Tips to nail your campaign brief

by Grace Newman

In this article, you'll learn about the campaign brief and how you can nail it every time. 

Your brief is shared with each influencer you invite to your campaign, so make sure it represents your brand and encourages them to accept your invitation to be involved.  With Scrunch's brief, you can customise your brief to suit different influencers. Read on to find out more. 

Campaign Goals

When you create a new campaign, you can select from a range of Campaign goals. When you select a Campaign goal, Scrunch pre-fills your brief with suggested tasks, campaign dates and dos and don'ts to give you a best practice guide on how to achieve your goal and help you complete your brief faster. 

You can also select to create a blank campaign. 

Campaign Overview

The Campaign Overview section lets influencer understand your brand, your campaign and what you expect of them if they choose to be involved in your campaign.   This is the first part of the brief they will read, so make sure it nails what your brand is all about. 

Key Information

This section should be a high-level overview of the campaign and should include information about your brand, product or service and the campaign you want to launch in collaboration with the influencer. For example, is it a campaign about a particular product or service, or the brand in general?  Is it a social media campaign, an event or something else?  

Content and Style Ideas

It is a good idea to set some brief guidelines around the content theme and style you are after to ensure the content delivered by influencers aligns with your brand. Think about how you want the content to look and feel. Are you wanting the content to be family friendly, inspiring and creative, or fashion forward and classy. Or perhaps you're looking for dreamy and adventurous, or a particular style of photo, such as a close-up of the product, the product in use or a flat lay. 

 Influencer marketing connects brands with expert content creators who have a captive audience that loves what they produce, so it's important not to  limit the influencer and their creative freedom. 

Moodboard images

Influencers are visual! We suggested including examples of the type of content you would like to create, to give influencers an idea of the style you are after. This is just a guide, so you can include visual reference points from anywhere. Think about including images you like on your social feeds, from Pinterest or anywhere else you can find inspiration for your campaign. 

Need a little more guidance? Here's an example overview section: 

Products

Are you including a product, service, ticket or voucher as part of your campaign? If so, you can select to include information about this in the products section.

You can select to loan or gift the product, service, ticket or voucher to the influencer. Please note, you cannot include a percentage off voucher, only a voucher for a total amount (e.g. $200 voucher not 20% off). 

We suggest gifting the product as it reduces logistical issues later on, including shipping returns and the cost associated with re-packing products. 

Do you have multiple products or services you would like to include as part of your campaign?  With Scrunch, you can choose to gift or loan different products to different influencers. 


To do this, simply create all the products you are going to include as part of your campaign. Then select which product to send a particular influencer when you are inviting them to your campaign. You can find this in the Shortlist section of your campaign.


Scrunch also helps you keep track of which product  you have sent to each influencer, you can find this in the Quotes section of your campaign:

Take a look at SportsySportswears example Products section:


Tasks

In the Tasks section, you can create sets of tasks you would like influencers to complete as part of your campaign. If you selected a campaign goal, Scrunch will pre-fill this section with suggested tasks and campaign dates sections to help you reach your goal.

If you want to change or edit these tasks, you can remove or edit them. To change the social platform, you will need to delete the task. 

You can also create multiple sets of tasks, and choose which tasks to send to each influencer when you invite them to your campaign.  

Scrunch also helps you keep track of which tasks you have sent to each influencer:


Influencer Payments

In the tasks section, you can specify if you would like for influencers to provide a quote for the tasks or make a payment offer to the influencers. 

Campaign Dates

You can use the Campaign dates section to outline each of the important dates in your campaign. You can include a date, or a date and time. Examples of important campaign dates could include your campaign launch date, social posts due dates and times, campaign end dates, content approval dates etc.  If you selected a campaign goal, we will pre-fill your campaign with example due dates based on your tasks. 

Dos and dont's 

In your do's and don'ts section, be sure to include everything that will help the influencer create the best content for your brand and uphold the brand message. 

To help you create your brief faster, Scrunch pre-fills your dos and don'ts section with best practice Dos and Don'ts to help your campaign run smoother. You can delete or edit the pre-filled do's and don'ts or add new dos and don'ts. 

Some examples of things you might want to include on the "do" list are positioning of the logo, keeping the piece of content live online for a pre-determined period of time and limiting work with a competitor for a specific term. 

When it comes to "things to avoid" this could include things like a misspelling of names or locations, cultural insensitivity, how the product is captured or the inclusion of alcohol or drugs in the content. 

What's next?

Once you've finished your brief, check to make sure you've completed all the required fields. You'll know you've completed all the required fields when you Brief status changes to "Ready" and each section of the brief has a green dot next to it. 


Inviting Influencers to your campaign

When you've finished your brief, you are ready to start inviting influencers to your campaign. To invite an influencer to your campaign, use the Discover section to search for influencers, and shortlist the ones you'd like to work with. Then head to your shortlist and hit the INVITE button. Remember to select which products and task sets you'd like each influencer to receive.  

Still have questions about your brief? You can book in a time to chat with us here.


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