Creates comprehensive influencer marketing campaign plans including objectives, strategy, influencer selection criteria, content requirements, timeline, budget allocation, and success metrics. Your campaign blueprint.
Install via CLI
Skills Directoryopenskills install aaron-he-zhu/influencer-marketing-claude-skills---
name: campaign-planner
description: Creates comprehensive influencer marketing campaign plans including objectives, strategy, influencer selection criteria, content requirements, timeline, budget allocation, and success metrics. Your campaign blueprint.
---
# Campaign Planner
This skill helps you design comprehensive influencer marketing campaigns from strategy to execution plan. It creates actionable blueprints that align business objectives with creative execution.
## When to Use This Skill
- Planning a new influencer campaign
- Launching a product with influencer support
- Creating seasonal or tentpole campaigns
- Developing always-on influencer programs
- Restructuring underperforming campaigns
- Presenting campaign plans to stakeholders
## What This Skill Does
1. **Objective Setting**: Defines clear, measurable campaign goals
2. **Strategy Development**: Creates strategic approach and messaging
3. **Influencer Criteria**: Specifies ideal influencer profiles
4. **Content Planning**: Outlines content requirements and formats
5. **Timeline Creation**: Builds detailed execution timeline
6. **Budget Framework**: Allocates resources effectively
7. **Success Metrics**: Establishes KPIs and benchmarks
## How to Use
### Plan a Campaign
```
Create an influencer campaign plan for [product launch/brand awareness/etc.]
```
```
Plan an influencer campaign for [brand] with [budget] targeting [audience] during [timeframe]
```
### Specific Campaign Types
```
Design a product launch campaign using 20 micro-influencers on TikTok
```
```
Create an always-on influencer program for [brand]
```
## Instructions
When a user requests campaign planning:
1. **Gather Campaign Requirements**
```markdown
### Campaign Brief Input
**Brand Information**:
- Brand: [name]
- Product/Service: [description]
- Value Proposition: [key benefits]
- Target Audience: [demographics, psychographics]
**Campaign Context**:
- Campaign Type: [launch/awareness/seasonal/always-on]
- Reason for Campaign: [why now]
- Timeline: [start-end dates]
- Budget: [total budget or range]
**Constraints**:
- Must include: [requirements]
- Must avoid: [restrictions]
- Approvals needed: [stakeholders]
```
2. **Define Campaign Objectives**
```markdown
## Campaign Objectives
### Campaign Name: [Name]
### Primary Objective
**Goal**: [Specific objective]
**Metric**: [How it will be measured]
**Target**: [Specific number/percentage]
### Secondary Objectives
| Objective | Metric | Target |
|-----------|--------|--------|
| [Objective 1] | [metric] | [target] |
| [Objective 2] | [metric] | [target] |
| [Objective 3] | [metric] | [target] |
### SMART Goal Check
- ✅ **S**pecific: [how it's specific]
- ✅ **M**easurable: [how it's measured]
- ✅ **A**chievable: [why it's realistic]
- ✅ **R**elevant: [business alignment]
- ✅ **T**ime-bound: [timeline]
### Success Definition
**This campaign is successful if**:
- [Success criteria 1]
- [Success criteria 2]
- [Success criteria 3]
**This campaign fails if**:
- [Failure indicator 1]
- [Failure indicator 2]
```
3. **Develop Campaign Strategy**
```markdown
## Campaign Strategy
### Strategic Approach
**Big Idea**: [One-line campaign concept]
**Strategy Statement**:
We will [action] to [audience] by [method] resulting in [outcome].
### Target Audience
**Primary Audience**:
- Demographics: [details]
- Psychographics: [values, interests, lifestyle]
- Pain points: [challenges we address]
- Media behavior: [where they consume content]
**Secondary Audience** (if applicable):
- [Description]
### Key Messages
**Primary Message**:
> "[Core message]"
**Supporting Messages**:
1. [Message 1]
2. [Message 2]
3. [Message 3]
**Proof Points**:
- [Evidence/claim 1]
- [Evidence/claim 2]
### Campaign Pillars
| Pillar | Focus | Content Angle |
|--------|-------|---------------|
| [Pillar 1] | [focus area] | [content approach] |
| [Pillar 2] | [focus area] | [content approach] |
| [Pillar 3] | [focus area] | [content approach] |
### Platform Strategy
| Platform | Role | Content Focus | % Budget |
|----------|------|---------------|----------|
| [Platform 1] | Primary | [focus] | [%] |
| [Platform 2] | Secondary | [focus] | [%] |
| [Platform 3] | Supporting | [focus] | [%] |
### Competitive Differentiation
**What makes this campaign different**:
- [Differentiator 1]
- [Differentiator 2]
```
4. **Define Influencer Criteria**
```markdown
## Influencer Strategy
### Influencer Mix
| Tier | Follower Range | Quantity | Role | Budget % |
|------|----------------|----------|------|----------|
| Macro | 100K-1M | [#] | [role] | [%] |
| Micro | 10K-100K | [#] | [role] | [%] |
| Nano | <10K | [#] | [role] | [%] |
### Selection Criteria
**Must-Have Requirements**:
| Criterion | Requirement | Priority |
|-----------|-------------|----------|
| Niche | [category] | Required |
| Platform | [platforms] | Required |
| Engagement Rate | >[%] | Required |
| Audience Demographics | [specs] | Required |
| Brand Safety | [criteria] | Required |
| Content Quality | [standard] | Required |
**Preferred Criteria**:
| Criterion | Preference | Weight |
|-----------|------------|--------|
| [Criterion 1] | [preference] | [weight] |
| [Criterion 2] | [preference] | [weight] |
**Exclusions**:
- No current competitor partnerships
- No controversial content history
- [Other exclusions]
### Ideal Influencer Profile
**Profile: "[Persona Name]"**
- Age: [range]
- Platform focus: [primary platform]
- Content style: [description]
- Audience: [description]
- Posting frequency: [frequency]
- Brand partnership style: [authentic/polished/etc.]
