How to use AI without your customers hating you

Welcome back to another edition of Nice Ads, the only newsletter that helps you become a better creative strategist.

This week, we're going to be talking about:

• The change in the way that we make UGC content

• How important is location in your video ads?

• How to Use AI without your customers hating you

If you're gearing up for the busiest season in e-commerce, then you probably need some new ad creative to help you lower your CPA. So why not click here to apply to work with my ad creative agency Fraggell.

LEAF Shave

👉 Watch in full here

This is a video that we made for one of our long-standing clients in a format that we know consistently wins for the brand.

The traditional UGC video that we're all used to is performing less and less on ad accounts. We need to adapt. One of the formats that we have found to continue bringing success to all our clients is the educational VSL format. You can achieve this in several ways, using B-roll and voice-over, or you can follow our approach by utilising a UGC creator to deliver the script.

The idea is to hone in on one reason why someone would buy your product. In this ad case, it's the pink tax. It's unfair that women have to pay a higher price for the same product just because “it's made for women”. And since the Leaf Razor is genderless, we saw this as the perfect opportunity to educate people on a better way to shave.

The key to any ad like this is the script. If you can craft a well-rounded script, you can reuse it in various videos and formats. For example, ads that have won for this brand in the past. We've recycled the script in a different format and seen success yet again.

Do your research. Take your time. And the outcome will be a fantastic script.

If you want something similar for your brand, then feel free to apply to work with us here - Brands we work with see an average drop in CPA of 20-30%.

LOADED

👉 Watch in full here

I had never heard of this brand until I saw their ad, and I wanted to showcase it because I think it's another great example of how ad creative is evolving and changing.

This ad is nothing mind-blowing. It's a spokesperson in a store talking about how their laundry detergent is better than anything else you'll find on the shelves.

The script follows a very similar format to the one we used in the leaf example. Find a reason why your product is better than your competitors and drive it home by highlighting its benefits.

One thing they do well here is choosing to film it in a store alongside all their competitors’ products. It gives an extra level of familiarity that the viewer can relate to, helping further stop the scroll.

We've actually filmed several videos in stores like this with UGC creators, and usually they perform pretty well. I think one of the primary reasons is the location.

TLDR:

• Get creative with your locations.

• A great script always wins.

Looking for more?

Here are 4 ways I can help you 👇

• Fraggell - Looking for ads that turn scrollers into customers? My performance ad creative agency has delivered high-convert ads to brands like ALOHA, Chomps, and Nailboo… It’s worth your time to apply today to see if you're a good fit.

• The Ad Creative Course - Want to learn how to make converting ad creative yourself? Join over 100 students who are already learning with the help of my course. Grab your place today.

• Sponsor Nice Ads - Reach over 10,000 marketing decision-makers and fill one of our few ad spots available. Join brands like Motion, Triple Whale, and Minisocial by expressing your interest here.

• CreativeOS - Create static ads in seconds with over 800 pre-tested templates for DTC brands. Become a member today and get 50% off your first month.

• Poppy AI is my new go-to for ad creative — saves me hours, sparks better ideas, and just gets how I work. If you make ads, you need to try it. Click here and get $25 off any plan.

• Foreplay - Improve your creative workflow. Save ads, build briefs, and more. Claim a free trial here.

RYZE Superfoods

The reason I chose this static is that I think it's a great example of how you can use AI imagery in your ads without damaging your brand.

Our feeds are currently flooded with AI-generated content, and consumers are already growing tired of it. The comments are often full of people calling them out for using AI, which is not helping to build brand trust.

And that's why I think the best way to use AI imagery is when it's very plainly obvious.

This static ad is so ridiculous that we know it would only be possible with the use of AI. And that gives you, as a brand, a bit of creative freedom. It removes the negative connotations that consumers associate with AI, allowing you to capture attention without diminishing your consumers’ trust.

We've been using the same techniques when it comes to AI video. Instead of attempting to recreate something that we could do in our studio, we're using it to create things that are simply not possible. For example, one of the best-performing AI-generated video hooks we have right now features a yeti showering in a living room while using our client's soap. It's madness, it's not possible, but it stops the scroll.

TLDR:

• Don't try to fool your audience by using AI.

• Embrace the wildness that artificial intelligence brings to your creativity.

Thanks, as always, for reading this newsletter. It's always a privilege to know that over 11,000 of you read this every week.

I've just released a brand new YouTube video that walks you through the exact process I use to generate static ads, and I build one live in the video. You can watch it here.

I'll see you next week.

✌️