Welcome back to a new edition of Nice Ads, the best newsletter to teach you creative strategy every week. In today's issue, we're going to be talking about
How to sell high-ticket products on Meta:
The secret to low-fi UGC
What your static ads are probably missing
If you run a brand that is spending over 70,000 a month on ad creative, my agency Fraggell would absolutely love to help you. You can click here to apply to work with us.
Chita Living
Selling high-ticket goods on Meta is difficult. The purchase journey is much longer, and in general, people have many more questions before they buy something they've never seen in a Facebook ad. That's the attitude we went into when working with Cheetah Living, an incredible furniture brand.
The approach we decided to take was to tap into those personas that spend 90% of their free time on Pinterest looking for the perfect furniture piece. We called that out in the hook of the video, then dove straight into showing the furniture, how great it looks in a home, and also how well packaged it comes and how easy it is to put together. We wanted to create something that felt very organic but was also clear it was an ad, and I think we achieved that.
The hardest part of any type of aesthetic ad like this is the casting. Normally, it takes a little longer to find relevant people who will work for a brand like this, because they not only have to be good on camera but also be able to deliver a message. They also need an aesthetically pleasing home. That said, when you get everything right, it's pretty difficult to make bad ads for such a good-looking product.
If you're looking for something similar for your brand, Apply to work with us here.
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Welcome to Bob
One of my creative strategists saved this ad, and I am going to say what I always say: this is a great example of the direction that UGC is heading. No music, direct-to-camera, very raw, minimal editing other than jump cuts, because this is the type of content people are consuming daily on their feeds.
You don't scroll through TikTok and see highly edited content with a ton of music and B-roll. Instead, you see one person speaking with a mic in their hand and subtitles on the screen, so it makes sense that your ads should mimic that creative style.
We're consistently seeing this win on accounts when done correctly, and by that I mean great casting, a brilliant script, and a hook that actually entices people to watch.
One thing I do want to focus on here is the script. The way that each line progresses onto the next feels real. I often find that scripted Yapper ads like this read like a script. The most important thing with these ads is that they flow like a natural conversation.
If you struggle to write like that, a great way to learn is to write your script, then paste it into something like Claude and ask it to rewrite it in a conversational style that feels like they are speaking to a friend on FaceTime. Once you've done that, compare the scripts and see what you can learn
This is your opportunity to try Lo-Fi-style creative, because every ad account should have a couple of these live.
TLDR:
Don't be afraid to use casual language in a lo-fi UGC to help it come across more natural
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ALOHA
Here's a static that we recently made for our long-time client, Aloha. Shockingly enough, in the four years that we've been working together, we've never actually made them static ads until recently, with Andromeda's push for unique content. We decided to give it a go, and the results have been incredible.
I think, so often on the feeds right now, we're bombarded by non-branded, plain-Jane, AI-led static ads. When a well-designed, colourful ad for a product that you're interested in comes across your feed, you're way more likely to click on it. That's the exact approach that we went for with these Aloha ads.
All of the images that we've been making for them are super colourful, call out the core USPs of the product, and are filled with social proof to help remind people who makes the best protein bar. Because Aloha is in almost all major retailers across the U.S., it's really important that we're always brand-first and recognisable so that they remember them when they're doing their weekly shop
TLDR:
Branded statics are still powerful
That's all for this week's nice ads. I appreciate you taking the time to read this. As always, forward it to a friend or a colleague and share the love.
I just released a brand new video all about creative diversity. If that interests you, then you can click here to watch it, but until then, I'll see you next week
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