Affiliate Campaign Brief Template

Overview

Use this template when launching new products, promotions, or campaigns. A good brief gives affiliates everything they need to promote effectively.

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Campaign Brief Template

[CAMPAIGN_NAME] — Affiliate Campaign Brief

Campaign Type: [PRODUCT_LAUNCH / PROMOTION / SEASONAL / EVERGREEN] Brief Date: [DATE] Campaign Period: [START_DATE] to [END_DATE]

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Quick Summary

What	[ONE_SENTENCE_DESCRIPTION]
When	[START_DATE] — [END_DATE]
Commission	[COMMISSION_RATE]% ([STANDARD/BONUS])
Target	[TARGET_AUDIENCE]
Goal	[CAMPAIGN_GOAL]

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1. Campaign Overview

What's Happening

[2-3 paragraph description of the campaign. What is it? Why are you doing it? What's in it for customers?]

Why It Matters

• For Customers: [Customer benefit 1], [Customer benefit 2]
• For Affiliates: [Affiliate benefit — bonus commission, exclusive offer, etc.]

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2. Key Dates

Milestone	Date	Notes
Affiliate Preview	[DATE]	Early access for top affiliates
Public Launch	[DATE]	Campaign goes live
Peak Promo Window	[DATE RANGE]	Best time to promote
Campaign Ends	[DATE]	Last day for offer
Commissions Lock	[DATE]	Final tracking date

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3. The Offer

Customer Offer

Detail	Information
Offer	[DISCOUNT/BONUS/TRIAL]
Value	[DOLLAR_OR_PERCENT_VALUE]
Code	[COUPON_CODE] (if applicable)
Link	[OFFER_LANDING_PAGE]
Fine Print	[LIMITATIONS/EXCLUSIONS]

Affiliate Incentive

Detail	Information
Standard Commission	[STANDARD_RATE]%
Campaign Commission	[CAMPAIGN_RATE]%
Bonus Structure	[BONUS_DETAILS_IF_ANY]
Tracking	[TRACKING_NOTES]

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4. Target Audience

Who to Target

Primary Audience:

• [AUDIENCE_SEGMENT_1] — [Description]
• [AUDIENCE_SEGMENT_2] — [Description]

Pain Points We Solve:

1. [PAIN_POINT_1]
2. [PAIN_POINT_2]
3. [PAIN_POINT_3]

Who This Is NOT For:

• [NON_TARGET_1]
• [NON_TARGET_2]

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5. Key Messages

Main Value Proposition

"[ONE_SENTENCE_VALUE_PROP]"

Supporting Messages

1. [MESSAGE_THEME_1]: [Supporting point]
2. [MESSAGE_THEME_2]: [Supporting point]
3. [MESSAGE_THEME_3]: [Supporting point]

Proof Points

• [STAT_OR_TESTIMONIAL_1]
• [STAT_OR_TESTIMONIAL_2]
• [STAT_OR_TESTIMONIAL_3]

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6. Content Ideas

Blog Post Ideas

Topic	Angle	Keywords
[TOPIC_1]	[ANGLE]	[KEYWORDS]
[TOPIC_2]	[ANGLE]	[KEYWORDS]
[TOPIC_3]	[ANGLE]	[KEYWORDS]

Social Media Ideas

Twitter/X:

• [TWEET_IDEA_1]
• [TWEET_IDEA_2]

LinkedIn:

• [LINKEDIN_IDEA]

Instagram/TikTok:

• [SHORT_VIDEO_IDEA]

Email Ideas

Subject Lines:

• [SUBJECT_1]
• [SUBJECT_2]
• [SUBJECT_3]

Email Angle: [Brief description of email approach]

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7. Assets & Resources

Available Assets

Asset	Link	Notes
Product Images	[LINK]	Various sizes
Banners	[LINK]	728x90, 300x250, 160x600
Social Graphics	[LINK]	IG, Twitter, LinkedIn
Email Graphics	[LINK]	600px width
Video Assets	[LINK]	B-roll, product demos
Logo Files	[LINK]	PNG, SVG

Landing Pages

Purpose	URL
Main Offer Page	[URL]
Affiliate Tracking Link	[URL_WITH_TRACKING]

Swipe Copy

Pre-written copy available:

• Email swipe (3 versions)
• Social posts (5 variations)
• Ad copy templates

Download at: [SWIPE_COPY_LINK]

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8. Tracking & Attribution

Your Tracking Link

Your unique tracking link for this campaign:

[AFFILIATE_TRACKING_LINK]

UTM Parameters (Optional)

Add these to track performance:

?utm_source=affiliate&utm_medium=[YOUR_CHANNEL]&utm_campaign=[CAMPAIGN_NAME]

Coupon Tracking

If using coupons, your code is: [AFFILIATE_COUPON]

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9. Dos and Don'ts

DO ✅

• Start promoting on [START_DATE]
• Use provided assets and messaging
• Disclose affiliate relationship
• Update old content with new offer
• Track your performance

DON'T ❌

• Launch before [START_DATE]
• Make claims not in this brief
• Use competitor trademarks
• Spam or mislead
• Forget disclosure

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10. Questions & Support

Campaign Contact

Email: [CAMPAIGN_CONTACT_EMAIL] Response Time: Within [RESPONSE_TIME]

Common Questions

Q: Can I promote before [START_DATE]? A: [ANSWER]

Q: Can I create my own landing page? A: [ANSWER]

Q: What if I need custom assets? A: Contact [DESIGN_EMAIL] with your request.

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How to Use This Template

Creating Your Brief

1. Fill in all sections — Don't skip parts; affiliates need complete info
2. Prepare assets first — Have links ready before sending
3. Review messaging — Ensure claims are accurate and approved
4. Test links — Verify tracking and landing pages work
5. Send early — Give affiliates [LEAD_TIME] days to prepare content

Distribution

Send to affiliates via:

• Email to active affiliate list
• Affiliate dashboard announcement
• Slack/Discord community (if you have one)

Key Variables

Variable	Description	Example
[CAMPAIGN_NAME]	Campaign title	Black Friday 2024
[START_DATE]	Launch date	Nov 20, 2024
[COMMISSION_RATE]	Campaign rate	30%
[COUPON_CODE]	Offer code	BFRIDAY30

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FAQ

How far in advance should I send this?

Give affiliates at least 1-2 weeks for major campaigns, 3-5 days for smaller promotions.

What if affiliates have questions not covered?

Include a clear contact for questions and respond promptly. Consider updating the brief if the same question comes up multiple times.

Should I create different briefs for different affiliate tiers?

For major campaigns, yes. Top affiliates might get exclusive offers or earlier access. Customize the incentives section for each tier.