Free SKILL.md scraped from GitHub. Clone the repo or copy the file directly into your Claude Code skills directory.
npx versuz@latest install minhnv0807-ai-business-skills-skills-vi-02-brief-chien-dichgit clone https://github.com/minhnv0807/ai-business-skills.gitcp ai-business-skills/SKILL.MD ~/.claude/skills/minhnv0807-ai-business-skills-skills-vi-02-brief-chien-dich/SKILL.md--- name: 02-brief-chien-dich description: Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan. metadata: version: 2.0.0 category: strategy triggers: - "brief chien dich" - "brief sang tao" - "brief Tet" - "brief ra mat san pham" - "viet brief" - "creative brief" output: File .md brief chien dich 9 phan — Context, Objectives, Target, Core Message, Creative Direction, Channel System, Timeline, Deliverables, Risks related: - 00-ke-hoach-mkt - 01-lich-noi-dung - 04-script-video - 05-copy-quang-cao - 06-brief-ugc-egc - 09-insight-khach-hang --- # Brief Chien Dich --- ## 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? --- ## 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 ``` --- ## 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