Creative Brief

Template
 Project Title

Social Media Ad Campaign Creative Brief:

Souvenir Product Launch

Project Overview

This creative brief outlines the strategy and guidelines for a upcoming social media ad
campaign to promote the launch of a new line of city/location-themed souvenir products.
The campaign aims to increase brand awareness and drive online sales for the souvenir
business.

By aligning on the strategic foundations outlined in this creative brief, it will enable the
marketing team to effectively execute an impactful social media ad campaign that
resonates with the target audience and drives the desired results for the souvenir product
launch.

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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?

Launch a social media ad campaign to increase brand awareness and drive online sales
for a new line of city/location-themed souvenir products.

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.

Adults ages 25-54 living in major U.S. cities who have an affinity for their city/location
and enjoy gifting/self-purchasing memorabilia items. They are frequent travelers, both
for work and leisure.

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.

Local gift shops, tourism agencies selling branded merchandise, major e-commerce
retailers with souvenir sections like Amazon.

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

High-quality, locally-designed and ethically-sourced souvenir products celebrating the

iconic landmarks, culture, and identity of major U.S. cities. Product line includes
apparel, home goods, accessories, and novelty items.

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

Owning a piece of your city's culture with beautifully-designed, unique souvenirs you
can't find anywhere else. The products make great gifts and keepsakes.

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

Finding authentic, non-cheesy city/location souvenirs that capture the essence and pride
points of the place. Most souvenirs are generic, mass-produced items.

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?

Designed by local artists/makers celebrating their home city

Ethically-sourced materials, sustainable production

Officially licensed by municipal partners

4.8/5 customer rating for quality and design

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.

Social media ad campaign featuring feed posts, Instagram/Facebook

Deliverable 1
stories
Deliverable 2 A combination of lifestyle product photography and city scenery

Deliverable 3 Campaign hashtag e.g. #MyXYZCity

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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.

Bright, modern, eye-catching visuals blending product glamour shots with energetic city
iconography (skylines, landmarks, etc.). Messaging should be inspirational, prideful, and
convey gifting/self-purchase appeal.

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.

Headline example: "Wear Your City Pride"

Copy
Body copy should convey urban cool, creativity, and connection

Social Paid ad placements on Facebook, Instagram, Twitter

Media Engage influencers in key cities to promote products via stories/postsList platforms

Other Develop Giphy stickers and Instagram AR filters for branded experiences

Timeline
Projected timeline

Campaign roadmap with creative deliverables due 6 weeks prior to launch. Launch
timing TBD pending product manufacturing schedule.
Important dates/deadlines

Creative Brief Approval: June 1, 2023

Concept Presentations: June 15, 2023

Final Creative Direction Locked: June 30, 2023

Budget
Amount
$75,000
Financial Sources
$50,000 from Annual Marketing Budget

$25,000 from Product Launch Initiatives Budget

Notes
Influencer costs TBD and not included in this initial budget

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 Comments and Approval
Contact Name and Title

Jane Doe, Director of Marketing

John Smith, VP of Ecommerce

Comments

Jane Doe:
"This creative brief effectively captures our vision for the new souvenir line launch
campaign. The target audience, creative guidelines, and timeline are all well-defined. I
just need the influencer costs included in the budget before final approval."

John Smith:

"Looks good from my side. The product offering and sales goals align with our
ecommerce strategy.

Date Signature

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