Creative Brief

Template
 Project Title

Get More Purchases

Project Overview

We want to motivate our customers to make a purchase by using advertising on

Instagram and Facebook.

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 Objective
This is a concise statement of what you want to accomplish in your target market. Do you want to inform, persuade or
motivate an audience to take a specific action?

We want to inform our target customers about our new products and motivate them to make a
purchase.

Target Audience
Who is the creative work addressing? Describe in as much detail as possible who you want to engage and influence. Use
demographic information, describe interests, behaviors, needs and fears.

Demographics: Interests: Behaviors:

Age: 15-30 Eating snacks Busy at office and school, doesn’t have time
Gender: Male, Female Healthy food to prepare home-cooking food
Household Income: 500-1k Convenience Shops online, active on Facebook and
Location: Hanoi, Vietnam Instagram
Needs: Convenient and easy access to healthy snacks
because of their busy work and study
Competitors
Who in your field also targets the same audience? Summarize what products they are currently selling
or campaigns they are running that might affect reaching your own objectives.

There are several shops selling snacks in Hanoi city. All of them offer products that are easy to
cause fat, affecting consumers' health. None of the competitors are selling snacks that are
healthy and made from natural ingredients.
There are two sales going on right now for new customers at two competing snack shops. One is
5% off the first delivery on a weekly subscription and the other is 10% off.

Your Offer
What are you trying to promote or sell exactly? What aspects or features of your offer stand out?

We are promoting new products - healthy snacks. On the occasion of the new product launch, we
offer 15% discount for orders of these products in this month. These products are very
convenient for customers who are busy at work and study. In addition, they can provide enough
nutrients for consumers.
No other shops in the area is offering healthy snacks made from natural ingredients.

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 Key Benefit
What is the single most important benefit of your offer for your target audience?

Because our target audience is often busy, so eating healthy snacks can be convenient and good
for their health. Our customers can eat snacks without worrying about weight gain or unhealthy
ingredients.

Problem
What important problem of your target audience is your offer solving?

We are solving the convenient problems. We want our consumers to be able to access healthy
snacks at any time. This product gives them not only the nutrients of food but also the time and
space to do important work.

Proof Points
What information can you share to make your offer credible and trustworthy? Can you share customer quotes, satisfaction
levels, low-price guarantees or test results that lend you external credibility?

We can share our customer quotes and satisfaction for our other products. We have a strong
reputation in the area for providing excellent quality and service.

Deliverables
What asset or assets do you need specifically? Images, a video, a PowerPoint presentation? Include details about the specific file
format, size or other technical requirements.

Deliverable 1 We need an Instagram ad.

Deliverable 2 We need a Facebook ad.

Deliverable 3

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 Look and Feel
Add some keywords or personality traits that describe what you want the tone of voice and design to feel like.

Delicious, healthy, unique, colorful

Guidelines
Here you can include specific design features that you want to see included such as specific headlines or product photos or
more general guidelines for the execution such as color palettes or fonts to use.

Copy
Get 15% off your first order when you subscribe to our Healthy Snacks page

Social
Media Instagram, Facebook

Other

Timeline
Projected timeline

We want this ready to go to our audience by two weeks prior to shipping our first box in one
month.
Important dates/deadlines

One week from today: First review of image

Two weeks from today: Second review of image
Three weeks from today: Finalize image
Four weeks from today: Release image to our social media channels

Budget
Amount
$500
Financial Sources
Marketing account

Notes
Do not go over budget without permission from Minh

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 Comments and Approval
Contact Name and Title

Comments

Date Signature

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Visuals Created by, Designer Zihan Yang