CS Boilerplate | Creative Brief

JTBD of the campaign

The job-to-be-done for this campaign is to [achieve X outcome] by [solving Y problem] or [addressing Z need].

Insight

The insight behind this campaign is [user's unmet need, frustration, or emotional trigger] that leads them to [behaviour or decision].

Main point

The main point of the campaign is to [deliver a single, clear message that highlights the value or benefit of the product].

Target Audience

Define the consumption audience first and from there narrow down the target audience in the form of a single person. Talk about their pain points, lifestyle, behaviour, motivations, and other factors relevant to the campaign.

Task Map

Define what the target audience currently does and thinks v/s what you want them to think and do after they come across your campaign.