Inpander focuses on the overseas marketing of online celebrities/. Welcome to continue to follow us. Inpander will share more cutting-edge marketing trends, dry goods, latest cases and industry insights to help China enterprises quickly open and occupy the global market. In the advertising or marketing industry, Brief is a medium for transmitting information from brands to service providers, and then to creative producers (such as KOL Daren). So, how to write a high-quality brief document for overseas brands? 1. Why do you need a briefing? Brief, also known as "briefing", is an explanatory document sent by the brand to cooperative organizations and bloggers. It usually includes the objectives, timetable, payment terms, KPI and other contents of this KOL activity. In KOL marketing activities, brief is a way for brands, institutions and cooperation KOL to balance information and establish information symmetry. If there is no Brief, it is equivalent to a tall building without foundation, and it will overturn when it is half covered. In addition to information alignment, brief can also help you: talented creators who promote brands receive requests for brand cooperation every day. So how do you stand out? Creating a powerful briefing allows you to promote your brand in a creative way and persuade them to cooperate with you. Clear objectives Clear your KOL marketing objectives, objectives, strategies and KPI, which will make it easier for you to convey your plans and results to your team and management. Improve Efficiency Simplify and improve your KOL marketing by creating standard documents and processes for KOL marketing personnel relations and activities (this will save you a lot of time and energy! )。 Attracting cooperation attracts and establishes a better relationship with the right KOL by clearly setting and managing expectations around the activity guide and deliverables. Only by taking fewer detours and keeping the content consistent with the brand vision and goals can we sit back and relax. 2. What message is conveyed briefly? An effective KOL marketing briefing should include the following five elements: 1. Brand/Product Introduction KOL needs to know who he is working with, so the brand owner needs to make a simple brand &; Product Description: Tell me who you are. What do you want to promote and why bloggers want to promote you. At the same time, don't forget to add official website links, social media accounts and any other photos or creative links to better show your brand. 2. Activity summary Before describing the implementation details of the activity, the brand should summarize the activity clearly and concisely in 2-3 sentences. The content should include: what products (or services, activities, etc.) are available. ) this activity? What is the purpose of this activity? Is it a new product? Is this a holiday promotion? Is it to enhance brand awareness or increase product sales? For example, a chestnut brand has designed a special name for people who wear contact lenses. The goal of this kampaignoreachenew customeroudience is to increase the number of purchases on the release day. (Brandx cooperated with InfluencerZ to promote the launch of its new mascara, which is specially designed for people wearing contact lenses. The goal of this activity is to attract new customers and increase the number of purchases on the day of launch. ) 3. Implementation details outline the basic knowledge of collaboration. They need a clear direction and an understanding of your success expectations, so please be sure to cover: the launching channel, which social media platforms you want to post on, the number of posts you want to create, the timetable, the release date, the deadline and other activity goals, your activity goals and KPI delivery. How should KOL send you its own contents and results after the project is completed? What can you expect? Any file format you like? When do they need to send it? Terms of Payment If payment is involved in your activity, please explain the expenses involved and what requirements need to be met before payment, so that the influencer can know what will happen. Award type: fixed amount, commission, other payment methods, payment date, payment terms and conditions. What resources does the brand have to support this activity? If please indicate the cancellation policy, what should the influencer do to cancel the cooperation? Secrecy allows KOL to know in advance whether this cooperation needs to be kept secret. Should they avoid showing or mentioning products or services before a certain date? 4. Content requirements, if any, should be stated in advance to reduce the cost of subsequent revision, communication and rework, including but not limited to: pictures, videos, long articles and other content forms. Long articles need to include several pictures. Content style, popular science, evaluation, experience and story will also adapt to the requirements of content style in the collocation of bloggers. You can introduce the brand visual requirements to the influencers through the emotional version. Creative direction, such as 5W 1H (who, when, what scene, why, what happened and what was the result), or links to previous activity cases. Content length, text, pictures, video length, etc. If you have a clear topic, you can give it directly. If not, you can give a direction or request, which will be confirmed by the service provider or talents before formal writing. Because the content needs deduction, it is the first step to confirm the topic before making an outline or draft. The title of the post indicates whether it is necessary to indicate the brand theme tag, link, discount code, affiliated link or login page, whether it is necessary to have a social media account of @ in the post or whether it is necessary to disclose brand sponsorship information when using the brand tag. Please decide whether to add according to local laws and regulations; Interactive requirements such as maintenance of comment area; Phonetics needs the standardized expression of some special information, points to avoid, keywords (keywords to be buried, such as anchor search rate, keywords to be avoided, such as platform sensitive words) and so on. 5. Precautions When introducing the situation to the influencers, add any specific requirements that you want the influencers to do or avoid. Give a chestnut: don't include activity messages in the post title. Don't include pictures/references of alcohol or drugs. Submit your content for review on the specified date. Don't use dirty words or criticize brands. Position the logo/product according to the brand guide. Don't compare the brand with any competitors. Include #ad/# sponsored topic tags in the post. Don't merge any other sponsored posts. Remember, brevity is not immutable. Although the core of the presentation (your company's mission and goals) will remain unchanged, it is very important to always integrate the learning, feedback and content ideas of the influencers themselves.