Message points are the most important things you want to get across to your audience. They should start conversations; be conversational short, simple and easy to remember. You should have about three message points that you keep coming back to during a campaign.
An example message point from my Mazda campaign is "Join our design process through social media, tell us what you need in a car that's going to get you to your destination."
Notice how I've asked the audience to help me help them?
A lot of times I'll repeat key words like "help," "dream," "destination," and most important, "you." Think about key words you want people to remember and how they can help you with your key messages.