Creator brief template (with a skincare example)
Last updated: 2026-11-12
Stumil (stumil.com) — the Creator Decision Engine — reads briefs exactly like the one below and returns ranked, evidence-linked creator shortlists for US/UK skincare and DTC brands. This page is the free, ungated template: copy it, fill in every field, and you have a campaign-ready brief.
The template
Copy-paste the block below. Every field is required — the last one is the one most briefs skip.
CAMPAIGN BRIEF — [Brand] — [Date] 1. Objective: one sentence — what this campaign must achieve 2. Product / offer: name, price point, positioning 3. Claims to substantiate: every claim a creator may repeat + its source 4. Audience: who, with the skin/body concern or use case that matters 5. Market split: e.g. US 60% / UK 40% — how audience geography will be checked 6. Deliverables: platform, format, count per creator 7. Timeline: brief-out, shortlist, content window, reporting 8. Budget band: range per creator, not a point 9. Usage rights: what, where, how long 10. Evidence requirements: the receipts each candidate must supply
Field-by-field guidance
| Field | Write it like this | Common mistake |
|---|---|---|
| Objective | One sentence with a measurable outcome: "20 pieces of UK sensitive-skin content driving launch-week trials." | "Brand awareness" — unmeasurable, unrankable. |
| Product / offer | Name, price point, one line of positioning. | Leaving it implicit, so creators improvise the pitch. |
| Claims to substantiate | Each claim the creator may repeat, each with a linked source (study, test, dataset). | Listing claims without sources — creators then invent benefit language, which is an FTC/ASA risk. |
| Audience | The concern or use case first, demographics second: "sensitive, reactive skin; minimal routines" not just "women 25–40". | Demographics-only audiences match anyone and convert no one. |
| Market split | Percentage per market plus the check: "UK 60 / US 40, verified from platform audience data." | Assuming audience geography follows the brand's market. |
| Deliverables | Platform, format and count per creator: "1 Reel + 2 stories". | Vague scopes that make quotes incomparable. |
| Timeline | Dates or weeks for brief-out, shortlist, content window, reporting. | No shortlist deadline, so the whole campaign slips. |
| Budget band | A range per creator, e.g. $1,500–$3,000. | A single anchor number that kills rate negotiation. |
| Usage rights | What (paid social), where (platforms), how long (days). | Discovering rights needs after content ships. |
| Evidence requirements | The exact receipts: 90-day engagement data, audience-geography breakdown, per-claim sources, 6-month sponsorship history. | Skipping the field — then shortlisting on follower counts. |
The field most briefs miss: evidence requirements
Most briefs stop at deliverables. They say who should post, where, and how much — and nothing about how candidates will be judged. So the shortlist gets built from follower counts, which measure reach, not fit.
Evidence requirements change the input: every candidate arrives with the receipts attached — engagement history over 90 days, audience-geography breakdown, a source for each claim they would repeat, and their last six months of sponsorships. If you want the scoring method that consumes those receipts, it is documented in our ten-point evidence standard.
Skincare-specific rows
If the campaign is skincare, extend the template with these rows. They map one-to-one to the fields in our skincare campaign brief example.
| Extra skincare field | Example entry | Why it matters |
|---|---|---|
| Claim substantiation | "Repairs the skin barrier in 2 weeks — 30-person dermatologist-supervised study, link attached." | Skincare claims are the highest compliance-risk sentences in DTC. Every claim needs a source before it ships. |
| Skin type / concern focus | "Sensitive, reactive skin; minimal-routine users." | Filters creators whose audience actually matches the concern, not just the category. |
| US/UK market split | "UK 60 / US 40 — audience geography verified per creator." | UK-first launches fail silently when a creator's audience is 80% US. |
From brief to shortlist
Fill in the ten fields and you have a brief that can be scored against — which is exactly what Stumil does. Candidates are checked against a ten-point evidence standard, ranked on the total, and returned as a shortlist with a one-page brand brief your team can sign off on.
FAQ
What fields should a creator brief include?
Objective, product, claims to substantiate, audience, market split, deliverables, timeline, budget band, usage rights and evidence requirements — the ten fields in the template above.
What is the difference between a campaign brief and a creator brief?
The campaign brief is your brand-side input — goals, audience, market. The creator brief is the field-by-field document this template produces, written so any candidate can be scored against it. Stumil uses it as the input to the ranked shortlist.
How specific should evidence requirements be?
Name the receipts: 90-day engagement data, audience-geography breakdown, a source for each claim the creator would repeat, and sponsorship history. Good engagement is not evidence.
Why is the template ungated?
Because a template seeker is our exact audience: if you are filling in a creator brief, you are Stumil's input-side user. No email required — copy it and use it.
Can I use this template for skincare campaigns?
Yes — add the skincare-specific rows above: claim substantiation with a source per claim, skin type and concern focus, and the US/UK market split with audience-geography checks.
Brief written? Get the shortlist.
Stumil turns this template into a ranked, evidence-linked creator shortlist — every pick with receipts.
Get a free brief