Boosting ad performance through creativity
More and more brands have found their way to social media. As the competition on social channels increases, it becomes less evident to grab the attention of potential customers. Users get an endless stream of content to choose from and second by second users decide where their attention goes. Click through or swipe away? How can you convince your target audience to interact and engage with your content? The answer is clear: with attractive high-quality creatives!
Creatives: a key factor in determining campaign performance
Constantly evolving technology allows us to gather more data on our campaign performance than ever before. That data gives us a better understanding of our customers’ behaviour so we can optimise our advertising accordingly.
Although these mechanisms are an important factor for success, the creative remains the main driver of performance. We are talking about content, aiming to provide the audience with value at every stage of the funnel. Content that creates an emotional bond with its audience, plays a crucial role in engagement and, ultimately, conversion.
Keywords, for instance, are the basis in a search strategy, but they don’t guarantee conversion. If content writers do not write in an authentic and engaging way for their audience, we will not see optimal results. The same is true for creative concepts in bannering and social media ads.
Boni, an authentic message wrapped in a creative concept
The most important advice to stand out on social media is simply “be yourself”. Use your Brand Voice and tell your story. Authenticity is the key for building trust. Keep it real and show what you stand for. It will make the relationship with your target audience stronger, and it will increase engagement. Boni, Colruyt's private brand, can certainly put a good story on the table. Their message: 'Boni selection makes sustainable consumption accessible to the customer'. The goals: create awareness & brand preference.
We started off with a nice awareness video, picking out 1 example of how Boni supports sustainable consumption: by giving Belgian farmers a respectful compensation for their milk. Using a clear message and staying single-minded is key for a creative to perform well. We designed the video for ‘sound off’ and made sure everyone could capture the message by adding graphic text. Those who watch the video with 'sound on' get to hear music and lyrics, which is definitely an added value.
Another best practice for good ads is to create visual impact. Work with bold visuals or use a unique editing to grab attention. The timeline manipulation we made for Boni is certainly a nice example of this.
Step by step. Small bits with big (thumb-stopping) impact
Another nice campaign we worked on for Colruyt Group was ‘Stap voor stap’. The message: Together we contribute to a better world. Step by step. Because every little bit helps. Our goal: creating awareness and inspiring the consumer. “We are already doing well, and we can do more. You as a consumer, we as Colruyt Group."
Again, we like to keep the message clear, so we made 4 videos around 4 different themes: health, society, animal welfare and environment. The videos were given a thumb-stopping background colour and the story was spotlighted in an original and noticeable way. Did we already mention the importance of highlighting your brand? Showing your logo and other brand elements builds trust and recognition. In this campaign, we managed to seamlessly integrate the brand logo and story. Try to display brand association within 3 seconds of a video’s start.