The street interview formula Carpe perfected

Welcome back to another edition of Nice Ads. This week, we're going to be breaking down another three ad creatives to help educate you on how to make a converting creative.

We'll be covering:

• How to Utilise FOMO in your video ads.

• The perfect recipe for a street interview.

• How pulling on your customer's heartstrings can help you sell more product.

Not long left now before we enter Q4, and so if you haven't, you need to make plans for your creative. My agency Fraggell would love to help you click here to get started.

Leaf Shave

👉 Watch in full here

FOMO is an incredibly powerful tool. It can make people purchase something that they didn't plan to, or, in my case, spend an hour trying to buy the new iPhone.

That's the principle we used in this creative we made for Leaf Shave. Their bowl and brush combo was incredibly well-selling, and so we decided to capitalise on the fact that it went out of stock very quickly with this creative to announce that you could purchase it again.

The entire ad is mashed-up clips from ads that we've made previously, as well as some packing videos which their fulfilment team filmed, all put together with a well-written script to help push you to purchase the bowl and brush.

And that's why I always preach how important it is to build an archive of raw footage. It shocks me how many times I speak to D2C brands and find out that the only assets they have are finished ads with music and captions. These are completely pointless when it comes to reusing them later on. It also baffles me how many agencies restrict brands by not giving raw footage.

Please, if you haven't already, build an organised archive of all your raw footage and ensure that any agency you work with will provide you with that raw footage (Just saying this is standard when you work with Fraggell). Apply to work with us here.

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Carpe

👉 Watch in full here

Street interviews are incredibly hit and miss. I see some brands do them very well, and other brands are clearly trying to jump on the trend without giving it much thought.

Carpe, however, seems to have cracked the art of the street interview.

Currently, their ad account is full of different types of street interview videos. This one caught my eye - They're essentially providing the viewer not only with real raw reactions from people smelling their product, but also with an incredible amount of social proof because they managed to find multiple people who are already wearing their product.

“Social proof works not because the majority are always right, but because we fear that we might be wrong”

A good street interview not only has an entertaining concept but also has a reason to be a street interview—for example, reactional content or quiz content. Many people create these videos without a clear idea of what they want the final asset to be. And end up spending hours just interviewing drunk people on the street. So take a leaf out of Carpe's book because this is how you do it.

TLDR:

• Street interviews are fantastic when done correctly.

• Social proof should be included in every ad.

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Audien Hearing

👉 Watch in full here

I didn't actually expect to like this ad when I first watched it, but after a couple of times, it dawned on me that this is the perfect way to sell a product like this.

How are you going to sell hearing aids to the elderly on social media? The answer: Their grandchildren.

And what's the best way to speak to that demographic? By pulling on their heartstrings. Everyone has an emotional connection to their grandparents. And everyone wants to help their grandparents. So a video of someone their age doing just that, told in a language that they can understand and relate to, is marketing genius.

The story is becoming increasingly important in our ad creative because people crave something deeper than just being sold to. This is a perfect example of a creative that's taking advantage of storytelling.

The brand could have easily created an ad that simply listed the benefits of their hearing aids, but instead, they told a story. And that connects deeper than anything else.

TLDR:

• Find new ways of including a story in your ad creative.

• Don't be afraid to get real with your potential customers.

That's all for this week's Nice Ads. I appreciate you taking the time to read this. And as always, if you have a friend or a colleague who you think might enjoy this newsletter, then be sure to forward it to them and tell them to subscribe.

Did you know that there are over 11,000 of you? Pretty impressive. Thanks, everyone, for helping us get this far.

I actually released a brand new YouTube video last week, breaking down some of the worst ads that I've seen. You can watch that here.

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