Free campaign brief template

A campaign brief is the agreement a team makes before any work begins. It captures the objective, the audience, the key message, the channels, the budget split, the KPIs, and the timeline. Get it right and everything downstream is faster; get it vague and every review turns into a debate about what the campaign was even for.

Use these headings as your template: objective (one sentence on the outcome), audience (who, and what they care about), key message (the single thing they should remember), channels (where it runs), budget split (roughly, by channel), KPIs (how success is measured), and timeline (the key dates). Keep each short and specific.

A clear brief is the quiet engine behind fast approvals. When reviewers can check the work against agreed objectives, the conversation is about whether the work meets the brief, not about reopening the strategy. That is the difference between a one-pass approval and a fourth round.

Cohiva Campaign can draft a brief from a short description, grounded in your own campaign history rather than generic filler, and then carry it into the same workspace where the work is planned, proofed, approved, and gated for go-live. The grounded AI never receives raw PII or content; it works from aggregated metrics.

Keeping the brief in the same workspace as the work pays off later in the campaign. When a reviewer questions a piece of creative, the agreed objective and key message are one click away rather than buried in a separate document, so the review stays anchored to what the team set out to do. After launch, the same record sits next to the performance the campaign produced, which makes the next brief sharper because the team can see how the last objective translated into results rather than relying on memory.

Start a free trial of Cohiva Campaign to put a non-bypassable go-live gate behind every launch.