Generates a 9-section Markdown brief for marketing campaigns from Context to Risks, including creative direction, RACI, phased budgets, after asking 4 key questions on campaign type, goals, budget, and assets.
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SKILL.md
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campaign-plan
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Generates campaign briefs with objectives, audience, messaging, channel strategy, week-by-week content calendar, and metrics for product launches, lead-gen, or awareness campaigns.
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?
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
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