Campaign Planner

Use when the user asks to "plan an influencer campaign", "build a campaign blueprint", or "launch a product with creators"; produces campaign objectives, platform and influencer-tier strategy, content requirements, a phased timeline, budget allocation, and KPI targets. Not for writing individual creator briefs — use brief-generator; not for the overall product-launch plan (tiering, calendar, press, community day) — use launch-tier-planner, which hands this skill the creator lane. A launch request that does not mention creators routes to the launch discipline, not here. 达人营销策划/种草方案

Designs an influencer campaign from strategy to execution plan — an actionable blueprint that ties business objectives to creative execution.

Scope edge — product launches: this skill owns the creator lane of a launch. The launch itself — tier/type decision, launch calendar, press motion, community launch day, readiness gate — belongs to the launch discipline (launch-tier-planner and siblings), which hands this skill the creator-channel sub-plan aligned to the launch-registry date and stage. "Launch a product with creators" starts here; "launch a product" starts there.

Quick Start

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Create an influencer campaign plan for [product launch]

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Plan an influencer campaign for [brand] with [budget] targeting [audience] during [timeframe]

Skill Contract

• Reads: brand and product details, target audience, campaign type, budget, timeline, and any constraints supplied by the user. If memory-management is active, prior audience profiles and past-campaign benchmarks load from the hot cache.
• Writes: a campaign plan document saved to memory/influencer/campaign-planner/YYYY-MM-DD-<topic>.md.
• Promotes: durable facts (campaign name, primary objective, total budget, go-live date, KPI targets) to memory/hot-cache.md.
• Done when:
  • Objectives are SMART and have explicit success and failure definitions.
  • Influencer mix, content deliverables, timeline, budget, and KPIs are each specified with numbers, not placeholders.
  • The plan names the next step (brief generation) and any open approvals.
• Primary next skill: brief-generator

Handoff Summary

Emit the standard shape from skill-contract.md §Handoff Summary Format.

Data Sources

This family is Tier 1: every skill works with no live integrations. Provide the brand, audience, budget, and timeline directly and the plan builds from your inputs.

Optional connectors that strengthen the plan when available:

• ~~influencer database — size the influencer mix and validate tier follower ranges.
• ~~social platform analytics — set platform-specific reach and engagement benchmarks.
• ~~CRM — align conversion targets and attribution with existing pipeline data.
• ~~analytics — pull past-campaign actuals for realistic KPI and budget-efficiency targets.

See CONNECTORS.md for the free/keyless data recipe per category. Without any connector, ask the user for the missing inputs and proceed.

Instructions

Work the nine steps in order. Each has a fill-in template in references/templates.md — copy the matching block, replace every bracket with a real number or value (no placeholders left in the final plan), and assemble in step 9.

1. Gather campaign requirements — capture brand, value prop, audience, campaign type, timeline, budget, and constraints (template §1).
2. Define objectives — one SMART primary objective plus secondary objectives, with explicit success and failure definitions (template §2).
3. Develop strategy — big idea, strategy statement, audience, key messages, campaign pillars, platform split, and differentiation (template §3).
4. Define influencer criteria — tier mix, must-have and preferred selection criteria, exclusions, ideal profile, and relationship types. Validate follower ranges against references/influencer-tiers.md (template §4).
5. Plan content requirements — deliverables by platform/format, required elements, creative direction, themes, and the approval chain (template §5).
6. Create the timeline — key dates, a four-phase week-by-week plan, and a Gantt view (template §6).
7. Allocate budget — breakdown by category, by influencer tier, by platform, plus CPM/CPE/cost-per-content efficiency targets (template §7).
8. Establish success metrics — primary KPIs vs benchmarks, secondary metrics, conversion metrics, and reporting cadence (template §8).
9. Compile the plan document — executive summary, the full sections above, and an appendix with risk mitigation (template §9). Save to the Writes path and promote durable facts to the hot cache.

Example

User: "Create a campaign plan for a new sustainable sneaker launch targeting Gen Z on TikTok and Instagram with a $50K budget"

Output: A complete plan with sustainability messaging, a micro-influencer-heavy mix, UGC-focused content, a phased launch timeline, and conversion tracking via promo codes. (Fuller walkthrough in references/templates.md.)

Reference Materials

• references/templates.md — fill-in templates for all nine steps, the worked example, and success tips.
• references/influencer-tiers.md — influencer-vs-affiliate-vs-creator decision table and nano/micro/mid/macro tier definitions; fit-scorer and budget-optimizer can consult it.
• skill-contract.md — shared contract and handoff schema.
• state-model.md — memory tiers and save-path conventions.
• CONNECTORS.md — free/keyless data recipes per connector category.
• audience-mapper — define the target audience this plan serves.
• brief-generator — turn the plan into per-influencer briefs.
• budget-optimizer — refine the budget allocation.
• influencer-discovery — find influencers matching the criteria.

Next Best Skill

• Primary: brief-generator — convert the approved plan into concrete influencer briefs.
• Alternate: budget-optimizer — pressure-test and optimize the budget split before locking the plan.
• Alternate: influencer-discovery — build the shortlist against the selection criteria defined here.

Termination note: keep a visited-set of skills invoked this session. If the primary next skill has already run this session, stop and report the chain complete rather than re-invoking. Do not chain deeper than 3 hops from the originating request.