Social Campaign Creative Brief -- 2

I need a clear, well-structured creative brief that my design and content teams can rally around as we launch a new campaign aimed at boosting followers and engagement on Instagram and Facebook.

The brief should capture everything from the overarching objective—community growth and two-way conversation—to the audience insights, brand voice, visual direction, and KPI benchmarks that will guide day-to-day execution. I’ll share existing brand assets and any past performance data once we start; your job is to transform those inputs into an actionable document that makes creative decisions easy and measurable.

Please include:
• Purpose and success criteria tied specifically to follower growth and engagement rates
• Audience personas and motivation triggers relevant to Instagram and Facebook culture
• Core message framework, tone, and content themes
• High-level visual mood board or reference links
• Recommended posting cadence with tactical ideas (Reels, Stories, carousels, etc.)
• Measurement plan outlining the key metrics we’ll track in Meta Business Suite

Deliver the brief as an editable Google Doc (or comparable format) ready for internal review. If you can bring proven social-first thinking and a knack for concise, inspiring strategy language, let’s get started.