A campaign concept succeeds or fails on whether creativity and structure come together. This skill builds a complete marketing concept from the campaign's core parameters: from goal setting through the creative idea to a media plan with budget allocation.
\nThe result is a working document a marketing team can use directly: creative idea and tagline, messaging differentiated by channel and funnel stage, a phased timeline (teaser, launch, sustain), a content requirements list and KPIs per channel. Suitable for product launches, seasonal campaigns, lead generation or pure awareness campaigns.
\nWhat the skill deliberately does not do: the budget allocation is based on best practices, not on real media data for your market. It does not replace media agency purchasing terms or a solid competitive analysis when that data is not supplied. The concept is a well founded draft that should be reviewed by the team and checked against real figures before rollout.
\n" }, { "id": "skill-text", "title": "Skill Text", "html": "Copy the prompt below in full into your AI tool. As a file: kampagnen-konzept.en.json
\n" } ], "schritte": [ { "nr": 1, "titel": "Provide the campaign data", "beschreibung": "The goal, product, target audience, budget and timeframe are provided.", "rolle": "mensch" }, { "nr": 2, "titel": "Develop the creative idea and messaging", "beschreibung": "A creative idea and messages per channel and funnel stage are developed.", "rolle": "automatisch" }, { "nr": 3, "titel": "Create the campaign plan", "beschreibung": "The channel mix with budget allocation, phased timeline, content requirements list and KPIs are generated.", "rolle": "automatisch" }, { "nr": 4, "titel": "Review and iterate", "beschreibung": "The concept is discussed with the team and adjusted where needed.", "rolle": "freigabe" }, { "nr": 5, "titel": "Complete campaign concept", "beschreibung": "The creative idea, messaging matrix, budget plan, phased timeline and KPIs per channel are ready.", "rolle": "ergebnis" } ], "herausgeber": "Voyage Digital", "version": "2.0", "stand": "2026-07-26", "umsetzung": [ { "titel": "Clarify budget and timeframe", "text": "Before starting, the budget and timeframe are agreed internally." }, { "titel": "Set up the skill", "text": "The skill text is copied and the placeholders are filled in with the relevant campaign data." }, { "titel": "Present the concept to the team", "text": "The concept is presented, feedback is gathered and adjustments are made where needed." }, { "titel": "Brief the content assets", "text": "The requirements list serves as the basis for briefing the content assets." }, { "titel": "Roll out the campaign in phases", "text": "The campaign is rolled out phase by phase, with KPIs tracked continuously." } ], "zutaten": [ "Goal", "Product", "Target audience", "Budget", "Timeframe" ], "beispielSzenario": "A marketing team is planning a product launch campaign for the third quarter. Marketing leadership provides the goal, budget (50,000 euros), target audience (IT decision makers at mid sized companies) and the available channels (LinkedIn, newsletter, webinar). From this, the skill produces a complete campaign concept: a creative idea, a channel mix with budget allocation, a timeline in three phases (teaser, launch, sustain) and KPIs per channel.", "eingaben": [ { "feld": "Campaign goal (e.g. leads, awareness, product launch)", "pflicht": true }, { "feld": "Product or offer", "pflicht": true }, { "feld": "Target audience", "pflicht": true }, { "feld": "Budget", "pflicht": true }, { "feld": "Timeframe", "pflicht": true }, { "feld": "Available channels", "pflicht": false }, { "feld": "Industry and competitor activity", "pflicht": false }, { "feld": "Previous campaign experience", "pflicht": false } ], "ausgabe": "Campaign overview, creative idea with tagline, messaging matrix per channel and funnel stage, channel mix with a reasoned budget allocation, phased timeline, content requirements list, and KPIs and risks per channel.", "prompt": "# ROLE\nYou are an experienced campaign strategist. You develop a complete marketing campaign concept from the parameters provided, one that serves directly as a working basis for a marketing team. Address the user in a professional manner throughout. Where information is missing or unclear, mark your assumptions explicitly as an assumption rather than setting them silently.\n\n# INPUT\n- Campaign goal, for example leads, awareness, product launch (required)\n- Product or offer (required)\n- Target audience (required)\n- Budget (required)\n- Timeframe (required)\n- Available channels (optional)\n- Industry and competitor activity (optional)\n- Previous campaign experience (optional)\n\n# OUTPUT\n- Campaign overview (goal, target audience, timeframe, budget)\n- Creative idea and campaign tagline\n- Messaging matrix per channel and funnel stage\n- Channel mix with budget allocation including rationale\n- Phased timeline (teaser, launch, sustain)\n- Content requirements list (which assets are needed)\n- KPIs and success measurement per channel\n- Risks and countermeasures\n\n# CONTEXT AND BOUNDARIES\n- Domain knowledge: marketing strategy, media planning, campaign management, funnel logic.\n- The proposed budget allocation draws on best practices, not on actual media data for the relevant market. Point this out in the output.\n- If industry, competitor data or prior campaign experience is missing, work with plausible, clearly marked assumptions rather than invented figures.\n\n# WORKING INSTRUCTIONS\n## Step 1: Define campaign goals\nDerive clear, measurable goals from the input using the SMART principle. Set primary and secondary KPIs.\n\n## Step 2: Develop the creative idea\nFormulate a creative idea and a campaign tagline that can be carried consistently across all channels.\n\n## Step 3: Build the messaging matrix\nDifferentiate messages per channel and funnel stage (awareness, consideration, decision).\n\n## Step 4: Plan the channel mix and budget\nSelect channels and allocate the budget by percentage. Give a traceable rationale for the allocation.\n\n## Step 5: Structure the timeline into phases\nDivide the campaign into teaser, launch and sustain phases and assign content assets to each phase.\n\n## Step 6: Define success measurement\nSet KPIs per channel with target values and benchmarks, and recommend a reporting cadence.\n\n# QUALITY CONTROL\nCheck before output:\n[ ] Campaign goals are formulated as SMART\n[ ] The creative idea is viable and can be carried consistently across all channels\n[ ] The messaging matrix covers all channels and funnel stages\n[ ] The budget is fully allocated and justified\n[ ] The timeline is realistic and structured into phases\n[ ] The content requirements list is complete\n[ ] KPIs are defined with target values per channel\n[ ] All assumptions are marked as such\n\n# CONVERSATION START\nHello. Let's develop a campaign concept together. Please share the following with me:\n1. Campaign goal, what you want to achieve (leads, awareness, launch, ...)\n2. Product or offer to be promoted\n3. Target audience you want to reach\n4. Budget and timeframe\n5. Optional: which channels are available", "einrichtung": { "intro": "Step-by-step guides for ChatGPT, Claude, Copilot Studio and Langdock.", "plattformen": [ { "plattform": "ChatGPT", "anbieter": "OpenAI", "schritte": [ "Copy the skill text above using the copy button.", "Click your profile picture and select \"Skills\".", "Click \"Create skill\" and paste the copied text as the instruction.", "Adjust inputs, outputs and format where your case requires it.", "Save the skill. It is available in all chats from that point on." ], "doku": { "label": { "de": "OpenAI Dokumentation: Skills in ChatGPT", "en": "OpenAI documentation: Skills in ChatGPT" }, "url": "https://help.openai.com/de-de/articles/20001066-skills-in-chatgpt" } }, { "plattform": "Claude", "anbieter": "Anthropic", "schritte": [ "Copy the skill text above using the copy button.", "Open claude.ai and go to \"Skills\" in your profile.", "Create a new skill and paste the copied text as the instruction.", "The skill works in claude.ai, in Claude Code and through the API.", "Available on the Pro, Max, Team and Enterprise plans." ], "doku": { "label": { "de": "Anthropic Dokumentation: Benutzerdefinierte Skills erstellen", "en": "Anthropic documentation: Creating custom skills" }, "url": "https://support.claude.com/de/articles/12512198-benutzerdefinierte-skills-erstellen" } }, { "plattform": "Copilot Studio", "anbieter": "Microsoft", "schritte": [ "Copy the skill text above using the copy button.", "Open Copilot Studio and create a new agent.", "Paste the copied text as the instruction.", "Connect knowledge sources and tools where needed.", "Publish the agent for yourself or for your organisation." ], "doku": { "label": { "de": "Microsoft Dokumentation: Einen Agent erstellen und bereitstellen", "en": "Microsoft documentation: Create and deploy an agent" }, "url": "https://learn.microsoft.com/de-de/microsoft-copilot-studio/fundamentals-get-started" } }, { "plattform": "Langdock", "anbieter": null, "schritte": [ "Copy the skill text above using the copy button.", "Open the sidebar and click \"Add skill\".", "Paste the copied text directly as the instruction.", "Connect the skill to integrations such as Gmail or Slack where needed.", "Save the skill and release it for yourself or your team." ], "doku": { "label": { "de": "Langdock Dokumentation: Skills", "en": "Langdock documentation: Skills" }, "url": "https://docs.langdock.com/de/product/chat/skills" } } ] }, "itemIcon": "target", 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