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  • The Creative Brief 2.0

    Uploaded by

    Ziva Cizman
    2 views2 pages
    To copy this creative brief template for use: 1. On mobile, tap the menu, tap "Share & export", then tap "Make a copy". On desktop, click "File" then "Make a copy". 2. The brief contains sections for defining the objective, measures of success, target audience insights, why the audience should care, how they can get involved, what they will talk about afterwards, follow-up actions, how it aligns with the brand, references/inspiration, and timings/budget. 3. The most important part is explaining why the audience should care about the message. The brief also emphasizes optimizing content for mobile viewing and engagement.

    Original Description:

    How to brief agencies.

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    To copy this creative brief template for use: 1. On mobile, tap the menu, tap "Share & export", then tap "Make a copy". On desktop, click "File" then "Make a copy". 2. The brief contains sections for defining the objective, measures of success, target audience insights, why the audience should care, how they can get involved, what they will talk about afterwards, follow-up actions, how it aligns with the brand, references/inspiration, and timings/budget. 3. The most important part is explaining why the audience should care about the message. The brief also emphasizes optimizing content for mobile viewing and engagement.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    2 views2 pages

    The Creative Brief 2.0

    Uploaded by

    Ziva Cizman
    To copy this creative brief template for use: 1. On mobile, tap the menu, tap "Share & export", then tap "Make a copy". On desktop, click "File" then "Make a copy". 2. The brief contains sections for defining the objective, measures of success, target audience insights, why the audience should care, how they can get involved, what they will talk about afterwards, follow-up actions, how it aligns with the brand, references/inspiration, and timings/budget. 3. The most important part is explaining why the audience should care about the message. The brief also emphasizes optimizing content for mobile viewing and engagement.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    To use this brief template,

    first make a copy.

    ON MOBILE:
    Tap Menu > Tap Share & export >
    Tap Make a copy

    ON DESKTOP:
    Click File > Click Make a copy
    CREATIVE BRIEF
    1 / WHAT IS THE OBJECTIVE? 2 / HOW WILL WE MEASURE SUCCESS?
    Are you doing this to drive awareness of your brand or You could measure engagement with the content (eg. ad
    products? Get people to try your product by showing how recall, video views), brand metrics (eg. purchase intent,
    it works? Or demonstrate what your brand stands for? brand favorability), or customer data (eg. sales revenues,
    site visits).

    3 / WHO ARE WE SPEAKING TO, 9 / THINGS TO KNOW


    AND WHAT DO WE KNOW ABOUT THEM?
    REFERENCES
    Define your target audience. Behavioral insights are more important than
    demographics. What do they like or dislike? How do they spend their time? Past campaigns, research
    What kinds of content do they watch, and how do they watch it? studies, product information.
    List them here and attach
    them to this brief.

    INSPIRATION
    4 / WHY SHOULD THEY CARE? Examples of other work that
    THIS IS THE MOST IMPORTANT PART

    could be possible creative


    Why is what you’re saying worth their time? Why should they listen? Are you
    territories.
    telling a story that captures their interest, inspires, educates or entertains?

    5 / HOW CAN THEY GET INVOLVED?


    10 / THINGS TO
    Online video is usually viewed on mobile - a personal and intimate experience. REMEMBER
    How can we speak directly and authentically? Can they have a role in the story?
    CHECKLIST
    ◻ Opening hook that grabs
    6 / WHAT WILL THEY TALK ABOUT? attention
    ◻ Optimized for mobile
    What will they be talking about with their friends after viewing this content? ◻ Authenticity
    ◻ Discoverable through
    search, hashtags, etc.
    ◻ ______________
    7 / WHAT FOLLOW-UP ACTION CAN THEY TAKE? ◻ ______________

    Is there something else they can watch? A place to visit to learn more about our GEOS/LANGUAGES
    brand or product? Something they can do? ◻ ______________
    ◻ ______________
    ◻ ______________
    8 / WHAT WILL THEY SAY ABOUT OUR BRAND? CUTDOWNS NEEDED
    ◻ ______________
    Does this align with our brand’s values? How do we want to position our brand?
    How do we want them to feel about our brand?
    ◻ ______________

    11 / TIMINGS/DEADLINES 12 / BUDGET

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