A creative brief is a document that defines the scope and goals of a project. In our world of user-generated content, this means defining the specific content you want for your project or campaign. Each project will be different, of course, but the creative brief outline and structure should always remain the same. Here are some tips from our team on ways to make your creative brief and effective and efficient.
1. Define your creative. What is the overall concept of the campaign? What type of content are you looking for? Videos or stills, audio or text. Also, what the content will be comprised of is very important to define.
2. Always allow room for creative expansion. You may see content that can spark another creative idea within the confines of the original concept. Therefore, it’s important to be flexible to pivot slightly when and if desired.
3. Keep it brief. As it is called a brief, this means the creative parameters should be clear and concise.
4. Be realistic with your timelines. Although we have the fastest team on the planet, if you work Locomotive into the plan early, it will be much more cost-effective and your deadlines will be met within budget, and on time.
5. Ask lots of questions. If you have an idea for a creative campaign, but aren’t sure where to go with it, don’t be afraid to reach out with questions. Here at Locomotive we can evaluate your brief at no cost, and relay components that are realistic or not. We will also let you know if we see any red flags before you sign on to do any work. We never sell through anything that we don’t believe is deliverable. Just ask our partners on over 400 projects!
These are our tips for building a creative brief that will reap the best results. Writing a good brief is a valuable skill in our industry and will get better the more you do it. If you haven’t worked with us on any found content campaigns, don’t hesitate to reach out with any questions about the process. We do our best at Locomotive to streamline it for our agency partners and provide solutions to support them with their creative process.
