{"id":4596,"date":"2020-09-30T12:50:02","date_gmt":"2020-09-30T12:50:02","guid":{"rendered":"https:\/\/blog.mocapp.net\/?p=4596"},"modified":"2022-08-10T10:50:03","modified_gmt":"2022-08-10T08:50:03","slug":"brief-de-campanie","status":"publish","type":"post","link":"https:\/\/mocapp.net\/blog\/brief-de-campanie\/?lang=ro","title":{"rendered":"Ce este un brief de campanie cu influenceri"},"content":{"rendered":"\n

Pentru fiecare campanie de Influencer Marketing exist\u0103 un brief scris de client c\u0103tre influencer. Dar ce este un brief de campanie cu influenceri \u0219i ce trebuie s\u0103 con\u021bin\u0103?<\/span><\/strong><\/p>\n\n\n\n

\u00cen acest articol vom detalia toate aspectele legate de un brief de campanie, structura lui \u0219i informa\u021biile care sunt obligatoriu de inclus.<\/p>\n\n\n\n

Pentru mai multe informa\u021bii despre industria Influencer Marketing, vezi AICI seria noastr\u0103 de articole.<\/span><\/span><\/a><\/strong><\/p>\n\n\n\n

Cuprins:<\/mark><\/h2>\n\n\n\n
  1. Ce este un brief de campanie;<\/strong><\/mark><\/li>
  2. Cum trebuie s\u0103 arate un brief \u0219i ce informa\u021bii trebuie s\u0103 con\u021bin\u0103;<\/strong><\/mark><\/li>
  3. Cele 7 sec\u021biuni ale unui brief:
    – numele clientului, al brandului \u0219i al agen\u021biei de publicitate\/media;
    – canalele media;
    – descrierea con\u021binutului;
    – obiectivele campaniei;
    – call-to-action;
    – detaliile legale;
    – elementele de branding.<\/strong><\/mark><\/li><\/ol>\n\n\n\n

    Fiecare produs nou pe care \u021bi-l cumperi vine \u00eenso\u021bit de un manual de instruc\u021biuni, iar scopul lui este s\u0103-\u021bi arate cum s\u0103 folose\u0219ti acel produs.<\/p>\n\n\n\n

    La fel se \u00eent\u00e2mpl\u0103 \u0219i \u00een cazul campaniilor de Influencer Marketing<\/a><\/span><\/strong>. Un brief de campanie este un “manual” care descrie \u00een detaliu nevoile clientului \u0219i scopurile pe care le urm\u0103re\u0219te clientul.<\/p>\n\n\n\n

    Influencerii primesc cererea de campanie (produsul nou, \u00een cazul exemplului de mai sus), dar \u0219i un brief pentru acea campanie (manualul de instruc\u021biuni), ca influencerul s\u0103 \u00een\u021beleag\u0103 c\u00e2t se poate de bine cerin\u021bele \u0219i a\u0219tept\u0103rile clientului.<\/p>\n\n\n\n

    A\u0219adar, ce este un brief de campanie cu influenceri?<\/mark><\/h2>\n\n\n\n

    Brieful este acel document care nu trebuie s\u0103 lipseasc\u0103 din orice \u00eenceput de campanie de Influencer Marketing.<\/p>\n\n\n\n

    Defini\u021bie: un brief este un document care cuprinde informa\u021bii despre clientul care deruleaz\u0103 campania \u0219i nevoile acestuia de promovare, obiectivele, scopul \u0219i calendarul unei campanii, precum \u0219i detaliile creative.<\/mark><\/h2>\n\n\n\n

    Din experien\u021ba noastr\u0103, un brief clar \u0219i complet este ipoteza de la care porne\u0219te un proiect de succes. Din acest motiv \u00een platforma MOCAPP<\/span> <\/strong>clien\u021bii no\u0219tri au acces la un modul dedicat construirii unui brief.<\/p>\n\n\n\n

    \"Ce<\/figure>\n\n\n\n

    \u00cen general o comunicare transparent\u0103 \u0219i proactiv\u0103 este baza oric\u0103rei rela\u021bii comerciale, iar comunicarea \u00eencepe cu acest document.<\/p>\n\n\n\n

