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БРИФ НА WOM-КАМПАНИЮ
FILL IN THE BRIEF for your project
WOM-CAMPAIGN BRIEF
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КОНТАКТНАЯ ИНФОРМАЦИЯ
Название компании
Бренд / Продукт
Контактное лицо
Email
Номер телефона
 
ЦЕЛИ И МЕХАНИКА
Основная цель кампании
Механика проекта
Для участия в акции мы отберем агентов - представителей вашей целевой аудитории среди обычных потребителей. Какой из дальнейших сценариев наиболее актуален для вашего продукта?
Продукт для тестирования агентами
Перечислите SKU/услуги, которые протестируют агенты и о которых оставят свои отзывы.Если позиций несколько, уточните, пожалуйста, количество каждой.
Попросим агентов поделиться со своими друзьями семплами продукта?
Если "да", уточните, каким семплом/триалом агенты поделятся с друзьями
 
KPI ПРОЕКТА
Отзывы на онлайн площадках
Укажите, на каких площадках и в каком количестве вы хотели бы получить отзывы агентов
Посты в социальных сетях
В каких социальных сетях и в каком количестве вы бы хотели получить посты с отзывами о вашем продукте от агентов?
Интересна ли вам работа с блогерами?
Хотели бы вы дополнить кампанию публикациями со стороны профессиональных инфлюенсеров?
Impressions от публикаций блогеров
Какое количество показов/контактов с брендом вы хотели бы получить в результате работы с блогерами?
Когда хотелось бы начать получать отзывы/посты?
Бюджет проекта (без НДС)
 
ЦЕЛЕВАЯ АУДИТОРИЯ
(БАЗОВЫЕ ПАРАМЕТРЫ)
В этом блоке уточните базовые критерии,
по которым нам следует отбирать агентов для участия в проекте
Пол
Возраст
География
Пользователи категории
 
ЦЕЛЕВАЯ АУДИТОРИЯ
(ДОПОЛНИТЕЛЬНЫЕ ПАРАМЕТРЫ)
(+10% К СТОИМОСТИ ЗА КАЖДЫЙ КРИТЕРИЙ)
Семья
Домашние животные
Внешний вид
Состояние здоровья
Другие параметры
 
ДОПОЛНИТЕЛЬНЫЕ КОММЕНТАРИИ
(ЗАПОЛНЕНИЕ ДАННОГО РАЗДЕЛА ОПЦИОНАЛЬНО)
По каким критериям будет оцениваться предложение?
Комментарии к брифу
CONTACT INFORMATION
Company name
Brand/product name
SKUs for testing
Please list all the SKUs of the product that should be tested by the participants.
Your Name
Your Corporate Email
Mobile/Phone
 
ABOUT THE PROJECT: KPI
When do you want to start the campaign?
From this date, your product reviews will appear online.
How many full-size products do you have for testing?
Every agent should receive at least 1 item/product for testing.
Number of agents on the project
To participate in the project, we will select target agents - users of the Buzzaar platform, consumers of your brand. Each of them will receive the goods for testing and post reviews.
There will be 0 agents recruited on the project.
How many product samples are you willing to give to friends for testing?
Each agent can distribute samples of the product to his or her friends and acquaintances.
Number of trials
Trials are considered as those made by agents with their full-size items/products and those made by their friends who test product samples.
As a result of the project, 0 agents will try the product.
Number of reviews
This indicator is calculated taking into account that, on average, each agent will leave 1-2 reviews on different websites (on social networks and/or on other resources).
Preliminary number of reviews on the project: 0
Which of these websites is your priority on this project?
Agents will post reviews on them.
Other websites, e-shops (optionally)
Name online stores or other websites for posting reviews (if relevant).
Budget w/t VAT
Do you have a budget in mind for what you want to invest in this campaign?
 
TARGET AUDIENCE
(BASIC PARAMETERS - FREE)
The next block defines the targeting parameters by which we will select agents to participate in your project. Despite the wide possibilities of targeting, we do not recommend narrowing the audience too much, as it's better to indicate the key parameters of your TA.
Gender
Question for a user: Please indicate your gender.
Age
Question for a user: Please indicate your date of birth.
Geo
Question for a user: In which city do you permanently live?
Category users
Question for a user: Do you use XXX? (Do you have YYY?)
 
TARGET AUDIENCE
(ADDITIONAL PARAMETERS - EXTRA COST)
Here you can see how the following parameters are represented in the user's questionnaire.
Family
Pets
Appearance
Health conditions
Other targeting criteria
Additional parameters
Here you can put additional parameters that you did not find on the list.
 
TECHNICAL SPECIFICATIONS
(FOR PROJECT COST CALCULATION)
Product packaging size
Please indicate the size of the product packaging.
Material and format of product packaging
Please indicate from what material the product packaging is made, and also in what format it is presented.
Buzz-kit composition
Do you want to add product samples for friends to an agent's buzz-kit?
Product sample packaging size
Please indicate the size of the product sample packaging (if relevant for the project).
Type of packaging
What kind of buzz-kit packaging do you prefer for the project?
 
ABOUT THE PROJECT: MARKETING
(THIS SECTION IS OPTIONAL)
What is the main goal of the campaign?
Big idea / advertising slogan
Brand message
What message do you want the consumer to receive about the brand / product?
Brand description and RTB
Please describe all RTB, confirming the key message.
Product Trial Barrier(s)
By which criteria will the WOM offer be evaluated?
Please indicate the criteria by which your company will evaluate the Buzzaar offer.
For comments
Here you can leave any comments you find relevant for this brief.