Dec 8, 2020

How to write the perfect brief: Boksi Branded Content Campaign

Johanna Lehtinen

Customer Success Manager

Boksi briefs are the heart of the campaigns, and knowing what to write can be a challenge for brands looking to work with influencers or ordering new authentic pictures of their products. There is no right or wrong way to brief collaborations and each brand is different, but Boksi Customer Success Managers assist with briefs daily and have some helpful tips for brands to get the most out of their experiences. 

Finding the balance between being direct about what you’re looking for and giving creative freedom is the key to success. 

In general, it's great to get your brand values and the objective of the campaign across as simply as possible to ensure that these collaborations run smoothly. Finding the balance between being direct about what you’re looking for and giving creative freedom is the key to success. 

Brands have their own values and knowing what is needed before writing a brief on Boksi is a good way to start. But influencers and content creators can bring a new way to experience a product, so we ask brands to stay open to this. Boksi collaborations ensure authentic content and writing the perfect brief only makes the experience better and ensures beautiful new marketing materials for you. 

This post starts a two part blog series, where we discuss the things you should take into account when creating your Boksi brief. First up, Boksi Branded Content Campaigns.

Boksi Branded Content campaigns produce high quality photos of your product or service. Photo by Rune Kjelseth.

Boksi Branded Content Campaign Basics  

Branded content campaigns produce high quality photos of your product or service. Boksi curates content creators to take amazing lifestyle pictures and you pay only for the materials you want to use. Think of this as your own bank of authentic stock photos featuring your product!

So what do you write down when you’re looking for new content for your social media or website? Boksi recommends for you to start with what you expect to be seen in the photos, describe that picture of your product that is in your mind.

Try this: Can you visualise a bag of tortilla chips lying on a dark wooden cutting board, with freshly made guacamole ready to be eaten next to it, and the whole shot is surrounded by perfectly chopped onions, tomatoes, avocado slices and fresh green parsley. The bag of chips is in perfect focus, with a few chips falling out the bag and they look delicious enough to grab off the screen.

If that’s what you’re after, write it down!

Perhaps you want to stand out in your industry and want to disrupt the market with your unique photos of tortilla chips dipped in coffee!

Or are you looking for the content creators to come up with their own ideas? So they can show you how their family shares the chips and eats them at the kitchen counter while they wait for their sizzling fajitas to finish cooking. Ask them to show you how they enjoy your product, and you can be positively surprised.

Maybe you are looking to fit in within your industry, and there are some special poses or scenes you would like the content creators to replicate. We have a space for a moodboard for you to add visual guidelines to show exactly what you are looking for.

Perhaps you want to stand out in your industry and want to disrupt the market with your unique photos of tortilla chips dipped in coffee! There are no limits with Boksi branded content and you can ask content creators to take photos of anything your heart desires.

No matter your artistic preferences for your new authentic pictures, the brief should definitely include where you are planning to use these photos and if you are looking for specific sizes that you can crop to your own needs. For example, if you would like to use the branded content for social media, like your own Instagram profiles; ask for vertical or 1:1 shots. More information can be found here for size recommendations if you are planning on using Boksi branded content for Social Media paid advertising.

Ask Boksi content creators to show you how they enjoy your product, and you can be positively surprised. Photo via Janne Naakka.

Giving artistic freedom comes with risk, the photos can be a wonderful exciting new idea that you love and can’t wait to use as the new cover photo on your website, or they can be just a little too wild for your brand values. But when you purchase your content from Boksi, you only pay for the photos you like!

Each curated content creator will upload at least 10 photos for your consideration and to ensure as many of those photos as viable options, your brief should include some basics:

1. The Talent

With Boksi content creation, you will naturally see a very diverse selection of models from the real world, but you can influence this by speaking about exactly what your needs are. Some brands look for that diverse selection of different men and women of all ages, some are looking for a specific shot of a blonde brown eyed.. golden retriever!

Speaking of pets, if you are searching for a wide variety of different cat or dog breeds, please mention a list of accepted and unaccepted breeds that you can and can’t use in your marketing.

If your brand has some specific limitations like age requirements, these should absolutely be mentioned in the brief. I’m looking at you if you want pictures of groups of legal aged adults enjoying alcoholic beverages!

