A joint campaign with two brands and a creator: how to write one brief

A joint campaign involving two brands and a creator needs one brief, but not a single shared sales promise. Start with a situation in which customers actually use both products. Then give each brand its own objective, role in the demonstration and destination for interested viewers. If the partners only want to split the cost of a video, the joint content may be harder to understand than separate ads.

Once the brands agree on the scene and the party responsible for commissioning the work, Blogger Bank can help organise the collaboration with a creator. Create a brand account and prepare a brief for a joint demonstration: describe both products instead of sending the creator two conflicting assignments. Agreements between the companies remain your responsibility; the platform does not replace the need to appoint someone authorised to manage the assignment.

First, check whether the products belong in the same scene

A useful test is to ask: does removing one product change the point of the activity being shown? In a packing video, a bag helps organise belongings, while a travel mug needs an accessible place for the journey. Viewers can see how to check whether they fit together. Simply placing the mug beside the bag and listing each brand's benefits does not answer the same question.

The example in this article is a fictional editorial exercise, not a Blogger Bank client campaign. Imagine an independent insulated mug brand and a travel bag brand. They commission a creator to make content about packing for an early train journey. They are not creating a new bundle or a joint shop: each company continues to sell its own product. They want to show how to find a place for the mug without rearranging everything in the bag.

Before writing the script, the creator checks the actual products. Does the mug fit in the intended pocket? Can it be removed when the bag is packed? What carrying instructions does the manufacturer provide? If the products do not work in the planned scene, change the idea, not the camera angle. Do not hide a poor fit through editing or promise leakproof performance based solely on a short recording.

This is a different decision from designing an influencer co-branded collection, where the creator helps shape the product. Here, the creator's job is to demonstrate existing items clearly. They do not have to publish the content as a co-author with the brands' accounts, either. Choosing an Instagram Collab post is a publishing decision, not a test of whether the brief makes sense.

Give each brand an objective, not an equal number of close-ups

In this exercise, the mug brand wants viewers to check its dimensions and closure before choosing it. The bag brand wants to show access to the side pocket during a journey. These are communication objectives that can be assessed in the finished video. “Sell both products” is too broad: it does not tell the creator exactly what to show or which information must not be omitted.

List the product, customer question, on-camera action and evidence needed to support each statement separately in the brief. For the bag, this means removing the mug from the pocket while the bag is packed. For the mug, it means showing the closure and directing viewers to the specifications for that model. Each company supplies information about its product and identifies which claims the creator can base on documentation and which require testing.

Do not replace these decisions with a demand for equal screen time. The scene may need longer shots of the bag, even though viewers will also remember the mug. Agree on how each brand will judge successful delivery: a visible model, a clear action, the correct name and no unsupported promises. Leave the sequence of shots and natural wording to the creator within the agreed boundaries.

Two calls to action must not compete for the same click

In our example, the conflict appears at the end of the video. The mug brand wants “Check out the mug in our shop”, while the bag brand wants “Choose a bag for your trip”. Each points to a different destination, and both want priority. The creator should not have to decide which company receives the traffic. “Link in the description” is not enough, either, if the description fails to explain which product the link leads to.

Here is a solution to include in the brief: the main video ends with one instruction, “Check the product dimensions before packing”. Alongside the video, you commission separate Stories: one shows the mug and links to its product page; the other shows the bag's pocket and links to the bag's product page. Each Story has its own product name and link. This is a proposed scope of work, not a claim that every format supports any number of clickable links.

Record the exact destination URL, link text, traffic recipient and person responsible for checking the page. Do not send viewers to a homepage where they must search again for the model they have just seen. If the brands are not commissioning Stories, choose a shared page with clearly labelled links to the shops, or agree on one primary action. A shared page must still be built and maintained; it is not created automatically with the assignment.

Separate reporting before launch, too. Each brand receives information about visits to its own shop through agreed link tracking, while the creator provides publication statistics within the agreed scope. Shared views do not prove sales of each product. Do not compare click counts alone if the calls to action appeared in different places and served different purposes.

