Template library
Fill-in campaign brief for TikTok launch distribution with awareness vs conversion guidance.
# TikTok Launch Campaign Brief ## Campaign objective Awareness, drive qualified attention among [target audience] during [launch window]. ## Classification **Awareness campaign**: optimize for hook rate and watch time. Conversion CTAs are phase 2. ## Required source assets - 30+ minutes of launch footage (demos, founder interviews, behind-the-scenes) - Brand guidelines and do-not-say list - 3 reference clips showing desired tone ## Platform mix - Primary: TikTok - Secondary: Instagram Reels (repurpose top performers after hook validation) ## Creator profile Clippers experienced with product launches, strong hook writing, native TikTok editing. ## Clipper instructions - Hook must work without context in 3 seconds - On-screen captions always on - One idea per clip - Test 3 hook variants before scaling spend ## Payout model CPM-based for awareness phase. Assumption: budget [tier] supports [cadence], not a reach guarantee. ## KPI expectations - Hook rate (3s view rate) - Watch time and completion rate - Comments and shares (not conversion rate in awareness phase) ## Client responsibilities - Provide source content access - Approve sample clips within 48 hours - Maintain landing page aligned with top hooks ## Tracking checklist - ☐ UTM structure per clipper - ☐ Weekly hook-rate review - ☐ Separate awareness vs conversion clip tags
