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Created by BBDO, the Get-To-By brief is an excellent format for outlining the agency's objective for a new campaign. Its structure helps the brand's representative to distill all information into creative tasks.
'By' is the essential part of this brief type as it is a clear statement of the desired strategy.
Example:
GET young adults, 20-34 y.o., with disposable income
WHO rely on food delivery services whenever they're pressed for time
TO make Pizza Hut their first delivery option
BY communicating that choosing Pizza Hut means enjoying your pizza at the time you expect it to be there
RTB 99.8% of all orders are delivered on time

Many years ago, YouTube developed a guide for building your content plan. It was an excellent guide, and its proposed framework is still used today.

The first thing you should figure out is how will the brand's content add value. YouTube identified three ways:

INSPIRE = emotional and relatable narratives

EDUCATE = helpful info, useful tips
ENTERTAIN = funny or breathtaking content

Deciding how you'll engage your audience will define your brand's core message and tone for the content you plan on publishing.

Next, you have to decide how to develop the actual content and how to structure it - it can be the brand's own CREATION, created in COLLABORATION with consumers or influencers, or CURATED- based on existing content.

YouTube proposes that you use three types of content:

HYGIENE content: Stuff your audience is actively searching for about your brand and industry

HUB content: Stuff you regularly develop to highlight something your customers care about

HERO content: Stuff you want to push to a broad audience, like product launches or industry tent-poles.

After all that, you move to your branded content distribution strategy - where do you STORE the content, and how do you DISTRIBUTE and ACTIVATE it? You could use a YouTube channel (store), prepare an editorial calendar with precise dates for when stuff should be posted (distribute), and promote the content through social ads (activate), or you could do your own thing.

It's the perfect time to start thinking about cost-effective ways to leverage the power of the mere-exposure effect.
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