Campaign Brief Template

About this template

Campaign Brief Template

This template helps marketing teams plan, organize, and manage campaigns from strategy to execution. It provides a structured framework for defining campaign objectives, KPIs, target audiences, key messages, creative direction, distribution channels, deliverables, budgets, and compliance requirements. By using this template, you can improve team alignment, streamline collaboration, and ensure every campaign is executed with clarity, consistency, and measurable results.

Campaign name

This is your Campaign Brief.

Share it with collaborators to work together and edit it in real time.

You can add your company's logo

Distribution Channels

Earned

Add the channels you don't pay for or control:

Owned

Add the channels you control:

Paid

Click each paid channel you're running. Each becomes a sub-branch.

Deliverables

Select the deliverable types you need for this campaign (or add your own) and provide specific details:

Mandatories & Compliance Checklist

Approval gates

Who needs to review before launch?

You can link or upload relevant files

Click on the green checkmark to confirm completion:

Or click here if not applicable:

final reviewer

Sustainability / ESG claims

If the campaign makes sustainability or ESG claims, list them here. Most are subject to specific legal review.

You can link or upload relevant files

Click on the green checkmark to confirm completion:

Or click here if not applicable:

add any sustainability or ESG claims being made

Accessibility requirements

Accessibility standards that every asset must meet.

You can link or upload relevant files

Click on the green checkmark to confirm completion:

Or click here if not applicable:

Regulatory text

Industry-specific regulatory copy. Financial disclaimers, healthcare disclosures, GDPR, CCPA, age restrictions, etc.

You can link or upload relevant files

Click on the green checkmark to confirm completion:

Or click here if not applicable:

add regulatory copy or links to it

Brand mandatories

Add brand assets and statements every campaign must include.

You can link or upload relevant files

Click on the green checkmark to confirm completion:

Or click here if not applicable:

Required claims

Add specific claims, statements, or copy that every asset must include.

You can link or upload relevant files

Click on the green checkmark to confirm completion:

Or click here if not applicable:

add the claims every asset must carry

Core Message & Creative Strategy

Design owner

Internal lead and external contact.

Or click here if not applicable:

name + agency contact

Internal lead and external contact.

Inspiration & references

Add sources of inspiration. They can be links, images, videos, examples of:

• Links to campaigns you like
• Competitor examples
• Similar brand approaches
• Visual references or moodboards
• Copywriting or messaging examples
• Social media ads or landing pages
• Design layouts, color palettes, or typography styles
• Examples of formats, hooks, or storytelling angles
• Anything that captures the desired look, feel, or direction

example

Creative guidelines

add indication 3

add indication 2

Add 3–5 notes that guide how the copy and visuals should be created, including style, tone, mood, and visual approach.

These should inspire the work, not restrict it.

add indication 1

Add 3 to 5 directional statements that the work should embody. Not rules.

Visual direction

add details

Add details as:

• mood
• style
• references

Use links and images alongside words.

Link to brand guidelines here too.

Mandatories

Add anything every asset must carry:

Or click here if not applicable:

Anti-messaging

Add any messages or information that should not be included or should be avoided

Or click here if not applicable:

add anti message

Add any messages or information that should not be included or should be avoided

Tone of voice

tone notes

Add the tone you want this campaign to have:

Supporting messages

Add 3 or 4 messages that back up the key message.

Key message

the one idea (6 to 12 words)

Write the key message of the campaign in 6 to 12 words

Target Audience

Funnel stage

Where is this audience in the funnel?

Where they spend time

Where does this audience actually spend professional time and attention?

Audience insight

What do they believe now, and what do we want them to believe after?

they believe X

What do they believe now?

we want them to believe Y

What do we want them to believe after?

Audience pain points

pain point 3

pain point 2

pain point 1

What 3 to 5 real pains does this audience have?

Use their words.

Secondary audience

Is there a second audience this campaign needs to speak to?

Or click here if not applicable:

Is there a second audience this campaign needs to speak to?

Primary audience

Who is this campaign for?
Be specific: persona, ICP segment, job function, company stage.

Campaign Objectives & KPIs

Definition of failure

Describe briefly what triggers a pivot, often missing from briefs

Definition of success

add text

Describe briefly what 'we hit it' looks like

How we'll measure

Choose the measurement options:

Secondary KPIs + target numbers

Add up to 3 secondary KPIs that support the primary KPIs + target numbers for each.

Click to add (B2B KPI):

Click to add (B2C KPI):

Click to add (awareness KPI):

Or click here if not applicable:

Primary KPI + target number

Select one primary KPI (Key Performance Indicators) from each category and then add target number for each:

Click to add (B2B KPI):

Click to add (B2C KPI):

Click to add (awareness KPI):

Why now

Explain the WHY.
It can be one of the following:

Primary objective

what we want this campaign to achieve?

Write in one sentence: what do we want this campaign to achieve?

Overall details

Total budget

amount

Add the approved total budget

One-line description

the campaign in a sentence

Write a summarised description.

Status

Select the current status of this campaign:

Date range

start date ➡️ end date

Add the campaign's duration

Campaign lead

name

Add the name here

Campaign type

Select the campaign type: