# Campaign Brief Template

## Campaign

- Name:
- Owner:
- Launch date:
- Budget:
- Primary conversion:

## Audience and insight

- Who is this for?
- What problem is urgent?
- What have they tried?
- What proof will make the claim believable?

## Offer and creative

- Offer:
- Core promise:
- Three angles:
  1.
  2.
  3.
- Formats:
- Landing page:

## Measurement

- UTM campaign:
- Primary KPI:
- Secondary KPI:
- Minimum acceptable result:
- Decision after the test: