Brief Chien Dich
Thu thap thong tin
Hoi user toi da 4 cau truoc khi bat dau:
- Chien dich gi? Ra mat san pham / Seasonal (Tet, 8/3) / Brand awareness / Clearance sale / Re-launch?
- Muc tieu chinh? Tang doanh thu [so tien] / Tang follower [so luong] / Thu lead [so luong] / Brand awareness [reach muc tieu]?
- Ngan sach va thoi gian? Tong ngan sach, thoi gian chien dich (bao nhieu tuan), ngay bat dau.
- Da co gi san? Asset thuong hieu (logo, brand guide)? Testimonial/UGC? Data khach hang cu? Landing page?
Khi dùng skill / repo khác
| Tình huống |
Use |
| Single TVC 1-page brief (1 clip, 1 channel mix) |
opa-prd --mode=creative (OPA KIT) — 10-section lightweight |
| Full campaign brief (multi-creative, multi-channel, 14-21 ngày) |
02-brief-chien-dich (this skill) |
| Content calendar dài hạn (3-6 tháng) |
01-lich-noi-dung |
| Ad copy actual text production |
05-copy-quang-cao |
| Workflow chain 7 skills launch campaign |
campaign-launch workflow (workflows/vi/) |
Note: opa-prd ở OPA KIT focus 1-page brief lightweight cho fast handoff sang AI agents (Seedance, Kling, Claude). Skill này (02-brief-chien-dich) focus full campaign với multiple touch points.
Phan 1 — Context (Boi canh)
1.1 Tong quan
| Hang muc |
Noi dung |
| Ten chien dich |
[ten chien dich] |
| Loai |
Launch / Seasonal / Awareness / Sales / Re-launch |
| Thuong hieu |
[ten thuong hieu] |
| San pham / Dich vu |
[mo ta ngan] |
| Ly do chay chien dich |
[tai sao chay luc nay? trigger la gi?] |
1.2 Tinh hinh thi truong
| Yeu to |
Mo ta |
| Xu huong nganh |
[xu huong hien tai] |
| Hanh vi khach hang mua nay |
[thay doi gi?] |
| Doi thu dang lam gi |
[hoat dong noi bat cua doi thu] |
| Co hoi khai thac |
[khe thi truong] |
1.3 Bai hoc tu chien dich truoc
| Chien dich truoc |
Ket qua |
Bai hoc |
| [ten chien dich] |
[KPI dat / khong dat] |
[dieu gi hieu qua / khong hieu qua] |
Phan 2 — Objectives (Muc tieu)
2.1 Muc tieu SMART
| Loai |
Muc tieu |
Do bang gi |
Deadline |
| Business |
[VD: Doanh thu 500 trieu trong 4 tuan] |
Doanh so, GMV |
[ngay] |
| Marketing |
[VD: 5,000 tin nhan, CPMess <30K] |
So mess, CPMess, ROAS |
[ngay] |
| Brand |
[VD: Reach 2 trieu, tang 3K follower] |
Reach, follower, mention |
[ngay] |
2.2 KPI chi tiet
| KPI |
Muc tieu |
Benchmark nganh |
Gap |
| CPMess |
[so] |
[benchmark tu references/benchmarks-vietnam.md] |
|
| ROAS |
[so]x |
>3x |
|
| CPL |
[so] |
[benchmark] |
|
| Reach |
[so] |
|
|
| Engagement rate |
[so]% |
|
|
| So don hang |
[so] |
|
|
Phan 3 — Target Audience (Doi tuong muc tieu)
3.1 Chan dung khach hang
| Thuoc tinh |
Primary |
Secondary |
| Do tuoi |
[khoang tuoi] |
[khoang tuoi] |
| Gioi tinh |
[nam/nu/tat ca] |
|
| Khu vuc |
[tinh/thanh] |
|
| Thu nhap |
[khoang] |
|
| Nghe nghiep |
[nghe] |
|
| Noi dau chinh |
[van de lon nhat] |
|
| Mong muon |
[dieu ho muon] |
|
| Rao can |
[ly do chua mua] |
|
| Kenh ho dung |
[TikTok/FB/Zalo/IG] |
|
| Ai anh huong ho |
[nguoi/kenh tin tuong] |
|
3.2 Insight khach hang
Goi skill 09-insight-khach-hang de khai thac sau.
Insight chinh: [phat bieu insight]
3.3 Insight Validation Checklist
Kiem tra xem insight co that su la insight hay chi la observation:
| Tieu chi |
Dat |
Khong dat |
| Specific — Cu the cho nhom khach nay, khong chung chung? |
[ ] |
[ ] |
| Hidden — Khach hang khong tu noi ra, phai khai thac? |
[ ] |
[ ] |
| Actionable — Co the bien thanh thong diep/creative? |
[ ] |
[ ] |
| Emotional — Cham vao cam xuc, khong chi ly tri? |
[ ] |
[ ] |
| True — Dua tren du lieu/quan sat thuc, khong phai gia dinh? |
[ ] |
[ ] |
Quy tac: Phai dat it nhat 4/5 tieu chi. Neu khong → do la observation, chua phai insight. Tim lai.
Phan biet:
- Observation: "Phu nu 25–35 quan tam cham soc da" → ai cung biet, khong co gi moi
- Insight: "Ho mua serum khong phai vi da dep hon — ma vi cam giac dang tu thuong minh sau 1 ngay met moi" → cham cam xuc, co the lam creative
Phan 4 — Core Message (Thong diep cot loi)
4.1 Message Framework
| Tang |
Thong diep |
Dung cho |
| Tagline |
[5–8 tu, de nho] |
Moi noi — nhat quan xuyen suot |
| Key message |
[1–2 cau, giai thich gia tri] |
Website, landing page, ads chinh |
| Supporting message #1 |
[bang chung/tinh nang ho tro] |
Content giao duc |
| Supporting message #2 |
[bang chung/tinh nang ho tro] |
Content thuyet phuc |
| Supporting message #3 |
[bang chung/tinh nang ho tro] |
Content chot don |
4.2 Tone of Voice
| Thuoc tinh |
La |
Khong phai |
| Giong dieu |
[VD: than thien, chuyen gia] |
[VD: kho khan, xa cach] |
| Ngon ngu |
[VD: don gian, doi thuong] |
[VD: hoc thuat, chuyen nganh] |
| Cam xuc |
[VD: tu tin, an tam] |
[VD: lo lang, ap luc] |
Phan 5 — Creative Direction (Dinh huong sang tao)
5.1 Creative Territory
| Hang muc |
Chi tiet |
| Visual mood |
[VD: am ap, tu nhien, dang tin — khong bong bay, fake] |
| Color palette |
[mau chinh + mau phu] |
| Typography |
[font heading + body] |
| Photography style |
[VD: lifestyle that, khong stock photo] |
| Video style |
[VD: talking head + b-roll, UGC style, cinematic] |
| Do's |
[lam gi — VD: dung anh khach that, quay vertical] |
| Don'ts |
[khong lam gi — VD: khong dung nhac buon, khong font nhieu mau] |
5.2 Key Visual
| Yeu to |
Mo ta |
| Hero image/video |
[mo ta visual chinh] |
| Thumbnail style |
[mo ta] |
| Text overlay |
[co/khong, style] |
| Logo placement |
[vi tri, kich thuoc] |
5.3 Creative brief theo kenh
| Kenh |
Dinh dang |
Kich thuoc |
Thoi luong |
So luong creative |
| TikTok |
Video dung |
9:16 (1080x1920) |
15–60s |
[so] |
| Facebook (feed) |
Video + anh |
1:1, 4:5 |
15–30s |
[so] |
| Instagram (Reels) |
Video dung |
9:16 |
15–30s |
[so] |
| Instagram (feed) |
Carousel |
1:1 (1080x1080) |
5–7 slide |
[so] |
| Zalo OA |
Banner + text |
600x315 |
-- |
[so] |
| Email |
Banner + body |
600px width |
-- |
[so] |
| Landing page |
Hero + sections |
Responsive |
-- |
1 |
Phan 6 — Channel System (He thong kenh)
6.1 Kenh su dung
Tham khao references/channel-system.md
| Kenh |
Vai tro |
Ngay bat dau |
Ngan sach |
KPI |
| TikTok (organic) |
Reach + awareness |
[ngay] |
[production cost] |
View, follower |
| TikTok (ads) |
Mess + conversion |
[ngay] |
[so tien] |
CPMess, ROAS |
| Facebook (ads) |
Retarget + conversion |
[ngay] |
[so tien] |
CPMess, ROAS |
| UGC Network |
Social proof |
[ngay] |
[thu lao] |
View, trust |
| Zalo OA |
Nurture |
[ngay] |
-- |
Read rate |
| Email |
Nurture + offer |
[ngay] |
-- |
Open rate |
| Landing page |
Conversion |
[ngay] |
[thiet ke] |
Conv rate |
6.2 Paid Media Plan
| Kenh |
Muc tieu |
Audience |
Ngan sach/ngay |
Creative |
Thoi gian |
| Meta — Awareness |
Reach |
Broad, LAL 1–3% |
[so tien] |
Video 15s hook |
[tuan] |
| Meta — Conversion |
Mess/Lead |
Retarget + Interest |
[so tien] |
Video + carousel |
[tuan] |
| TikTok — Reach |
View + Mess |
Broad |
[so tien] |
UGC style video |
[tuan] |
Phan 7 — Timeline & Phases
7.1 Phan bo ngan sach theo phase
| Phase |
Thoi gian |
% Ngan sach |
Muc dich |
Kenh chinh |
| Teasing |
Tuan 1 (truoc launch) |
15% |
Tao to mo, build anticipation |
Organic TikTok/FB, Email teaser |
| Bung nhe (Soft launch) |
Tuan 2 |
20% |
Test creative, thu data |
Paid ads ngan sach nho, UGC |
| Bung manh (Full launch) |
Tuan 3–4 |
40% |
Scale winning creative, chot don |
Paid ads toan luc, retarget |
| Duy tri (Sustain) |
Tuan 5+ |
25% |
Re-engage, retarget, thu hep |
Retarget, email, Zalo nurture |
7.2 Chi tiet timeline
| Ngay |
Hang muc |
Chi tiet |
Nguoi chiu TN |
Trang thai |
| [D-14] |
Creative production |
San xuat video + anh |
[ten] |
|
| [D-7] |
UGC brief gui |
Brief cho UGC creators |
[ten] |
|
| [D-5] |
Landing page live |
Setup + test toan bo |
[ten] |
|
| [D-3] |
Teasing bat dau |
Organic post + story |
[ten] |
|
| [D-Day] |
Launch chinh thuc |
Ads live, blast email, broadcast |
[ten] |
|
| [D+3] |
Review data dau |
Check CPMess, CTR, creative nao tot |
[ten] |
|
| [D+7] |
Toi uu vong 1 |
Cut creative kem, scale creative tot |
[ten] |
|
| [D+14] |
Review giua chien dich |
So sanh vs KPI, dieu chinh |
[ten] |
|
| [D+21] |
Retarget phase |
Focus retarget warm audience |
[ten] |
|
| [D+28] |
Ket thuc + bao cao |
Tong ket, bai hoc, de xuat tiep theo |
[ten] |
|
Phan 8 — Deliverables & RACI
8.1 Danh sach san pham ban giao
| STT |
Deliverable |
So luong |
Deadline |
Nguoi lam |
Nguoi duyet |
| 1 |
Video TikTok (30s) |
[so] |
[ngay] |
[ten] |
[ten] |
| 2 |
Video Facebook (15s) |
[so] |
[ngay] |
[ten] |
[ten] |
| 3 |
Carousel (5–7 slide) |
[so] |
[ngay] |
[ten] |
[ten] |
| 4 |
Copy quang cao (3 phien ban) |
[so] |
[ngay] |
[ten] |
[ten] |
| 5 |
Landing page |
1 |
[ngay] |
[ten] |
[ten] |
| 6 |
Email template (welcome + offer) |
2 |
[ngay] |
[ten] |
[ten] |
| 7 |
UGC brief |
[so] |
[ngay] |
[ten] |
[ten] |
| 8 |
Script video |
[so] |
[ngay] |
[ten] |
[ten] |
| 9 |
Zalo broadcast noi dung |
[so] |
[ngay] |
[ten] |
[ten] |
| 10 |
Bao cao ket thuc chien dich |
1 |
[ngay] |
[ten] |
[ten] |
8.2 RACI Matrix
| Deliverable |
Marketing Lead |
Content Creator |
Designer |
Ads Specialist |
Founder |
| Brief chien dich |
R (Responsible) |
I |
I |
I |
A (Accountable) |
| Creative production |
A |
R |
R |
C (Consulted) |
I (Informed) |
| Copy quang cao |
A |
R |
I |
C |
I |
| Setup ads |
A |
I |
I |
R |
I |
| Landing page |
A |
C |
R |
C |
I |
| UGC coordination |
R |
C |
I |
I |
I |
| Toi uu hang ngay |
A |
I |
I |
R |
I |
| Bao cao |
R |
C |
I |
C |
A |
Chu thich RACI:
- R (Responsible): Nguoi lam
- A (Accountable): Nguoi chiu trach nhiem cuoi cung, duyet
- C (Consulted): Duoc hoi y kien truoc khi lam
- I (Informed): Duoc thong bao ket qua
Phan 9 — Risks & Mitigation
9.1 Bang rui ro chien dich
| Rui ro |
Xac suat |
Anh huong |
Severity |
Ke hoach giam thieu |
Trigger canh bao |
| CPMess tang >50% vs target |
Cao |
Cao |
CRITICAL |
Chuan bi 5 creative du phong, giam spend + chuyen organic |
CPMess > target + 30% sau 3 ngay |
| Creative khong hieu qua |
Cao |
Cao |
CRITICAL |
A/B test tu ngay 1, 3–5 creative moi/tuan |
CTR < 1% sau 2 ngay |
| Landing page conv rate thap |
Trung binh |
Cao |
HIGH |
Test A/B headline + CTA, heatmap |
Conv rate < 10% sau 1 tuan |
| UGC giao tre |
Trung binh |
Trung binh |
MEDIUM |
Brief som, co noi dung backup |
Chua nhan UGC D-3 |
| Doi thu chay deal cung luc |
Thap |
Cao |
HIGH |
Tang USP messaging, khong canh tranh gia |
Phat hien doi thu ads cung thoi diem |
| Phan hoi tieu cuc |
Thap |
Rat cao |
CRITICAL |
Crisis protocol: phan hoi <2h, transparent, co template |
Comment/review tieu cuc vuot 5 trong 1 ngay |
| Audience fatigue |
Trung binh |
Trung binh |
MEDIUM |
Rotate creative moi 5–7 ngay, expand audience |
Frequency > 3, CTR giam 30% |
| Budget vuot ke hoach |
Thap |
Trung binh |
MEDIUM |
Cap daily budget, review chi phi hang ngay |
Spend > 110% ke hoach |
9.2 Ke hoach B (Fallback)
| Tinh huong |
Hanh dong |
| Ngan sach bi cat 50% |
Chuyen 100% sang organic + UGC, chi chay retarget |
| Kenh chinh bi gian doan (bi ban ads, ...) |
Chuyen ngan sach sang kenh phu trong 24h |
| Khong dat KPI giua chien dich |
Hop khan, re-brief creative, thu hep audience |
Khau chuyen brief → timeline phan cong
Brief xong chua trien khai duoc. Phai chuyen thanh bang task co owner va dependency — day la khau hay bi bo qua nhat va cung la ly do chinh khien chien dich tre.
Timeline khong phai cai lich. No la cong cu quan ly dependency: viec A phai xong thi viec B moi lam duoc. Nhin timeline phat hien duoc nut that TRUOC khi no xay ra, khong doi den deadline moi biet tre.
Nguyen tac lap timeline
- Bat dau tu ngay launch, lui nguoc lai. Khong tinh xuoi tu hom nay.
- Moi task co dung 1 owner. Khong ghi "ca team cung lam" — viec khong ai chiu trach nhiem la viec khong ai lam.
- Chua 1 ngay buffer truoc launch cho viec phat sinh.
- Task nao co dependency phai ghi ro phu thuoc vao task nao — thieu cot nay, timeline chi la danh sach viec.
Phase 1 — Chuan bi (truoc launch)
| # |
Task |
Owner |
Thoi luong |
Phu thuoc vao |
Deadline |
Gate duyet |
| 1.1 |
Chot offer + landing page |
Lead + Dev |
3 ngay |
Brief duoc duyet |
|
Lead duyet |
| 1.2 |
Setup tracking + verify |
Performance |
1 ngay |
Landing page live |
|
Xanh moi qua |
| 1.3 |
Brief cho team content |
Lead |
0.5 ngay |
Brief xong |
|
64-team-brief |
| 1.4 |
Chot danh sach asset can lam |
Lead + Designer |
0.5 ngay |
Brief content |
|
41-campaign-asset-list |
| 1.5 |
San xuat content dot 1 |
Content + Designer |
5 ngay |
Nhan brief |
|
|
| 1.6 |
Review content |
Lead |
1 ngay |
Content ban nhap |
|
62-marketing-review |
| 1.7 |
Sua va chot ban cuoi |
Content + Designer |
1 ngay |
Feedback review |
|
Lead duyet |
| 1.8 |
Brief cho team ads |
Lead |
0.5 ngay |
Content duoc duyet |
|
|
| 1.9 |
Setup ads + copy |
Performance |
2 ngay |
Brief + creative |
|
Pre-launch check |
Phase 2 — Teasing
| # |
Task |
Owner |
Kenh |
Ngay dang |
| 2.1 |
Bai teasing 1 (goc noi dau) |
Content + Designer |
Facebook, TikTok |
|
| 2.2 |
Bai teasing 2 (giao duc / insight) |
Content |
Facebook |
|
| 2.3 |
Bat ads cho tep warm |
Performance |
Meta |
|
| 2.4 |
Email / Zalo ham nong truoc launch |
Lead |
Email, Zalo OA |
|
| 2.5 |
Seeding vao group |
Content |
Group Facebook |
|
| 2.6 |
Bai teasing 3 (he lo) |
Content + Designer |
Facebook, TikTok |
|
Phase 3 — Launch (chi tiet theo gio)
| Ngay |
Gio |
Hoat dong |
Owner |
Kenh |
| D-day |
08:00 |
Dang bai cong bo chinh thuc |
Content |
Tat ca |
| D-day |
09:00 |
Bat ads BOFU |
Performance |
Meta, TikTok |
| D-day |
12:00 |
Broadcast Zalo OA |
Lead |
Zalo OA |
| D+1 |
08:00 |
Email follow-up lead chua mua |
Lead |
Email |
| D+2 |
|
Dang social proof (review khach dau tien) |
Content |
Facebook |
| D+3 |
|
Bao cao giua chang → Lead quyet dinh |
Performance |
— |
| D+5 |
|
Day urgency |
Content |
Tat ca |
| D+7 |
|
Nhac lan cuoi (email + bai dang) |
Lead + Content |
Email + Social |
| D+7 |
23:59 |
Dong offer |
Lead |
— |
Phase 4 — Sau launch
| # |
Hoat dong |
Owner |
Moc |
Skill |
| 4.1 |
Keo data va tong hop so lieu |
Performance |
D+8 |
13-phan-tich-du-lieu |
| 4.2 |
Viet bao cao chien dich |
Lead |
D+9 |
07-bao-cao-marketing |
| 4.3 |
Thu thap phan hoi khach hang |
Lead |
D+10 |
|
| 4.4 |
Hop rut kinh nghiem voi team |
Lead |
D+10 |
63-campaign-retrospective |
| 4.5 |
Setup camp evergreen (neu can) |
Performance |
D+14 |
57-next-ads-plan |
Checklist truoc launch (D-1)
Content
- Toan bo caption, script, creative da duoc duyet (
62-marketing-review)
- Hinh anh dung kich thuoc tung nen tang (
50-asset-resize)
- Hashtag va link UTM da dien day du
- Bai da len lich hoac co nguoi truc dang
Performance
- Pixel / tracking da verify xanh — khong chay ads khi chua xanh
- Ads da setup xong, dang o trang thai Paused cho bat
- Ngan sach dung theo plan
- Landing page tai nhanh, form hoat dong dung
- UTM day du tren tat ca link ads
Van hanh
- Co nguoi truc inbox trong ngay launch
- Co kich ban tra loi comment / inbox thuong gap
- Lead lien lac duoc trong suot ngay launch
Escalation — khi nao bao Lead ngay lap tuc
| Tinh huong |
Hanh dong |
| Tracking khong fire |
Bao ngay — khong bat ads |
| Ads bi tu choi |
Bao ngay |
| CPL ngay dau > 2x target |
Bao, cho quyet dinh — khong tu tang ngan sach |
| Comment tieu cuc lan rong |
Bao ngay → 66-crisis-playbook |
| Landing page loi / form hong |
Bao ngay, tam dung ads lien quan |
Auto-trigger cac skill lien quan
Khi brief hoan thanh, tu dong de xuat chay:
02-brief-chien-dich (HOAN THANH)
|
|-- [Tiep theo 1] 05-copy-quang-cao → Viet copy ads dua tren core message
|-- [Tiep theo 2] 04-script-video → Viet script dua tren creative direction
|-- [Tiep theo 3] 01-lich-noi-dung → Len lich dang bai dua tren timeline + kenh
|-- [Tiep theo 4] 06-brief-ugc-egc → Brief cho UGC creators dua tren deliverables
|-- [Tiep theo 5] 41-campaign-asset-list → Chot danh sach asset thiet ke can lam
|-- [Tiep theo 6] 64-team-brief → Chuyen brief thanh viec giao cho tung nguoi
|-- [Trong khi chay] 62-marketing-review → Gate duyet content va ads truoc launch
|-- [Sau chien dich] 63-campaign-retrospective → Hop rut kinh nghiem D+10
Checklist chat luong
Truoc khi giao brief, kiem tra:
- Du 9 phan (Context, Objectives, Target, Core Message, Creative Direction, Channel, Timeline, Deliverables, Risks)
- Muc tieu SMART — cu the, do duoc, co deadline
- Insight da qua 5 tieu chi validation — khong phai observation
- Core message co 3 tang: tagline + key message + supporting
- Creative direction co Do's va Don'ts ro rang
- Ngan sach phan bo 4 phase cong dung 100% (Teasing 15% + Bung nhe 20% + Bung manh 40% + Duy tri 25%)
- Timeline co milestone review cu the (D+3, D+7, D+14)
- RACI ro rang — moi deliverable co R va A
- Rui ro co it nhat 5 muc, moi muc co severity + trigger canh bao
- Co ke hoach B (fallback) cho it nhat 3 tinh huong
- Benchmark su dung so lieu Vietnam 2025–2026
- Tone of voice nhat quan voi thuong hieu
- Tat ca deadline kha thi — khong bi chen nhau
- Da chuyen brief thanh bang task theo phase, co cot Owner va Phu thuoc vao
- Moi task co dung 1 owner — khong co task ghi "ca team"
- Timeline duoc tinh lui tu ngay launch, co 1 ngay buffer truoc launch
- Cac gate duyet duoc ghi ro (review content, verify tracking, pre-launch check)
- Co checklist D-1 du 3 nhom: Content, Performance, Van hanh
- Co quy tac escalation — nhung tinh huong phai bao Lead ngay