- Example influencers: @[handle1], @[handle2]
### Relationship Type
| Type | Description | Quantity | Terms |
|------|-------------|----------|-------|
| [Type 1] | [description] | [#] | [terms] |
| [Type 2] | [description] | [#] | [terms] |
```
5. **Plan Content Requirements**
```markdown
## Content Plan
### Content Deliverables
| Deliverable | Platform | Format | Quantity/Influencer | Total |
|-------------|----------|--------|---------------------|-------|
| [Type 1] | [platform] | [format] | [#] | [#] |
| [Type 2] | [platform] | [format] | [#] | [#] |
| [Type 3] | [platform] | [format] | [#] | [#] |
**Total Content Pieces**: [#]
### Content Guidelines
**Required Elements**:
- [ ] Brand mention
- [ ] Product feature/demo
- [ ] Call-to-action: [specific CTA]
- [ ] Disclosure (#ad, #sponsored, etc.)
- [ ] Hashtags: [required hashtags]
- [ ] Link/Swipe-up: [URL]
- [ ] Promo code: [code]
**Creative Direction**:
- Tone: [description]
- Visual style: [description]
- Do's: [what to include]
- Don'ts: [what to avoid]
**Creative Freedom Level**: [High/Medium/Low]
- [Explanation of boundaries]
### Content Themes
| Theme | Description | % of Content | Example |
|-------|-------------|--------------|---------|
| [Theme 1] | [description] | [%] | [example] |
| [Theme 2] | [description] | [%] | [example] |
### Approval Process
| Stage | Reviewer | Timeline | Notes |
|-------|----------|----------|-------|
| Script/Concept | [who] | [days] before | [notes] |
| Draft Content | [who] | [days] before | [notes] |
| Final Approval | [who] | [days] before | [notes] |
```
6. **Create Campaign Timeline**
```markdown
## Campaign Timeline
### Key Dates
| Milestone | Date | Owner |
|-----------|------|-------|
| Campaign Kick-off | [date] | [owner] |
| Influencer Selection Complete | [date] | [owner] |
| Outreach Complete | [date] | [owner] |
| Contracts Signed | [date] | [owner] |
| Product Shipment | [date] | [owner] |
| Brief Delivery | [date] | [owner] |
| Content Due | [date] | [owner] |
| Content Review/Approval | [date] | [owner] |
| Content Goes Live | [date] | [owner] |
| Campaign Ends | [date] | [owner] |
| Final Report Due | [date] | [owner] |
### Detailed Timeline
**Phase 1: Pre-Campaign (Weeks 1-2)**
| Week | Task | Owner | Deliverable |
|------|------|-------|-------------|
| 1 | Finalize strategy | [owner] | Strategy doc |
| 1 | Influencer identification | [owner] | Shortlist |
| 2 | Influencer outreach | [owner] | Confirmed partners |
| 2 | Contract negotiation | [owner] | Signed contracts |
**Phase 2: Production (Weeks 3-4)**
| Week | Task | Owner | Deliverable |
|------|------|-------|-------------|
| 3 | Brief distribution | [owner] | Briefs sent |
| 3 | Product shipment | [owner] | Products delivered |
| 4 | Content creation | Influencers | Draft content |
| 4 | Content review | [owner] | Approved content |
**Phase 3: Activation (Weeks 5-6)**
| Week | Task | Owner | Deliverable |
|------|------|-------|-------------|
| 5 | Content goes live | Influencers | Live posts |
| 5-6 | Community management | [owner] | Engagement |
| 5-6 | Real-time optimization | [owner] | Adjustments |
**Phase 4: Post-Campaign (Week 7+)**
| Week | Task | Owner | Deliverable |
|------|------|-------|-------------|
| 7 | Data collection | [owner] | Raw data |
| 7 | Performance analysis | [owner] | Analysis |
| 8 | Final report | [owner] | Campaign report |
### Gantt View
```
Week: 1 2 3 4 5 6 7 8
Strategy ████
Selection ████ ████
Contracts ████ ████
Briefing ████
Production ████ ████
Live ████ ████
Analysis ████ ████
```
```
7. **Allocate Budget**
```markdown
## Budget Allocation
### Total Budget: $[X]
### Budget Breakdown by Category
| Category | Amount | % of Total | Notes |
|----------|--------|------------|-------|
| Influencer Fees | $[X] | [%] | [notes] |
| Product/Gifting | $[X] | [%] | [notes] |
| Content Production | $[X] | [%] | [notes] |
| Paid Amplification | $[X] | [%] | [notes] |
| Agency/Tools | $[X] | [%] | [notes] |
| Contingency | $[X] | [%] | 10% buffer |
