Wayland Campaign Brief

Campaign Brief

Estimated time: 25-35 minutes

This workflow produces a campaign brief specific enough for creative to execute without re-asking, plus an asset list with specs and a per-asset creative spec. It is interactive: the user reviews and can refine the brief and the creative spec before shipping.

Steps

Step 1: Kickoff and Gather Inputs (uses: market-launch)

Ask the user for the campaign basics: what they are trying to achieve (goal plus KPI), the offer, the audience, and the timeline. Push for specifics; a vague goal produces a vague brief. Do not proceed until the inputs are concrete.

• Input: user-supplied goal and KPI, offer, audience, timeline
• Output: structured campaign inputs
• Key focus: get a measurable goal and a real offer, not platitudes

Step 2: Infer the Campaign Angle (uses: market-copy)

From the inputs, infer the single specific angle (the one frame that makes this campaign different from a generic awareness push). State the inferred angle plus your reasoning. This angle drives the rest of the brief.

• Input: campaign inputs from Step 1
• Output: campaign angle with reasoning
• Key focus: one sharp, differentiated frame, not a list of generic benefits

Step 3: Build the Brief (uses: market-launch)

Build the campaign brief using the inputs and the inferred angle: goal, audience, angle, channels, KPIs, and timeline. Make it execution-ready. Show the brief to the user.

• Input: campaign inputs, campaign angle
• Output: campaign brief (goal, audience, angle, channels, KPIs)
• Key focus: specific enough that creative does not need to re-ask

Step 4: Review the Brief (uses: market-launch)

Present the brief and ask whether to refine it or proceed to the asset list. If the user wants changes, re-run the brief build with their feedback (at most three refinement passes) before continuing.

• Input: campaign brief; optional refinement feedback
• Output: confirmed or refined brief, decision to proceed
• Key focus: lock the brief before deriving assets from it

Step 5: Build the Asset List with Specs (uses: market-launch)

From the confirmed brief, produce the asset list with specs: every asset the campaign needs, with format, dimensions or length, placement, and purpose. Show the list to the user.

• Input: confirmed campaign brief
• Output: asset list with per-asset specs
• Key focus: complete coverage of every channel in the brief

Step 6: Build the Creative Spec (uses: market-copy)

For each asset, write the creative spec: the message, the hook, the proof, the call to action, and any voice or visual direction. The spec should be enough for creative to execute the asset directly. Show it to the user.

• Input: confirmed brief, asset list
• Output: per-asset creative spec
• Key focus: each asset spec is independently executable

Step 7: Final Review and Ship (uses: market-copy)

Present the creative spec. Ask the user to ship the brief or refine the creative spec. If refining, re-run with their feedback (at most two passes), then assemble the final Campaign Brief document with sections for inputs, angle, brief, asset list, and creative spec.

• Input: per-asset creative spec; optional refinement feedback
• Output: final Campaign Brief document
• Key focus: hand creative a self-contained, execution-ready package