.g., $50K revenue in 4 weeks] | Revenue, GMV | [date] |
88| Marketing | [e.g., 5,000 messages, CPMess <$5] | Message count, CPMess, ROAS | [date] |
89| Brand | [e.g., reach 2M, +3K followers] | Reach, follower, mentions | [date] |
90 
91### 2.2 Detailed KPIs
92 
93| KPI | Target | Industry benchmark | Gap |
94|-----|--------|--------------------|-----|
95| CPMess | [amount] | [region benchmark — see foundation skill] | |
96| ROAS | [Nx] | >3x | |
97| CPL | [amount] | [benchmark] | |
98| Reach | [count] | | |
99| Engagement rate | [%] | | |
100| Orders | [count] | | |
101 
102> 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.
103 
104---
105 
106## Section 3 — Target audience
107 
108### 3.1 Customer profile
109 
110| Attribute | Primary | Secondary |
111|-----------|---------|-----------|
112| Age range | [range] | [range] |
113| Gender | [male / female / all] | |
114| Region | [country / region] | |
115| Income | [bracket] | |
116| Occupation | [role] | |
117| Primary pain | [biggest problem] | |
118| Desire | [what they want] | |
119| Barrier | [why they have not bought] | |
120| Channels used | [TikTok / Meta / LinkedIn / etc.] | |
121| Influencers | [who / what they trust] | |
122 
123### 3.2 Customer insight
124 
125> Call skill `09-customer-insight-global` to mine deeper insight.
126 
127**Core insight:** [insight statement]
128 
129### 3.3 Insight validation checklist
130 
131Verify the insight is actually an insight and not just an observation:
132 
133| Criterion | Pass | Fail |
134|-----------|------|------|
135| **Specific** — Specific to this audience, not generic? | [ ] | [ ] |
136| **Hidden** — Customer would not say it spontaneously? | [ ] | [ ] |
137| **Actionable** — Can be turned into messaging / creative? | [ ] | [ ] |
138| **Emotional** — Hits emotion, not only logic? | [ ] | [ ] |
139| **True** — Backed by data / observation, not assumption? | [ ] | [ ] |
140 
141**Rule:** Must pass at least 4 / 5. Otherwise it is an observation, not an insight. Mine again.
142 
143**Distinguish:**
144 
145- Observation: "Women 25–35 care about skincare" — everyone knows this, nothing new.
146- Insight: "They buy serum not to have better skin — they buy a moment of self-care after an exhausting day." — emotional, actionable for creative.
147 
148---
149 
150## Section 4 — Core message
151 
152### 4.1 Message framework
153 
154| Layer | Message | Used for |
155|-------|---------|----------|
156| Tagline | [5–8 words, memorable] | Everywhere — consistent throughout |
157| Key message | [1–2 sentences explaining value] | Website, landing page, lead ads |
158| Supporting message #1 | [proof / feature] | Education content |
159| Supporting message #2 | [proof / feature] | Persuasion content |
160| Supporting message #3 | [proof / feature] | Conversion content |
161 
162### 4.2 Tone of voice
163 
164| Attribute | Is | Is not |
165|-----------|----|----|
166| Voice | [e.g., friendly, expert] | [e.g., formal, distant] |
167| Language | [e.g., simple, conversational] | [e.g., academic, jargon-heavy] |
168| Emotion | [e.g., confident, reassuring] | [e.g., anxious, pressuring] |
169 
170---
171 
172## Section 5 — Creative direction
173 
174### 5.1 Creative territory
175 
176| Item | Detail |
177|------|--------|
178| Visual mood | [e.g., warm, natural, trustworthy — not flashy or fake] |
179| Colour palette | [primary + secondary] |
180| Typography | [heading + body fonts] |
181| Photography style | [e.g., real lifestyle, no stock] |
182| Video style | [e.g., talking head + B-roll, UGC, cinematic] |
183| Do's | [e.g., real customer photos, vertical 9:16] |
184| Don'ts | [e.g., no sad music, no rainbow fonts] |
185 
186### 5.2 Key visual
187 
188| Element | Description |
189|---------|-------------|
190| Hero image / video | [main visual concept] |
191| Thumbnail style | [description] |
192| Text overlay | [yes / no, style] |
193| Logo placement | [position, size] |
194 
195### 5.3 Creative brief by channel
196 
197| Channel | Format | Size | Length | Quantity |
198|---------|--------|------|--------|----------|
199| TikTok | Vertical video | 9:16 (1080×1920) | 15–60s | [count] |
200| Instagram (Reels) | Vertical video | 9:16 | 15–30s | [count] |
201| Instagram (feed) | Carousel | 1:1 (1080×1080) | 5–7 slides | [count] |
202| Facebook (feed) | Video + image | 1:1, 4:5 | 15–30s | [count] |
203| LinkedIn (feed) | Image / carousel / video | 1:1, 1.91:1 | 30–90s | [count] |
204| YouTube | Long video + Shorts | 16:9 + 9:16 | 60–600s + 30–60s | [count] |
