02 Brief Chien Dich

Brief Chien Dich

Thu thap thong tin

Hoi user toi da 4 cau truoc khi bat dau:

1. Chien dich gi? Ra mat san pham / Seasonal (Tet, 8/3) / Brand awareness / Clearance sale / Re-launch?
2. Muc tieu chinh? Tang doanh thu [so tien] / Tang follower [so luong] / Thu lead [so luong] / Brand awareness [reach muc tieu]?
3. Ngan sach va thoi gian? Tong ngan sach, thoi gian chien dich (bao nhieu tuan), ngay bat dau.
4. Da co gi san? Asset thuong hieu (logo, brand guide)? Testimonial/UGC? Data khach hang cu? Landing page?

Khi dùng skill / repo khác

Note: opa-prd ở OPA KIT focus 1-page brief lightweight cho fast handoff sang AI agents (Seedance, Kling, Claude). Skill này (02-brief-chien-dich) focus full campaign với multiple touch points.

Phan 1 — Context (Boi canh)

1.1 Tong quan

1.2 Tinh hinh thi truong

1.3 Bai hoc tu chien dich truoc

Phan 2 — Objectives (Muc tieu)

2.1 Muc tieu SMART

2.2 KPI chi tiet

Phan 3 — Target Audience (Doi tuong muc tieu)

3.1 Chan dung khach hang

3.2 Insight khach hang

Goi skill 09-insight-khach-hang de khai thac sau.

Insight chinh: [phat bieu insight]

3.3 Insight Validation Checklist

Kiem tra xem insight co that su la insight hay chi la observation:

Quy tac: Phai dat it nhat 4/5 tieu chi. Neu khong → do la observation, chua phai insight. Tim lai.

Phan biet:

• Observation: "Phu nu 25–35 quan tam cham soc da" → ai cung biet, khong co gi moi
• Insight: "Ho mua serum khong phai vi da dep hon — ma vi cam giac dang tu thuong minh sau 1 ngay met moi" → cham cam xuc, co the lam creative

Phan 4 — Core Message (Thong diep cot loi)

4.1 Message Framework

4.2 Tone of Voice

Phan 5 — Creative Direction (Dinh huong sang tao)

5.1 Creative Territory

5.2 Key Visual

5.3 Creative brief theo kenh

Phan 6 — Channel System (He thong kenh)

6.1 Kenh su dung

Tham khao references/channel-system.md

6.2 Paid Media Plan

Phan 7 — Timeline & Phases

7.1 Phan bo ngan sach theo phase

7.2 Chi tiet timeline

Phan 8 — Deliverables & RACI

8.1 Danh sach san pham ban giao

8.2 RACI Matrix

Chu thich RACI:

• R (Responsible): Nguoi lam
• A (Accountable): Nguoi chiu trach nhiem cuoi cung, duyet
• C (Consulted): Duoc hoi y kien truoc khi lam
• I (Informed): Duoc thong bao ket qua

Phan 9 — Risks & Mitigation

9.1 Bang rui ro chien dich

9.2 Ke hoach B (Fallback)

Khau chuyen brief → timeline phan cong

Brief xong chua trien khai duoc. Phai chuyen thanh bang task co owner va dependency — day la khau hay bi bo qua nhat va cung la ly do chinh khien chien dich tre.

Timeline khong phai cai lich. No la cong cu quan ly dependency: viec A phai xong thi viec B moi lam duoc. Nhin timeline phat hien duoc nut that TRUOC khi no xay ra, khong doi den deadline moi biet tre.

Nguyen tac lap timeline

1. Bat dau tu ngay launch, lui nguoc lai. Khong tinh xuoi tu hom nay.
2. Moi task co dung 1 owner. Khong ghi "ca team cung lam" — viec khong ai chiu trach nhiem la viec khong ai lam.
3. Chua 1 ngay buffer truoc launch cho viec phat sinh.
4. Task nao co dependency phai ghi ro phu thuoc vao task nao — thieu cot nay, timeline chi la danh sach viec.

Phase 1 — Chuan bi (truoc launch)

Phase 2 — Teasing

Phase 3 — Launch (chi tiet theo gio)

Phase 4 — Sau launch

Checklist truoc launch (D-1)

Content

• Toan bo caption, script, creative da duoc duyet (62-marketing-review)
• Hinh anh dung kich thuoc tung nen tang (50-asset-resize)
• Hashtag va link UTM da dien day du
• Bai da len lich hoac co nguoi truc dang

Performance

• Pixel / tracking da verify xanh — khong chay ads khi chua xanh
• Ads da setup xong, dang o trang thai Paused cho bat
• Ngan sach dung theo plan
• Landing page tai nhanh, form hoat dong dung
• UTM day du tren tat ca link ads

Van hanh

• Co nguoi truc inbox trong ngay launch
• Co kich ban tra loi comment / inbox thuong gap
• Lead lien lac duoc trong suot ngay launch

Escalation — khi nao bao Lead ngay lap tuc

Auto-trigger cac skill lien quan

Khi brief hoan thanh, tu dong de xuat chay:

02-brief-chien-dich (HOAN THANH)
  |
  |-- [Tiep theo 1] 05-copy-quang-cao  → Viet copy ads dua tren core message
  |-- [Tiep theo 2] 04-script-video    → Viet script dua tren creative direction
  |-- [Tiep theo 3] 01-lich-noi-dung   → Len lich dang bai dua tren timeline + kenh
  |-- [Tiep theo 4] 06-brief-ugc-egc   → Brief cho UGC creators dua tren deliverables
  |-- [Tiep theo 5] 41-campaign-asset-list → Chot danh sach asset thiet ke can lam
  |-- [Tiep theo 6] 64-team-brief      → Chuyen brief thanh viec giao cho tung nguoi
  |-- [Trong khi chay] 62-marketing-review → Gate duyet content va ads truoc launch
  |-- [Sau chien dich] 63-campaign-retrospective → Hop rut kinh nghiem D+10

Checklist chat luong

Truoc khi giao brief, kiem tra:

• Du 9 phan (Context, Objectives, Target, Core Message, Creative Direction, Channel, Timeline, Deliverables, Risks)
• Muc tieu SMART — cu the, do duoc, co deadline
• Insight da qua 5 tieu chi validation — khong phai observation
• Core message co 3 tang: tagline + key message + supporting
• Creative direction co Do's va Don'ts ro rang
• Ngan sach phan bo 4 phase cong dung 100% (Teasing 15% + Bung nhe 20% + Bung manh 40% + Duy tri 25%)
• Timeline co milestone review cu the (D+3, D+7, D+14)
• RACI ro rang — moi deliverable co R va A
• Rui ro co it nhat 5 muc, moi muc co severity + trigger canh bao
• Co ke hoach B (fallback) cho it nhat 3 tinh huong
• Benchmark su dung so lieu Vietnam 2025–2026
• Tone of voice nhat quan voi thuong hieu
• Tat ca deadline kha thi — khong bi chen nhau
• Da chuyen brief thanh bang task theo phase, co cot Owner va Phu thuoc vao
• Moi task co dung 1 owner — khong co task ghi "ca team"
• Timeline duoc tinh lui tu ngay launch, co 1 ngay buffer truoc launch
• Cac gate duyet duoc ghi ro (review content, verify tracking, pre-launch check)
• Co checklist D-1 du 3 nhom: Content, Performance, Van hanh
• Co quy tac escalation — nhung tinh huong phai bao Lead ngay