Professional Documents
Culture Documents
Creative Brief Project Template
Creative Brief Project Template
Template
Project Title
Project Overview
This creative brief outlines the strategy and guidelines for a upcoming social media ad
campaign to promote the launch of a new line of city/location-themed souvenir products.
The campaign aims to increase brand awareness and drive online sales for the souvenir
business.
By aligning on the strategic foundations outlined in this creative brief, it will enable the
marketing team to effectively execute an impactful social media ad campaign that
resonates with the target audience and drives the desired results for the souvenir product
launch.
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Objective
This is a concise statement of what you want to accomplish in your target market. Do you want to inform, persuade or
motivate an audience to take a specific action?
Launch a social media ad campaign to increase brand awareness and drive online sales
for a new line of city/location-themed souvenir products.
Target Audience
Who is the creative work addressing? Describe in as much detail as possible who you want to engage and influence. Use
demographic information, describe interests, behaviors, needs and fears.
Adults ages 25-54 living in major U.S. cities who have an affinity for their city/location
and enjoy gifting/self-purchasing memorabilia items. They are frequent travelers, both
for work and leisure.
Competitors
Who in your field also targets the same audience? Summarize what products they are currently selling
or campaigns they are running that might affect reaching your own objectives.
Local gift shops, tourism agencies selling branded merchandise, major e-commerce
retailers with souvenir sections like Amazon.
Your Offer
What are you trying to promote or sell exactly? What aspects or features of your offer stand out?
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Key Benefit
What is the single most important benefit of your offer for your target audience?
Owning a piece of your city's culture with beautifully-designed, unique souvenirs you
can't find anywhere else. The products make great gifts and keepsakes.
Problem
What important problem of your target audience is your offer solving?
Finding authentic, non-cheesy city/location souvenirs that capture the essence and pride
points of the place. Most souvenirs are generic, mass-produced items.
Proof Points
What information can you share to make your offer credible and trustworthy? Can you share customer quotes, satisfaction
levels, low-price guarantees or test results that lend you external credibility?
Deliverables
What asset or assets do you need specifically? Images, a video, a PowerPoint presentation? Include details about the specific file
format, size or other technical requirements.
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Look and Feel
Add some keywords or personality traits that describe what you want the tone of voice and design to feel like.
Bright, modern, eye-catching visuals blending product glamour shots with energetic city
iconography (skylines, landmarks, etc.). Messaging should be inspirational, prideful, and
convey gifting/self-purchase appeal.
Guidelines
Here you can include specific design features that you want to see included such as specific headlines or product photos or
more general guidelines for the execution such as color palettes or fonts to use.
Other Develop Giphy stickers and Instagram AR filters for branded experiences
Timeline
Projected timeline
Campaign roadmap with creative deliverables due 6 weeks prior to launch. Launch
timing TBD pending product manufacturing schedule.
Important dates/deadlines
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Comments and Approval
Contact Name and Title
Comments
Jane Doe:
"This creative brief effectively captures our vision for the new souvenir line launch
campaign. The target audience, creative guidelines, and timeline are all well-defined. I
just need the influencer costs included in the budget before final approval."
John Smith:
"Looks good from my side. The product offering and sales goals align with our
ecommerce strategy.
Date Signature
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