Breaking down a winning ad #6 Since introducing this product and video ad, our CPA on an account level dropped 30% We managed to spend over 500k on this specific ad Let's break it down frame-by-frame to understand why it was so successful:
1. Copy The first line of the copy is serving as an instant qualification We noticed that during the summer people are struggling to use a weighted blanket It's too hot for them, but they still want to use some kind of cover That's where the Bamboo blanket comes in
2. Headline "Blanket engineered for relaxation" This sounds pretty interesting, right? Everybody wants to be relaxed So, people are curious how a blanket can make you relaxed, and automatically more inclined to see how it works
3. Video Hook You see a girl dropping the box with a product onto the bed It's a great pattern interrupt You can actually see that sequence is actually from the middle part of the video, but we assumed it would be a great hook And we were right (it had a 36% thumb-stop rate)
To learn more about why a pattern interrupt is a great hook, check the post below: https://x.com/IstvanicMarin/st...
4. Problem After we got their attention with the hook and got them to watch the video, we introduce a problem A video switches to greyscale, making it more obvious that this is an unpleasant state for a person It's an old trick from TV info-commercials and works subconsciously
5. Agitating the problem We are still in greyscale > sweat stains > washing blanket every day Stating the problems both with the videos and captions It amplifies the problem
6. Solution We present a solution --> our product You can see how here "Everything changed" is highlighted It automatically leads to a transformation And that's what people ultimately want - their problems gone
7. End goal After presenting the solution, we mention what were the benefits of the solution > improved sleep > no sleepless & sweaty nights The transformation is now completed The video is back in color + the person is shown in the pleasant environment, happy and smiling
8. Objection-handling Okay, this all makes sense, but why anyone would believe us Well - that's where the unique mechanism in a way of "bamboo material" comes in It regulates the temperature The bonus here is that the material adapts to the season, so it's not cold or hot
9. Backing up the end goal Here, we again mention the main value proposition of the product > sleeping deeper and longer It's the ultimate goal, so that's why we want to highlight it
10. CTA + bold statement In the last frame, we have a call to action + we have a bold statement The product really is a life-changing and all people that are struggling with sleep want to hear that We are just repeating that again so it pushes them to buy the product
Here's the link to the full video: https://fb.me/20TLFwFFgkoBY7S If you liked this breakdown, check previous breakdowns of winning ads: https://x.com/IstvanicMarin/st...
If you need help implementing something like this in your funnel, check here if you qualify: https://bit.ly/inspiremarin
@IstvanicMarin always enjoy these Marin!
@risdom_ Glad you like then. Hopefully implemented something in your ads
@IstvanicMarin Most of the work was done by the tiddies Without that primal, primitive sexual hook, the ad would be invisible Don’t talk around it
@juuuliuus yes, I can confirm that thumbnail was the winning one
@IstvanicMarin Can you share how many visual hooks you tested for the opening ad copy to find the winning hook and ad?
@HarshitTaneja18 3 hooks, that's usually my sweet spot
@IstvanicMarin Marin.Istvanic Follow my X for Marketing news and updates @markwlamplugh , you can also watch my TV show Street Level Marketing on Now Media TV
@IstvanicMarin @threadreaderapp unroll
@IstvanicMarin Love the grayscale trick. Gonna try it.