Give your operator or assistant the information needed to prepare a relevant campaign. This brief starts with the buyer’s problem and ends with exact creative versions and review records. It includes a worked example marked as illustrative.
Download the creative brief ↓Describe the offer and the buyer
Fill in the product or service, the customer situation, the problem, the reason to buy, and the destination. Add constraints such as geography, eligibility, or features that must not be claimed.
List the evidence supporting each important claim. An actual screenshot, documented workflow, or approved case study gives the writer something concrete to use.
Make each variant a hypothesis
Write two distinct reasons to act, rather than many synonyms for the same headline. Keep the offer and destination consistent when the purpose is to compare the message.
The template records headline, description, image, final URL, context group, and version. Preview the full combination and review current platform limits before submission.
Retain the approval with the version
Record who approved the claims, budget, destination, and final creative. If a material field changes later, update the version and review it again.
After the test, add a link to the report and the lesson for the next draft. A reusable brief should accumulate product knowledge without turning a small result into an unsupported general claim.