# RJN Cleaning Powder Campaign — Leadership Briefing Outline (v1)
Date: 2026-03-20
Status: Internal prep ready

## Purpose
Provide leadership with a quick go/no-go choice for two launch themes using current website, animation, and brand assets.

## Decision ask (in meeting)
Pick **2 themes** for wave 1 launch:
- A) FreshClean Sustainability Story
- B) SanitiserPlus Industrial Trust Loop
- C) Water Stewardship Mini-Documentary

Recommended: **A + B** for faster pipeline impact. Keep C for phase 2 authority content.

## Slide flow (8-slide structure)
1. **Context + Objective**
   - Why now: assets are largely in place, launch path needs theme lock.
2. **Decision Frame**
   - Criteria: strategic fit, proof readiness, speed to publish, pipeline impact.
3. **Theme A: FreshClean Sustainability Story**
   - Audience, channel fit, storyboard summary, claim-safe message frame.
4. **Theme B: SanitiserPlus Industrial Trust Loop**
   - Audience, trust/compliance angle, conversion path, CTA.
5. **Theme C: Water Stewardship Mini-Documentary**
   - Thought leadership value, timing rationale, phase-2 role.
6. **Asset readiness snapshot**
   - Existing assets: website, storyboards, animation plan, messaging matrix.
   - Missing inputs: logo masters, palette codes, claim substantiation sheet, legal disclaimer text.
7. **Execution timeline by selected pair**
   - Week 1: claim-safe copy lock + script lock + site block mapping
   - Week 2: landing/social updates + outbound launch
   - Week 3: test/measure + proof-point harvesting
8. **Decision + owner assignment**
   - Approve campaign pair, legal owner, data owner, launch date target.

## Speaker notes (claim-safe language)
- Use operational and process benefits unless quantitative claims are approved.
- Avoid efficacy/sustainability numbers in external copy until legal substantiation is signed off.

## Build-ready attachments to include
- `strategy/campaign-theme-decision-brief-v2-2026-03-19.md`
- `deliverables/asset-check-report-2026-03-19.md`
- `creative/storyboards-production-annotated-v2-2026-03-15.md`
- `targeting/account-priority-and-messaging-matrix-v1-2026-03-14.md`
- `deliverables/launch-priority-board-v1-2026-03-13.md`

## Blockers to flag explicitly
- Campaign pair approval still pending.
- Legal substantiation wording still pending.
- Product-proof data pack still needs final lock.