| **Total** | **$[X]** | **100%** | |
### Budget by Influencer Tier
| Tier | # Influencers | Cost Each | Total | % |
|------|---------------|-----------|-------|---|
| Macro | [#] | $[X] | $[X] | [%] |
| Micro | [#] | $[X] | $[X] | [%] |
| Nano | [#] | $[X] | $[X] | [%] |
### Budget by Platform
| Platform | Budget | % | Rationale |
|----------|--------|---|-----------|
| [Platform 1] | $[X] | [%] | [reason] |
| [Platform 2] | $[X] | [%] | [reason] |
### Cost Efficiency Targets
| Metric | Target | Calculation |
|--------|--------|-------------|
| CPM | $[X] | Budget ÷ (Est. Impressions/1000) |
| CPE | $[X] | Budget ÷ Est. Engagements |
| Cost per Content | $[X] | Budget ÷ Content Pieces |
```
8. **Establish Success Metrics**
```markdown
## Success Metrics & KPIs
### Primary KPIs
| KPI | Target | Benchmark | Measurement |
|-----|--------|-----------|-------------|
| [KPI 1] | [target] | [industry avg] | [how measured] |
| [KPI 2] | [target] | [industry avg] | [how measured] |
| [KPI 3] | [target] | [industry avg] | [how measured] |
### Secondary Metrics
| Metric | Target | Notes |
|--------|--------|-------|
| Total Reach | [X] | |
| Total Impressions | [X] | |
| Engagement Rate | [%] | |
| Video Views | [X] | |
| Link Clicks | [X] | |
| Promo Code Uses | [X] | |
| EMV Generated | $[X] | |
### Conversion Metrics (if applicable)
| Metric | Target | Attribution |
|--------|--------|-------------|
| Website Visits | [X] | UTM tracking |
| Conversions | [X] | Promo codes + pixels |
| Revenue | $[X] | Attribution model |
| ROAS | [X]:1 | Revenue ÷ Spend |
### Benchmarks
| Metric | Our Target | Industry Avg | Past Campaign |
|--------|------------|--------------|---------------|
| [metric] | [target] | [avg] | [past] |
### Reporting Cadence
| Report | Frequency | Contents | Audience |
|--------|-----------|----------|----------|
| Daily Tracker | Daily | Live metrics | Team |
| Weekly Update | Weekly | Performance summary | Stakeholders |
| Final Report | Post-campaign | Full analysis | Leadership |
```
9. **Compile Campaign Plan Document**
```markdown
# Campaign Plan: [Campaign Name]
## Executive Summary
**Campaign**: [Name]
**Brand**: [Brand]
**Timeline**: [Dates]
**Budget**: $[X]
**Goal**: [Primary objective in one sentence]
**The Plan in Brief**:
[2-3 sentence summary of the campaign approach]
---
[Full sections as detailed above]
---
## Appendix
### A. Influencer Shortlist
[Link to influencer discovery results]
### B. Brief Template
[Link to brief-generator output]
### C. Content Examples
[Reference content examples]
### D. Approval Workflows
[Detailed approval process]
### E. Risk Mitigation
| Risk | Likelihood | Impact | Mitigation |
|------|------------|--------|------------|
| [Risk 1] | [H/M/L] | [H/M/L] | [action] |
| [Risk 2] | [H/M/L] | [H/M/L] | [action] |
---
**Document Version**: 1.0
**Last Updated**: [date]
**Owner**: [name]
**Approvals**: [required approvals]
```
## Example
**User**: "Create a campaign plan for a new sustainable sneaker launch targeting Gen Z on TikTok and Instagram with a $50K budget"
**Output**: [Complete campaign plan with sustainability messaging strategy, micro-influencer heavy approach, UGC-focused content, launch timeline, and conversion tracking via promo codes]
## Tips for Success
1. **Start with clear objectives** - Everything else flows from goals
2. **Know your audience deeply** - Use audience-analyzer insights
3. **Balance reach and engagement** - Mix influencer tiers strategically
4. **Build in flexibility** - Plans need room to adapt
5. **Set realistic targets** - Use benchmarks from past campaigns
## Related Skills
- [audience-analyzer](../../insight/audience-analyzer/) - Define target audience
- [brief-generator](../brief-generator/) - Create influencer briefs from plan
- [budget-optimizer](../budget-optimizer/) - Optimize budget allocation
- [influencer-discovery](../../map/influencer-discovery/) - Find influencers matching criteria
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