Seeding campaign brief template

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The template

Copy it into your own document or download it as a text file. Replace the bracketed placeholders with your own details.

SEEDING CAMPAIGN BRIEF

Campaign name:
Owner:
Date:

1. GOAL
   Decision this campaign informs (e.g. launch / change / drop the product):
   Primary outcome (pick one): product feedback | reviews | content | relationships
   What we will do differently depending on the result:

2. AUDIENCE
   Who should receive the product:
   Must-have criteria:
   Exclusions (employees, competitors, previous recipients, ...):
   Source of recipients: own customer list | CRM | tester community | creator list
   Number of recipients:
   How we chose that number:

3. PRODUCT AND BOX
   Product(s) and variants:
   Inserts (card, instructions, QR code to feedback page):
   Can recipients choose between variants? yes / no
   Units needed incl. spares:

4. SHIPPING
   Ship from: own stock | fulfilment partner
   Carrier(s):
   Countries:
   Address confirmation before shipping? yes / no
   Target ship date:

5. FEEDBACK
   What we ask for: survey | photos | video | written review
   When we ask (days after delivery):
   Reminder plan:
   Incentive (if any) and how it is disclosed:

6. BUDGET
   Product cost per box:
   Packaging and inserts per box:
   Shipping per box:
   Platform and fulfilment fees:
   Total:

7. SUCCESS CRITERIA
   Minimum responses needed to decide:
   Measures we will report:
   Report due date and audience:

8. RISKS AND COMPLIANCE
   Personal data we collect and why:
   Disclosure rules for gifted content:
   Product safety or age restrictions:

When to use it

• Before a pre-launch product test, so product, marketing and leadership agree on the decision the test should inform.
• Before seeding samples to creators, reviewers or superfans, so the team agrees on what counts as a result.
• When briefing an agency or a fulfilment partner on a campaign you will not run alone.

How to fill it in

• Write the goal section first and keep it to one decision. If you cannot name the decision, the campaign is not ready.
• Size the audience from the decision, not the budget: use the sample size calculator to see how many responses you need, then plan for recipients who will not respond.
• Fill in the budget with your own quotes and check it against the decision value with the ROI calculator.
• Share the brief with everyone who signs off and freeze it before recipients are invited.

Automate it

Run this template in Portifer

• Each brief section maps to a campaign: campaign type, box builder (products, variants, inserts, gift of choice), recipients, carriers and the campaign survey.
• Save a campaign setup that worked as a campaign template and reuse it for the next brief.

• Create an account
• See all features

Frequently asked questions