Campaign Planner

Campaign Planner

Generate a comprehensive Meta Ads campaign proposal for any brand, based on their products, positioning, and competitor learnings.

Dynamic Workflow orchestration

This skill assembles a proposal from several distinct analytical units that are stronger verified independently than written linearly. Treat it as a fan-out, not a single pass.

1. Plan — From the brand bible + competitor analysis, enumerate the units to build: funnel-strategy, landing-pages, ad-creatives, budget+testing. Set a rubric per unit (e.g. funnel = every product-ladder tier mapped to a stage; budget = sums to 100%).
2. Parallel fan-out — Build the four units concurrently (file-disjoint, R-SCOPE). Each unit draws only on the supplied brand/competitor evidence, not invented facts.
3. Adversarial verify (2-of-3) — Pass each unit through 3 lenses; accept only on 2-of-3: (a) Strategist — does the funnel logic hold; do TOFU/MOFU/BOFU intents match the offers? (b) Performance buyer — is the budget split + testing cadence realistic; CAC/ROAS sane? (c) Brand/voice — do creatives + scripts match the brand bible voice and the offer ladder? A unit that fails 2 lenses is rebuilt, not patched over.
4. Loop-until-dry — If the offer ladder or competitor set is open-ended, keep generating creative concepts per stage until no new differentiated angle survives the verify lenses (avoid duplicate hooks). Bounded sets (fixed budget, fixed ladder) run a single pass.
5. Synthesize — Merge the verified units into ONE coherent proposal (md + html). Synthesis is your own job: reconcile cross-unit conflicts (e.g. a creative that promises an offer the budget doesn't fund), never paste unit drafts side by side.

Single-voice exception: the video scripts and ad copy inside a creative unit are written in one continuous brand voice — do NOT split a single script across lenses or sub-writers. Fan-out is for the strategy/units; each individual script stays one voice.

Output contract & verification

Produces (exactly):

• {brand}-campaign-proposal.md and {brand}-campaign-proposal.html
• Both contain: executive summary, funnel strategy + diagram, landing-page recommendations, 6-10 ad-creative cards (full scripts, no placeholders), budget allocation, testing plan, approval checklist.

VERIFY before declaring done (grade against the rubric, not vibes):

• Both files exist and open; HTML renders without broken template blocks.
• Budget percentages across TOFU/MOFU/BOFU sum to 100%.
• Every product-ladder tier maps to at least one funnel stage + one creative.
• Every video script has real dialogue (zero [placeholder] / TODO / Lorem).
• Every claim, stat, or competitor pattern traces to the brand bible or competitor analysis input — no invented numbers, testimonials, logos, or results (R-CITE). If a number is illustrative, label it "estimate" with its assumption.

Guardrail — evidence, not hallucination: This is a proposal, not a fabricated case study. Use only facts present in the supplied inputs. Missing input (no competitor analysis, no ICP) → state the gap and proceed with the best-available default; never fill it with fiction.

Prerequisites

Before running this skill, you should have:

1. Brand Bible — Run /website_brand_analysis first, or have existing brand guidelines
2. Competitor Analysis (optional but recommended) — Run /meta_ads_analyser on 1-2 competitors to identify winning patterns

Inputs

Workflow

Phase 1: Gather Context

1. Load brand bible — Products, pricing, voice, visual style
2. Load competitor analysis (if available) — Winning patterns, funnel structures
3. Identify product ladder — Free → Low-ticket → High-ticket → Enterprise
4. Note existing assets — What landing pages/lead magnets already exist?

Phase 2: Design Funnel Strategy

Map the customer journey:

TOFU (Cold Traffic)
├── Lead magnets (quiz, free course, valuable content)
├── Goal: Email capture, pixel building
└── Budget: 50-60%

MOFU (Warm Traffic — Retargeting)
├── Low-to-mid ticket offers
├── Goal: First purchase, course sales
└── Budget: 30-40%

BOFU (Hot Traffic — High Intent)
├── High-ticket / enterprise offers
├── Goal: Sales calls, team deals
└── Budget: 10-15%

Phase 3: Define Landing Pages

For each funnel stage, recommend landing pages:

TOFU Landing Pages:

• Quiz/assessment pages (high conversion, low friction)
• Free course/lead magnet pages
• Tutorial/value content pages

MOFU Landing Pages:

• Paid traffic variants of product pages
• More aggressive than organic pages
• Include: price anchoring, urgency, testimonials

BOFU Landing Pages:

• Existing sales pages
• "Book a call" pages
• Case study pages

Phase 4: Design Ad Creatives

Create 6-10 ad concepts across the funnel:

TOFU Ads (3-4 creatives):

• Video: Hook + problem + free offer CTA (25-35s)
• Image: Native/organic style (doesn't look like ad)
• Carousel: Value bomb / tutorial teaser

