Create a Sharper Campaign Brief in Minutes with Get Who To By
Creating a campaign brief should be a walk in the park, but instead, it often feels like you're trying to solve a Rubik's cube blindfolded. Get Who To By is here to rescue you from the chaos of vague objectives and endless revisions. It’s your new best friend in crafting campaign briefs that make sense, focus your efforts, and actually get the job done. Ready to stop wasting time? Let's dive in.
The TL;DR
Use the Get Who To By framework to create a campaign brief that cuts through the fluff: GET (who to target), WHO (specific insight about their behavior), TO (the message), and BY (how you'll get them to act). Say goodbye to aimless campaigns and hello to clarity.
Why Get Who To By is a Game-Changer for Campaign Briefs
Campaigns fail when they're vague, unfocused, and full of assumptions. This framework strips away the nonsense and forces you to hone in on what really matters.
The Four Steps
GET
Who are we actually trying to reach?
Identify the smallest, most winnable group that will care about your campaign. Not just 'people who might buy'—get specific. If it feels too broad, you’re doing it wrong.
WHO
What’s a crucial insight about how they behave?
Dig into their habits and frustrations. What’s making them tick right now? If you’re not clear on this, you’re guessing. And guessing is for rookies.
TO
What’s the message that will cut through the noise?
Your message should be as clear as a bell. If it sounds like corporate jargon or reads like a manifesto, it’s time to rewrite. Make it obvious what you want them to do and why they should care.
BY
What’s our game plan to make them act?
Outline the mechanism that drives behavior. Be ready to explain how you’ll create urgency or tap into existing frustrations. If it’s not crystal clear, you need to refine it.
Common Campaign Brief Blunders
(Trust Us, We’ve Been There)
- ×Targeting everyone and their dog.
- ×Assuming insights without actual data.
- ×Vague messaging that confuses rather than clarifies.
- ×Being overly creative without grounding in reality.
- ×Expecting teams to magically align without a clear brief.
- ×Ignoring past campaigns’ failures.
- ×Not defining what success looks like.
- ×Overcomplicating the mechanism for action.
Avoid these pitfalls, and you're on your way to a brief that actually makes sense and drives results.
Real Examples
Social Media Campaign
A campaign for a new eco-friendly water bottle.
GET
Eco-conscious millennials.
WHO
Already buying sustainable products but frustrated with brands that greenwash.
TO
Choose our bottle and reduce plastic waste effortlessly.
BY
Offering a limited-time discount for first-time buyers and highlighting the eco-friendly impact.
Why this works
It connects with a passionate audience, addresses their frustrations, and gives a clear call to action with a tangible incentive.
Email Marketing Campaign
A re-engagement campaign for a fitness app.
GET
Former users who canceled their subscriptions.
WHO
Previously loved the app but found it too complicated to navigate.
TO
Come back and get a free personal training session.
BY
Simplifying the onboarding process and showcasing success stories from other users.
Why this works
It targets a specific audience with a clear motivation for returning, addressing their pain points directly.
Influencer Partnership Campaign
A campaign for a new line of organic snacks.
GET
Health-conscious parents.
WHO
Busy moms looking for quick, healthy snack options for their kids.
TO
Try our snacks that kids will actually love.
BY
Partnering with influential parenting bloggers to showcase real-life usage and benefits.
Why this works
It taps into a well-defined audience, leverages trusted voices, and presents a clear, appealing offer.
Frequently Asked Questions
How do I create a focused campaign brief?
Use the Get Who To By framework to clarify your target, insights, message, and action plan. No more vague objectives.
What if I don’t know my audience well enough?
Get out there and talk to them. Use surveys, social media, or even good old-fashioned interviews to gather insights.
How do I write a compelling message?
Make it simple, direct, and loaded with urgency. People should get it instantly—no decoding needed.
What are common pitfalls in campaign briefs?
Vague targets, unclear messaging, and hoping for the best without a solid plan. Avoid being that person.
How do I measure success for my campaign?
Define KPIs upfront based on your goals. Whether it’s engagement, conversions, or something else, know what you’re aiming for.
Generate a Framework for your Product Launch Strategy
Use our framework generator to generate various Get Who To By, 4C, 4 Points Strategy, and other frameworks — all in one place and directly to editable Google SLIDES!
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