Welcome back to Niceads. Another week closer to the biggest quarter of the year for most brands. Let's get prepared with some inspiring ad creative. This week we're going to be learning:

On the subject of Q4, we have a killer offer for you at Fraggell. If you are spending over $70,000 on paid media and want to scale this season, then it might be worth getting in touch with us to find out more about how we can help you scale click here to work with us.

👉 Watch in full here

Every now and again, you strike gold with finding a creator. This ad here we made for the black stuff was written by one of our newer creative strategists and cast by one of our longest-serving producers. What actually happened was our producer found the cast, and then our creative strategist wrote the script for the creator. I think this might be what's responsible for the great performance of this ad, because instead of us trying to make a concept work with a certain type of creator, it was written with their personality and mannerisms all in mind; you ended up with a really great delivery as well as brilliant footage. Although this is arguably more in the territory of traditional UGC, it still works incredibly well. Most of the reason for that is because we are speaking to a very specific persona with an offer built around them.

This is what I think most e-commerce brands forget: people love when something feels personal to them. In this case, it's an offer built for mechanics, and although there isn't anything inherently special about it, because it feels custom to a certain persona, it suddenly makes them more inclined to purchase.

If you can build an offer per core persona and then push that inside your ad creative. I think you're really going to be in for a winner, particularly around Black Friday, because people are looking for gifts. If they know that their best friend is a mechanic or their husband works on cars all day, they're probably more inclined to purchase this as a gift because it feels more custom and special.

If you want an ad creative agency that can help you scale persona-driven ad creative, then apply to work with us here.

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Founder-led creative or EGC, something that sounds like it's coming from the brand itself, is becoming more and more popular. I think this example is a great case of how you can use a potential customer objection to further sell your product in the brand's voice.

Products like period underwear often come with a lot of questions before people purchase: "What type is best for my flow?" "What style is the comfiest for each day of my period?" There are so many questions that sometimes an FAQ section on your product page isn't enough. So instead, making a specific ad creative might be a route. Pair that with a format that feels personal, like the yapper style, delivered by someone from the brand, and it makes those customers feel heard. It feels like you understand them on a deeper level and what is going through their head in each stage of the customer journey.

Not only are you educating them about a specific aspect of your product at that point, but you're also building a trusted relationship with them, so the customer knows that, as a brand, you understand them. Particularly with a more personal product, like period underwear, that level of trust is needed more than ever.

Your ad creative does so much more than just sell your product. It's an opportunity to build a relationship, answer questions, and educate a potential customer.

TLDR:

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This is why brands like BERO, Imperfect Foods, Tushy, and Our Place love minisocial.

Here’s what a brand recently had to say about their results with minisocial: 

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Not a whole lot to go over with this creative. I just thought it was a great ad we made here at Fraggell because, going into Q4 and the festive season, static ads are more powerful than ever, since you can test so many of them at scale.

This one was made by our designer with no AI used, and I think that's going to be the way to stand out this season because AI image generators become so powerful. People will be posting a whole lot of slop, and so if you can stand out with a well-designed ad creative, I think you're going to be onto a winner.

I do think this year might be the first of many in which customers really start to get annoyed by the use of generative AI in ads. I'm already seeing an increase in comments across brands' accounts that are calling this out. It might be worth giving your design team a call and getting them to pump out some really well-crafted image ads like the one we made.

At the end of the day, most static ads are made from a headline, a subheadline, a product image, and a CTA. I'm pretty sure you can do them on your own without using AI. As much as I love it, as much as I am an advocate for using AI, I do think you need to remember how to do this stuff yourself

TLDR:

That's all for this week's newsletter. Appreciate you taking the time to read this. I've just released a brand-new video listing all my favourite hooks, which might be a good Monday watch for you.

A quick reminder that if you are looking to revisit your creative needs as we head into Q4, we have a killer offer right now, and I would love to have a conversation with you. You can find out more by clicking here.

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