Writing Your Campaign Brief: Instructions, Guardrails & Custom Fields

The Campaign Brief

The Campaign Brief is the heart of the campaign and its most important section. This form trains the AI agent how to engage with customers. Consider the situation, the goal, and how the agent should behave — including edge cases.

Start with 1–3 sentences explaining your campaign. Then expand and adapt it to suit your needs as you test.

Add Instruction Section

Instruction sections add context and rules to your campaign instructions for a more fine-tuned experience. This is also where you add a Discount Code to your campaign (if desired — see the Abandoned Cart guide for offer strategy).

Guardrails

• State what the agent should always say or never say.

• Include things the agent should not promise: free shipping, definitive delivery times, specific SLAs, etc.

• Provide context on the expectations of the person the agent is speaking with, so it doesn’t make assumptions about their knowledge or history with your product.

Additional Instructions

Add detailed instructions for specific scenarios, exceptions, escalation rules, fallback behavior, or campaign-specific edge cases:

• If you know common questions leads ask, provide the questions and answers so the agent follows your script.

• Add any known caveats or terms to the support provided.

• Specify what to do when a user asks to speak with a real human.

Custom Fields

Use the {+} button to insert custom fields — variables like {{ total_price }}, {{ shipping_address }}, or {{ Discount Code }} that fill per lead from your source data (Shopify, Klaviyo, Custom API, etc.). The agent can use them to reference items left in a cart, the lead’s location, or other details for a more personalized experience.

Verify your campaign with a Test Call

Once you have a phone number configured, use Test Call (enter your name + number, hit Call Me!) to hear the prompt live before launching. This is the fastest way to catch an awkward opening or a missing variable.