205| Email | Banner + body | 600px width | -- | [count] |
206| Landing page | Hero + sections | Responsive | -- | 1 |
207 
208---
209 
210## Section 6 — Channel system
211 
212### 6.1 Channels in use
213 
214| Channel | Role | Start date | Budget | KPI |
215|---------|------|-----------|--------|-----|
216| TikTok (organic) | Reach + awareness | [date] | [production cost] | View, follower |
217| TikTok (ads) | Message + conversion | [date] | [amount] | CPMess, ROAS |
218| Meta (ads) | Retarget + conversion | [date] | [amount] | CPMess, ROAS |
219| LinkedIn (ads) | B2B reach + lead | [date] | [amount] | CPL, lead quality |
220| Google Ads (Search) | Intent capture | [date] | [amount] | CPL, ROAS |
221| UGC network | Social proof | [date] | [fees] | View, trust |
222| Email | Nurture + offer | [date] | -- | Open rate |
223| Landing page | Conversion | [date] | [build cost] | Conversion rate |
224 
225### 6.2 Paid media plan
226 
227| Channel | Goal | Audience | Daily budget | Creative | Duration |
228|---------|------|----------|--------------|----------|----------|
229| Meta — Awareness | Reach | Broad, LAL 1–3% | [amount] | 15s hook video | [weeks] |
230| Meta — Conversion | Message / lead | Retarget + Interest | [amount] | Video + carousel | [weeks] |
231| TikTok — Reach | View + message | Broad | [amount] | UGC-style video | [weeks] |
232| Google — Search | Intent capture | Branded + non-brand | [amount] | RSA + sitelinks | [weeks] |
233 
234---
235 
236## Section 7 — Timeline & phases
237 
238### 7.1 Budget split by phase
239 
240| Phase | Timeline | % Budget | Goal | Primary channels |
241|-------|---------|----------|------|------------------|
242| Teasing | Week 1 (pre-launch) | 15% | Build curiosity, anticipation | Organic TikTok / IG, email teaser |
243| Soft launch | Week 2 | 20% | Test creative, gather data | Paid ads small budget, UGC |
244| Full launch | Weeks 3–4 | 40% | Scale winning creative, drive orders | Paid ads at full strength, retarget |
245| Sustain | Week 5+ | 25% | Re-engage, retarget, narrow audience | Retarget, email, LINE / WhatsApp nurture |
246 
247### 7.2 Detailed timeline
248 
249| Date | Activity | Detail | Owner | Status |
250|------|----------|--------|-------|--------|
251| [D-14] | Creative production | Produce video + image assets | [name] | |
252| [D-7] | UGC brief sent | Brief UGC creators | [name] | |
253| [D-5] | Landing page live | Setup + full QA | [name] | |
254| [D-3] | Teasing begins | Organic posts + stories | [name] | |
255| [D-Day] | Official launch | Ads live, blast email, broadcast | [name] | |
256| [D+3] | First data review | Check CPMess, CTR, top creative | [name] | |
257| [D+7] | Optimisation round 1 | Cut weak creative, scale winners | [name] | |
258| [D+14] | Mid-campaign review | Compare vs KPI, adjust | [name] | |
259| [D+21] | Retarget phase | Focus on warm audience retarget | [name] | |
260| [D+28] | Wrap + report | Summary, lessons, next-step proposal | [name] | |
261 
262---
263 
264## Section 8 — Deliverables & RACI
265 
266### 8.1 Deliverables list
267 
268| # | Deliverable | Quantity | Deadline | Producer | Approver |
269|---|-------------|----------|----------|----------|----------|
270| 1 | TikTok video (30s) | [count] | [date] | [name] | [name] |
271| 2 | Facebook video (15s) | [count] | [date] | [name] | [name] |
272| 3 | Carousel (5–7 slides) | [count] | [date] | [name] | [name] |
273| 4 | Ad copy (3 variants) | [count] | [date] | [name] | [name] |
274| 5 | Landing page | 1 | [date] | [name] | [name] |
275| 6 | Email templates (welcome + offer) | 2 | [date] | [name] | [name] |
276| 7 | UGC briefs | [count] | [date] | [name] | [name] |
277| 8 | Video scripts | [count] | [date] | [name] | [name] |
278| 9 | Messenger / broadcast content | [count] | [date] | [name] | [name] |
279| 10 | Final campaign report | 1 | [date] | [name] | [name] |
280 
281### 8.2 RACI matrix
282 
283| Deliverable | Marketing Lead | Content Creator | Designer | Ads Specialist | Founder |
284|-------------|---------------|----------------|----------|---------------|---------|
285| Campaign brief | **R** | I | I | I | **A** |
286| Creative production | A | **R** | **R** | C | I |
287| Ad copy | A | **R** | I | C | I |
288| Ad setup | A | I | I | **R** | I |
289| Landing page | A | C | **R** | C | I |
290| UGC coordination | **R** | C | I | I | I |
291| Daily optimisation | A | I | I | **R** | I |
292| Final report | **R** | C | I | C | **A** |
293 
