Campaign Brief

Campaign name: [Working title] Prepared by: [Name / team] Date: [Date] Version: [v1]

---

1. Background and context

[Why this campaign, why now? Note the trigger — a launch, season, competitor move, or business need — and the one or two facts everyone should share before they start. Keep it to a short paragraph.]

2. Objective and KPIs

Primary objective: [The single outcome this campaign exists to achieve, written so it can be judged.]

KPIs:

Metric	Baseline	Target	How it's tracked
[Primary metric]	[Today's number]	[Goal + by when]	[Tool / report]
[Supporting metric]	[Today's number]	[Goal]	[Tool / report]

What success looks like: [One plain-language sentence describing the win.]

3. Target audience

[Describe the people you are actually talking to — their situation, what they want, and why they should care. Name a primary audience; note any secondary audience separately.]

• Primary audience: [Who they are and what matters to them]
• Secondary audience (optional): [Who else, and how they differ]

4. Key message and support

Single-minded message: [The one thing you want the audience to take away. One sentence.]

Reasons to believe:

• [Proof point 1 — feature, result, testimonial, or guarantee]
• [Proof point 2]
• [Proof point 3]

5. Channels

[Where the campaign runs and how the channels work together — which carries the message, which reinforces, which converts.]

• [Channel 1] — [role in the campaign]
• [Channel 2] — [role in the campaign]
• [Channel 3] — [role in the campaign]

6. Deliverables

[A concrete list of what needs to be produced, by channel.]

• [Deliverable 1]
• [Deliverable 2]
• [Deliverable 3]

7. Budget

Category	Detail	Amount
Media	[Paid placements]	[Amount]
Production	[Creative, assets]	[Amount]
Other	[Tools, fees]	[Amount]
Total		[Amount]

8. Timeline

Milestone	Owner	Date
Brief approved	[Owner]	[Date]
Creative ready	[Owner]	[Date]
Launch	[Owner]	[Date]
In-market window	—	[Start – End]
Wrap-up review	[Owner]	[Date]

9. Mandatories and approvals

• Brand and legal: [Required guidelines, disclaimers, regulatory wording, logos]
• Must include: [Required calls to action, URLs, offer codes]
• Out of scope: [What this campaign is deliberately not doing]
• Sign-off: [Who must approve, and who is kept informed]

Approved by: ______________________ Date: ____________