Campaign Brief Template

Use this to align internal + client stakeholders before building campaigns.

1) Objective

• Primary objective (choose one): Launch / Defend / Seasonal / Challenger
• Success definition (what must be true in 30 days?)

2) Product scope

• Hero SKUs:
• Secondary SKUs:
• Retail readiness notes (in-stock, buy box, pricing, review count):

3) Targeting and audiences

• Search intent (keywords / themes):
• Audience strategy (personas, behavioral, brand audiences):

4) Creative and landing pages

• Asset checklist (logo, headline, video, lifestyle images):
• Landing page(s) (Shelf / Brand Shop / item pages):

5) Budget and flighting

• Total budget / daily budget:
• Pacing (even vs front-loaded):
• Notes on bid aggressiveness:

6) Measurement plan

• Primary KPIs:
• Guardrails (min CTR, max CPC/CPM):
• Reporting cadence: