Best Ads This Week: Colgate, IKEA, Porsche
Best Ads This WeekColgate, IKEA, Porsche & more. Hello, It's the Ad Professor. I've broken down 6 trillion ads this week across Meta, TikTok, and Print. I'm here to give you the best 6 + (a crazy ad story that just happened in the trenches) Enjoy: β
Great ad: Colgate
π§ͺ Principle: 2 + 2 = ? Set up the ending... let them figure it out. "A lifetime of smiles"
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Great ad: IKEA
π§ͺ Principle: Humility = Likeability Most copywriters are positioning their product as the best... Ikea stand out by positioning its product as "proudly second best"
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Ad Professor Original: Porsche
Here's an ad I made this week... β β
Social media ad: Dr. Squatch
π§ͺ Principle: Post It Note Ad Watch how your eyes perceive this ad.
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Social media ad: American Express
π§ͺ Principle: Identify, Then Outcome Step 1 - Identify the demographic (Business owner) Step 2 - Show the dream outcome (Business owner on cheap holiday thanks to points) β β
TikTok ad: Opal
π§ͺ Principle: The Netflix Trailer This feels more like a Netflix trailer than an ad. I predict we will see more ads like this in 2024. Gold. Watch the full ad here.
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1. The Problem
The client came with a great productβ¦ but hadnβt yet run one ad.
They needed to scale advertising fast in the next few months.
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2. The Audit
We always build a custom ad strategy for each product.
By far the biggest opportunity for the product based off our research: TikTok ads.
If we moved fast, we felt with our playbook - we could hit 100K users within 2 or 3 months.
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2. The Ads
We built ad personas for every type of user they were trying to attract β and tested countless amounts of ads.
The biggest levers were: Obsessing over visual hooks in all ads
Running the best-winning ads directly from influencersβ pages
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3. The Target Countries
In the first month, we launched in the USA β and then expanded to the UK, Germany and France (All premium countries)
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4. The Results
We set out to hit 100K first-time usersβ¦ We hit 950K first-time users β of which βΌ70% converted to their key success metric in the app.
The cost per first-time user from ads hovered around $0.10-0.15 in premium countries for the whole ad campaign. (Insane!)
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Disclaimer: This is for an extremely good AI app. Would not expect these numbers to copy and paste into other industries or products β but a lot of the playbooks still will.
Advertising is just a multiplier of product. (The hotter the product, the bigger the impact)
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Do you need help with your advertising?
Apply βhereβ.β
PS. Last year - 3 billion dollar companies had their best-performing adverts after working with me and my team.
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If you enjoyed this, drop me a reply with what you liked, or just send me a test tube emoji π§ͺ
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The Ad Professor
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The Best Ads Breakdown
by The Ad Professor
The best ads I've collected and the principles that made them scale.
Best Ads This Week Lupin, AirBnB, Grammarly, & more. Hello! Ad Professor here. In the words of THE Phil Collins... I can feel it in the air tonight... And I've been waiting for this moment, since last Thursday's newsletter. Let's get the best ads this week: Great ad: Lupin - Netflix Release π§ͺ Principle: The Aha Moment Netflix had a new show about a jewellery thief... They created jewellery ads... where the jewellery was missing. Beautiful AHA moment. Great ad: AirBnB π§ͺ Principle: Copy Forking...
Best Ads This Week Porsche, Mastercard, LinkedIn, & more. Hello! Ad Professor here. I've picked out another great batch of ads from the lab. If you've got an allergy to great advertising -- you've been warned. Great ad: Porsche π§ͺ Principle: Appeal to the inner child If you want someone to make an irrational purchase, appeal to their irrational dreams growing up. Iconic last sentence: "After all, we know how many decades you've waited" Great ad: American Cancer Society π§ͺ Principle: Meme...
Best Ads This Week My all-time favorite ads. Hello! Ad Professor here. This week I present: My all-time favorite ads. Enjoy! Great ad: British Airways π§ͺ Principle: A Picture Paints a 1000 Words "The world's fastest airline" London > Singapore in a blink of an eye. Great ad: IKEA π§ͺ Principle: The Shell Ad Looks like a skincare advert... It's an advert for Ikea's Β£16 alternative. Ad Professor Original: Quicksilver Here's an ad I made on my coffee break... Social media ad: Hinge π§ͺ Principle:...