Multicultural campaign: the 6 steps to build a useful brief

ADVICE • MULTICULTURAL COMMUNICATION

A multicultural campaign begins with understanding the people it is aimed at. The language, the context of life and media uses count as much as the message. Here is our work grid to transform an intention into an actionable brief.

1. Formulate a main objective

Making an offer known, explaining a service and encouraging a contact request are different objectives. Choose a priority, then specify the expected action. A clear objective helps to arbitrate messages, formats and channels.

2. Describe the audiences without reducing them to an origin

A diaspora does not constitute a homogeneous public. The country of residence, generations, languages ​​spoken and life situations can modify the reception of a message. The brief must describe concrete needs and uses, rather than relying solely on cultural affiliation.

Specify who you want to speak to, in which territories and in what situations. Distinguish what is known from what still needs to be verified with the teams or audiences concerned.

3. Prioritize the message and evidence

What is the main promise? What elements allow us to understand it and trust it? Gather the validated information: offer, dates, conditions, benefits and reinsurance elements. The central message must remain understandable even in a short format.

4. Adapt creation to the context

Adapting a campaign goes beyond translation. The tone, visual references, readability and wording should be examined in each version. Organize a linguistic and cultural proofreading, then check that the conditions of the offer remain consistent between the media.

5. Choose the channels before multiplying the formats

Posters, radio, press, video, social networks or influence: each channel responds to a use. Build the system based on the objective, the audiences and the available budget. Then prepare a list of deliverables with dimensions, durations, languages, deadlines and validation circuit.

For a project combining several markets, this production matrix avoids forgotten adaptations and last minute validations.

6. Plan the evaluation from the start

Define the elements that will allow you to read the result: dissemination carried out, consultations, interactions, requests or qualitative feedback, depending on the objective and the data actually available. A measurement must be interpreted in its context; A volume of views alone is not enough to describe the effectiveness of a campaign.

From brief to achievements

Groupe Mediapro brings together advice, creation, audiovisual, digital, influence and events to design systems adapted to the cultures and uses of audiences.

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