Sometimes clients don't want to listen until they see things for themselves and that's ok in the digital world where campaigns can be tweeked on the fly. Luckily, this campaign, which initially showed products with coinciding discounts, wasn't performing very well. This opened the client to new ideas and created the perfect environment to expermiment.
A reevaluation of the audience and it's needs led to a rethinking of how to connect with them. While products and discounts are great, this audience needed to be properly introduced to the product first. In addition, they were initially being introduced to too many products at once, making the ad invisible in the sea of social posts clammoring for attention. Refocusing the ad to one product allowed for greater focus from the audience. By tailoring the imagery, copy, creative, and experience to speak directly to the audience in way they would understand and respond to, increased the CTR and, ultimately, sales.
Most people are on Facebook to relax or take a quick break from meetings and paperwork. Leveraging this meant finding a way to make the ad entertaining in some way. The product was moved to the end of the ad and the beginning of the ad was used to grab attention, entice, and introduce a story. Selling the lifestyle through the story created a need for the product which now punctuated the experience.
Social media ads are meant to be an experience and there are a lot of tools built into platforms. Utilizing those tools and taking advantage of the technology meant these ads could be unique and stand out. Each ad created tension by being unusual, enticing the audience to interact with the ad. The audience member experienced the story which lead to the conclusion of purchasing the product. The ad literally leads the consumer to the product mentally and physically, taking advantage of the psychology built into the technology.
The design of each ad took into account the needs of each unique audience, the psychology of selling the lifestyle, and leveraged the technology to create an interactive experience. Each ad visually spoke these attributes through careful selection of imagery, colors, fonts, wording, negative and positive space, and wayfinding—all pillars of traditional advertising.
Technology is ever-changing and it's only going to get more complex and interactive—becoming a much richer experience for the consumer and the designer. While analytics provide instant feedback, traditional methods provide an experience- and research-based pathway for testing and modifying behavior more rapidly than ever before.
What I've learned by working in the digital space is that technology is a great tool and makes selling and advertising much easier with the kind of consumer interaction that's been missing. There's quizzes, real-time conversation, timely reaction and interaction to events, on-the-fly behavior modification, and so much more that can boost metrics and improve sales, awareness, or anything else.
The CTR increased 700% after redesigning the graphics, user experience, and consumer interaction.
The Cost-per-click decreaseed by 50%.
This campaign's engagement was 125% greater than industry averages.
The total number of unique impressions was 245,842.