Campaign objective

The campaign objective is the first field in your brief and the most important one. It tells creators what the content needs to accomplish and shapes every other creative decision.

Awareness

Choose Awareness when your goal is to introduce the brand or product to a new audience. Content should be engaging and memorable rather than promotional. Creators will focus on storytelling and brand impression over direct calls to action.

Consideration

Choose Consideration when you want your audience to learn more, compare options, or engage with your brand. Content typically includes product demonstrations, feature highlights, or creator reviews that help audiences evaluate your offering.

Conversion

Choose Conversion when your goal is a direct action: a purchase, sign-up, install, or trial. Content should have a clear hook, a compelling value proposition, and an explicit CTA. This is the most common objective for performance-driven UGC campaigns.