How to make Founder ads, without a founder

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It’s Nice Ads time; another three creatives to break down and give you some advice on how to make better ads.

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Glossier

I was writing a thread on my X yesterday on Glossier, and I found this creative and wanted to share it with you. Watch it in full here and then come back.

Why is this creative worth sharing? It's so simple, but it works on so many levels. The simple fact is that most UGC we watch now is over-edited and pretty boring. This one is short, simple edits, and her personality keeps you watching.

But along with all those reasons, the script is also great. It speaks to why a customer would buy this product and is delivered in a friendly way—like a friend telling you about a product they love. And that is what UGC is all about. It’s not about fooling someone into watching an ad, but using it as a way to speak to your customer on their level. And I think that’s what this ad does so well.

It’s short and snappy and doesn’t need to be any longer than it is - So why make it longer? The viewer consumes, shows interest and clicks there and then on further into your funnel. But let’s also go back to the creator, what a great casting this one is. I don’t know who she is, but I want to hire her. She's full of energy, and what's super important for Glossier is that her makeup looks amazing. If you're making ads for a beauty brand, it should go without saying, but your creators need to have good makeup, because viewers will see this and judge your brand. Cast smart, that’s how you make good UGC.

👉 Watch in full here

Asset

Everyone loves a cheeky ad, right? It’s always fun to see how brands like this advertise their products. It’s always so creative. And this one is no different because how do you show what ‘Hole Serum’ does? You can’t really show the real results in an advert. So all their image ads include something that looks like a… well, butt hole. Doughnuts, balloons, fruit, anything they can to get their point across. And that’s what I love - They know the target customer is out there; they need to make creative that appeals to them and grab attention.

Also, the copy couldn’t be any more direct. They tell you what it does, and it’s up to you to decide if you want it or not—easy. Like most statics, this would likely sit at the bottom of the funnel, bringing in customers who might have found them via Google or another TOF ad. But even in BOF ads, you still need to capture attention and give the customer a reason to click, otherwise, what’s the point?

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The Oodie

I’m sure we all know how great Oodie are at ad creative by now; they are one of the leaders in the DTC space for a reason. But I thought we could all learn from this creative they made to launch their pants range. So why is this creative so special?

It's UGC from the brand. The whole idea of the video is that the Oodie team is telling you about a new product THEY have made. This isn’t a fake customer saying how much they love the pants. The design team is telling you why they made the pants and why they rock. So, as a viewer, you're more forgiving of how much of a hard sale is being made. If this video was created like a normal UGC, then chances are people would swipe away. But it feels more like a founder video than a customer advert.

This is a great potential idea for those brands where the founder isn’t super keen on being on camera, but you know how powerful founder ads can be. Instead, make it about the team.

This is a smart idea for launching a new range of products like this. Top marks!

👉 Watch in full here

That’s all for this weeks Nice Ads. Thanks for reading and being a part of this growing community of amazing people.

Check out my new course here if you want to learn more about making great performance creative.

Speak soon.