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3.1Objective and primary S
Start with what the campaign has to achieve. Then name the behaviour where it has to happen. Everything else in the plan hangs off these two decisions.
Must-dos
- Write the objective in two sentences: the context, then the job to be done.The first says what’s happening now. The second says what this campaign must change, in a way you can measure. If you need more than two sentences, split it into two campaigns.
- Name one primary behaviour, and at most one secondary.Every brief must name its primary behaviour: stream, scroll, search or shop. Any more than one secondary and nobody knows what the campaign is actually for.
- Name the archetype and the side of the loop.Advocacy or performance. Knowing which side you’re on tells you which rules to follow later, especially on branding (3.6).
- Start from the default pairing (2.3).Change it only with a reason, written in the brief.
Which S to start with
| If the objective is to… | Start with | Because |
|---|---|---|
| Be known by more people | Scroll | It’s where attention is won at scale. |
| Be believed, understood or preferred | Stream | It’s where there’s time to explain and build belief. |
| Be the answer when people look | Search | It’s where intent shows up, and content keeps working. |
| Be easy to buy, now | Shop | It’s where the urge meets the checkout. |
Checklist
- Objective in two sentences: context and job
- Primary behaviour, and at most one secondary
- Archetype and side of the loop named
- Default pairing used, or change explained