/02-campaign-brief-global

name: 02-campaign-brief-global
description: "9-section campaign brief for global campaigns — context, objectives, target, message, creative, channels, timeline, deliverables, risks. Reads `.agents/product-marketing-context-global.md`. Universal framework, region-specific benchmarks via foundation skill. Trigger: 'campaign brief', 'creative brief', 'launch brief', 'product launch brief', 'global campaign'."
metadata:
  version: 1.0.0
  category: strategy
license: MIT
triggers:
  - "campaign brief"
  - "creative brief"
  - "launch brief"
  - "product launch brief"
  - "global campaign"
related:
  - product-marketing-context-global
  - 00-marketing-plan-global
  - 01-content-calendar-global
  - 04-script-video-global
  - 09-customer-insight-global

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).

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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] |

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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.

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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] |

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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 st