Saw this from Griffin Farley at P ropogation Planning and thought it was worth sharing - it is a collaborative effort aimed at generatin...

Social media creative brief

Saw this from Griffin Farley at Propogation Planning and thought it was worth sharing - it is a collaborative effort aimed at generating a creative brief for social media - we are going to start using this and see how it works and evolves over the next few months - will keep you posted.

What are the campaign goals and/or communication tasks?
This is a very clear outline of communication tasks. This could include CRM, conversions, sales goals, awareness or good will for the brand/product.

What is remarkable about the Brand, Product or Service?
This area helps us ground the propagation campaign back in the product. Think about the Johnnie Walker, the Man who Walked around the World video when answering this question.

Who is the target audience?
Is there an audience that the client needs to reach to meet their business objectives? What is the action that this audience needs to act on to reach these objectives? Think of this audience as your aspirational audience.

Is there another group of people that has more persuasion over the target audience?
This group of people might be more likely to engage with the creative assets or act on the creative to influence the real target audience. Think about Great Schlep, Coraline or Oasis campaigns when answering this. Think of this audience as your inspirational audience.

How does the creative foster a social experience?
Is the creative designed to entertain, act as a branded utility, to challenge, to spawn user generated content, etc. Think about challenges like Nike Grid, experiences like Doritos Hotel 626 or the seed paper in the Haagen-Dazs Help the Honey Bees campaigns when answering this question.

Why would someone want to pass something like this to others?
This is an area to talk about social theories (i.e. custom or personalized, gift economy, peer production, random acts of kindness, pay it forward, etc) into why this creative might be shared and passed along among friends. Think about campaigns like Elf Yourself, Radio Head, NIN or Earth Hour when answering this.

What are the existing creative assets (if any)?
List the creative assets that already exist. This gives the creative a chance to use these assets in new ways? Ask yourself if new things need to be created to help extend the narrative. Think about the True Blood campaign when the agencies created a pre-story to existing assets when answering this.

How long do we have before the paid media begins?
This is a timing question that reminds us how to use Owned, Earned and Paid media appropriately.

What are the benchmarks and metrics will we be following?
This helps the creative team know if there are platforms that the client feels are most important to measure success (Acquisitions, Facebook or Twitter followers, video views, etc.). If the client doesn’t have specific metrics list the ones that you will follow including impressions, reach, interaction and most importantly sentiment.

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