Campaign Brief — [Campaign name]
Brand / client: [name] · Agency contact: [name, email]
Campaign flight: [start] – [end] · Markets: [e.g. DE/AT/CH]
Version: v1 · [date]
Keep ONE brief per campaign and version it. Scattered PDF attachments are how campaigns die — every creator, client contact and approver should be reading the same current document.
1. Background & objective
One short paragraph: what is being launched or promoted, and why now.
Primary goal: [awareness / consideration / conversion]
Primary KPI: [e.g. 1.2M combined video views]
Secondary KPIs: [e.g. 3% link-sticker CTR, 500 code redemptions]
Tracking: [UTM scheme, discount codes, affiliate links — who provides them, and by when]
2. Audience
Core audience: [age range, gender split, interests]
Markets & language: [where and in which language content runs]
What they currently think or do: [the starting point]
What we want them to think or do afterwards: [the shift]
3. Key message & angle
Single-minded message: [one sentence — if it needs two, it is two campaigns]
Support points (max. 3): [proof, features, offers]
Mandatory phrasing: [claims that must appear word-for-word, if any]
Claims that may NOT be made: [legal or regulatory restrictions, e.g. no health claims]
4. Deliverables
One line per deliverable — repeat the block per creator. Every deliverable needs an owner, a format, a draft date and a publish window.
Creator: [name] · Platform: [Instagram] · Format: [Reel, 30–60s] · Quantity: [1] · Draft due: [date] · Publish window: [date – date]
Creator: [name] · Platform: [TikTok] · Format: [dedicated video] · Quantity: [2] · Draft due: [date] · Publish window: [date – date]
5. Dos & don'ts
Do:
Show the product in real use within the first 3 seconds.
Speak in your own voice — the creator was booked for their tone, not ours.
Show the discount code / link sticker visibly, not only in the caption.
Don't:
No competitor products visible in frame.
No music that is not cleared for commercial use.
Never publish before written approval.
6. Disclosure & compliance
Ad disclosure per platform rules and local law (e.g. "Werbung"/"Anzeige" in Germany) — visible at first glance, not buried in the tags.
Platform paid-partnership tools switched ON where available.
Category-specific rules: [alcohol / finance / health disclaimers, minors, regional restrictions]
7. Approval flow
Draft submission: creator uploads to [where] by [date]
Feedback: within [2] business days, consolidated by ONE person: [name]
Included revision rounds: [2] — further rounds are billed per the rate card
Final written approval by: [name] — nothing goes live without it
8. Usage rights
Organic on the creator's channel: included in the base fee
Brand repost (organic): [yes/no — term]
Paid amplification: [yes/no — channels, term]
Whitelisting / Spark Ads: [yes/no — term]
Anything not listed here is NOT granted. Put the same list in the contract.
9. Timeline
[date] — briefing call
[date] — concepts / scripts due
[date] — drafts due
[date] — approvals complete
[date] – [date] — publish window
[date] — results report to client
10. Budget & invoicing
Total budget (net): € [amount]
Per creator: see the individual agreements
Payment terms: [30] days net · PO / reference: [number]
Invoicing mode: [creator invoices / self-billing (Gutschrift) with signed consent]