Customer UGC Campaign Brief Template

Use this brief before configuring the campaign. The goal is to make the request, review decision, and reward understandable to someone who was not in the planning meeting.

Copyable campaign brief

Campaign outcome

• Campaign name:
• Business outcome:
• First placement for approved content:
• Audience who should learn from the content:
• Question the content should answer:

Contributor and moment

• Who should submit:
• What experience they should already have:
• Best moment to ask:
• Initial placement: Website / post-purchase email / in-app link / completion email / QR code / other

The ask

• One-sentence prompt:
• Required media: Photo / video / screen recording / multiple files
• Orientation:
• Useful length or quantity:
• Required details or shots:
• What contributors must avoid:

Approval

Approve when:

1. Criterion 1:
2. Criterion 2:
3. Criterion 3:

Decline when:

1. Criterion 1:
2. Criterion 2:
3. Criterion 3:

• Reviewer:
• Target review time:

Reward and budget

• Reward for an approved submission:
• Expected approved submissions:
• Contributor reward budget:
• RewardFlow plan and estimated platform cost:

Use the customer content reward calculator for the last two lines.

Rights and communication

• Where the approved content may be used:
• Contributor-facing context that must be clear:
• Follow-up owner:
• Current terms reviewed: Yes / No

Measurement

• Primary placement:
• What counts as campaign success:
• Date to review results:
• One variable to change next:

Example: product setup video

• Outcome: Answer setup questions on the product page.
• Contributor: Verified buyers who received the product at least seven days ago.
• Ask: Record a 20–45 second vertical video showing the installation step from start to finish.
• Approval: Product and step are visible, instructions are followed, no private information appears, and the video is understandable.
• Reward: $25 gift card after approval.
• Placement: Post-purchase email first; packaging QR after the prompt is validated.
• Success: Ten usable videos and fewer repeated questions about the installation step.

The brief should stay compact. If the campaign needs several unrelated assignments, create separate campaigns so contributors and reviewers are making one clear decision at a time.

Next step

Turn the plan into a live campaign

Create the request, set the reward, collect submissions, and approve only the content you want to use.

Start a campaign