Campaign brief

A campaign's brief says who the campaign is for, what to say, what to show and what to stay away from. Goose follows it for every idea and ad in the campaign. Your AI app can write it for you, or you can fill in this template. See Campaigns.

The templateCopy Anchor Link

Campaign: [a name your team will know it by]
Goal: [Sell more, Launch something new, Get sign-ups, or Keep ads fresh]
Products: [which products, or "let Goose pick"]
Makes: [image ads, videos, or both]

Who it's for: [one or two kinds of people]
What to say: [the one message, in a sentence]
Proof: [claims you've approved, or customer lines marked OK to quote]
What to show: [the product in use, the people, the setting]
Stay away from: [words, claims or looks you don't want]
Offer: [a real offer and its dates, or "none"]

An exampleCopy Anchor Link

Campaign: Holiday gift sets
Goal: Sell more
Products: Gift box, Travel set
Makes: image ads and videos

Who it's for: people buying for a sister or a friend; people who leave gifts late
What to say: a gift that feels thought-through, delivered in time
Proof: free returns until January 31; reviews about the packaging
What to show: the box being opened, hands, warm light
Stay away from: the word "cheap", big discount banners
Offer: none

Use itCopy Anchor Link

1. Open Campaigns and choose Start a campaign in Make. Pick the products, then give it a name, a goal and what it makes.
2. Paste your brief into What do you want? (optional). For a brief longer than 4,000 characters, set up the campaign first, then use Edit the brief on its Plan tab.
3. Choose Copy for your AI app and paste it into your AI app. It writes the ideas from your brief, and they land under To decide on the campaign's Plan tab.
4. Approve the ideas worth making and Drop the rest. Then choose Make ads.

Each save of the brief makes a new version, so you can change it as you learn.

TipsCopy Anchor Link

• Keep it short. A few clear lines beat a long document.
• Only list proof that's in your brand brain. Goose won't use a claim you haven't approved.
• Add up to 12 references with Add a reference on the Plan tab, like ads you like or your best product photos, to show the feel you want.