Welcome back to Nice Ads, every marketer's favourite newsletter. This week we're going to be talking about

If that sounds interesting, then make sure you stick around all the way until the end.

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Qmantra is a brand that we've been working with for around a year now, and in that time, we've made a bunch of great ad creatives, but this one we made quite recently. I wanted to share with you because it's a great example of how the UGC script format can be used in multiple formats.

At Fraggell, we're really trying to make the most out of every ad. One thing that we've started to implement is thinking about an ad in a couple of separate layers:

So, for example, the ad above is for a possibly solution-aware customer who's yet to decide on what brand of electrolytes they want to invest in. The message is comparing how most electrolytes are made compared to how Humantra is made and then we roll that up into a VSL UGC format. The script is VSL. We're educating the customer on something, but then we've chosen to deliver it in a UGC format so it feels more relatable.

Writing ad creative like this is a great way to make ads that work in the new Andromeda era of Meta ads. I definitely suggest trying this next time you write an ad.

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I recently got a call with this brand, and when I was researching and looking at their current creative, this one really caught my eye because it's a great creative that summarises what's happening in the industry right now.

As a big move for raw UGC, and you've heard me speak about it before. In particular, this type of yapper content is incredibly popular on TikTok Shop. Putting your phone down, talking to it about a product or about a situation, and then roughly editing it with a couple of cuts and sometimes not even that. It creates this really authentic piece of UGC content that often sells to people who are completely cold to the product.

I'm almost 100% sure that this ad came from TikTok Shop and is being reused on Meta. This is a strategy that many brands implement, since you get direct results from thousands of ads being made for free on TikTok Shop about your product. Whatever scales on there, the likelihood is that it'll scale on Meta. They reach out to the creator, get permission, and then move forward, running it on Facebook.

But the Yapper format is something that you can use whether you're on TikTok Shop or not. The key is a creator. If you can get someone who is very natural on camera, that is 90% of the work already done for you. It comes down to the scripting. We often script the version, the hook, and the CTA, but we might also do a variation in which we let the creator do their own thing and say the core essence of the script in their own words. This is a great test to conduct if you have the right creator.

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This is a static that our new creative strategist here at Fraggell made, and I'm really pleased with how it's performing. I think it's a super creative static that shows how important great copy is.

Blinds aren’t the most exciting thing to sell, but if you have a good design and a good idea behind the static out, then you can sell anything. This is proof.

And as I always say about statistics, normally the simpler the better. At its essence, this is text on a black background, but it's the copy and the design which have made it work so well for the brand. This is also a great example of breaking out of the usual format of statics, where you have:

And sometimes you don't need that. You can move away from what everyone else is doing, and often enough, that leads to results that you never would have found previously

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

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