Huda Beauty Lip Strobes Creative Brief My assignment is to create a creative brief for Huda Beauty’s lip strobes, https://www.shophudabeauty.com/us/en_US/lip-strobes. Just fill in the questions in the template in details.
Client’s name
Proposed Tagline /Slogan Name of your Advertising Agency
[Class, Semester]
Table of Contents
Clients’ Information 1
Proposed Tagline /Slogan 1
Client / Client contact information: 1
Project name and description: 1
Prepared by: 1
Proposed Time Line: 1
Proposed Budget 1
Background / Overview: 2
What’s the big picture? 2
What’s going on in the market? 2
Anything happening on the client side that the creative team should know about? 2
Any opportunities or problems in the market? 2
Objective: 3
Effect the ad on consumers. 3
Proposed an action to reach customers 3
What ad should make the audience think, feel, or do. 3
Target audience: Whom are we talking to? 4
Campaign Focus: what’s the most important thing to say or show? 5
Reasons why: what are the most compelling reasons to believe, to try, to buy? 6
Timeline / Schedule: 7
A client services check list 8
Client’s name
Proposed Tagline /Slogan
Client / Client contact information:
Name, phone number and email address for the person or the team on the client side.
Project name and description:
Example: “O Earth: New brand / new product pitch for P&G.”
Prepared by:
Name, phone number and email address for the person or team members who are responsible for the brief.
Proposed Time Line:
When your ad will be on air
Proposed Budget
Background / Overview:
What’s the big picture?
What’s going on in the market?
Anything happening on the client side that the creative team should know about?
Any opportunities or problems in the market?
In this paragraph, you will introduce the project to the creative team. You’ll go over this again in the briefing session, but write it down as well.
Example: P&G, is launching a new line of household cleaning products under the brand name, “O Earth”. The marketing problem is the rapid rise of brands like Method that are capturing a younger market. Our business goal, therefore, is to create a product line that will appeal to this generation of new consumers.
Objective:
What is the goal of the ad or campaign?
Effect the ad on consumers.
Proposed an action to reach customers
What ad should make the audience think, feel, or do.
Example: The primary objective is to persuade the audience to buy and use O Earth laundry detergent, as well as to create and characterize this new brand.
Target audience: Whom are we talking to?
The more precise and detailed the better. Go beyond age, location and sex to describe demographics and perhaps even psychographics.
How the audience currently thinks, in relation to the product category
How the audience currently see the competitors, as well as to the client’s brand, products or services.
Example: We are looking primarily at urban women, 18 – 34, with household incomes over 50K per year. But the most important fact about this audience is that it is evolving, with race and ethnicity reflecting the increasing diversity of the US population. The magic word is “multicultural.” We are not talking to white suburban housewives.
Campaign Focus: what’s the most important thing to say or show?
Here you want to identify the single most persuasive statement or compelling visual, you can present to achieve the objective. Keep it simple. Avoid generalities.
Example: O Earth liquid laundry detergent uses a new, plant-based chemistry that aggressively targets and removes dirt, stains, and grease – with zero harm to the environment.
Reasons why: what are the most compelling reasons to believe, to try, to buy?
The rational and emotional reasons for consumers to believe what you say, to try the product, to buy the service.
Include all major copy points and visual evidence listed in order of relative importance to the consumer.
Huda Beauty Lip Strobes Creative Brief Example
1) Dirt killer. New, scientifically advanced formula, aggressively targets and removes a wide variety of dirt, stains, and grease.
2) Earth lover. New plant-based chemistry breaks down completely and naturally in the environment leaving no harmful chemicals.
3) Dollar deal. Get a full size container of new O Earth liquid laundry detergent for $1. This limited time, introductory offer will be via coupon affixed to the package.
4) Money saver. Save hundreds of dollars long-term with convenient, bulk refill companion products.
5) Waste eliminator. Exclusive “Select & Pull” dispenser trigger delivers the perfect amount of liquid for the load size.
Timeline / Schedule:
What do we need from the creative team, and when do we need it?
Here you can provide details on media, sizes, client presentation requirements even production specs – all depending on the project.
Example: Our goal is the client presentation, scheduled in 10 weeks. At that presentation we want to show two or three full campaigns to the client. The first step is to create concept boards for 4 to 6 campaign ideas for internal review.
Each concept board must include 1) the brand idea, and 2) the promotional offer. Additionally, you must show how the creative concept can work on Facebook, TV / video, print (newspaper, magazines, direct mail) and a selection of 4 to 6 online ads with landing pages.
Date: mm/dd – Initial creative review. 6 to 8 concept boards, from which we will select 3 or 4 for refinement.
Date: mm/dd – Review revised concepts expressed in 1) TV / story boards, 2) print, 3) Facebook and 4) online ads. Review with full team: client services, strategic planning and senior management. Select creative approaches.
Date: mm/dd – Formal internal creative presentation with concepts shown in all major media. Digital or boards. Tweak as necessary.
Date: mm/dd – Begin formal rehearsals for client creative presentation. Creative should be in final presentation format, full size, digital and boards or handouts.
Date: mm/dd – Client presentation.
A client services check list
[ ] Do we have sufficient reference sources: previous ads, brochures, competitor ads, videos or websites?
[ ] Do we have contact info / links to people, research or resources that can help the creative team?
[ ] Do we need a supplement to the brief with information on media production requirement or perhaps a content outline for a website or brochure or video.
[ ] Is it clear from the client what must be in the communication, and what might be in the communication? What are the client requirements versus client preferences?
[ ] Do we represent the client’s issues, concerns, wishes?
Credits and Acknowledgements
Dr. Asim has consulted adcracker.com to prepare this document. Further information about this website can be achieved by visiting http://www.adcracker.com/brief/Sample_Creative_Brief.htm
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