How to generate the big idea that will drive your campaign
TL;DR
Click Concept → Generate → Review/Dismiss → Approve
Once your campaign brief is finalised, it’s time to turn strategy into story. In this stage, you’ll generate creative concepts — the big ideas that capture your campaign’s message in a single, compelling thought. Each concept distils your brief into an overarching theme that guides tone, visuals, and narrative direction.
Protaigé’s AI ideation engine uses your Campaign Brief, Brand DNA, and personas to produce original, brand-aligned ideas in seconds. You can refine, edit, and evolve these concepts until you land on the one that captures the heart of your campaign.
🚨You’ll need to have a completed campaign brief before generating concepts.
Understanding Your Campaign Concepts
When you generate campaign concepts in Protaigé, the AI builds each one using a structured creative framework. Every part serves a purpose, from the core idea to the emotional hook and supporting proof points. This breakdown explains what each part represents and how it contributes to your final concept.
Field | What it means | B2B Example | B2C Example |
Theme | The idea expressed as a line. | “Efficiency as empowerment.” | “Confidence through simplicity.” |
Big Idea | The idea that defines your campaign — the single organising thought that connects every message, visual, and channel. | “Work Smarter, Not Harder” for an automation platform. | “Live Light” for a minimalist skincare range. |
Strategy | Explains why this concept makes sense for your brand and audience. It’s the logic behind the idea. | “The campaign highlights how automation empowers people, not replaces them — aligning with our human-first brand promise.” | “The concept connects self-confidence with simplicity, reflecting our philosophy of effortless beauty.” |
Emotional driver | The key feeling you want your audience to experience. | “Relief from overwhelm.” | “Confidence and calm.” |
Key messages | The supporting truths that back up your concept. They act as proof points for your story. | “Fewer manual tasks.” “Real-time visibility.” “Scalable growth.” | “Dermatologist-tested.” “Plant-based.” “Proven visible results.” |
Narrative arc – Before state | Describes what life looks like before your solution appears — the pain point, problem, or missed opportunity. | “Teams drowning in repetitive tasks.” | “Busy mornings that leave no time for self-care.” |
Narrative arc – Tension | The friction or frustration that drives the need for change. | “Manual processes hold back growth.” | “Skin feels dull no matter how many products you use.” |
Narrative arc – Transformation | The turning point — when your product or idea changes the situation. | “Automation unlocks time for innovation.” | “Gentle formulas that bring radiance without effort.” |
Narrative arc – Resolution | The outcome or reward of the transformation. | “Workflows run smoothly, and teams thrive.” | “Healthy, glowing skin that fits your lifestyle.” |
A step-by-step guide
1. When your brief has been finalised, navigate to the Concept section.
2. Click Generate Concepts to start AI ideation.
3. Two concepts will be generated for your selection.
5. Click Generate Another to spark more ideas.
6. Dismiss removes ideas that aren't suitable. Don't worry—they will be archived, not deleted.
7. Edit details of a concept before making your selection.
8. Any field can be edited or refined.
9. Click Save to finalise your edits.
10. Once satisfied, approve the concept to move forward to Hero Copy generation.
11. Your approved concept will be displayed here.
12. All dismissed concepts are securely archived. Click to uncover the list.
13. Hide All will collapse the view and spotlight the Approved concept.