    Cum trebuie s\u0103 arate un brief \u0219i ce informa\u021bii trebuie s\u0103 con\u021bin\u0103?<\/mark><\/h2>\n\n\n\n

    Exist\u0103 7 sec\u021biuni pe care un brief trebuie s\u0103 le aib\u0103<\/strong>: <\/mark><\/p>\n\n\n\n

    1. Numele clientului, al brandului \u0219i al agen\u021biei de publicitate\/media (dac\u0103 este cazul)<\/span><\/strong><\/h2>\n\n\n\n

    De cele mai multe ori, clientul care deruleaz\u0103 campanii este o companie. Iar compania poate avea mai multe branduri pentru care vrea s\u0103 deruleze diferite campanii.<\/p>\n\n\n\n

    Un brand este reprezentat de percep\u021bia unei persoane vizavi de un produs, serviciu, experien\u021b\u0103 sau organiza\u021bie<\/strong> (defini\u021bie dat\u0103 de Marty Neumeier, directorul Liquid Agency<\/span><\/span><\/a>).<\/p>\n\n\n\n

    \u00cen cazul \u00een care cel care deruleaz\u0103 campanii de Influencer Marketing<\/strong> pentru un brand nu este angajatul companiei client, ac\u021biunile sunt desf\u0103\u0219urate de o agen\u021bie de PR (comunicare) \/ publicitate.<\/p>\n\n\n\n

    Indiferent \u00eens\u0103 de cine face campania, influencerul trebuie s\u0103 \u0219tie care este brandul pentru care se face respectiva campanie.<\/p>\n\n\n\n

    \"Include<\/figure>\n\n\n\n

    Uneori reprezentatul unei companii sau al unui brand (de exemplu o agen\u021bie de publicitate) nu dore\u0219te s\u0103 dezv\u0103luie numele clientului din motive de confiden\u021bialitate. <\/p>\n\n\n\n

    Noi credem c\u0103 aceast\u0103 team\u0103 poate fi rezolvat\u0103 cu un contract de confiden\u021bialitate (NDA – non-disclosure agreement), pe care \u00eel folosim \u0219i \u00een procesele din platforma MOCAPP<\/span><\/strong>. Acest NDA ajut\u0103 clientul s\u0103 fie acoperit legal, iar influencerii s\u0103 \u0219tie care este brandul (clientul final) pentru a putea lua o decizie despre asocierea de imagine care va fi parte din campanie.<\/p>\n\n\n\n

    Recomandarea echipei<\/span><\/strong> MOCAPP<\/span><\/strong>: include \u00een brief \u0219i numele brandului pentru o transparen\u021b\u0103 complet\u0103!<\/span><\/h4>\n\n\n\n

    2. Canalele media<\/span><\/strong><\/h2>\n\n\n\n

    \u00cen brief, dup\u0103 men\u021bionarea brandului urmeaz\u0103 stabilirea re\u021belelor sociale care vor fi folosite pentru post\u0103rile sponsorizate din cadrul campaniei.<\/p>\n\n\n\n

    Iar aici exist\u0103 dou\u0103 cazuri:<\/p>\n\n\n\n

    Primul este atunci c\u00e2nd reprezentantul brandului nu \u0219tie exact de ce canale media are nevoie pentru a promova produsul sau serviciul.<\/p>\n\n\n\n

    Al doilea caz este atunci c\u00e2nd reprezentantul clientului \u0219tie exact ce \u00ee\u0219i dore\u0219te de la influencer. Alegerea canalelor media se face din start.<\/p>\n\n\n\n

    \u00cen Rom\u00e2nia, cele mai folosite platforme unde se deruleaz\u0103 campanii cu influenceri sunt Instagram, YouTube \u0219i Facebook. G\u0103se\u0219ti AICI un articol dedicat platformelor.<\/strong><\/span><\/a><\/p>\n\n\n\n

    Stabilirea platformelor conform obiectivelor pe care le urm\u0103re\u0219te campania este esen\u021bial\u0103.<\/p>\n\n\n\n

    Urm\u0103rirea platformelor pe care Influencerii sunt cei mai activi poate ajuta la simplificarea acestei p\u0103r\u021bi din brief. Dac\u0103 produsul t\u0103u merit\u0103 s\u0103 fie v\u0103zut, iar influencerii pe care-i vrei \u00een campanie folosesc Instagram, atunci de ce s\u0103 nu alegi Instagram?<\/p>\n\n\n\n

    \"Top<\/figure>\n\n\n\n

    3. Descrierea con\u021binutului<\/span><\/strong><\/h2>\n\n\n\n

    Dup\u0103 ce s-au stabilit \u0219i platformele pe care le vei utiliza, trecem la tipul de con\u021binut pe care \u00eel vei utiliza, cum va fi prezentat publicului, ce ar trebui s\u0103 con\u021bin\u0103 fiecare postare, c\u00e2nd vor fi publicate \u0219i pe ce perioad\u0103.<\/p>\n\n\n\n

    De exemplu, un client care promoveaz\u0103 un produs cosmetic va dori ca respectivul produs s\u0103 fie promovat printr-un con\u021binut vizual. Un produs alimentar se va promova cel mai bine printr-un con\u021binut video. \u00cen cazul unei oferte de servicii de telefonie mobil\u0103 sau de distribu\u021bie de energie, con\u021binutul poate fi text long-form (articole pe bloguri).<\/p>\n\n\n\n

    4. Obiectivele campaniei<\/span><\/strong><\/h2>\n\n\n\n

    Urm\u0103rirea unor obiective clar stabilite \u00eei ofer\u0103 campaniei motivele pentru care aceasta trebuie s\u0103 fie f\u0103cut\u0103!<\/p>\n\n\n\n

    Exemple de obiective:
    – brand awareness, de exemplu comunicarea unei oferte speciale c\u0103tre c\u00e2t mai multe persoane (num\u0103r de vizualiz\u0103ri);
    – conversion, cum ar fi cre\u0219terea traficului pe site-uri\/magazine (num\u0103r de click-uri);
    – sales, cum ar fi cre\u0219terea v\u00e2nz\u0103rilor pentru un anumit produs sau serviciu. <\/p>\n\n\n\n

    Aici este important\u0103 definirea rezultatelor pe care brandul le urm\u0103re\u0219te, pentru a fi clar pentru toate p\u0103r\u021bile ce urmeaz\u0103 s\u0103 se \u00eent\u00e2mple \u0219i de ce.<\/p>\n\n\n\n

    \"Obiective<\/figure>\n\n\n\n

    5. Call-to-action<\/span><\/strong><\/h2>\n\n\n\n

    Fie c\u0103 este vorba despre un voucher care ofer\u0103 o reducere sau o activitate pe care trebuie s\u0103 o fac\u0103 urm\u0103ritorii influencerilor, ele ajut\u0103 la atingerea rezultatelor pe care le urm\u0103re\u0219te campania.<\/p>\n\n\n\n

    Din nou, aici intr\u0103 \u00een calcul \u0219i ce func\u021bioneaz\u0103 mai bine pentru influenceri. Dac\u0103 se va face un giveaway (metod\u0103 foarte folosit\u0103 \u00een Rom\u00e2nia \u00een ultima vreme) sau poate chiar un eveniment, ar fi foarte bine s\u0103 nu lipseasc\u0103 detaliile referitoare la ele, mai ales la regulile \u0219i pa\u0219ii pe care trebuie s\u0103-i fac\u0103 participan\u021bii!<\/p>\n\n\n\n

    6. Detaliile legale<\/span><\/strong><\/h2>\n\n\n\n

    Orice campanie care include con\u021binut sponsorizat trebuie s\u0103 fie f\u0103cut\u0103 respect\u00e2nd regulile industriei \u0219i legile din acea \u021bar\u0103.<\/p>\n\n\n\n

    De exemplu, \u00een Statele Unite autoritatea care reglementeaz\u0103 publicitatea este FTC care public\u0103 periodic c\u00e2teva recomand\u0103ri \u0219i reguli de bune practici pentru campaniile Influencer Marketing<\/span><\/span><\/a>. Printre reguli, cea mai \u00eent\u00e2lnit\u0103 este men\u021bionarea con\u021binutului sponsorizat prin tag-uri de genul #AD sau #Sponsored.<\/p>\n\n\n\n

