Campaign brief
Goal, audience, message, channels and measurement plan on one page. Every campaign handed to an agency or in-house team starts with this document.
- Format
- Docs
- Type
- Template
- Topic
- Strategy
- Price
- Free
What is inside
Goal
One business goal and one key metric.
Audience
Who we talk to and what they think.
Message
A one-line offer and the proof behind it.
Channels and budget
The split by channel, and dates.
Measurement and UTMs
How results will be reported.
Preview
A few rows from the main part of the file. The full version also has examples and explanations.
| Field | Example |
|---|---|
| Goal | Grow online sales by +[X]% in November |
| Audience | 25-40, living in the city, buying on mobile |
| Message | Order online in 5 minutes, free delivery |
| Channels | Meta, Google search, e-mail |
| Measurement | GA4 conversions, with the UTM rule |
How to use it
Take a copy
Download the file or copy it to Google Docs.
Pick one goal
One campaign, one key metric.
Fill it in as a team
Marketing, sales and design together.
Sign off the brief
Before creative work starts.