MOFU Ads (2-3 creatives):

• Video: Identity + agitation + solution + proof (30-40s)
• Image: Price anchoring, transformation

BOFU Ads (1-2 creatives):

• Video: Case study, results-focused (35-45s)
• Image: Social proof, consultation CTA

Phase 5: Write Video Scripts

For each video ad, write a full script with:

[TIMESTAMP] SECTION NAME
"Dialogue / voiceover text"

Visual notes: What's on screen

Script structure:

1. Hook (0-3s) — Pattern interrupt, curiosity, or identity call-out
2. Problem (3-10s) — Agitate the pain point
3. Solution (10-20s) — Introduce the offer
4. Proof (20-30s) — Testimonials, numbers, credibility
5. CTA (last 5s) — Clear next step

Phase 6: Define Image Ad Concepts

For each image ad, describe:

• Concept — What style/approach
• Text on image — Actual copy
• Visual notes — Design direction
• Landing page — Where it drives

Image styles that work:

• Native/organic (notebook, text post)
• Bold claim + price
• Before/after
• Tutorial preview
• Quote/testimonial

Phase 7: Budget & Testing Plan

Budget allocation:

• TOFU: 50-60%
• MOFU: 30-40%
• BOFU: 10-15%

Testing phases:

1. Weeks 1-2: TOFU testing, find winning lead magnet
2. Weeks 3-4: MOFU activation, first sales
3. Weeks 5-8: Optimization, scaling winners

Phase 8: Generate Outputs

Create two files:

1. Markdown — {brand}-campaign-proposal.md
2. HTML — {brand}-campaign-proposal.html

Both should include:

• Executive summary
• Funnel strategy with diagram
• Landing page recommendations
• Ad creative cards (with scripts/concepts)
• Budget allocation
• Testing plan
• Approval checklist

Save to: ~/clawd/output/

Portability: ~/clawd/output/ is the VPS default. On any other host, save to the project's output dir (or the current working directory) — the path is a convention, not a hard dependency.

Phase 9: Deliver & Get Approval

Send both files to user with summary:

• Number of landing pages proposed
• Number of ad creatives
• Key strategic decisions to approve

Include approval checklist:

1. ✅/❌ Overall funnel strategy
2. ✅/❌ Landing page concepts
3. ✅/❌ Ad creative concepts
4. ✅/❌ Video scripts
5. ✅/❌ Budget allocation

Wait for approval before creating actual assets.

Output Format

Markdown Structure

# {Brand} Meta Ads Campaign Proposal

## Executive Summary
[Overview, approach, asset count]

## Strategic Framework
[Competitor learnings, product ladder, funnel structure]

## Proposed Landing Pages
[For each page: URL, purpose, structure, key elements]

## Proposed Ad Creatives
### TOFU Ads
[Ad cards with scripts/concepts]

### MOFU Ads
[Ad cards with scripts/concepts]

### BOFU Ads
[Ad cards with scripts/concepts]

## Creative Summary
[Table of all ads]

## Budget Allocation
[Percentages and reasoning]

## Testing Plan
[Phased approach]

## Assets to Create
[Checklist]

## Approval Checklist
[Items for client to approve]

HTML Structure

Use template at templates/proposal-template.html:

• Clean white background, doc-like styling
• Funnel diagrams (text-based)
• Script blocks with timestamps
• Image ad mockups (styled divs)
• Badge system for TOFU/MOFU/BOFU
• Approval checklist section

Patterns from Competitor Analysis

When competitor analysis is available, apply these patterns:

Example Funnel Structures

Education/Course Business

FREE: Crash course / Quiz / Tutorials
€200-500: Beginner course
€500-1000: Advanced course
€5k+: Coaching / Team training

SaaS Business

FREE: Trial / Freemium / Lead magnet
€50-200/mo: Individual plan
€200-500/mo: Team plan
€1k+/mo: Enterprise

Agency/Services

FREE: Audit / Assessment / Calculator
€500-2k: Entry service / Workshop
€5-20k: Main service package
€50k+: Retainer / Enterprise

Integration with Other Skills

This skill works best when combined with:

1. /website_brand_analysis — Generate brand bible first
2. /meta_ads_extractor → /meta_ads_analyser — Analyze competitor ads
3. After approval: Create assets (landing pages, video scripts, images)

Tips for Better Proposals

1. Lead with strategy, not tactics — Explain the funnel logic before listing ads
2. Show the math — If possible, estimate CAC, LTV, ROAS
3. Include native creative — At least one ad that doesn't look like an ad
4. Write real scripts — Don't leave placeholders, write actual dialogue
5. Make approval easy — Clear checklist at the end
6. Visual mockups help — Even text-based mockups of image ads