# Campaign Planner

> Create a comprehensive Meta Ads campaign proposal from brand guidelines and competitor analysis: funnel strategy (TOFU/MOFU/BOFU), landing-page recommendations, ad creatives, video scripts, and budget + testing allocation. Outputs reviewable markdown + HTML. Use when user says "/campaign_planner", "plan campaign", "ad strategy", "Meta Ads plan", "campaign proposal", "build a funnel", "plan de campagne", "stratégie pub", "proposition de campagne", "plan Meta Ads", "construire un funnel", "stratégie d'acquisition". Run /website_brand_analysis or /head_of_marketing first for brand context. For creative asset production after approval, see /creative_director. For competitor ad research, see /ads_analyst.

- Skill: `agentik-os/campaign-planner` (Agent Skill)
- Install (CLI): `npx skillmds@latest add agentik-os/campaign-planner`
- Raw SKILL.md: https://api.skillmd.com/api/skills/agentik-os/campaign-planner/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: agentik-os (https://skillmd.com/u/agentik-os)
- Updated: 2026-09-22
- Page: https://skillmd.com/skills/agentik-os/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

| Input | Source | Required |
|-------|--------|----------|
| Brand guidelines | Brand bible or `/website_brand_analysis` output | ✅ Yes |
| Product ladder | From brand bible (pricing, tiers) | ✅ Yes |
| Competitor analysis | From `/meta_ads_analyser` output | ⭕ Recommended |
| Target audience | From brand bible ICP section | ✅ Yes |
| Existing assets | Landing pages, lead magnets, etc. | ⭕ Optional |

## 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

```markdown
# {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:

| Pattern | How to Apply |
|---------|--------------|
| Quiz/assessment TOFU | Create a quiz lead magnet if none exists |
| Credibility stacking | Add logos/credentials in first 10s of video |
| Two-tier funnel | Separate cold and warm audiences clearly |
| Native creative | Include at least one "doesn't look like an ad" image |
| Identity-driven copy | Use "you're the kind of person who..." language |
| Price anchoring | Compare low-ticket to high-ticket alternative |

## 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