Utility Campaign Concept Designer
Convert a campaign brief into useful interventions that help people, shift behavior, or solve a real friction before generating messages.
DocumentationRequirements & limits
Use when a team wants campaign concepts that do something useful rather than only communicate a message.
Inputs
- Brand and category
- Business objective
- Audience tension or friction
- Product/service capabilities
- Available surfaces: app, site, store, CRM, packaging, data, customer service, creators
- Constraints: legal, budget, timing, markets
Outputs
- Utility-led concept territories
- Behavioral hypothesis
- Proof and feasibility notes
- Risk flags
Before you begin
- Reading and copying the procedure require no terminal setup. Check requirements for any packaged programs separately.
Try this first
Read the procedure and supply its documented inputs. Use the full text in an agent app or chat that supports pasted instructions, following that host's guidance.
Limits for this step
- Instruction package only; it does not provide or authorize an executable runtime capability.
- Safe for concepting; require brand, legal, and operations approval before production or public use.
Read full instructionsHide full instructions
Utility Campaign Concept Designer
When to use
Use this skill when the brief risks becoming another message-first campaign and the team wants ideas that help people or change behavior.
Inputs required
- Brand and category
- Business objective
- Audience tension or friction
- Product/service capabilities
- Available surfaces: app, site, store, CRM, packaging, data, customer service, creators
- Constraints: legal, budget, timing, markets
Workflow
- Restate the human friction behind the brief.
- Convert the brief from
what do we want to say?towhat can we help people do?. - Generate 5-7 utility territories, each with a behavioral hypothesis.
- Score each territory for usefulness, brand fit, cultural timing, feasibility, and risk.
- Select the strongest 2-3 and describe execution paths.
Output format
Return:
human_frictionutility_territoriesscore_tablerecommended_conceptsrequired_proofoperational_dependenciesrisk_notes
Guardrails
- Do not present a message as utility unless it changes what someone can do.
- Avoid manipulative urgency, false scarcity, or exploitative emotional triggers.
- Call out when the product cannot credibly deliver the proposed help.
- Prefer simple useful interventions over complex stunts.
View file metadata
---
name: utility-campaign-concept-designer
description: Design campaign concepts that provide real utility: protection, help, proof, simplification, safety, learning, belonging, or behavior change.
---Install instruction files
These commands copy guidance into the selected runtime directories. Confirm that your agent app discovers it. Any packaged programs need separate setup and verification.
Install (Codex)
./bin/skills-hub install marketing/[email protected] --runtime codex
Install (Claude)
./bin/skills-hub install marketing/[email protected] --runtime claude
Install (Generic)
./bin/skills-hub install marketing/[email protected] --runtime generic --target ./my-agent/skills