Help the marketing team, agencies and influencers all get on the same page.
This document will be your campaign brief. Name it based on the upcoming activation.
Write down 1-2 short sentences including a situation, desire, and frustration as the first paragraph to identify a strong human insight.
This will be your human insight — a previously unconnected relationship or knowledge about your audience that unlocks growth opportunities for your brand. Write insights for every major audience segment or split between a functional and emotional insight. Use a functional insight for a Direct Response activation, and use an emotional insight for a Brand activation.
For example: “I don’t want to be interrupted (frustration) by ads when watching my favorite K-Pop (situation). Behind-the-scenes content makes me feel personally connected to the artists (desire).”
Write down the most important Brand or Direct Response objective for the campaign as your second paragraph.
Having a 2nd or 3rd objective is common, but you want to make it’s one where everyone knows what to focus on and that your company leadership agrees with it. The most common objectives for Brand campaigns include awareness, perception change, and intent. For Direct Response campaigns, the most common objectives include web traffic, event participation, leads, and revenue.
Influencers are usually (but not always) more effective with brand marketing and top to mid-funnel objectives.
Describe your audience with as many relevant variables as possible, like gender, age, location, values, and interests, in your third paragraph.
Gender, age range, geographic location, values, interests, life stage are all useful variables that will help you later be more precise and hopefully efficient with targeting. Use more precise targeting for Direct Response campaigns, whereas your objective with Brand campaigns should be to reach all category buyers or even GenPop.
List your campaign’s timelines and creative mandatories for featuring your product on influencer social media posts as your fourth paragraph.
It’s best to keep creative mandatories to a minimum with influencers. Do not write a script, copy, or storyline for them, but give them a challenge instead.
For example, a creative mandatory could be to show your logo in the first 3 seconds of the influencer’s Story. Common mandatories also include coupon codes, specific landing page URLs with UTM codes, key messages, and hashtags.
Describe why your product or service is the best using in the market using both emotional and functional benefits in your fifth paragraph.
What value does it deliver? Why can’t your customers live without it? This is best described with emotional and functional benefits.
For example: Users depend on Google Maps for its ease of use and time saving role, as well as appreciating its ability to make them feel confident when travelling (functional). At the same time, users say Google Maps understands what they need, inspires them to live in the moment and helps minimize the stress of being lost (emotional).
The key message should make it clear to the audience that your product or service is the best. This should ideally be just one short phrase.
Write a summary of your brand values and the type and amount of influencers you’ll want to reach as your seventh paragraph.
When writing about your brand values, elaborate and don’t just leave it at something simple like “we do premium quality shavers.” The more followers influencers have, the more expensive they are. Having fewer followers means you need to pay greater attention to the quality of content.
If this is your first influencer campaign, don’t go for more than 10 influencers.
Write down your budget as the eight paragraph or create an influencer campaign budget if you don’t already have one.
List your campaign expenses and leave some room as a buffer.
List your terms & conditions, such a shared ownership clause, payment terms, NDA requirements, and use of hashtags, as the ninth paragraph.
Common terms include a shared content ownership clause, payment terms, mutual NDA requirements, and use of a hashtags to disclose the partnership publicly. According to most consumer protection laws across the globe, all advertisement has to be clearly marked as such. Non-compliance will mean liability for the brand and company, although in some instances the regulator has also fined the influencers. In addition to the fees, this also poses a real brand risk.