Your reviews are your best script writers

Welcome back to a new edition of Nice Ads. This week, we're going to be breaking down another three ads to help you make better creative.

We're going to be going over

• Why you should be using your reviews to make ad scripts.

• How to advertise perfume with UGC.

• How listening to your customer can create the best static ads.

Humantra

👉 Watch in full here

This is an ad that we recently created for Humantra. I wanted to take you behind the scenes of the scripting process for this.

As with all of our clients, we gain access to their reviews, post-purchase surveys, and any other important insights. That is what we use to build out the script for this concept.

We selected a couple of reviews that we thought we could develop into the script, and then we based the entire script around those. Creating these personas at the start to engage people and then relating everything to the core USPs that people experience daily.

Most people waste time sitting there thinking of new ad ideas, when really all they need to do is look inside their reviews or the comments people are leaving on their ads. Because customers are already giving them use cases. They're giving them new ideas on how they want to be sold. It just takes a little bit of research.

My favourite hack for this is to have an ongoing cloud project where you update regularly with a new export of reviews and post-purchase surveys, constantly feeding AI new insights for it to pull from.

Stop guessing and actually go to the source.

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Jouissance

👉 Watch in full here

I saw an ad that one of my team members saved this week, and I think it's a perfect example of how UGC is going to evolve as we head into the new year.

It feels really natural, matching what you'd expect from a perfume advert, and it's incredibly aesthetically pleasing. There's no ignoring that more and more brands are using AI to generate ad creative. So you can either join them or do something completely different. And I think that's exactly what this ad does.

It's almost telling us a story, it's setting the scene, it's making us feel something about a perfume.

This ad could have very easily just been the creator saying, "I love this perfume. I wear it on all my dates, and I love the way it smells."

But instead, they've told the story, built a scene around the product, and done it in an incredibly simple-looking UGC format, featuring a creator holding a microphone, easy-to-read captions, and then cutting away a couple of times to show the perfume.

It feels like something that you'd see on Pinterest, and for a certain demographic, that is the exact content that they want to consume.

And this is why conducting research is so important when creating ads. You want to create content that your customers already consume, so that it fits nicely into their feed.

TLDR:

• Do the research on your customer before even writing a script.

• Sometimes, simple video ads are all you need.

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Loops

I pulled this example because I think it goes very nicely with the topic of today's newsletter, which is listening to your customer. Loops are incredibly good with ad creative, whether it's their UGC material or, in this case, their statics. They clearly understand their customers and why they use the product, so they build ads around those personas.

This aligns perfectly with Meta's new Andromeda update, which heavily promotes persona-based advertising.

But the best part about this is it's very lighthearted. The entire concept of the ad reminds me of something you'd see on a meme while scrolling through Instagram at 3 a.m.

Concepts like this don't just appear; they come from doing research, understanding your customer, and then crafting ads that speak directly to them.

So if you take anything away from today's newsletter, it should be that you're not doing enough research on your customers.

Leave your ego at the door and create content that your customers want to consume.

TLDR:

• Make statics that speak your customer's language.

• Static ads shouldn't take too long to make. Don't aim for perfection.

That's it for this week's Nice Ads. I appreciate you taking the time to read this. As always, I've got a new YouTube video out. This one lists all the best hooks that you should test.

Until next time, I'll see you soon.

✌️