MAXIM CREATOR - BRAND ACADEMY
Step 1: Create Your Campaign Brief
Congrats - we are excited for you! You are about to create your campaign brief. That means, that you are about to start reaching out to creators.
In our experience, the campaign brief is one of the most important things to prepare, if you want to successfully work with creators.
Our team and experts have years of experience in working with creators all across the globe. We have executed campaigns with models, actors and actresses, bloggers, YouTubers, Tik Tokers, Instagramers, megastars, and micro-influencers. And do you know what? Independent with whom you work together on a campaign, everyone needs answers to the following questions:
Who is the company that is reaching out to me?
What is their story and why is that relevant for me and my audience?
What are the goals of the campaign they want me to work on?
What shall I do for them?
What is the timeline?
Many marketers who start working with creators do not know how much and what guidance they need to give a creator. They think: "They are the creative ones - they need to know what they have to do for me".
That is correct - and wrong at the same time.
One of the key things, that we have learned over the last years working with creators is, that the best campaigns are those, that are very well thought through.
The more you prepare upfront, the quicker you can communicate with the creators. Once you reach out to them, they will ask you: What do you want me to do for you?
Guess what - if you answer: "Well, that is actually what I wanted to know from you" - does not lead to a collaboration with this creator.
But if you are able to send them in the email a well-written document, that outlines
Who you are
Why you want to run a campaign
What the campaign is all about
How you want to include an influencer in the campaign
What is the timeline
changes the dynamics. The creators will feel immediately that you are well prepared, serious, and highly professional and therefore much more open to considering your offer.
That's why we'll teach you in this first step
How to create a campaign brief
How to use our proven campaign brief template
What to do with the campaign brief
Let's get started.
Our team has developed two types of campaign brief templates. Both templates ask for the same information. One template uses a table format, while the other template is written text.
Both have been used in multiple campaigns and we have not noticed any big differences in terms of acceptance or conversion of creators accepting an offer.
Internally, we might use the table format to start and gather all the information. Afterward, we build the longer brief with pictures more text etc. Below you can download both templates. We have added as well examples, so that you can see how that can be filled out.
Let's have a look at the table format first, as it contains all the information you need: