To increase your chances of getting the best creator from VidMob's Creative Network working on your project, offer the best possible, well-detailed brief.
The VidMob Brief
It is the primary source of information and inspiration for any Creative Studio project.
By answering all of the questions in the brief, you will help your internal team establish their creative strategy while setting appropriate creative expectations.
First, you should let the project team know if you want to use any creative insights from a previous project as a guide. It's also OK if you don't have any! VidMob can help you uncover actionable insights.
Then, you will tell your team about the campaign objectives and goals that these creative outputs will support.
Will they help build awareness of a new brand? Drive clicks on a "Shop" button? Support an existing campaign across different platforms?
Next, you will want to indicate the target audience for the project. 18-24 year old males? 35-44 year old females? 65+ grandparents? The more demographic detail you can provide, the better.
You will list any details that must be included in the creative, or things to explicitly avoid. In particular, if there are any legal requirements for your product or brand, the project team wants to know about them.
Remember when you established creative expectations for this project?
Now, you'll include all of that wonderful reference material here. Things like existing campaigns, mood boards, visual inspiration—VidMob wants to see it all! The more detail the better.
Call to action (CTA)
Now you must indicate what you want your audience to do after seeing this creative. How will you drive a sense of urgency? Some common CTAs include buy now, learn more, and join today.
People are bombarded by thousands of messages each day. You should convey in the brief what your audience absolutely must know about your product and brand. What should be their primary takeaway?
Your objective is what you want people to do when they see your ad. Awareness generates interest in your product or service. Consideration gets people to think about your business and seek more information. Conversion encourages people interested in your business to buy or use your product or service.
Key Performance Indicators (KPIs)
How will you measure success? Click-Through-Rate (CTR)? Purchase Rate? Cost per Estimated Ad Recall Lift? There are many ways to track performance. Identifying what matters most to your campaign will help the team develop creative that outperforms.
Questions to explore
You should also consider if there are any key questions you'd like to have answered for your project.For example: Where is the best placement for my logo? What messages resonate the most with my audience? What visuals are driving the greatest impact? How long should my video be?
If you have a media plan related to the project or campaign, you should include it. It will help the project team process and execute creative outputs.
You will include your brand guidelines and audience research reports in the brief as well.
You could also add any existing creative briefs, content guidelines, or other documents related to your project. Extra documentation is always helpful and can ensure your brand gets the highest-performing creative possible.