# Campaign Content Brief: Field Notes

*A channel-ready brief connecting one campaign objective to audience insight, messages, assets, and approvals.*

**Campaign:** Field Notes - autumn collection  
**Client:** Atlas & Finch Homeware  
**Campaign owner:** Morgan Lee  
**Creative lead:** Avery Chen  
**Flight:** 2026-10-05 to 2026-11-01  
**Budget:** USD 42,000 paid media; production approved separately  

## Objective and success measures

Introduce the autumn modular-storage collection and convert high-intent visitors into collection-page sessions and email subscribers.

- 12,000 qualified collection-page sessions
- 1,200 new email subscribers at or below USD 3.50 each
- Paid-social click-through rate of at least 1.4%
- At least 80% of delivered assets accepted on first review

## Audience insight

**Audience:** Design-aware renters and first-time homeowners furnishing compact spaces.

**Tension:** They want calm, durable rooms but expect storage products to look bulky or temporary.

**Desired response:** This collection was designed around the space I actually have.

## Message hierarchy

- Lead: Make more room without making the room about storage.
- Support: Modular widths combine cleanly across awkward walls and changing homes.
- Proof: Solid ash fronts, replaceable fittings, measured diagrams, and a five-year repair programme.
- CTA: Plan your wall.

## Deliverables

| Channel | Asset | Variants | Owner | Due |
| --- | --- | --- | --- | --- |
| Landing page | Hero, comparison module, FAQ copy | Desktop + mobile | Avery | 2026-09-18 |
| Paid social | Static concept set | 6 concepts x 2 ratios | Imani | 2026-09-21 |
| Paid social | 15-second motion cut | 3 hooks x 2 ratios | Leo | 2026-09-24 |
| Email | Launch sequence | 3 sends x 2 subjects | Nora | 2026-09-25 |
| Organic | Product education carousel | 4 carousels | Imani | 2026-09-28 |

## Creative guardrails

- Show real scale with dimensions or familiar objects in frame.
- Use warm daylight, quiet backgrounds, and occupied rooms rather than empty sets.
- Never imply that every configuration fits every wall; link to measured diagrams.
- Provide descriptive alternative text and caption all motion assets.
- Avoid unsupported environmental superlatives and countdown-style pressure.

## Workflow and approvals

**Review rounds:** Two consolidated rounds in the project board.

**Final approval:** Morgan Lee for commercial claims; Priya Shah for legal and sustainability copy.

**Measurement:** UTM naming follows field-notes / channel / creative-id; dashboard owner is Sam Ortiz.

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*Fictional campaign sample. Confirm claims, rights, accessibility, and channel specifications before publishing.*