294**RACI legend:**
295 
296- **R** (Responsible): Does the work
297- **A** (Accountable): Owns the outcome, signs off
298- **C** (Consulted): Gives input before the work
299- **I** (Informed): Receives the result
300 
301---
302 
303## Section 9 — Risks & mitigation
304 
305### 9.1 Campaign risk table
306 
307| Risk | Probability | Impact | Severity | Mitigation | Warning trigger |
308|------|------------|--------|----------|-----------|-----------------|
309| CPMess >50% above target | High | High | **CRITICAL** | Prepare 5 backup creatives, cut spend, shift to organic | CPMess > target +30% after 3 days |
310| Creative does not perform | High | High | **CRITICAL** | A/B test from day 1, 3–5 new creatives / week | CTR < 1% after 2 days |
311| Landing page conversion low | Medium | High | **HIGH** | A/B test headline + CTA, run heatmap | Conversion < 10% after 1 week |
312| UGC delivered late | Medium | Medium | **MEDIUM** | Brief early, keep backup content | UGC not received by D-3 |
313| Competitor runs deal at same time | Low | High | **HIGH** | Lean on USP messaging, do not race on price | Competitor ad detected at same time |
314| Negative feedback goes viral | Low | Very high | **CRITICAL** | Crisis protocol: respond <2h, transparent, prepared template | More than 5 negative comments / reviews in 1 day |
315| Audience fatigue | Medium | Medium | **MEDIUM** | Rotate creative every 5–7 days, expand audience | Frequency >3, CTR drops 30% |
316| Budget overrun | Low | Medium | **MEDIUM** | Cap daily budgets, daily spend review | Spend > 110% of plan |
317 
318### 9.2 Plan B (fallback)
319 
320| Situation | Action |
321|-----------|--------|
322| Budget cut 50% | Shift 100% to organic + UGC, retarget only |
323| Primary channel disrupted (ad ban, etc.) | Move budget to secondary channel within 24h |
324| Mid-campaign KPI miss | Emergency meeting, re-brief creative, narrow audience |
325 
326---
327 
328## Auto-trigger downstream skills
329 
330Once the brief is complete, automatically suggest running:
331 
332```
33302-campaign-brief-global (DONE)
334 |
335 |-- [Next 1] (ad copy skill if available) -> Ad copy from core message
336 |-- [Next 2] 04-script-video-global -> Scripts from creative direction
337 |-- [Next 3] 01-content-calendar-global -> Calendar from timeline + channels
338 |-- [Next 4] (UGC brief skill if available) -> UGC briefs from deliverables
339```
340 
341---
342 
343## Examples — diversified regions
344 
345### Example A — US SaaS Q4 launch
346 
347- Campaign: New AI-powered analytics module
348- Region: US, currency USD
349- Budget: $80K over 6 weeks
350- Channels: LinkedIn ads, Google Search, podcast sponsorship, email nurture
351- KPI: 500 trials, ROAS 3.5x
352 
353### Example B — EU DTC perfume Black Friday
354 
355- Campaign: Black Friday clearance + new launch combo
356- Region: DE / FR / IT, currency EUR
357- Budget: EUR 45K over 3 weeks
358- Channels: Meta + TikTok ads, Klaviyo flow, Pinterest ads
359- KPI: ROAS 4x, AOV EUR 65
360 
361### Example C — SEA Lazada / Shopee 11.11
362 
363- Campaign: 11.11 mega sale on home appliances
364- Region: Singapore + Malaysia + Vietnam, currency SGD / MYR / VND (per market)
365- Budget: SGD 25K over 2 weeks
366- Channels: TikTok ads + Shopee Live, KOL livestream, LINE / Zalo OA broadcast
367- KPI: GMV target SGD 200K, CPMess <SGD 1.50
368 
369---
370 
371## Quality checklist
372 
373Before delivering the brief, verify:
374 
375- [ ] All 9 sections present (Context, Objectives, Target, Core Message, Creative Direction, Channel, Timeline, Deliverables, Risks)
376- [ ] Goals are SMART — specific, measurable, deadline-bound
377- [ ] Insight passes 4 / 5 validation criteria — not just an observation
378- [ ] Core message has 3 layers: tagline + key message + supporting messages
379- [ ] Creative direction has clear Do's and Don'ts
380- [ ] Budget split across 4 phases sums to 100% (Teasing 15% + Soft 20% + Full 40% + Sustain 25%)
381- [ ] Timeline has review milestones (D+3, D+7, D+14)
382- [ ] RACI is clear — every deliverable has an R and an A
383- [ ] At least 5 risks listed, each with severity and warning trigger
384- [ ] Plan B (fallback) covers at least 3 situations
385- [ ] Region-specific benchmarks used (not blanket global numbers)
386- [ ] Tone of voice matches the brand
387- [ ] All deadlines feasible — no clashes
388- [ ] Currency consistent with `.agents/product-marketing-context-global.md`
389 

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