Campaign Brief — The Digital Wellness Method
Campaign Brief Tool
Step 1 of 6 The Business Goal
Step 1 — The Business Goal

What is this campaign actually for?

Start with the client's business outcome — not the social strategy. We'll get to tactics later. The clearer this is, the stronger the contract.

Short and memorable. This becomes the tab name in the Excel file.
In their words. What do they actually want to happen as a result of this campaign?
This becomes the Definition of Success. Agree on this before launch — it protects you both.
Step 2 — The Audience

Who exactly are we trying to reach?

The more specific the audience, the more targeted the content. Generic audiences produce generic content.

Age, location, interests, lifestyle. Be as specific as possible.
e.g. "They don't know we exist in their area" or "They don't know we treat sports injuries"
Step 3 — Platforms & Scope

What are we committing to?

Scope protects you both. Agree before a single post goes live — this is what you're accountable for delivering.

Instagram
Facebook
LinkedIn
TikTok
Google
Pinterest
Where the campaign will be most active.
Be specific. This is what you're accountable for. Lock this in before launch.
Step 4 — Funnel Map

Where does social fit in — and where does it hand off?

Set this before launch. This is the conversation that prevents "why aren't we getting more bookings" from happening three months from now.

Awareness
People discover you exist
Reach, impressions, views. Making the audience aware something new is happening.
Interest
Curiosity activated
Profile visits, saves, shares, website clicks. Passive viewers becoming curious enough to act.
Intent
Ready to take action
Booking page clicks, contact clicks, UTM link clicks. High-value actions just before conversion.
Conversion
The booking / purchase
Booking confirmed, purchase made. Usually outside social's direct control — the client's system handles this.
Where does your responsibility end and theirs begin? Be explicit.
Step 5 — Campaign Goals

What are we committing to measuring?

3–5 goals max. Each goal needs a metric, a target number, and a plain-English reason why it matters for THIS specific campaign — not social media in general.

Step 6 — Scope Boundaries

What can social do — and what can't it?

This is the most important alignment conversation you'll have with a client. Being explicit about limits before launch prevents 90% of the difficult conversations that happen after it.

Honest and specific. These are your actual deliverables — what you're committing to.
Be explicit. This protects you from being blamed for things outside your control.
Anything that needs to happen before the campaign goes live.
Contract Generated

Campaign Contract

Copy each section below and paste into the corresponding field in your Campaign Contract Excel tab. Section 04 (Actuals) and Section 05 (Debrief) are filled at campaign end.

How to use this in Excel: Open your client's Social Media Report file → find the Campaign Contract tab for this campaign (or copy the template tab and rename it) → paste each section into the matching field. The contract is your agreement — fill it in before the campaign launches, get client sign-off, and review it at debrief.