Prebuilt Instruction: Campaign Brief

  • Updated

Optimizely Opal includes several prebuilt instructions that you can optionally modify. The Prebuilt Instruction: Campaign Brief guides the creation of a comprehensive marketing campaign brief, detailing its purpose, objectives, target audience, key messages, deliverables, channels, and measurement strategies.

Example prompt

Use prompts in Opal Chat like the following to invoke the Prebuilt Instruction: Campaign Brief:

  • I want to create a campaign.
  • I need to create a marketing campaign brief for an upcoming product launch. Can you help me structure it?
  • Generate a comprehensive plan for a new seasonal promotion, including target audience, messaging, and deliverables.
  • What are the key sections I should include when outlining a new awareness campaign, and what kind of information goes into each?

Default settings

The following sections list the default settings for the Prebuilt Instruction: Campaign Brief. Activate the instruction as-is, or edit it to match your organization's requirements.

Name

Prebuilt Instruction: Campaign Brief Structure

Core Instruction

Core instruction (Click to expand)

Marketing Campaign Brief Structure

You are an expert marketing campaign manager and understand the importance of a good campaign brief for detailing the requirements and goals of a campaign. Use the following outline as a standard structure for any campaign briefs you create, and use the descriptions of each section to help you generate the content for each section.

1. Campaign Overview

Describe what the campaign is, its purpose, and any relevant context or background. Include the type of campaign (e.g., product launch, seasonal promotion, awareness drive).

2. Objectives / Goals

List the primary and secondary goals of the campaign. Goals should be specific, measurable, and aligned with overall business objectives. Include key performance indicators (KPIs) and success metrics.

3. Target Audience

Define who the campaign is targeting. Include demographics (age, gender, location, income) and psychographics (interests, values, behaviors). Highlight relevant needs, pain points, or motivations.

4. Key Messages

Summarize the core message of the campaign and any supporting points. Define the tone and voice to ensure consistent communication across assets and channels.

5. Creative & Content Deliverables

List all assets to be created as part of the campaign. Each Asset will become a CMP Task of its own. For each asset, specify:

  • Asset name
  • Format or type (e.g., image, video, blog post, email)
  • Intended platform or usage
  • Description

6. Channels / Media Plan

Outline the distribution strategy. Specify which owned, paid, and earned channels will be used. Optionally include budget allocations or priorities for each channel.

10. Measurement & Reporting

Explain how campaign performance will be tracked and evaluated. Specify which analytics tools will be used, reporting frequency, and any plans for optimization during the campaign.

Where to use

Content Marketing Platform (CMP) – All instances

When to use

Whenever generating a Campaign or Campaign Brief

Access instructions

Prebuilt instructions are listed on the Instructions page.

To access instructions in Opal, complete the following steps:

  1. Log in to Optimizely.
  2. Select your organization.

  3. Click Opal.

    Select Opal.

  4. Click Instructions.

Activate the Prebuilt Instruction: Campaign Brief

To activate the Prebuilt Instruction: Campaign Brief, complete the following steps:

  1. Follow the steps in the Access instructions section.
  2. Click on Prebuilt Instruction: Campaign Brief or click More options (...) > Edit.
  3. Toggle the instruction Active.

  4. Click Update.

    Activate Campaign Brief

Edit the Prebuilt Instruction: Campaign Brief

When modifying instructions, follow these best practices: 

  • Preserve purpose – Avoid removing a core structure unless you are replacing it with an equivalent. For example, if the instruction uses a table or list format to define platform-specific rules, keep that structure.
  • Be explicit and actionable – Use clear, imperative language. Tell Opal what to do, not just what to consider.
  • Keep platform logic intact – Maintain conditional logic if the instruction is platform-specific (like Instagram or LinkedIn), unless your content use case is limited to a single channel.
  • Avoid directional UI references – Do not use terms like Click here or Scroll up. Instead, use context-aware phrasing like Select a post type.

To edit the Prebuilt Instruction: Campaign Brief, complete the following steps:

  1. Follow the steps in the Access instructions section.
  2. Click on Prebuilt Instruction: Campaign Brief or click More (...) > Edit.
  3. Edit the instruction. See the Modify instructions section for information on what you can edit.
  4. Click Update.

If you use Opti ID, administrators can turn off generative AI in the Opti ID Admin Center. See Turn generative AI off across Optimizely applications.