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1 / WHAT IS THE OBJECTIVE?

Are you doing this to drive awareness of your brand or products? Get people to try your product by showing how it works? Or demonstrate what your brand stands for?

3 / WHO ARE WE SPEAKING TO,

AND WHAT DO WE KNOW ABOUT THEM?

Define your target audience. Behavioral insights are more important than demographics. What do they like or dislike? How do they spend their time?

What kinds of content do they watch, and how do they watch it?

8 / WHAT WILL THEY SAY ABOUT OUR BRAND?

Does this align with our brand’s values? How do we want to position our brand? How do we want them to feel about our brand?

11 / TIMINGS/DEADLINES

12 / BUDGET

10 / THINGS TO REMEMBER

CHECKLIST

◻ Opening hook that grabs

attention

◻ Optimized for mobile

◻ Authenticity

◻ Discoverable through

search, hashtags, etc.

◻ ______________

GEOS/LANGUAGES

◻ ______________

CUTDOWNS NEEDED

◻ ______________

4 / WHY SHOULD THEY CARE?

Why is what you’re saying worth their time? Why should they listen? Are you telling a story that captures their interest, inspires, educates or entertains?

5 / HOW CAN THEY GET INVOLVED?

Online video is usually viewed on mobile - a personal and intimate experience. How can we speak directly and authentically? Can they have a role in the story?

7 / WHAT FOLLOW-UP ACTION CAN THEY TAKE?

Is there something else they can watch? A place to visit to learn more about our brand or product? Something they can do?

6 / WHAT WILL THEY TALK ABOUT?

What will they be talking about with their friends after viewing this content?

CREATIVE BRIEF

2 / HOW WILL WE MEASURE SUCCESS?

You could measure engagement with the content (eg. ad recall, video views), brand metrics (eg. purchase intent, brand favorability), or customer data (eg. sales revenues, site visits).

9 / THINGS TO KNOW

REFERENCES

Past campaigns, research studies, product information. List them here and attach them to this brief.

INSPIRATION

Examples of other work that could be possible creative territories.

THIS IS THE MOST IMPORTANT PART

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