Campaign briefs 101

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What is a Campaign?

Every great idea needs a stage. A campaign is how you put that idea into marketing motion — one clear objective, one consistent story, and a sequence of creative actions that turn attention into results. It connects your brand’s story, audience, and offer through consistent creative execution—whether that’s one targeted email or a full multi-channel rollout.

In Protaigé, campaigns are living systems. You brief once, and your AI team builds, scales, and adapts the creative across every channel — always guided by your Brand DNA.

Every campaign begins with strategy and evolves through connected stages: Brief → Concept → Hero Copy → Hero Image → Key Visuals → Assets. Each stage builds on the one before it, keeping your ideas cohesive and your creative execution grounded in purpose.

Protaigé is designed to deliver measurable outcomes at every level of marketing. It keeps global and regional teams strategically aligned while giving field marketers the freedom to generate localised, on-brand assets that reflect real market needs. From top-down planning to bottom-up activation, the system ensures every campaign moves in one direction — forward.

Campaign Scale

Not all campaigns are equal in scope. You can start small or go big—Protaigé adapts to both.

No matter the size, every campaign begins with a story — and in Protaigé, that story starts with your brief.

Creating a Brief in Protaigé

Every campaign begins with a clear foundation. Your brief tells the AI what you want to achieve and keeps every creative decision aligned with your brand and objectives.

Protaigé offers three pathways to create a campaign brief, giving you flexibility no matter how you like to work:

Pathway	How it works	Best for	Tutorial
Upload a Brief	Upload an existing document or paste your text. The AI reads and analyses your content, retrieves data from your Brand DNA, and builds a complete campaign brief.	Marketers with a prepared internal brief or agency deck.	Campaign briefing: Upload a brief
Use the Brief Builder	Fill out a guided, form-based builder with pre-filled fields drawn from your Brand DNA. Once submitted, David expands it into a complete campaign brief.	Marketers who want to build a structured brief quickly inside Protaigé.	Campaign briefing: Using the brief builder
3. Brainstorm with the Strategy Agent Coming Soon	Chat directly with the AI strategy agent to co-create your brief from scratch. You’ll define your goals, audience, and ideas together in real time.	Early-stage ideas or teams looking for guided, conversational planning.	Coming soon

Whichever path you choose, your brief becomes the launchpad and the strategic backbone that fuels everything from ideas to finished assets.

Components of a Great Brief

• Define one clear goal. What does success look like?
• Choose your audience. Who do you want to move?
• Pinpoint your message. What must they understand or feel?
• Add proof. Data, testimonials, or benefits that back your claim.
• Include restrictions. Guardrails prevent off-brand or non-compliant work.
• Use consistent naming. Keep product names and personas identical to those in Brand DNA.
• Think outcomes. Every campaign should create awareness, shift perception, or drive action.

User Brief vs Protaigé Campaign Brief

When you initiate a campaign in Protaigé, you’ll see two versions of a brief — each serving a distinct purpose.

Together, these two briefs form the foundation of your campaign workflow. The User Brief defines what you want to achieve. The Protaigé Campaign Brief defines how the system brings it to life strategically, consistently, and on brand.

Before You Begin

To create your first brief or campaign, a few essentials in your Brand DNA need to be complete:

1. Your brand story (Adding your brand story)
2. At least one persona (Adding persona profiles)
3. At least one product (Adding your products and services)
4. At least one design kit (Design kits 101)

These elements give Protaigé the context it needs to think, create and execute like your brand. They enable your AI agents to write in your voice, design with your identity, and tailor the campaign to your audience.

Without them, your brief has no anchor — it’s like asking an agency to build a campaign before they’ve met your brand.

Pro Tips

• Always check your Brand DNA first. If it’s current, your brief will automatically align with your tone and product details.
• Keep your objectives SMART: specific, measurable, achievable, relevant, and time bound.
• Use plain language in your uploaded or form based briefs.
• Treat the brief as your campaign’s compass. Everything else flows from here.

Glossary

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