One commissioning party collects feedback from both companies

Before contacting the creator, the brands choose the entity managing the assignment and a person authorised to communicate the final decision. That person does not have to assess both products alone. They must, however, know who confirms the mug's specifications, who checks the bag and who covers for those people when they are unavailable. Agree separately on authorisations and financial arrangements between the companies, according to your circumstances.

On Blogger Bank, you can post an assignment for a creator and collect applications. Prepare an approved scene description, product models, planned deliverables, deadlines and acceptance criteria. According to the advertiser page, the platform brings messages, files and assignment stages together in one place. Use this to manage work with the creator; do not assume there is a shared brand account, split payments or automatic approval by the partner.

Both companies can comment on the draft through their own process. The creator should nevertheless receive one agreed list: the location in the content, the problem, the requested change and the person who will confirm the correction. “Show more of the mug” and “Shorten every shot of the mug” are a dispute between partners, not an editing task. The coordinator resolves it before sending feedback, referring to the objectives in the brief.

Distinguish correcting an error from changing the order. An incorrect shop URL needs correction. An extra video for just one brand, a different script or a new product changes the scope and must be agreed with the creator. Include preparation, filming, editing, product shipping, additional versions and any paid distribution in the cost breakdown. Assign a responsible company to each item without leaving that allocation to the creator.

A shared video needs separate usage agreements

Approving the video does not answer where each company may use it afterwards. Record the mug brand's and bag brand's needs separately: posting on their own profiles, product pages, paid ads, shorter edits or versions without the other product. For each use, specify the content, entity, channel, term, territory and permitted changes. The absence of an agreement should not be treated as consent.

Poland's Act on Copyright and Related Rights, in the consolidated text published in 2025, ties the scope of a licence to the agreed fields of exploitation, location and duration of use. Article 67 also states that, unless the contract provides otherwise, a licensee may not authorise another person to use the work within the scope of the licence obtained. Do not assume that one company's agreement with the creator automatically covers its partner. Ask a lawyer to check how rights for both companies should be documented; the list in the brief organises your needs but does not replace a contract.

Also review what can be seen and heard in the content: music, people's likenesses, both brands' trademarks and materials supplied by the partners. Approval of the video does not, by itself, settle all these issues. If one brand wants to cut the other out of the frame, revisit the agreed scope of changes and the meaning of the creator's statements. Plan separate versions before filming, rather than after receiving the file.

Both brands must be clearly identified in an advertising publication. Poland's UOKiK recommends two-level disclosure: using the platform's feature and adding your own disclosure, as well as identifying the promoted brand. In this exercise, the brief should therefore name both companies and include a disclosure check on a phone. A bag logo in the frame does not explain the commercial nature of the collaboration to viewers.

If one product is missing, pause the shared promise

Before filming, confirm delivery of the correct models; before publication, check product availability and destination pages. State in the brief who must report an out-of-stock product and who decides whether to postpone the content. If the bag disappears from the range, a working link to the mug shop is not enough to make the joint demonstration ready.

The rule in our exercise is this: publication waits if the featured model is unavailable or does not match the product page. The coordinator collects both brands' decisions and agrees on a new date or version with the creator. Do not substitute a model under the same description without checking the fit. A video about the mug alone may be a sensible solution, but it requires agreement on a new scope, message and usage, rather than quietly removing the partner.

The brief is ready when the creator does not have to settle a dispute

Read the document from the creator's perspective. It should let them plan the shots and deliver the work without guessing whose request takes priority. Use the following list for the final check: these are fields in one brief, not two documents pasted together in an attachment.

• Customer situation: what the viewer is doing and why both products are needed in this scene.
• Brand objectives: a separate customer question, demonstration and delivery criterion for each product.
• Deliverables and destinations: format, publishing account, call to action, exact URL and page owner.
• Acceptance: responsible commissioning party, fact-checkers, feedback deadline and one list for the creator.
• Usage: each company's individual needs and a confirmed scope of rights and changes.
• Launch conditions: available models, matching pages, clear advertising disclosure and a decision process if a product is missing.

Start by writing down the shared scene and the two brand objectives. If you can agree on where viewers should go and who will give the creator final feedback, you have a basis for an assignment. If not, resolve that dispute before commissioning the video.