# Campaign brief — Fintech

The campaign brief with four fields a regulated financial product needs: which product this is for, where it may be sold, exactly which claims the campaign intends to make, and the reference of the review that cleared them.

Everything else is the general brief, unchanged. One outcome, one metric, one message, one approver by name, and a definition of done with a date in it.

## How to use it

1. Copy this file, or the CSV version if you would rather work in a sheet.
2. Write the business outcome before anything else, and write it without a marketing metric in it.
3. Read the baseline off your own account over a window you name, then set the target from it.
4. Write one message, not three, and check that a person could repeat it without the ad in front of them.
5. Name the approver by name, and the definition of done with a date in it.
6. Leave Baseline and Target blank until they are read rather than guessed.
7. Close the brief on its end date by writing the result against the baseline, whatever the result is.

## The columns

**Brief name** (Text). What this brief is called and the period it covers, and it should be re-opened rather than amended if a rate, a fee or a term changes inside that period.

**Business outcome** (Text). What the business gets if this works, in the terms the business counts: funded accounts in a market, a product's share of a segment, a cost of acquisition the unit economics support.

**Primary metric** (Text). The one number this brief is judged on, which should be a cost per funded account or per approved application. An application is not revenue and the ratio belongs to underwriting.

**Baseline** (Number). What that number is today for this product, read from your own funded accounts over a named window. Blank until it has been read, because it depends on your approval rate and nobody else's.

**Target** (Number). What the metric has to reach for this to have worked, set after the baseline and after the approval and funding rates that underwriting can actually confirm.

**Audience** (Text). Who this is for, inside the market the product is authorised in, described so somebody could build it. A brief covering two markets with different wording is two briefs.

**Offer** (Text). What is actually being offered: the fee position, the rate, the eligibility, the speed. In this category the offer is usually a term of the product rather than a promotion.

**Message** (Text). The one thing the reader has to believe, expressed only in wording that review has cleared. A smoother version of the cleared sentence is a different claim.

**Proof** (Text). What makes it credible: the same claim on the landing page in the same words, with the disclosure the review specified and the comparison rate beside it.

**Landing page** (URL). The exact destination, which is the page the review was shown rather than a general product page, and which carries the disclosure this brief's claims require.

**Channels** (Text). Where this runs, and whether each surface can carry the disclosure the claim requires at a readable size. A channel that cannot is a channel this brief does not use.

**Flight start** (Date (YYYY-MM-DD)). The first day this may spend, which is never earlier than the date the review cleared the wording, and never earlier than the page carrying the current terms is live.

**Flight end** (Date (YYYY-MM-DD)). The last day, inclusive, and far enough before any known rate change that the creative will not still be running under superseded terms.

**Budget (minor units)** (Integer). The whole budget for this brief, in the smallest unit of its currency, as a whole number, so the period's briefs add to what the acquisition plan committed.

**Currency** (ISO 4217 code). The ISO 4217 code the ad accounts bill in, which for a single-market product is one code and should stay that way for the life of the brief.

**Guardrails** (Text). What this brief may not do whatever the results say: claims outside the review, delivery outside the authorised market, creative reused from another product's campaign.

**Approver** (Text). The person who can say yes to this, by name, and separately the reviewer whose reference this brief's claims carry.

**Definition of done** (Text). What has to be true for this to be closed: a date far enough out that funded accounts have landed, the number against the baseline, and the person who writes it up.

**Product** (Text). The financial product this brief is for: a card, an account, a loan type, a payments rail. It sets the review, the disclosure and the definition of a result at once.

**Jurisdictions** (Text). Every market this may be delivered in, named in the terms your authorisation uses. A market that is not listed here is a market this brief does not cover.

**Claims made** (Text). Every claim the campaign intends to make, listed plainly: a rate, a speed, a comparison, an eligibility. The list is what gets reviewed, so vagueness here becomes rework later.

**Review reference** (Text). The identifier of the review that cleared those claims, with the date. A brief with no reference is a brief that cannot start, however good the idea is.

## The campaign brief

| Brief name | Business outcome | Primary metric | Baseline | Target | Audience | Offer | Message | Proof | Landing page | Channels | Flight start | Flight end | Budget (minor units) | Currency | Guardrails | Approver | Definition of done | Product | Jurisdictions | Claims made | Review reference |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |

## Before you commit it

- The product and every jurisdiction are named.
- Every claim the campaign will make is listed, in plain words.
- A review reference with a date covers that exact list.
- The result definition in the metric matches what the business counts.
- Baseline and target are both read from your own numbers, or both blank.
- The approver is a person, by name.
- The definition of done has a date and a named writer in it.