# Evidence-First Marketing Campaign Brief

Use one copy of this brief per campaign. Link evidence instead of copying unsupported claims into production prompts.

## 1. Decision summary

- Campaign name:
- Owner:
- Version and date:
- Business objective:
- Primary metric:
- Decision deadline:
- What this campaign will not attempt:

## 2. Audience and buying situation

- Named audience:
- Trigger or situation that makes the problem urgent:
- Existing behavior or alternative:
- Main obstacle, objection, or risk:
- Language customers actually use (with source):

## 3. Offer and destination

- Exact offer:
- Price, availability, dates, and material terms:
- Destination URL:
- Primary call to action:
- What the buyer receives after the click:

## 4. Evidence register

| Evidence ID | Product fact, result, quotation, or observation | Retrievable source | Date | Owner | Limits or qualifications |
| --- | --- | --- | --- | --- | --- |
| E1 |  |  |  |  |  |
| E2 |  |  |  |  |  |

## 5. Claim boundaries

### Approved claims

| Exact public wording | Evidence ID | Required qualifier | Approved by | Expiration/review date |
| --- | --- | --- | --- | --- |
|  |  |  |  |  |

### Prohibited or unsupported claims

- Add unsupported or prohibited wording here.

## 6. Differentiation and mechanism

- Relevant alternative or status quo:
- Verifiable difference:
- How the product creates the outcome:
- Proof the buyer can see in the creative:

## 7. Creative thesis

- One-sentence argument:
- Chosen creative pattern:
- Hook or opening tension:
- Proof moment:
- Visual direction:
- Brand voice constraints:
- Accessibility, disclosure, identity, consent, and rights requirements:

## 8. Channel jobs

| Channel/placement | Job in the journey | Format/spec | Opening | CTA | Destination |
| --- | --- | --- | --- | --- | --- |
|  |  |  |  |  |  |

## 9. Measurement and test rule

- Control:
- Variable being tested:
- Primary metric and guardrails:
- Minimum useful delivery or sample rule:
- Evaluation window:
- Win, lose, and inconclusive definitions:
- Action for each outcome:

## 10. Review and approval

- Source facts verified by / date:
- Claims approved by / date:
- Rights and consent verified by / date:
- Destination and tracking verified by / date:
- Platform preview checked by / date:
- Exact artifact version approved by / date:

Any material edit to the claim, offer, destination, creative, or placement creates a new version that must return through the relevant review.