A great creative campaign starts with a great brief. But too often, briefs are vague, bloated, or missing what matters most: insight.
At Idyllic, we teach teams how to create creative briefs that actually perform—by anchoring them in consumer behavior and market context.
What to Include in a Data-Driven Brief
- Audience Behavior Snapshot – What they’ve clicked, searched, or said (real behavior over assumed identity)
- Creative Hook + Insight – What moment, pain point, or value can you build around?
- Channel Context – Where will this show up? Instagram story or retail endcap?
- Single Success Metric – Don’t try to solve everything in one creative. Pick one goal.
Use first-party data to guide creative strategy
Tips for Elevating the Brief
- Include screenshots or UGC examples
- Use language from consumer reviews or surveys
- Give your creative team the why, not just the what
Example Prompt (We Use This Internally)
“The insight: Our audience saves but doesn’t buy. The behavior: They’re pausing at the pricing page. The creative opportunity: Build urgency and perceived value.”
When you brief with clarity and insight, your team can focus on making something great—not guessing at the problem.
Final Thought
Creative doesn’t have to be a gamble. When you lead with consumer insight, every concept becomes a testable hypothesis—and every campaign gets smarter.
