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    Beginner - Tactical Brief

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    Oreoluwa Aderinkomi
    This document outlines 5 steps for creating a tactical brief for a marketing campaign: 1) Revising the original creative brief, 2) Outlining media requirements, 3) Mapping out the campaign ecosystem, 4) Providing tactical insights, and 5) Specifying technical requirements. It uses an example Snickers campaign to demonstrate how each step is applied, from revising the original brief to focus on current cultural insights, to detailing how different creative assets will be deployed across social media platforms in the lead up to and during the Super Bowl.

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    Beginner - Tactical Brief

    Uploaded by

    Oreoluwa Aderinkomi
    15 views16 pages
    This document outlines 5 steps for creating a tactical brief for a marketing campaign: 1) Revising the original creative brief, 2) Outlining media requirements, 3) Mapping out the campaign ecosystem, 4) Providing tactical insights, and 5) Specifying technical requirements. It uses an example Snickers campaign to demonstrate how each step is applied, from revising the original brief to focus on current cultural insights, to detailing how different creative assets will be deployed across social media platforms in the lead up to and during the Super Bowl.

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    Briefing creatives

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    1. Beginner - Tactical Brief

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    This document outlines 5 steps for creating a tactical brief for a marketing campaign: 1) Revising the original creative brief, 2) Outlining media requirements, 3) Mapping out the campaign ecosystem, 4) Providing tactical insights, and 5) Specifying technical requirements. It uses an example Snickers campaign to demonstrate how each step is applied, from revising the original brief to focus on current cultural insights, to detailing how different creative assets will be deployed across social media platforms in the lead up to and during the Super Bowl.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    15 views16 pages

    Beginner - Tactical Brief

    Uploaded by

    Oreoluwa Aderinkomi
    This document outlines 5 steps for creating a tactical brief for a marketing campaign: 1) Revising the original creative brief, 2) Outlining media requirements, 3) Mapping out the campaign ecosystem, 4) Providing tactical insights, and 5) Specifying technical requirements. It uses an example Snickers campaign to demonstrate how each step is applied, from revising the original brief to focus on current cultural insights, to detailing how different creative assets will be deployed across social media platforms in the lead up to and during the Super Bowl.

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    © All Rights Reserved
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    of 16

    5 STEPS TO A

    TACTICAL BRIEF
    5 STEPS TO TACTICAL BRIEFS

    1. REVISE THE 2. MEDIA 3. CAMPAIGN 4. TACTICAL 5. TECH


    CREATIVE BRIEF REQUIREMENTS ECOSYSTEM INSIGHTS SPECS
    REVISE THE
    CREATIVE BRIEF
    TACTICAL BRIEF
    GET - Target consumer

    WHO - Problem

    TO - Desired mindset or behavior

    BY - Message/action the brand can communicate

    WHEN/WHERE -Creative asset needed


    SNICKERS
    EXAMPLE ORIGINAL BRIEF

    Get: young guys

    Who: are acting out when they’re hungry

    To: see Snickers as the cure for hangry moments

    By: showing that you transform into another


    person when you’re hungry
    SNICKERS
    REVISED CREATIVE BRIEF

    Insight: We often point to individuals who act


    out but now it feels like the whole world is.

    Get: all snackers who are feeling unsatisfied with


    the direction the world is going

    To: see that snickers is the bar that satisfies

    By: showing them that snickers is the antidote to


    the world’s hangry
    CAMPAIGN
    ECOSYSTEM
    SNICKERS ECOSYSTEM

    Context Launch During Post

    Tues Jan 26th Wed Feb 3rd Sat 6th Superbowl Mon 8th Wed 10th

    Social teaser video content Film customized for FB Twitter real time responses Snapchat Filter

    Influencer created having Youtube launch Broadcast activation (Crash Digital Extension
    outburst hangry moments Halftime Show/Post Game Radio
    Facebook Partner Publishers Interview Sampling
    TACTICAL
    INSIGHTS
    SNICKERS
    TACTICAL BRIEF (ISOLATED)

    Insight: We often point to individuals who act


    out but now it feels like the whole world is.

    Get: all snackers who are feeling unsatisfied with


    the direction the world is going

    To: see that snickers is the bar that satisfies

    By: showing them that snickers is the antidote to


    the world’s hangry

    Where: On Instagram Stories when they are


    trying to escape the world’s hanger
    SNICKERS
    TACTICAL BRIEF (CONNECTED)

    Insight: We often point to individuals who act


    out but now it feels like the whole world is.

    Get: all snackers who are feeling unsatisfied with


    the direction the world is going

    To: see that snickers is the bar that satisfies

    By: showing them that snickers is the antidote to


    the world’s hangry

    When: in the lead up to the superbowl on


    Instagram Stories
    TECH
    SPECS
    STORIES
    INSTAGRAM
    HOW IT WORKS
    ● Promoted stories are a collection of photos or videos
    played sequentially. Users can skip through media by
    tapping the side of the screen.
    ● Stories play before and after the stories of your followers

    WHO USES IT?


    ● 52% Female, 42% Male
    ● 72% of teens use Instagram
    ● Age 13+, 64% of their user base are 18-34 yrs old

    BEST PRACTICES
    ● Align the look and feel of your ads with the platform
    ● Highlight the CTA making it easier for users to swipe up
    ● End each video with a slide featuring a strong CTA

    CREATIVE SPECS
    ● About Story Ads - Instagram
    ● Ad Specs - Instagram
    STORIES
    BEST IN CLASS EXAMPLES
    END

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