Write an effective brief

The campaign brief is the shared source of truth for creators and the studio. A clear brief makes applications more relevant, reduces review cycles and gives both sides an objective way to assess a submission.

Open Studio → Campaigns, create or edit a draft campaign, then go to Step 6, Brief. The form has five parts: Campaign goals, Key message, Hashtags, Mandatory rules and Deliverables.

1. Start with campaign goals

In Campaign Goals, state the result you need the campaign to support. This is not a creative instruction; it gives creators the reason behind the work.

Good goals are specific and measurable in intent:

• Build awareness for an upcoming game launch.
• Explain the core co-op loop to strategy-game players.
• Drive wishlists before a Steam launch date.

Avoid goals such as “make the game go viral.” They do not tell a creator what to show or how success will be assessed.

In Key message, write the one idea an audience should leave with. Keep it short enough to repeat accurately. For example: “Riftbound is a four-player tactical roguelite where every run changes the team’s build.”

2. Add only mandatory hashtags

Add campaign hashtags in Hashtags by typing a tag and pressing Enter or comma. Ripple adds the # automatically.

Hashtags added here are part of the campaign brief that creators must include in their publication. Ripple does not verify hashtags automatically after publication; your studio checks them during review.

Use this field only for tags that are genuinely required, such as a game tag, launch tag or required sponsorship tag. Put optional creative suggestions in the key message or deliverable description instead.

3. Separate mandatory rules from production constraints

Mandatory rules are campaign requirements that the studio uses during review. Make each rule atomic and unambiguous. Examples:

• Do not show spoilers beyond Chapter 3.
• Include a clear sponsored-content disclosure.
• Do not use AI-generated voiceover.
• Do not publish before the embargo lifts.

Do not use this field for preferences such as “we would love a humorous tone.” Put those in the key message or deliverable description instead.

Deliverable constraints are production instructions attached to one deliverable: duration, opening hook, required store link, logo treatment or platform-specific formatting. They guide production, but are not the same as the mandatory-rule list.

4. Define the deliverable as an executable assignment

Make sure your deliverable matches the single content format (Video or Short-form) chosen in Step 2 (Setup). For the deliverable, add:

1. A title, for example YouTube first-look video (10–15 min).
2. A description explaining what the creator should cover and why.
3. Constraints that define the production frame.

Example brief (Video campaign)

Goal: Build awareness and Steam wishlists for Riftbound’s September launch.

Key message: Riftbound is a four-player tactical roguelite where every run changes the team’s build.

Required hashtags: #Riftbound, #RiftboundPartner.

Mandatory rules: disclose the partnership; do not show content past the first boss; do not publish before the embargo; do not claim the game is free-to-play.

Deliverable: YouTube first look (10–15 min): Show the first run and explain one build decision. Constraints: include the game name in the title, show the Steam wishlist link in the description, and include the sponsored-content disclosure at the start.

5. Review failures and creator corrections

When a submission breaks a mandatory rule, use Request changes and select the rule or rules that were not met. The creator receives a notification identifying the failed rule and can submit a replacement video.

The first change request gives the creator a chance to fix the video. If the studio requests changes a second time after the creator has resubmitted, Ripple does not automatically make the submission payout-ineligible: the submission status becomes Escalated to Ripple (Handled by Ripple for the creator) and Ripple opens a support ticket to review the case. Be precise in the selected rules and accompanying feedback so the creator knows exactly what needs to change.

Read Campaign disputes and Ripple review for how escalated submissions and post-publication reports are handled.

6. Finalize the brief before launch

You can update the brief while the campaign is still a Draft. Use that time to make the requirements complete, attach resources and check the campaign’s dates, disclosure and embargo.

After launch, campaign settings and the entire brief are locked, including objectives, key message, mandatory rules, hashtags and deliverables. A launched campaign cannot be paused or returned to Draft. Finalize the brief before launch: these are the requirements used for submission reviews, correction requests and compliance reports.

Next: Review applications or Review submissions.