Creative Brief Template

Description

This campaign's primary goal is to promote (product/service), through (introduce promotion, e.g., a series of posts on social media) that will be part of a comprehensive advertisement campaign.

Goals and objectives

Our main objective is to (list your goal, e.g., get 100.000 prospective clients) within (amount of time you are setting for this project, e.g., a month) through (your chosen platform, e.g., 25 ads on the city’s main public transport).

Product

This campaign will promote (product/service). (Your product/service) is set to be available on (date), and the campaign will take place (specific date or number of days, e.g., two months before the launching date).

We have decided to use (add particular products you will advertise, if any, e.g., the black, brown, and green jackets) to better respond to our creative efforts. And through each ad we have decided to highlight the following features:

• (add a list of features, e.g., the waterproof materials of the jackets)

• (add a list of features, e.g., the waterproof materials of the jackets)

• (add a list of features, e.g., the waterproof materials of the jackets)

• (add a list of features, e.g., the waterproof materials of the jackets)

Target Audience

Our buying persona is a (gender), between (age range), with a (high/medium/low) purchasing power, who loves (interests, e.g., sports and being outside). This person (description of their life, e.g., lives in the city and doesn’t have much time to enjoy the outdoors), which is why is they are looking for (problem/solution your product provides, e.g., clothes that can easily adapt to both the outdoors and her cosmopolitan life).

Message and Tone

Following our campaign’s main objectives, we want to use a (describe the tone, e.g., inspiring tone), within the framework of our brand manual and voice and tone guidelines.

As a result, we want our audience to feel (add description, e.g., excited to enjoy life outdoors and in the city), and take action by (main campaign objective, e.g., purchasing one of our pieces).

Deliverables

The deliverables for this campaign will be created by:

Campaign concept

The concept is (add description, e.g., empowerment and fancy outdoor living). We will have (describe the main actors or story of your campaign, e.g., three different protagonists that will represent our target audience), and use (photography/drawings/3D design, etc.) to create each scenario.

Mood Board

(Add images that represent your campaign's concept, including color palette and font, where applicable.)

Stakeholders

• Marketing team:

  • (Name): (Task description)

  • (Name): (Task description)

• Creative team:

  • (Name): (Task description)

  • (Name): (Task description)

• Product team:

  • (Name): (Task description)

  • (Name): (Task description)

(Add all involved team members and task descriptions accordingly)

Budget

The total budget is $0.00 and it responds to the result of an extensive investigation of possible vendors who suit our quality standards. (Add links, contacts, or information about each company you will hire or work with during your campaign).

Schedule

• Initial meeting: On (Date and time), we will go over the fundamentals of the campaign.

• Product team deadline:(Date) is the last day to define which products will be advertised in this campaign.

• Launching meeting: On (Date), we will present the final creative brief and begin the project.

• Copywriting deadline: By (Date), all copywriting should be ready for production.

• Creative team deadline: By (Date), we should have the final concept and the information of everyone involved in the production (e.g., photographers, models, graphic designers, etc.).

• Legal team deadline: (Date) is the last day to sign all needed advertising contracts.

• Campaign production: The production of the campaign will take place on the week of (Date).

• Campaign publication: (Date)

• Campaign duration: From (date) to (date)

• Measure results: (Date)