For children’s products being photographed through Boksi, we have noticed that some things should be stated explicitly. If you would like to depict child safety, please request that a parent is present in the photos with the child- this is an easy way to indicate that your product is being used under parental supervision to protect you from any legal shenanigans after the photos have been purchased. If any newborns are to be featured in the photos, please guide the content creators in the brief to follow any guidelines you may have regarding baby safety, such as sleeping positions and the use of blankets in cribs.

Most people will take photos of themselves using your products while wearing their own style, so if you have any no-no’s, do make sure they are mentioned clearly.

A content creator will usually wear what they feel comfortable in, unless these details are specifically stated in the brief. Some organic brands like the clothing to be very muted; beiges and whites for example. Energy drinks and sports related products have been known to request something more fun like coloured tops and fashionable sneakers.

If you are working for a beauty brand; like make-up or creams, and you’d like your Boksi “models” to not have too much make-up or jewellery on, this is vital information. Most people will take photos of themselves using your products while wearing their own style, so if you have any no-no’s, do make sure they are mentioned clearly.

Most photos will naturally feature people using a product but if you want just product shots or landscapes with no humans in sight, do be clear about your wishes in the brief as this is also possible on Boksi.

With Boksi content creation, you will naturally see a very diverse selection of models from the real world, but you can influence this by speaking about exactly what your needs are. Photo by Emilia Huttunen.

2. Location Location Location

Boksi branded content photos are an amazing way to affordably source content from various locations, and tap into those real moments in real peoples’ homes.

You can request your photos to be taken in a specific country or city and this should be highlighted in the brief- Boksi’s global pool of talent will be invited to join your campaign as per your requests.

There is no limit to what you can ask for, Boksi will curate the perfect content creators to take pictures of your product in the right element for you.

Once you hone in on the geographical location, we can think about whether the product fits indoors or outdoors, maybe both? Does it belong in a specific room of a house, where should it be used? These are questions that you as the brand can answer or leave to the content creators’ own interpretation.

Vegan and cruelty free brands should mention this attribute in their brief so that we don’t have content creators photographing it near fur, leather, or other animal products. It may seem obvious but helps everyone in the long run to avoid any issues.

If you have any other preferences, like wanting special coloured backdrops, or clean sleek kitchen counters, maybe your product fits beautifully in the forests of Finland; all of this can be requested. There is no limit to what you can ask for, Boksi will curate the perfect content creators to take pictures of your product in the right element for you.

With Boksi you can affordably source branded content from various locations, and tap into those real moments in real peoples’ homes. Photo via Fanni Perttola.

3. The Product Itself

Boksi has done photography collaborations with various brands in multiple different ways. Often, content creators can find the products easily in a local shop or grocery store. Most products we work with are available online, content creators usually order it themselves, and they always appreciate promo codes- just don’t put these in the brief, your dedicated Boksi Customer Success Manager will handle delivering the promo codes to the right destinations.

If we are talking about a new product launch that isn’t available on the market yet, then the brand can send this directly over to the content creators. Once your campaign is live, Boksi will collect the addresses of the curated content creators as a list and the brand can easily ship the products.

Content creators and Boksi need to also understand your products and how they are used, we recommend that you explain or add links to show how your product is used. You can easily add links at the top bar of the brief page to let us know how much product to apply or how to turn the products on.

You can also request a series of products to be photographed, in this case please specify if you want them in individual shots or grouped together or if content creators can make their own arrangements.

If there is a wrong way to use your product and you have already experienced this, please share this information with us in the brief so we can avoid situations where you then see photos of people incorrectly using your product. Also any limitations should be highlighted like if the product is sensitive to light, we need to keep our creators safe as well ensuring the photos follow all guidelines.

Via Boksi Branded Content, you can also request a series of products to be photographed. Photo by Sara Tarnanen.

When you are writing your first brief, don’t hesitate to be in touch and ask advice from the Customer Success Manager team and make sure to read the helpful tips and tricks on the right side of the brief screen. Our team reads and checks each brief before curating content creators to ensure the best possible outcome for your brand new product pictures.

Are you feeling inspired to order your first brand images today from Boksi? Request a demo today and you can get started right away

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