What each part of the prompt does
- Tension first
- Asking for the tension the audience feels before any slogan stops the model from writing taglines about the product's features. A campaign idea that names a real frustration, like running out of energy halfway through a shift, gives every later piece something to push against.
- Slogans with a pick
- Five options under eight words are enough to compare, and asking which one to lead with forces a reason. You get an opinion you can argue with rather than a flat list you have to judge alone.
- Messages tied to proof
- Each message has to carry a proof point from your inputs, and anything unsupported is labelled "needs proof". That flag is your to-do list: either find the evidence or drop the claim before it reaches an ad.
- Budget by channel
- The channel table spends your actual budget across only the channels you said you can run, with a reason per row. It keeps the plan realistic for a small team and easy to hand to a media buyer.
Variations to try
Same idea, one thing changed.
Local business version You are an advertising strategist planning one campaign around a single idea. Task: Turn the product below into a campaign concept I can brief a designer and a media buyer on. Inputs: - Product or service: [PRODUCT] - Who should see the campaign: [AUDIENCE] - The one thing the campaign must achieve: [GOAL] - Total budget and flight dates: [BUDGET] - Channels we can actually run: [CHANNELS], limited to the area within a short drive of our location - Brand voice in three words: [VOICE] Steps: 1. Write a single-sentence campaign idea: the tension the audience feels and how the product resolves it. 2. Give five slogans built on that idea, each under eight words, and say which one you would lead with and why. 3. Write three key messages, each paired with a proof point taken from the inputs. If a message has no proof, label it "needs proof". 4. Plan the channels: for each one, the format, what the creative shows, and the share of the budget, with a sentence on why. 5. Suggest one supporting activity outside paid media, such as a neighbourhood partnership, an in-store event or a flyer drop, that fits the budget. Format: - Headings for Idea, Slogans, Messages, Channel plan and Extra activity. - The channel plan as a table: Channel, Format, Creative, Budget share, Reason. Quality check: Remove any slogan that would still make sense for a competitor's product.
Two competing concepts You are an advertising strategist planning one campaign around a single idea. Task: Turn the product below into a campaign concept I can brief a designer and a media buyer on. Inputs: - Product or service: [PRODUCT] - Who should see the campaign: [AUDIENCE] - The one thing the campaign must achieve: [GOAL] - Total budget and flight dates: [BUDGET] - Channels we can actually run: [CHANNELS] - Brand voice in three words: [VOICE] Steps: 1. Write two different single-sentence campaign ideas, each built on a different tension the audience feels, and complete steps 2 to 5 for both so I can choose. 2. Give five slogans built on that idea, each under eight words, and say which one you would lead with and why. 3. Write three key messages, each paired with a proof point taken from the inputs. If a message has no proof, label it "needs proof". 4. Plan the channels: for each one, the format, what the creative shows, and the share of the budget, with a sentence on why. 5. Suggest one supporting activity outside paid media, such as a sampling stunt, a partnership or a launch event, that fits the budget. Format: - Headings for Idea, Slogans, Messages, Channel plan and Extra activity. - The channel plan as a table: Channel, Format, Creative, Budget share, Reason. Quality check: Remove any slogan that would still make sense for a competitor's product.
If the result isn't right
- Describe the audience by what they are doing when they need you; "parents packing lunches at 7am" gives better slogans than "women 25 to 40".
- If every slogan sounds generic, add a detail only your product has, such as an ingredient, a guarantee or where it is made, to [PRODUCT].
- Ask for the lead slogan in three tones (playful, serious, blunt) before you brief a designer, so the visuals match the voice you pick.