/02-brief-chien-dich

name: 02-brief-chien-dich
description: Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
argument-hint: "<brand + campaign objective + timeline>"
metadata:
  version: 2.1.0
  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 nang ho tro] | Content thuyet phuc | | Supporting message #3 | [bang chung/tinh nang ho tro] | Content chot don |

4.2 Tone of Voice

| Thuoc tinh | La | Khong phai | |-----------|-----|-----------| | Giong dieu | [VD: than thien, chuyen gia] | [VD: kho khan, xa cach] | | Ngon ngu | [VD: don gian, doi thuong] | [VD: hoc thuat, chuyen nganh] |