Campaign Strategy
Part of Writing influencer briefs that leave room for creativity
Agreeing on deliverables before a campaign starts
Define creator assets, publishing obligations, milestones, review terms and changes before campaign production begins.
Agree deliverables by identifying each item a creator will make, hand over or publish, its due date and what counts as completion. ‘One sponsored post’ may leave the format, account, files and review work unclear. Put the agreed scope in a short schedule both parties can read before production begins.
Describe each item
A published video, its caption, a separate story and a clean file for the brand may involve different obligations even when they come from one shoot. Give each item a row and state whether it is a draft, final file or live post.
| Field | Decision to record |
|---|---|
| Item | What is supplied or published, and in what format? |
| Account | Who publishes it, and where will viewers see it? |
| Scope | What audience question should it answer, and what inputs will the brand supply? |
| Dates | When are the concept, draft, feedback and publication due? |
| Review | Who consolidates comments, and which revisions are included? |
| Completion | What final file or publication record shows the agreed work was delivered? |
| Payment | Which fee and payment milestone apply to this scope? |
The schedule is a working summary; the accepted agreement should settle the contractual terms. Australian Government contract guidance recommends defining the work, payment and conditions for considering a job finished.
Make review and completion understandable
Identify what the brand may review: product facts, agreed messages, commercial presentation and the specified deliverable. Give one contact responsibility for consolidated feedback by an agreed time. If brand reviewers disagree, resolve that before sending conflicting instructions to the creator.
Choose a completion condition that can be checked. For example, the agreed video and caption have been supplied in the specified format, factual corrections have been incorporated, and the post has appeared on the agreed account within the publication window. An approval condition based only on whether someone ‘loves it’ gives neither party a usable standard.
Review the full piece viewers will encounter. Social media advertising must not mislead or deceive consumers, and the commercial relationship should be clear.
A creator’s genuine assessment should not be rewritten into an opinion they do not hold. These checks do not make an unrelated new creative request part of the original scope.
Key legal and compliance considerations
- Copyright ownership
- Creators retain copyright unless transferred in writing (AG.gov.au)
- Contract best practice
- Define work, payment and completion terms (Business.gov.au)
Agree on changes to scope
Set out how either party proposes a change: identify the affected item, reason, new work, timing and price effect, then agree on the revision before relying on the new schedule. An additional aspect ratio made from an existing edit may involve different work from another shoot; its treatment depends on what was agreed and what production is needed.
If the brand supplies a product late or changes a confirmed fact, the creator may need a new date or additional work. If the creator cannot meet a deadline, both parties need an agreed response. Record the resulting change beside the current scope so they are working from the same version.
Distinguish posting from brand use
State whether the creator must post on their own account, deliver a file to the brand, or both. If the brand also wants to repost, edit or advertise with the work, define that permission separately.
