/02-brief-chien-dich

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

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Thu thap thong tin

Hoi user toi da 4 cau truoc khi bat dau:

1. **Chien dich gi?** Ra mat san pham / Seasonal (Tet, 8/3) / Brand awareness / Clearance sale / Re-launch? 2. **Muc tieu chinh?** Tang doanh thu [so tien] / Tang follower [so luong] / Thu lead [so luong] / Brand awareness [reach muc tieu]? 3. **Ngan sach va thoi gian?** Tong ngan sach, thoi gian chien dich (bao nhieu tuan), ngay bat dau. 4. **Da co gi san?** Asset thuong hieu (logo, brand guide)? Testimonial/UGC? Data khach hang cu? Landing page?

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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.

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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 | Mo ta | |--------|-------| | 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] |

1.3 Bai hoc tu chien dich truoc

| Chien dich truoc | Ket qua | Bai hoc | |------------------|---------|---------| | [ten chien dich] | [KPI dat / khong dat] | [dieu gi hieu qua / khong hieu qua] |

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Phan 2 — Objectives (Muc tieu)

2.1 Muc tieu SMART

| 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] |

2.2 KPI chi tiet

| KPI | Muc tieu | Benchmark nganh | Gap | |-----|----------|-----------------|-----| | CPMess | [so] | [benchmark tu references/benchmarks-vietnam.md] | | | ROAS | [so]x | >3x | | | CPL | [so] | [benchmark] | | | Reach | [so] | | | | Engagement rate | [so]% | | | | So don hang | [so] | | |

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Phan 3 — Target Audience (Doi tuong muc tieu)

3.1 Chan dung khach hang

| 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] | |

3.2 Insight khach hang

> Goi skill `09-insight-khach-hang` de khai thac sau.

**Insight chinh:** [phat bieu insight]

3.3 Insight Validation Checklist

Kiem tra xem insight co that su la insight hay chi la observation:

| 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? | [ ] | [ ] |

**Quy tac:** Phai dat it nhat 4/5 tieu chi. Neu khong → do la observation, chua phai insight. Tim lai.

**Phan biet:**

• Observation: "Phu nu 25–35 quan tam cham soc da" → ai cung biet, khong co gi moi
• Insight: "Ho mua serum khong phai vi da dep hon — ma vi cam giac dang tu thuong minh sau 1 ngay met moi" → cham cam xuc, co the lam creative

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Phan 4 — Core Message (Thong diep cot loi)

4.1 Message Framework

| 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