Turning Pizzas into Plane Tickets

🚀 The only creative strategy masterclass you need

June 26, 2024

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TOGETHER WITH SMART RECOGNITION

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CREATIVE STRATEGY

💡 Mastering Comparison Ads: The Power of Creative Juxtaposition
Insights from The Ad Professor

Ryanair's ad concept, comparing the cost of a pizza to a flight from London to Pisa, brilliantly leverages the power of comparison to highlight their affordability. This advertising technique, known as juxtaposition, effectively emphasizes the value proposition by contrasting two seemingly unrelated items.

Understanding the Design Style: Juxtaposition

Juxtaposition is a creative strategy that places two elements side by side to highlight their differences or similarities. This technique works because it:

  • Clarifies Value Proposition: By directly comparing costs or benefits, the ad makes the value clear and immediate.

  • Engages the Audience: The unexpected nature of the comparison grabs attention and piques curiosity.

  • Simplifies Decision-Making: It straightforwardly frames the choice, making it easier for the audience to understand the benefits.

Additionally, it often involves humor or surprise, which can create an emotional connection with the audience. The stark contrast between the items being compared makes the ad more memorable. 

Applying Juxtaposition in Your Ads

To effectively use juxtaposition in your ads, consider the following steps:

  1. Identify Key Comparisons: Think about what everyday items or experiences your product can be compared to. Choose comparisons that will resonate with your target audience.

  2. Create Visual Contrast: Use clear, high-quality images that highlight the differences or similarities. Ensure that the visual elements are easily distinguishable.

  3. Craft a Strong Message: Accompany the visuals with a concise, impactful message that drives home the comparison.

Juxtaposition in advertising is a powerful tool for emphasizing your value proposition and engaging your audience. By creatively contrasting two elements, you can make your message clear, impactful, and memorable. Implementing this strategy can transform your ad performance and drive better results.

💡 Bonus: Experiment with different comparisons in your ads. Think creatively about what contrasts will be most effective and engaging for your audience. Use high-quality visuals and concise messaging to maximize the impact of your juxtaposition.

INFLUENCER MARKETING

📊 Influencer Marketing Dynamics in 2024
Insights from Famesters

What’s Up? The influencer marketing industry has experienced tremendous growth, climbing from $1.7 billion in 2016 to an anticipated $21.1 billion in 2023. This upward momentum is expected to persist, with the market poised to reach $21.1 billion by 2024.

The Breakdown:

Key Findings: A significant 63% of brands have allocated specific budgets for influencer marketing, with 67% intending to increase their investment. Many brands are now executing multiple campaigns annually, with 39% planning between 6-15 campaigns. Budget allocations vary widely, with 43% spending under $10K and 11% exceeding $500K.

Challenges and Opportunities: One of the major hurdles for marketers is assessing ROI, with 60.36% facing difficulties. Nonetheless, influencer-generated content (IGC) is highly prized, with 66% of brands reporting better performance compared to traditional branded content.

Platform Utilization: TikTok is the leading platform, utilized by 55.5% of brands, followed by Instagram (50.8%), YouTube (42.1%), and Facebook (38.3%). TikTok is particularly notable for its high engagement rates, especially among nano-influencers with 1K-5K followers, who achieve a 15.04% engagement rate.

The influencer marketing sector is on a steady rise, with increasing budgets and campaign frequencies. Despite challenges in ROI measurement, the sector shows strong engagement metrics, particularly on platforms like TikTok, underscoring its importance in modern marketing strategies.

TIKTOK

🚀 TikTok Shopping Trends: Creative Best Practices for Your Holiday Strategy
Insights from TikTok

As the holiday season approaches, refining your TikTok marketing strategy is essential. TikTok’s new 12-page guide offers insights and tips to help you connect with prospective shoppers through promotions and creative content.

In Short:

Discovery Trends: The guide highlights key discovery trends within TikTok and how they evolve during the summer months. Aligning your marketing with these trends can boost engagement.

Holiday and Event Insights: Get detailed insights on major shopping events like July 4th, Prime Day, and back-to-school periods. Leveraging this information can help you time your promotions for maximum impact.

Creative Best Practices:

🔊 Think Sound, Sell More: Combine popular tracks to set the mood, use clear and concise voiceovers to explain products, offer tips, or add a personal touch, enhancing the appeal of your ads. Using sound increases communication of new information by 55%, 73% of users are drawn to sound on TikTok, and 90% consider sound crucial to the TikTok experience.

🎯 Hook ‘Em in the First Few Seconds: Capture attention with enticing hooks like "Everyone’s talking about this [product]!", "Struggling with [problem]? I have the perfect solution!", "This amazing [product] is just $[price]!", or "Calling all [target audience]!"

📢 Sell It, Don’t Forget the Call to Action! Always end with a clear and compelling CTA, such as "Click the link in bio to learn more!" or "Buy now for a discount!"

Follow these tips for effectively using sound, hooks, and CTAs. Utilize TikTok’s Top Ads Dashboard, Keyword Insights, and Creative Strategies to discover what works best for your brand. Develop your strategy using the guide's step-by-step approach to ensure efficient campaign execution.

QUICK HITS

🆓 Want to learn how the pros do B2C influencer marketing? Subscribe to Return on Influence a free newsletter by Eleni Zoe from team Modash and discover what influencer marketers do behind the scenes to run profitable campaigns. Get it twice monthly, with 3-5 minutes of tips each time. Subscribe now with one click!

🏃Google announces the end of continuous scrolling in search results (SERPs) to improve speed, replacing the 2021 feature that displayed multiple pages without clicking "next."

🎯Google Ads launched a new Cross-Media Reach Measurement feature for video campaigns. enabling advertisers to track deduplicated, on-target reach and frequency across various platforms, including YouTube and TV, as well as across devices, formats, sites, apps, and networks.

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