¿Cómo queremos que piense, sienta o se comporte nuestro consumidor para lograr nuestro objetivo?
Un estudio de Planning Dirty y se llama “Sacred Six Elements of a Creative Brief” realizado por Baiba Matisone, Julian Cole y Antonio Frongia, analizan más de 30 briefs creativos y llegan a los 6 key elements para tener un gran brief creativo, los cuales aseguran que el brief se quede corto (brief) y que siga siendo potente.
Estos 6 elementos son los siguientes:
1. Goal; el cual apareció en el 60% de los briefs.
El objetivo de negocio de una campaña debe ser SMART:
específico,
medible,
alcanzable,
relevante y
atado a una línea de tiempo.
O sea, ¿qué quiere lograr el negocio de nuestro cliente?
2. Target Audience; 83% de los briefs.
Se trata de realmente entender al grupo de individuos con los que queremos conectar para lograr nuestro objetivo.
¿Qué atributos unen a este grupo?
3. Problema; 73% de los briefs.
Ese algo que es una barrera para la marca y su objetivo. ¿Qué es lo que está deteniendo a la marca para lograr su objetivo?
4. Insight; 73% de los briefs.
Es la información que le da un vuelco a la forma en la que nuestra audiencia ve y encara el problema, el producto o la categoría. ¿Qué les podríamos decir o contar para que vean al problema desde otra perspectiva?
5. Single Minded Proposition; 57% de los briefs.
El único mensaje que le queremos decir a nuestra audiencia. ¿Cómo es que la marca o el producto nos ayuda a usar el insight alrededor del problema?
6. Action; 70% de los briefs.
El objetivo de negocio escrito desde el punto de vista del consumidor. ¿Cómo queremos que piense, sienta o se comporte nuestro consumidor para lograr nuestro objetivo?
¿Agregarías otro elemento? ¿Necesitas ayuda para elaborar tu próximo brief? Escríbenos a info@lasextadecima.com para ayudarte.
Fuente: Merca2.0
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