A document to outline the key objectives, target audience, and goals of the digital advertising campaign.
Campaign Overview
- Campaign Name:
[Enter the name of the campaign] - Campaign Duration:
[Start Date] to [End Date] - Campaign Manager:
[Name and Position] - Campaign Status:
[Active, Upcoming, Completed, etc.]
2. Campaign Objectives
- Primary Objective:
[Clearly define the primary objective of the campaign. For example: “Increase brand awareness,” “Drive product sales,” “Generate leads,” “Increase website traffic,” etc.] - Secondary Objectives:
[List any secondary objectives if applicable. For example: “Enhance customer engagement,” “Improve customer retention,” “Promote a new product launch,” etc.]
3. Key Performance Indicators (KPIs)
- [KPI 1]
[Describe the first KPI, e.g., “CTR (Click-Through Rate) target of 3%”] - [KPI 2]
[Describe the second KPI, e.g., “ROAS (Return on Ad Spend) target of 400%”] - [KPI 3]
[Describe the third KPI, e.g., “CPC (Cost Per Click) target of $1.50”] - [KPI 4]
[List any additional KPIs related to the campaign]
4. Target Audience
- Primary Audience:
[Provide a detailed description of the primary target audience, including demographics (age, gender, location, income level, etc.), psychographics (interests, behaviors, values), and any other relevant characteristics.] - Secondary Audience:
[If applicable, define the secondary audience and their characteristics. This may include a broader group of potential customers who may still be relevant but aren’t the primary focus of the campaign.] - Audience Segmentation:
[Detail any specific audience segments, such as “first-time buyers,” “repeat customers,” “high-value customers,” etc.] - Targeting Parameters:
[Provide more specific parameters for targeting, such as geographic locations, devices, time of day, or any other behavioral or interest-based targeting details.]
5. Campaign Messaging and Value Proposition
- Campaign Messaging:
[Describe the key messaging and value proposition that will be communicated to the audience. What message do you want to convey about the brand/product/service?] - Tone and Voice:
[Describe the tone of voice to be used in the campaign (e.g., professional, friendly, casual, urgent, authoritative).] - Key Benefits and Features to Highlight:
[List the main benefits or features of the product or service that should be emphasized in the campaign.]
6. Creative Strategy
- Visual Elements:
[Briefly outline the creative direction for the visuals, including the type of imagery (e.g., photos, videos, infographics) and any branding guidelines that should be followed (e.g., logo usage, color palette).] - Ad Formats:
[Specify the types of ads that will be created for the campaign (e.g., display ads, video ads, carousel ads, search ads, social media posts, etc.).] - Ad Copy & Headlines:
[Provide any suggested ad copy or headlines for the ads, or specify the messaging strategy.] - Call-to-Action (CTA):
[Define the CTA that will be used in the ads (e.g., “Shop Now,” “Learn More,” “Get Started,” etc.).]
7. Budget Allocation
- Total Campaign Budget:
[Enter the total allocated budget for the campaign] - Budget Breakdown:
- Platform A: [Amount allocated]
- Platform B: [Amount allocated]
- Platform C: [Amount allocated]
- Other Costs (creative, management, etc.): [Amount allocated]
- Budget Flexibility:
[Describe any flexibility in the budget, such as room for adjustments based on performance or changes in spend.]
8. Campaign Channels and Platforms
- Primary Platforms:
[List the main platforms on which the campaign will run (e.g., Google Ads, Facebook, Instagram, LinkedIn, etc.).] - Secondary Platforms (if applicable):
[List any secondary platforms or additional channels (e.g., email marketing, YouTube, TikTok, display networks, etc.).]
9. Timeline and Milestones
- Campaign Start Date:
[Insert Start Date] - Campaign End Date:
[Insert End Date] - Key Milestones:
[List any important dates, such as ad launches, content creation deadlines, or review points for performance.]
10. Approval and Stakeholders
- Campaign Stakeholders:
[List all stakeholders involved in the campaign, including team members, managers, and external partners.] - Approval Process:
[Describe the process for campaign approval, including who needs to sign off on key elements (e.g., budget, creatives, targeting).] - Contact Information:
[Provide contact details for the key stakeholders involved in the campaign, including project manager, creatives, and media buyers.]
11. Additional Notes
- [Any other relevant information about the campaign that stakeholders should know. This may include specifics about tracking, retargeting, or any legal or compliance requirements.]
Campaign Brief Sign-Off
- Approved by (Name & Position):
[Insert Name and Position] - Approval Date:
[Insert Date]
Leave a Reply