    \u00cen Rom\u00e2nia reglement\u0103rile specifice campaniilor cu Influenceri sunt mai lejere, dar profesioni\u0219tii care ruleaz\u0103 campanii online trebuie desigur s\u0103 se supun\u0103 legilor \u00een vigoare \u00een domeniul publicit\u0103\u021bii.<\/p>\n\n\n\n

    \"Campanie<\/figure>\n\n\n\n

    7. Elementele de branding<\/span><\/strong><\/h2>\n\n\n\n

    Nu \u00een ultimul r\u00e2nd, fiind vorba de asocierea mai multor branduri (clientul, agen\u021bia de publicitate \u0219i influenceri), va trebui s\u0103 stabilim \u0219i ce materiale vor fi folosite \u00een post\u0103rile sponsorizate: logo, slogan, mesaje cheie etc.<\/p>\n\n\n\n

    Un brief bun nu este u\u0219or de f\u0103cut \u0219i necesit\u0103 cunoa\u0219terea \u00een detaliu a business-ului \u0219i a obiectivelor acestuia. Totu\u0219i, orice campanie \u00eencepe cu o comunicare clar\u0103 a acestor 7 informa\u021bii. Influencerul trebuie s\u0103 \u00een\u021beleag\u0103 \u00een \u201ece se bag\u0103\u201d \u0219i care sunt a\u0219tept\u0103rile de la el.<\/p>\n\n\n\n

    Brieful poate fi trimis c\u0103tre influencer la \u00eenceputul campaniei \u00een mai multe moduri, cum ar fi printr-un e-mail sau ca o prezentare PDF.<\/p>\n\n\n\n

    Platforma MOCAPP<\/span><\/strong> ajut\u0103 clien\u021bii care vor s\u0103 deruleze campanii: \u00een cadrul sec\u021biunii \u201eCreate Brief\u201d pot trece data de \u00eencepere \u0219i data de \u00eencheiere a unei campanii, numele brandului, bugetul campaniei (estimativ), dar \u0219i descrierea campaniei (ce tipuri de livrabile urmeaz\u0103 s\u0103 fac\u0103 influencerul \u0219i ce trebuie s\u0103 con\u021bin\u0103 ele).<\/p>\n\n\n\n

    \"Un<\/figure>\n\n\n\n

    Concluzia: un brief de campanie este acel document care nu trebuie s\u0103 lipseasc\u0103 \u00een nicio campanie de Influencer Marketing. <\/mark><\/h2>\n\n\n\n

    <\/p>\n\n\n\n

    Toate aspecte luate \u00een calcul \u00een momentul \u00een care se face brieful, dac\u0103 sunt stabilite \u00een detaliu \u00eenc\u0103 de la \u00eenceput ajut\u0103 la buna desf\u0103\u0219urare a campaniei \u0219i la atingerea scopului \u0219i a obiectivelor.<\/mark><\/p>\n\n\n\n

    \"\"<\/a><\/figure>\n\n\n\n\n\n\n\n

    Resurse utile (ordine alfabetic\u0103):<\/mark><\/h4>\n\n\n\n

    manafu.ro – Cele 5 tipuri de brief \u00een campaniile cu influenceri<\/span><\/a>
    <\/span>    Mediakix.com – Marketer’s Guide: How To Write An Effective Influencer Brief<\/span><\/a>
    <\/span>    NeoReach.com – How to Write an Influencer Marketing Brief That Gets Results<\/span><\/a>
    <\/span>    upfluence.com – 6 Steps to a Successful Influencer Brief + FREE Template!<\/span><\/a><\/sub><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    Toate aspectele legate de un brief de campanie, ce este el \u0219i cum ar trebui s\u0103 arate.<\/p>\n","protected":false},"author":4,"featured_media":4601,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[42,52],"tags":[],"class_list":["post-4596","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-education","category-influencer-marketing"],"yoast_head":"\nCe este un brief de campanie cu influenceri » MOCAPP<\/title>\n<meta name=\"description\" content=\"Afl\u0103 ce este un brief de campanie cu influenceri \u0219i ce trebuie s\u0103 con\u021bin\u0103 pentru a fi eficient \u00eentr-o campanie de Influencer Marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mocapp.net\/blog\/brief-de-campanie\/\" \/>\n<link rel=\"next\" 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