The key to success in advertising is making creative ads that help reach out to potential customers. However, while we talk about different strategies of making an ad creative and successful, the one idea that remains at the top is to make an ad talking about values rather than products. It is one of the most effective advertising strategies that many renowned marketers use around the globe. It helps them receive immediate attention from the audience.
Showing the actual use of the product might not be enough to deliver factual proof points of performance features. It can be seen through the statistics of different ads being played in the digital world that ads that tie the products with personal use of an individual or social welfare of the society end up doing better than other ads. You can use both a conventional and a non-conventional approach for that ad. However, it seems like if you use an unorthodox approach to make the ads talk about values, the chances of those ads performing better are higher.
There are multiple ways to make an ad talking about the value, however, it depends upon you what method you choose according to your preferences and requirements. You can also review examples of different brands that have made exemplary ads in the past.
For instance, Coke started an advertisement campaign by printing the most common 150 names of the world on the bottles. It was a different approach that confused the marketers at first. They were wondering why a brand needs to make a temporary product so personal. However, it proved to be effective because it was instilling a sense of individual ownership in the audience.
Here is the image of the Coke ad:
It turned out to be a fun thrill for the customers and they started using the ‘Share a Coke’ tag with different names of their friends, family members, relatives, or significant others. It helps them strengthen their bonding and connectivity with their loved ones. Despite knowing that not every name would be theirs, people kept on buying and sharing it wondering what name would come out next from the vending machine. Even other brands like Pepsi started using the same strategy.
The other best example of the ad that talks about value is “Always”. It launched an ad against the stigma that girls cannot become good players at sports. The hashtag #likeagirl started trending all around the world by that time. It implies that girls are as fit and healthy as boys, especially during puberty- which is the most important phase of every girl’s life. So, the ad empowers women during their periods when they feel weak and vulnerable. So, ‘Always’ is there to support and help them fight every battle of their lives courageously.
Here is the image of the ad for reference:
The ad doesn’t only acknowledge the audience but also the problems they face. It indicates that we need to identify the best way to present our brand through the ads we make. Before you make an ad, ask yourself what problems your customers are going to solve or how you are going to add ease or convenience to their lives. If your product helps hit the core issue and present a suitable solution for it, it will help connect with the audience on an emotional level.
Another effective ad is of KFC’s that has both brand story and identity. The ad consists of all important components, i.e. class, humility, and humor that can help make the ad successful. It gives a straightforward message to its audience about “Finger Licking Chicken” to fulfill their food cravings anytime.
Here is the image of its “Drive-Thru” advertisement campaign amidst the pandemic that reflects how much it cares about the convenience of its customers.
It helps bring life and excitement back in the lives of people whose movements were restricted due to the lockdown situation. It used the text “Wash Fingers thoroughly Before Licking” to address the common concern that every individual has during the coronavirus pandemic. From adding value to creation, the ad helped promote its business value strategically.
Emotional and nostalgic marketing is another successful strategy of talking about value in the ad. You can make the ad in a way that leaves an emotional message for the audience. At the same time, it should serve the purpose of talking about the value of the product for their personal or social use. For that, you should consider the current situation as well. For instance, if you make an ad during the Cricket World Cup having an emotional message in it, you are likely going to influence people.
Here is another creative ad example of Pepsi:
It invites people to do good for society. It is lighting up the little world of underprivileged communities by donating them 1 rupee on the purchase of every 1.7L Pepsi bottle. A lot of celebrities joined the campaign. It gave away the message of social welfare through the ad that ultimately talks about the value. As a result, a lot of people end up making purchases to help the people living in rural areas without electricity and other necessities of life.
On the other hand, you can see multiple brands or companies just hitting the audience over their head with the products. They might have this misconception that it is enough to have amazing products and the audience will automatically get attracted towards them. But that is not the case, instead, you need to explain the benefits of your products to the relevant customers to make sure they know how the product is going to solve their problems. Showing them the best use of the product through short videos or images is even better than telling. Advertisement has an unseen power that people usually underestimate. It can make inexpensive products look luxurious and essential in your life.
Some marketers even make exclusive ads for the audience living in different specific areas of the world. So, if you are determined to make your product distinguished from others, your ad can make a huge difference. You should keep your message clear and true while maintaining the image of your brand. Moreover, you need to allow your marketers to try different things to grow. You cannot keep repeating old things and expect them to play out in the end. The failure of the campaign shouldn’t stop you from growing if you want to achieve greater success in the future.
Tabinda has been writing since forever, and it seems that her educational background in Economics, politics, management sciences, and psychology has given her an incredibly deep and comprehensive approach when it comes to display ads and PPC.