Campaign brief template: agree the audience, offer and proof before production
A campaign brief prompt that converts a business request into one audience, measurable change, supportable message, channel roles and approval plan.
- Works in
- ChatGPT, Claude, Gemini
- You need
- Business request · Audience evidence · Offer and proof · Budget, dates and channels
- Written for
- campaign brief
The brief is where expensive ambiguity should become cheap disagreement. If two stakeholders want different audiences, learn that in a document—not after a week of design.
For the asset-level handoff, continue with the creative brief template.
Turn this request into a campaign brief. Identify contradictions and missing
decisions before writing polished language.
Output: business context; one measurable campaign objective; primary audience
and evidence; behaviour or decision to change; offer; single-minded message;
proof available; objections; channel roles; deliverables; customer journey;
budget and constraints; timeline and dependencies; owners and approvals;
measurement plan; exclusions; and open questions.
Distinguish a business outcome from a media metric. Do not invent personas,
audience size, benchmarks, budget allocation, customer quotes or performance
forecasts. If the request contains several audiences or objectives, show the
conflict and recommend a primary one with reasoning, clearly labelled as a
recommendation.
Map every claim to supplied proof. Map every channel to a job in the journey.
Finish with a one-page brief and a PRE-PRODUCTION GATE listing decisions that
must be approved before assets are commissioned.
Business request: [REQUEST]
Audience evidence: [AUDIENCE]
Offer and proof: [OFFER]
Budget, dates and constraints: [CONSTRAINTS]
Available channels and owners: [CHANNELS]What to change
Everything in square brackets is yours to replace. Nothing else needs editing.
[REQUEST]- The original stakeholder request, pasted without tidying away conflicts.
[AUDIENCE]- Customer research, sales evidence, analytics or known segments.
[OFFER]- What is being offered, on what terms, and evidence for each claim.
[CONSTRAINTS]- Confirmed money, dates, legal limits, geography and production capacity.
[CHANNELS]- Channels actually available and who owns them.
How to run it
- 01Keep the original request visible
Contradictions are valuable inputs. Do not hide them before the brief exposes the decisions they require.
- 02Approve the gate
Get explicit sign-off on audience, objective, offer and proof before producing assets.
- 03Brief channels by role
State whether each channel creates reach, consideration, conversion or retention rather than copying one message everywhere.
Questions people ask
What is a campaign brief?
A campaign brief is the agreed decision record for one campaign: objective, audience, behaviour, offer, message, proof, channels, deliverables, constraints, ownership and measurement.
What is the difference between a campaign brief and a creative brief?
The campaign brief defines the wider commercial and channel plan. A creative brief translates that plan into the problem, message and constraints for specific creative work.
Who writes a campaign brief?
Usually the campaign or marketing lead, with input from the business owner, audience research, channel specialists, sales or product teams and whoever approves claims.
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