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How to prepare a campaign brief for X

A good brief saves days of back-and-forth and prevents mistakes on launch day.

What to include

  • Goal. One sentence, such as getting 500 sign-ups from X in launch week.
  • Audience and language. Who, where and in which language.
  • Date and time zone. The launch moment and hard deadlines.
  • Key message. What people should remember.
  • Hashtag ideas. Two or three candidates and any to avoid.
  • Assets. Approved logos, images, video and wording.
  • Participants. Who will post and who approves.
  • Limits. Legal rules, words to avoid and topics to stay away from.
  • Budget range. So the plan fits.

Common gaps

  • Several goals competing for attention.
  • No named approver, so posts wait for sign-off.
  • Assets arriving on launch day.
  • Rules for sensitive topics left unstated.

Next step

Send your brief through the proposal form or read how a campaign runs first.

Related pages

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