Build a campaign brief in Microsoft Viva Amplify

When should I use a campaign brief?

When you get a new idea for a campaign, it can be tempting to charge ahead without laying down the foundation first. However, building a campaign requires a clear plan and defined objectives before the work begins. Use the Viva Amplify campaign brief template as a starting point when you want to take a proactive and structured approach when building your campaign to achieve your desired outcome. A campaign brief should help guide your thought process as you map out what your campaign will look like, who the campaign is for, and what success will look like. It is also recommended to create a brief if you’re building a large campaign or are working with multiple stakeholders. 

Set Objectives and Key messages  

1. Create a Microsoft Viva Amplify Campaign.

2. On the campaign landing page, select the Campaign brief tab located on the navigation bar or select the Campaign brief action card to get started.
   

3. Compose your objective(s) in the blank canvas provided. Add one or more campaign objectives as needed. Objectives are the first components of a campaign strategy that describe the main outcome(s) you want your campaign to achieve for your organization.
   

   Objective details typically include a title and a description.

   Examples of campaign objectives

   1. Raise $100,000 for a specific charity

   2. Increase employee participation by 30% for a specific volunteering event

   3. Build awareness for an upcoming product launch

4. Once you've filled out the campaign objectives, save your changes. You can also choose to discard any changes as needed.

5. To make more changes, select Edit to open the canvas in edit mode. Make sure to save your changes.

6. Compose your key message(s) in the blank canvas provided. A key message is the main idea a communicator wishes to spread through a campaign. It serves as a guideline for what a communicator wants their stakeholder group or audience to hear, understand, and remember. A key message can also ask the audience to take specific actions.
   
   Key messages typically include

   1. Title of the key message

   2. Description

   3. Tone

   4. An overview of the audience this key message is targeted towards

      Note: If you have multiple audiences, ensure you tailor your key message to each individual group.

7. Once you've filled out key messages, save your changes. You can also choose to discard your changes as needed.

8. For any additional changes, select Edit to to open the canvas in edit mode. Make sure to save your changes.

Campaign goals

Campaign goals are essential for a successful campaign. Goals provide direction and purpose for the campaign team, creating a unified understanding of what the campaign aims to achieve. Having well-defined goals allows you to measure the success of your efforts. By setting specific targets, you can track progress and determine whether the campaign is meeting its objectives for all distribution channels. Campaign goals empower you to make informed decisions and adjustments as needed throughout the campaign.

Currently, Viva Amplify supports goal tracking for the Unique viewers reporting signal. Learn more about reporting signals.

Writing guidance

Once your campaign brief has been saved, your campaign members can use it as a reference when writing their campaign publications. The campaign objectives and key message will display in the authoring writing guidance panel. This panel will help authors stay focused on the campaign goals and tailor the content to effectively achieve these aims.