Creative Brief

Template
 Project Title

Social Media Ad Campaign for [Business Name]

Project Overview

Our goal is to create a compelling social media ad campaign to effectively promote

[Business Name] and increase brand awareness among our target audience. By
leveraging the power of social media platforms, we aim to engage potential customers
and drive traffic to our business.

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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?

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.

Our target audience consists of [demographic details such as age, gender, location,
interests, etc.]. They are [description of their behavior or preferences relevant to the
product/service offered].

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.

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

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

Key Message: Craft a clear and concise message that communicates the unique value
proposition of [Business Name] and resonates with our target audience.Visual Elements:
Utilize eye-catching visuals, such as high-quality images or videos, that align with our
brand identity and capture the attention of users scrolling through their social media
feeds.Call-to-Action (CTA): Include a compelling CTA that encourages viewers to take
action, such as “Shop Now,” “Learn More,” or “Sign Up.”
Problem
What important problem of your target audience is your offer solving?

Platform Optimization: Tailor the ad content and format for each social media platform
(e.g., Facebook, Instagram, Twitter) to maximize engagement and reach.Ad Copy: Write
compelling ad copy that highlights the benefits of our products/services and entices
viewers to engage with the ad.Testing and Optimization: Continuously monitor the
performance of the ad campaign and make necessary adjustments to optimize for better
results, such as adjusting targeting parameters or refining ad creative.
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?

Customer Testimonials: Showcase positive feedback and testimonials from satisfied

customers to build trust and credibility with potential customers.Statistics and Data:
Incorporate relevant statistics or data points that highlight the effectiveness or benefits of
your products/services. This could include metrics such as customer satisfaction ratings,
sales growth percentages, or industry accolades.

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

Deliverable 2

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.

Branding Consistency: Ensure that the ad’s visual elements, such as color scheme,
typography, and logo placement, align with your brand’s overall identity to maintain
consistency and reinforce brand recognition.Visual Appeal: Use high-quality images or
videos that are visually appealing and relevant to your target audience. Incorporate
engaging graphics or animations to capture attention and encourage interaction.

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
Taglines, slogans, body copy requirements

Social
Media List platforms

Other

Timeline
Projected timeline

Planning and Strategy (1-2 weeks):Define campaign objectives, target audience, and key
messaging.Conduct research on competitors and industry trends.Develop a
comprehensive strategy outlining ad placements, budget allocation, and creative
Important dates/deadlines
approach.

Budget
Amount

Financial Sources

Notes

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 Comments and Approval
Contact Name and Title

Share the proposed social media ad campaign with key stakeholders, including
marketing team members, executives, and any other relevant departments.Collect
feedback on the campaign strategy, creative elements, and budget alloca
Comments

Date Signature

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