WHATWINS | TIKTOK REFERENCE BRIEF
Guide: https://whatwins.io/blog/best-tiktok-ad-spy-tools

ASSIGNMENT
Product / market / language / campaign objective:
Approved offer and destination:
Search sources / date / filters:
Coverage limitations:

REFERENCE (COPY FOR EACH EXAMPLE)
Source URL / advertiser / date observed:
Paid ad or other commercial content:
Opening visual and timestamp:
First spoken claim and timestamp:
Product reveal / demonstration / evidence:
Call to action / destination:
Metric displayed and its definition (if known):
Observable fact:
Our hypothesis:
What we will create ourselves:
Footage / likeness / music permissions needed:

FICTIONAL EXAMPLE: TRAVEL STEAMER
A: creased shirt before a work meeting.
B: compact steamer being packed.
C: finished outfit before leaving.
Question: which opening earns relevant attention for our offer?
Hold steady: product, offer, destination and conversion definition.
Unknown: how any competitor creative converted.

HANDOFF
Original brief / owner:
Safe-zone and caption review:
Control creative:
Planned comparison / review rule:
Approved production next step: