The Creative Brief Template serves as a comprehensive guide for ensuring consistency in ad designs and messaging. It aligns the creative team with the overall goals of the campaign and provides clear instructions on how the ad creatives should be developed, ensuring that they resonate with the target audience and adhere to the campaign’s strategy.
Creative Brief Template Components
1. Project Overview
Provide a brief summary of the campaign and its objectives.
Example Fields:
- Campaign Name: April 2025 App Promotion Campaign
- Creative Brief Created By: Jane Doe, Marketing Lead
- Date: March 20, 2025
- Overview: The goal is to design ads that drive 10,000 app installs and increase user engagement, especially focusing on the 18-34 age group in North America.
2. Objective & Key Goals
Define the purpose of the campaign and the key performance indicators (KPIs).
Example Fields:
- Objective: Increase app downloads by 15% through targeted app store advertising.
- Key Goals:
- Drive 10,000 app installs.
- Improve CTR by 20%.
- Achieve a CPI of $2.00 or lower.
3. Target Audience
Describe the audience the creative needs to resonate with, including demographics, behaviors, and motivations.
Example Fields:
- Primary Audience: Adults aged 18–34, tech-savvy, and looking for productivity tools.
- Secondary Audience: Professionals who want better time management and task prioritization.
- Audience Characteristics:
- Demographics: Primarily male and female users in North America, UK, and South Africa.
- Interests: Technology, productivity, personal development.
- Pain Points: Time management struggles, seeking efficient task management solutions.
- Motivations: Increase productivity, simplify daily tasks, enhance work-life balance.
4. Key Message
Define the core message that the ad should communicate to the audience.
Example Fields:
- Primary Message: “Boost your productivity with SayPro – manage tasks and deadlines in one place.”
- Supporting Message: “Save time, stay organized, and achieve more every day.”
- Tone & Voice: Professional yet friendly, motivating, action-driven.
5. Ad Format & Specifications
Clarify the specific ad formats and technical requirements for each platform.
Example Fields:
- Ad Types to Create:
- Static Ads: Image-based ads for use in Apple Search Ads and Google Ads.
- Video Ads: Short 15-second video showcasing the app’s features and benefits.
- Carousel Ads: Multi-image ads for use on Meta platforms.
- Platform Specifics:
- Apple Search Ads: Portrait orientation, max 1024x1024px.
- Google Ads: Landscape orientation, max 1200x628px.
- Meta Ads: 1080x1080px for square format.
- File Types: PNG for images, MP4 for videos, max 3MB per file.
6. Visual Style & Design Guidelines
Outline the visual style and branding elements that must be included in the ads.
Example Fields:
- Branding Guidelines:
- Use SayPro’s primary color palette (blue, white, gray).
- Incorporate the SayPro logo in the top right corner.
- Use clean, modern typography (e.g., Helvetica Neue or Arial).
- Imagery & Visuals:
- Showcase the app’s interface, focusing on productivity features (task lists, calendar views).
- Use lifestyle images showing professionals and users interacting with the app on mobile devices.
- Visual Tone: Sleek, modern, and professional. Clean design with minimal distractions.
- Typography: Use SayPro’s brand-approved fonts for all text, ensuring readability across mobile screens.
7. Call to Action (CTA)
Clearly define the CTA that will prompt users to take the desired action.
Example Fields:
- CTA Text: “Download Now,” “Start Your Free Trial,” “Get Started”
- CTA Placement: Place the CTA button at the bottom of the ad for mobile-friendly design.
- CTA Color: Use SayPro’s branded blue for CTA buttons to increase visibility.
8. Competitor Analysis & Inspiration
Provide examples or guidelines based on competitors’ ads or other campaigns for inspiration.
Example Fields:
- Competitor Ads: Review ads from competitors like Todoist, Trello, or Asana. Focus on their strong CTA and user-centric messaging.
- Inspiration: Ads from other productivity apps using clean, simple designs with clear CTAs and visuals of professionals using the app.
9. Deliverables & Timeline
List the expected deliverables and set deadlines for each phase of the project.
Example Fields:
- Deliverables:
- 3 static banner designs (various sizes)
- 1 video ad (15 seconds)
- 1 carousel ad (3 images)
- Timeline:
- First draft of creative concepts: March 28, 2025
- Final assets delivery: April 1, 2025
- Review and approval: April 3, 2025
10. Approval Process
Define who will be responsible for reviewing and approving the creative work.
Example Fields:
- Creative Approval Lead: John Smith, Creative Director
- Marketing Approval Lead: Jane Doe, Marketing Lead
- Approval Process: First drafts will be reviewed by the Creative Director and Marketing Lead by April 1. Final approval will be given by April 3.
11. Notes & Special Considerations
Include any additional instructions, feedback from previous campaigns, or unique requirements for this creative.
Example Fields:
- Mobile Optimization: Ensure all creatives are optimized for mobile devices, as the target audience primarily uses smartphones.
- A/B Testing: Use different CTAs to test which performs best across platforms.
- Language Considerations: Ad copy should be English-based but ready to be localized for future international campaigns.
Template Usage Tips
- Collaboration: Make sure to involve key stakeholders (marketing, analytics, and creative teams) early in the process to ensure alignment with the campaign goals.
- Consistency: Ensure that all creatives across platforms (images, videos, copy) have a consistent message, tone, and branding.
- Review & Feedback: Maintain a feedback loop with the creative team to fine-tune designs, ensuring they align with the campaign’s objectives.
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