Welcome back to another edition of Nice Ads. This week I've found another three ads that I thought we could break down and see what we can learn.
We're going to be going over
Why personas are so important post-Andromeda
The best video ad format every account should have
You're probably overthinking your ad copy.
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Nathan & Sons
We've been working with Nathan and Sons for a couple of months now, and in that time we've tested a tonne of different ad creatives to see what converts. In that time, we've also discovered some new personas to target, and one of them is sufferers of Bruxism.
If you don't know, this is a medical condition that causes teeth grinding, and since Nathan and Sons' product, Underbrush Gum, helps rebuild your enamel, this was an underserved persona we have been building ad creatives around for the past couple of months.
We actually discovered this persona when our creative strategist went to the dentist, who diagnosed him with it. Causing him to do some more research and see that this is a clearly untargeted persona for the brand. And I think a lot of the time, when people are doing research for their ads, they forget about their own lives and how the things that they do could inspire ads.
It might even be a little thing, like you're watching a movie and there's a shot that could work as a hook. There's inspiration everywhere; you just need to be looking for it.
This is why I'm so keen on hiring creative strategists who are creative-led rather than data-led, because it helps them discover new ways of thinking about things instead of only ever looking at numbers.
One of the main things I'm pushing in my creative strategy at Fraggell is to find new personas to target in ad creative, to help diversify the ad account and therefore grow the customer base.
If you're looking for an agency to do this for you, then I would love to have a conversation. Apply to work with us here.
OMHU
The product demo is one of my favourite ad creatives to do because often enough, if your product is good enough and the ad is targeted to the right customer, then the product will simply sell itself.
And this sofa ad does exactly that. As someone who was looking to purchase from this brand, I can tell you that ads like this work incredibly well. The main reason is that there's zero fluff. It shows us exactly what we need to know in as few words as possible, helping us ingest the information without getting distracted. There's no need for a voiceover. There's no need for music. All I need from this ad is to show me how customisable their product is. If you're in the part of the funnel where you're deciding whether to purchase, this could be what pushes you to add it to your cart.
And if you don't believe me, I've been using a new tool called Trendtrack to discover new creatives, and with their insights, I can see that this is the second-best-performing ad out of the 1,000 they have live in their account. So this format is clearly a success.
Sometimes you don't need to overcomplicate things when you give a customer the right information at the right time
TLDR:
Product demos are sometimes all you need
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Glaze Cup
Often enough, the reason why you made your product in the first place is the same reason why other people will purchase from you. I feel like this is a great example of that. The chances are that the people at Glaze created this product because they realised that 90% of reusable cups, after a couple of uses, end up smelling and tasting kind of disgusting, so they end up being crammed to the back of the cupboard and never used again.
So instead of trying to reinvent the wheel when it came to making ads, they built the copy around why they made the product. Because there is a really high possibility that other people will relate to this, even though they've probably never even thought about it. But when they read the ad and see the product, everything comes together. Next thing you know, they're purchasing your mugs.
Also, I think this is a really good example of how a simple, well-shot product image can work wonders for your static ads. This was probably taken on their phone, but the light, the shadows, everything makes the product look so enticing that it would be difficult not to stop and look at this ad when you're on your feed.
TLDR:
Don't be afraid to point out the obvious in your ad copy
That's all for this week's nice ads. I appreciate you taking the time to read. If you're looking for a watch, this Monday I just posted a YouTube video breaking down what I think is probably one of the coolest features in Canva that I've seen. That is so incredibly helpful for people making static ads. You can watch that here.
Until next week, I'll see you soon
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