Decoding Campaign Briefs 101
Influencer findings combined with Skeepers’ tips to help you decode and master campaign briefs. Read until the end and we have a gift for you as Skeepers creators!
What’s a Campaign Brief?
Ever get a brief so confusing it made your head spin? We asked some NYC Skeepers influencers – to which they all raised their hands in agreement, YES!
A campaign brief is your creative roadmap. It lays out the goals, aesthetics, and expectations so you’re perfectly aligned with the brand’s vision. But let’s face it: it can feel overwhelming. So, we hosted a workshop with local Skeepers influencers to talk best practices.
Below, you’ll find 3 campaign briefs we reviewed together with the influencers with learnings on how to breakdown a brief. Use these insights to sharpen your own brief decoding skills and take your content to the next level!
Campaign Brief A:
We LOVE a visual brief!
What Influencers Noticed:
- Visuals of the brief were an indication of the campaign theme. For example, soft girl aesthetics.
- Frequent references to ‘winter essentials’ highlighted the campaign’s seasonal focus and guided content direction.
- The concise do’s and don’ts list maps out clear expectations for creators.
- Product-focused keywords like ‘hydration’ and ‘high shine’ guide creators to highlight core benefits.
- Outlining preferred content style such as ‘Testimonial’, the brief guided creators to the brand’s vision with minimal guesswork.
Key Takeaways for Influencers:
Embrace the Aesthetic:
Create content that reflects the vibe of the brief, the content examples given, and aligns your creative process with their vision and tone right from the start.
Mention Keywords:
If the brief highlights a word or phrase frequently, take that as a clue to incorporate it in your content. Whether that’s your dialogue, your cover title or caption, integrate your content with the keyword.
Keep it On-Point:
Stay on top of the brief’s do’s and don’ts. Review them before planning your content, then check them again before posting to ensure you meet all expectations.
Campaign Brief B:
Finding Clarity in Complex Campaigns
What Influencers Noticed:
- The brief highlighted the new color as a ‘kitchen staple,’ guiding creators to emphasize everyday utility features.
- Varied guidance on content style (yes/no to before/after shots) indicated brand mixed preferences.
- A robust list of content ideas provided an imposing amount of creative direction.
- Excessive text and no visual aids made it tough to grasp key points.
- Unclear deliverables and expectations created confusion.
Key Takeaways for Influencers:
Seek Clarification:
When instructions are unclear, don’t be afraid to ask questions. Reach out to the brand *on Skeepers only* for more info about deliverables or creative direction
Identify a Core Message:
Some briefs can be text heavy , making it hard to plan your content. Focus on the core message,what unique feature or key point does the brand want viewers to remember (e.g., product is a new color.)
Balancing Creative Freedom:
Certain briefs include detailed scripts or content ideas that can feel restrictive. Use these as a starting point to create content that’s authentic to your style while staying aligned with the campaign theme.
Campaign Brief C:
Product Insights, Your Vision
What Influencers Noticed:
- Key benefits and product ingredients highlighted the brand’s core value.
- The brief mentioned ‘winter skincare’ and ‘selfcare’ guiding creators to a very general content theme.
- Included detailed product information but lacked visual examples.
- Minimal creative guidance left too much open to interpretation.
Key Takeaways for Influencers:
Focus on Key Benefits:
If a brand mentions details about the products, especially key benefits, features, or ingredients – it’s because they want you to talk about them! Identify points that resonate with you the most and naturally integrate them into your content.
Study to Align with Brand Theme:
Sometimes brands leave almost all the creative decisions up to you and only provide a general campaign theme with no additional content examples.
Avoid getting overwhelmed and take the opportunity to research the brand’s aesthetic online and on social media. See the type of content they repost or create themselves for visual inspo.
Brainstorm Content Ideas:
When a specific content style isn’t required by the brand, brainstorm a list of content ideas to help you get started. Choose one high-quality idea that aligns with yours and the brand’s aesthetic. Some content styles for beauty products can include:
- GRWM (get ready with me)
- Before/after
- Testimonial
- Inspirational lifestyle with voiceover
As influencers, it’s up to you to be able to analyze a brief and turn that assessment into action so you create content that meets yours and the brand’s expectations.
Now You Can Decode Campaign Briefs
Understanding campaign briefs is essential for turning brand partnerships into successful, engaging content that aligns with your unique voice. No matter what kind of brief it is, you are now fully armed to deconstruct it. Remember, the brand chose you for your individuality and talent—lean into that while staying true to the brief’s goals. By applying these insights and strategies, you’ll not only meet brand expectations but also create content that resonates with your audience and elevates your influence.
