Creator Brief Agent
Creator Brief Agent
Creator Brief Agent
CLIENT: INTERNAL
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY
Challenge
Challenge
Challenge
Brands couldn't build
with creators at scale.
Brands couldn't build
with creators at scale.
Brands couldn't build
with creators at scale.
Creator ads drove 19% lower CPAs and 13% higher click-through. But each brief took a strategist two days, from research through delivery. At hundreds of creators per partner, the process couldn't scale.
The brief needed a new model.
Creator ads drove 19% lower CPAs and 13% higher click-through. But each brief took a strategist two days, from research through delivery. At hundreds of creators per partner, the process couldn't scale.
The brief needed a new model.
Creator ads drove 19% lower CPAs and 13% higher click-through. But each brief took a strategist two days, from research through delivery. At hundreds of creators per partner, the process couldn't scale.
The brief needed a new model.
Insight
Insight
Insight
The writing was never the slow part.
The writing was never the slow part.
The writing was never the slow part.
The real work was finding the intelligence, translating the brand strategy, and creating a tailored creative idea for every creator.
The real work was finding the intelligence, translating the brand strategy, and creating a tailored creative idea for every creator.
The real work was finding the intelligence, translating the brand strategy, and creating a tailored creative idea for every creator.
"I spent all morning finding stuff, trends, audience motivations, etc. and I still hadn't written anything."
User Interview, Creative Director
"I spent all morning finding stuff, trends, audience motivations, etc. and I still hadn't written anything."
User Interview, Creative Director
1
Finding Intelligence
Creator trends, competitive hooks, and creator data lived in different places.
Starting from scratch
Starting from scratch
The brand's strategy gets translated
brief after brief, introducing drift.
The brand's strategy gets translated brief after brief, introducing drift.
2
Personalization doesn't scale
Every creator needs a tailored creative thought starter. Multiply that across a roster.
3
Starting from scratch
The brand's strategy gets translated
brief after brief, introducing drift.
Finding Intelligence
Finding Intelligence
Creator trends, competitive hooks, and creator data lived in different places.
Creator trends, competitive hooks, and creator data lived in different places.
Personalization
doesn't scale
Personalization
doesn't scale
Every creator needs a tailored creative idea. Multiply that across a roster.
Every creator needs a tailored creative idea. Multiply that across a roster.
Strategy
Strategy
Strategy
Extend what creative
directors can do
Extend what creative
directors can do
Extend what creative
directors can do
Extend what creative
directors can do
CD
provides
CD
provides
CD
provides
Agent provides
Agent provides
Agent provides
brand brief
brand brief
humanized brief
humanized brief
humanized brief
objective
objective
platform intelligence
platform intelligence
campaign platform
campaign platform
idea adaptations
idea adaptations
creator idea
creators
creators
similar creators
similar creators
Agent Training
Agent Training
Agent Training
Built on
creative standards
Built on
creative standards
Built on
creative standards
The system had to encode creative intelligence so the work could scale. Creative standards became casting criteria, policy guardrails, and idea formats. Written as rules the agent applied across every brief.
The system had to encode creative intelligence so the work could scale. Creative standards became casting criteria, policy guardrails, and idea formats. Written as rules the agent applied across every brief.
The system had to encode creative intelligence so the work could scale. Creative standards became casting criteria, policy guardrails, and idea formats. Written as rules the agent applied across every brief.
Intelligence
Intelligence
Intelligence
No brief starts from a blank page.
No brief starts from a blank page.
WHAT PERFORMS
WHAT PERFORMS
Hundreds of ads analyzed by vertical.
Hundreds of ads analyzed by vertical.
Hundreds of ads analyzed by vertical.
WHAT COMPETITORS RAN
WHAT COMPETITORS RAN
Winning hooks, formats, and angles.
Winning hooks, formats, and angles.
Winning hooks, formats, and angles.
WHAT THE BRAND EARNED
WHAT THE BRAND EARNED
Sentiment from existing creative.
Sentiment from existing creative.
Sentiment from existing creative.
How it works
How it works
How it works
One intake becomes
a roster of briefs
One intake becomes
a roster of briefs
One intake becomes
a roster of briefs
The brand brief and idea system go in once. The agent draws on seven internal data sources to build briefs across the roster.
The brand brief and idea system go in once. The agent draws on seven internal data sources to build briefs across the roster.
The brand brief and idea system go in once. The agent draws on seven internal data sources to build briefs across the roster.
HOW IT WORKS
HOW IT WORKS
Four steps, one campaign setup.
Four steps, one campaign setup.
Four steps, one campaign setup.
HUMAN IN THE LOOP
HUMAN IN THE LOOP
HUMAN IN THE LOOP
Some calls were never the agent’s
Some calls were never the agent’s
Some calls were never the agent’s
It proposed two or three springboards per creator. The strategist chose, sharpened, or rejected them before anything reached the brand or creator.
It proposed two or three springboards per creator. The strategist chose, sharpened, or rejected them before anything reached the brand or creator.
It proposed two or three springboards per creator. The strategist chose, sharpened, or rejected them before anything reached the brand or creator.
Results
Results
Results
Two days of briefing,
down to an afternoon
Two days of briefing,
down to an afternoon
Two days of briefing,
down to an afternoon
···
···
···
8hrs
8hrs
8hrs
SAVED / CAMPAIGN,
13.5→5.5 HRS (-59%)
SAVED / CAMPAIGN,
13.5→5.5 HRS (-59%)
SAVED / CAMPAIGN,
13.5→5.5 HRS (-59%)
··
··
··
+61%
+61%
+61%
FIRST-PASS
APPROVAL LIFT, 25.5→41%
FIRST-PASS
APPROVAL LIFT, 25.5→41%
FIRST-PASS
APPROVAL LIFT, 25.5→41%
·
·
·
+17%
+17%
+17%
CREATOR ADS REV F/
TOP 15 ADVERTISERS
CREATOR ADS REV F/ TOP 15 ADVERTISERS
CREATOR ADS REV F/
TOP 15 ADVERTISERS
