Playbook replay
Creator creative brief
A one-page brief with six mandatories, a do-not list, and an explicit statement of what the creator is free to change.
Run for Lumira, a demo brand we invented for this page. No customer data. Nothing here runs against a live account.
Every session here was run once and saved, against a demo brand or public data. On your own account Naise works from your brand voice, your campaigns and your connected channels, so it reasons about your data instead of a stand-in.
The mandatory list is where briefs go wrong. Every extra item costs a second of the video and a bit of the creator's goodwill, and by item nine the content is an advert with a person in it.
Writing the talking points in the creator's voice rather than yours. A brief that hands over brand copy gets brand copy read aloud, which is the exact thing the audience skips.
Refill Season, creator brief
Who we are. Lumira makes a three-step skincare routine you refill instead of rebuy. The bottle is the part you keep.
What this campaign is for. Getting people to start a refill subscription. Not awareness, not follows. If someone watches and does nothing, it has not worked.
Three things worth saying, in your words, not ours:
- You have thrown away a bottle that still had product in it. Everyone has.
- The refill costs about a third of the bottle, so the longer you stay the cheaper it gets.
- Three steps. You already have time for three steps.
Format. 60 seconds, TikTok native. Shot on your phone. If it looks like it had a budget, it will not work here.
Please do
- Show the actual pouch. It is the unfamiliar object and it is the whole idea.
- Use your normal bathroom. Real shelves outperform tidy ones.
Please do not
- Say "clinically proven", "transforms" or "for all skin types". These are compliance issues for us, not preferences.
- Compare us to a named competitor.
- Film the pouch being thrown away. It is recyclable and the shot reads badly.
Mandatory, all six
- #RefillSeason
- Tag @lumira
- Point to link in bio
- Show the pouch on screen at least once
- Paid partnership disclosure, in-platform toggle AND said out loud
- Send us the draft 48 hours before posting
Yours to change: the hook, the structure, the order, the jokes, whether you use the product on camera, and whether you mention price at all. If the three points above land, we do not care how you get there.
Two notes on the brief itself.
Item 6 on the mandatory list, the 48-hour draft review, is the one creators push back on and the one you should keep. It is also the one to be honest about: if your approval turnaround is slower than 48 hours, it becomes a broken promise on your side, and that is worse than not asking.
The "yours to change" section will feel too generous when you read it. Leave it in. A brief with nothing free in it produces content that reads like an advert, and you are paying for the opposite.
Where this stops today. The brief is ready to paste into an email or a doc. Sending it to creators as a shareable link with version tracking is a later ship, so if you brief 12 creators, you are managing 12 copies by hand.
Naise created an artifact
Brand intro, three talking points in the creator's voice, do and do-not lists, six mandatories, and the freedom left over.
Mandatory, all six
| # | Item |
|---|---|
| 1 | #RefillSeason |
| 2 | Tag @lumira |
| 3 | Link in bio |
| 4 | Pouch on screen once |
| 5 | Disclosure, toggle AND spoken |
| 6 | Draft 48h before posting |
Yours to change
The hook, structure, order, jokes, whether you use it on camera, whether you mention price.
Not yet: shareable links with version tracking. 12 creators means 12 copies by hand.
That was a sample. Run it on your own brand.
Naise reads your brand, your channels, and your market, then does this against your real data.
Run this playbook free