Let me show you how to write a creative brief with an example from Cheetos using the GET, WHO, TO, BY format.
With the brief formula, we want to set up a consumer problem that our product can help address.
In the ad for Cheetos, we see their new product seen as a solution for a common problem.
It’s a fill-in-the-blanks with four key pieces, the GET, the consumer target, the WHO, the consumer problem, the TO, the consumer goal, the BY, the single-minded message.
Timestamps
0:00:00 - Intro
0:00:12 - Consumer Problem
0:00:22 - Brief Formula
0:01:25 - Creative Brief - The Target Audience
0:01:28 - Creative Brief - The Problem
0:01:45 - Creative Brief - The Goal
0:02:03 - Creative Brief - The Single Minded Proposition
⚡️ CREATIVE BRIEFING MINI COURSE - Learn how to write creative briefs with this mini course. Here - bit.ly/354vLU6
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⚡️STRATEGY MATE - strategyfinishingschool.com/l...
📙100 CREATIVE IDEAS ON TINY BUDGETS - strategyfinishingschool.com/l...
💡10 BEST STRATEGY PAGES - strategyfinishingschool.com/s...
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ABOUT ME: I’m Julian Cole, a strategy trainer at the Strategy Finishing School. I’m also a strategy consultant to leading brands like Uber, Disney, Facebook, Apple, and Snap. Previously I was head of comms planning at BBH and BBDO New York where my team and I won over 100+ creative and strategy awards.
WEBSITE: strategyfinishingschool.com/