Campaigns · Measurement
Campaign briefs that survive first contact with reality
6 min read · Clara Strategy Team
Great creative is not enough if the brief cannot explain why this channel, why now, and what success looks like in week two vs. week eight. Clara structures briefs so media, creative, and growth can align before spend hits the account.
Sequence the story
Start with problem recognition assets for cold audiences, then proof-heavy retargeting, then conversion-focused closers. Clara outputs a week-by-week skeleton with suggested asset types.
One primary KPI per phase
Awareness phases track reach and recall proxies; consideration tracks engaged visits and assisted signups; conversion tracks cost per qualified lead. Mixing KPIs within a phase hides underperformance.
Risk notes belong in the brief
Seasonality, competitor promotions, and regulatory sensitivities should be explicit. Clara surfaces these as “watchouts” with mitigation prompts for copy reviewers.