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Nov 19, 2018

Digital Marketing Campaign Brief Template

This template provides a reliable framework for writing a creative digital marketing campaign brief.

The practical, easy-to-use document can be prepared by senior staff members and shared across a team to work together on a given campaign. It teases out campaign ideas and objectives, and sets a basis for creative personnel, copywriters and producers to undertake key work on the campaign.

It can be used by both creative agencies and in-house brand/marketing teams, and forms the crucial starting point for a creative digital campaign.

The campaign brief could cover a plan to publish blogs and other content formats, create digital advertising assets, produce video content, plan social media campaigns, or even create traditional offline campaign assets, or any combination of these. 

The template sets out the following campaign criteria:

  • Background
  • The business challenge
  • Campaign objectives
  • Target audience
  • Insights
  • The campaign idea
  • Assets and outputs
  • Other considerations and mandatories 

You can prepare your own notes in the sections/boxes provided, to set out your campaign criteria. There is also a section at the end of the document for key staff members to note their approval/sign-off for the completed brief. 

This template is in the downloadable document below, titled 'Digital Marketing Campaign Brief Template'. 

The second downloadable document below is titled 'Campaign Brief - Completed Sample'. This is a completed sample campaign brief, with suggested notes already included in the appropriate sections. It can be used as a simple guide when you are completing the template (in the first document) for your own briefs.

As well as working on briefs for real-life professional campaigns, these documents can also be used as learning tools to accompany digital marketing study. 

Simply download the MS Word or PDF documents below to get started. 

This content is available to Power Members only.


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Cathal Melinn
Cathal Melinn

Cathal Melinn is a well-known Digital Marketing Director, commercial analyst, and eommerce specialist with over 15 years’ experience.

Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specializes in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimization. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.

Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue-generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.

Over his career, Cathal has worked client-side too, with digital marketing agencies and media owners, for brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.

He can be reached on LinkedIn here.

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