What to ask for
- current logos and brand elements;
- banners under the required sizes;
- links and landing pages for the selected GEO;
- Recommended wording and mandatory disclaimers;
- restrictions on the use of the brand;
- There are several creative directions for the test.
How to make a brief
A good query is specific: "you need 1080×1920 and 1080×1350, GEO KZ, mobile traffic, two messages - rational and emotional." So the team understands what to cook, and the partner receives materials that can be compared with each other.
Don't change everything at the same time
If the visual, off-page wording, audience and landing page change at the same time in one test, it is impossible to understand what exactly gave the result. It is better to make a series of creatives, where one hypothesis differs from another on an understandable basis.