GRW-01 · SEC. 10 Marketing & Growth

Turn a Rough Campaign Idea Into a Creative Brief

Expand a one-line campaign idea into a full brief an agent or agency can execute against.

FORMAT: workflow
DIFFICULTY: intermediate
TIME: 20 min
TOOLS: claude-code · universal
MODELS: any
COPIES: 0 so far

When to use this

You have a campaign idea in your head ("do something around back-to-school" or "push our new pricing tier") but nothing written down, and a creative team or AI agent needs an actual brief before they can start producing assets.

The pattern

Pastes as plain text

Step 1: Dump the raw idea.
Below the line at the end of this block, paste everything you know, unfiltered, even if it's messy: the idea itself, why now, any constraints, budget or timeline if known.

Step 2: Draft the brief.
Turn my raw idea into a creative brief with these exact sections:
- Objective: one sentence, one measurable outcome, not a vibe.
- Audience: who specifically this is for. If the idea doesn't specify, ask me before guessing.
- Key message: the single sentence a viewer should remember. Not a list of features.
- Channels: where this runs, ranked by priority, with a one-line reason for each.
- Success metric: the one number that tells us if this worked, plus the target value.
- Out of scope: what this campaign explicitly does not try to do.

Keep every section under 4 sentences. Flag any section where you had to guess instead of using something I told you by starting a line with "ASSUMPTION:" and stating what you assumed.

Step 3: Review the ASSUMPTION flags.
Read the brief back. For every ASSUMPTION line, either confirm it or correct it, then ask the agent to regenerate just that section.

Step 4: Hand off.
Once no ASSUMPTION lines remain, the brief is ready to hand to a creative team or a content-generation agent as-is.

Paste your raw idea and context below this line:

Real example output

- Objective: Drive 500 trial signups from the new self-serve pricing tier within 30 days of launch.
- Audience: Existing free-tier users who've hit the usage cap at least twice in the last 30 days. ASSUMPTION: inferred from "push our new pricing tier," confirm this is the target segment.
- Key message: You've already outgrown free. Upgrading takes two minutes.
- Channels: 1) In-app upgrade prompt (highest intent, already-engaged users), 2) Email to capped users (direct, low cost), 3) X thread (awareness, lower priority for this objective).
- Success metric: 500 trial signups attributed to this campaign by day 30.
- Out of scope: New-user acquisition, brand awareness, paid ads.

Why it works

Splitting the workflow into draft-then-review with explicit ASSUMPTION flags stops the agent from silently inventing an audience or metric. You only spend review time on the parts it actually guessed at, not the whole document.