A strong brief tells a creator exactly what success looks like before they apply, accept, or start filming. The live brief inside Purple Cow is the source of truth.
Start with the outcome
In one or two sentences, explain what the campaign should achieve and who the content is for. Then list the exact deliverables.
Choose whether the brief promotes the whole brand or a specific product, service, app, or offer.
Include every required detail
Campaign type and creative objective
Product, service, or experience being featured
Number of assets and required formats
Orientation, duration, language, and platform
Mandatory talking points, actions, shots, text, tags, or disclosures
Claims or topics the creator must avoid
Reference material and whether it is inspiration or a strict requirement
Submission, revision, and final deadlines
Separate requirements from preferences
Label non-negotiable requirements clearly. Put optional creative suggestions in a separate section. This prevents creators from treating a preference as an eligibility rule—or missing a must-have detail.
Product or service logistics
Explain how the creator will receive or access what they need. Include expected shipping timing, access steps, return instructions if applicable, and what to do if something is delayed or damaged. Keep addresses and private details in the platform's proper secure fields, not in a public brief.
Posting requirements
For an Influencer Posting campaign, state the social platform, content format, posting window, required tags or mentions, disclosure language, approval step, and availability period. Do not add a posting obligation after a creator has started unless the campaign is formally updated and agreed.
On-site logistics
Include the exact city or area, venue type, date and time window, expected duration, access instructions, dress or equipment requirements, contact process, and safety information. On-site work is a logistical attribute, not a campaign type.
Make revisions predictable
Explain what will be reviewed and how feedback will be given. Revision requests should relate to the agreed brief. If the campaign changes materially, resolve it through Purple Cow before asking the creator to redo the work.
Final check
Remove contradictions, hidden requirements, personal contact details, and off-platform instructions. Ask whether a creator could complete the work correctly using only the live brief and workroom.