02 Campaign Brief Global

What the source does

• FilesystemNone observedNo reads or writes in the source
• NetworkNone observedNo outbound calls in the source
• ShellNone observedNo commands run in the source
• DependenciesPinnedNothing floats
• SecretsNone foundNo keys in source

Five audit layers

Gates applied: no behavioural pass.

Audit 0.4.1 · source sha d435c7de76d1 · 14 Oct 2026Report an issue or request a re-scan

• Publisherminhnv0807 GitHub userOwner of the repository this skill is read from
• Source folderminhnv0807/ai-business-skills/skills/en/02-campaign-brief-globalThe exact folder we audited
• LicenceMITAs the repository states it
• Commit pinned for this verdictd435c7de76d1A new audit runs when the source changes
• Repository statusNot archivedLast push 32 days ago
• Sandboxed runNot runSkills are read, not executed; layer L4 is skipped

Its description: Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks.…

---
name: 02-campaign-brief-global
description: "Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`."
metadata:
  version: 1.0.1
  category: strategy
license: MIT
triggers:
  - "campaign brief"
  - "creative brief"
  - "launch brief"
  - "product launch brief"
  - "global campaign"
related:
  - product-marketing-context-global
  - 00-marketing-plan-global
  - 01-content-calendar-global
  - 04-script-video-global
  - 09-customer-insight-global
---

# Global Campaign Brief

> 9-section creative brief: Context, Objectives, Target, Core Message, Creative Direction, Channel System, Timeline, Deliverables, Risks. Auto-triggers downstream skills (script, calendar, ad copy, UGC brief).

---

## Step 0 — Read context file

Before writing the brief, read `.agents/product-marketing-context-global.md` to load:

- Product, USP, pricing
- Target region and currency
- Brand voice & visual identity
- Existing campaigns and lessons learned

If the file is missing, ask the user to run `product-marketing-context-global` first.

---

## Information gathering

Ask the user up to 4 questions before starting:

1. **Campaign type?** Product launch / seasonal / brand awareness / clearance sale / re-launch?
2. **Primary goal?** Revenue [amount] / followers [count] / leads [count] / brand awareness [reach target]?
3. **Budget and timeframe?** Total budget, campaign duration (in weeks), start date.
4. **Existing assets?** Brand assets (logo, brand guide)? Testimonials / UGC? Existing customer database? Landing page?

---

## Section 1 — Context

### 1.1 Overview

| Item | Detail |
|------|--------|
| Campaign name | [name] |
| Type | Launch / Seasonal / Awareness / Sales / Re-launch |
| Brand | [brand name] |
| Product / service | [short description] |
| Reason for running | [why now? what is the trigger?] |

### 1.2 Market situation

| Factor | Description |
|--------|-------------|
| Industry trend | [current trend] |
| Customer behaviour this season | [what shifted?] |
| What competitors are doing | [notable competitor activity] |
| Opportunity to capture | [market gap] |

### 1.3 Lessons from previous campaigns

| Previous campaign | Result | Lesson |
|-------------------|--------|--------|
| [name] | [KPI hit / missed] | [what worked / didn't] |

---

## Section 2 — Objectives

### 2.1 SMART goals

| Type | Goal | Measured by | Deadline |
|------|------|-------------|----------|
| Business | [e.g., $50K revenue in 4 weeks] | Revenue, GMV | [date] |
| Marketing | [e.g., 5,000 messages, CPMess <$5] | Message count, CPMess, ROAS | [date] |
| Brand | [e.g., reach 2M, +3K followers] | Reach, follower, mentions | [date] |

### 2.2 Detailed KPIs

| KPI | Target | Industry benchmark | Gap |
|-----|--------|--------------------|-----|
| CPMess | [amount] | [region benchmark — see foundation skill] | |
| ROAS | [Nx] | >3x | |
| CPL | [amount] | [benchmark] | |
| Reach | [count] | | |
| Engagement rate | [%] | | |
| Orders | [count] | | |

> Region note: Benchmarks vary by market. CPMess in the US is typically 3–5x higher than SEA. See `product-marketing-context-global` for region-specific benchmark tables.

---

## Section 3 — Target audience

### 3.1 Customer profile

| Attribute | Primary | Secondary |
|-----------|---------|-----------|
| Age range | [range] | [range] |
| Gender | [male / female / all] | |
| Region | [country / region] | |
| Income | [bracket] | |
| Occupation | [role] | |
| Primary pain | [biggest problem] | |
| Desire | [what they want] | |
| Barrier | [why they have not bought] | |
| Channels used | [TikTok / Meta / LinkedIn / etc.] | |
| Influencers | [who / what they trust] | |

### 3.2 Customer insight

> Call skill `09-customer-insight-global` to mine deeper insight.

**Core insight:** [insight statement]

### 3.3 Insight validation checklist

Verify the insight is actually an insight and not just an observation:

| Criterion | Pass | Fail |
|-----------|------|------|
| **Specific** — Specific to this audience, not generic? | [ ] | [ ] |
| **Hidden** — Customer would not say it spontaneously? | [ ] | [ ] |
| **Actionable** — Can be turned into messaging / creative? | [ ] | [ ] |
| **Emotional** — Hits emotion, not only logic? | [ ] | [ ] |
| **True** — Backed by data / observation, not assumption? | [ ] | [ ] |

**Rule:** Must pass at least 4 / 5. Otherwise it is an observation, not an insight. Mine again.

**Distinguish:**

- Observation: "Women 25–35 care about skincare" — everyone knows this, nothing new.
- Insight: "They buy serum not to have better skin — they buy a moment of self-care after an exhausting day." — emotional, actionable for creative.

---

## Section 4 — Core message

### 4.1 Message framework

| Layer | Message | Used for |
|-------|---------|----------|
| Tagline | [5–8 words, memorable] | Everywhere — consistent throughout |
| Key message | [1–2 sentences explaining value] | Website, landing page, lead ads |
| Supporting message #1 | [proof / feature] | Education content |
| Supporting message #2 | [proof / feature] | Persuasion content |
| Supporting message #3 | [proof / feature] | Conversion content |

### 4.2 Tone of voice

| Attribute | Is | Is not |
|-----------|----|----|
| Voice | [e.g., friendly, expert] | [e.g., formal, distant] |
| Language | [e.g., simple, conversational] | [e.

Excerpt, first 6,000 characters of SKILL.md, verbatim from the audited commit. It is text from someone else’s repository, quoted so you can judge it before your agent reads it.

git clone https://github.com/minhnv0807/ai-business-skills
git -C ai-business-skills checkout d435c7de76d1

Works in

1. 2026-10-14
   ✓SAFE B 89 / 100

   first audit · source d435c7de76d1

Questions about 02 Campaign Brief Global

• github.com/minhnv0807/ai-business-skills/tree/master/skills/en/0 — the audited source at commit d435c7de76d1 and every finding aboveObserved · 14 Oct 2026

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