02-brief-chien-dich

Brief Chien Dich

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Thu thap thong tin

Hoi user toi da 4 cau truoc khi bat dau:

1. Chien dich gi? Ra mat san pham / Seasonal (Tet, 8/3) / Brand awareness / Clearance sale / Re-launch?
2. Muc tieu chinh? Tang doanh thu [so tien] / Tang follower [so luong] / Thu lead [so luong] / Brand awareness [reach muc tieu]?
3. Ngan sach va thoi gian? Tong ngan sach, thoi gian chien dich (bao nhieu tuan), ngay bat dau.
4. Da co gi san? Asset thuong hieu (logo, brand guide)? Testimonial/UGC? Data khach hang cu? Landing page?

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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]

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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]

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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

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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]

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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

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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]

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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]

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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

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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

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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

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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