✅ Why systemising workloads is essential for growth
✅ How to make sure you don't lose brand strength
✅ How to plan and launch new and effective creatives
This business is structured as a giveaway company meaning that buying a product from the website would automatically enter you into winning a large prize. You will see in the Shopify screenshot above that these giveaway campaigns are run on and off. This means that revenue was not consistent but rather worked periodically.
For example, one giveaway would run for 6 weeks and there would be a 4-week break before running the next one. By nature, the business had a large number of complexities so we took a very systemised approach to minimise any issues caused by this. An extremely high volume of new marketing was required and this is how we tackled it…
Every week, this business would change its offering. For example… At the start of the giveaway campaign, the offer would be ‘buy one get one free. The week after would be ‘15% off sitewide’
This rapid change in offerings would mean new creatives and copy angles every 7 days.
A high turnover of content and other marketing assets led us to create a management machine which kept every team member accountable for meeting deliverables. We aimed for 7 new video creatives every week with 7 pictures to accommodate. Each creative was scripted using effective frameworks and sent to the client to produce 2 weeks in advance. Additionally, 3 email campaigns were sent out each week.
We decided to create a management dashboard. Each member of the team had access to this dashboard to stay informed of essential deadlines. This dashboard had an additional positive effect in that it helped us with tracking results. We would replicate highly effective campaigns in the following giveaways. And storing this data meant we could quickly figure out which offer yielded the best results on an ongoing basis.
Naturally, with such a high level of creative assets, businesses run the risk of diluting their brand. Each ad iteration has the potential to lose brand messaging and therefore effectiveness. A brand guidance document was an essential tool for developing marketing assets. This ensured that every aspect of our marketing (FB ads, Email copy, Keywords, Video style) Was absolutely on point with the desired effect.
Scripting and designing highly effective video ads come with plenty of experience and marketing psychology. In the majority of our ads, we use 2 main frameworks.
Attention, Interest, Desire, Action
Problem, Agitate, Solution
These frameworks are a good starting block for video ad scripting. They have a proven methodology so we use them as frequently as possible.
After nailing the ad scripts we alter and test hundreds of different hooks. The ‘Hook’ is the first 2 seconds of a video which is directly responsible for grabbing people's attention on social platforms.
An ad is often a story of your product or customer. One of the best ways to start a story is through the ‘struggle’. This allows you to represent how a product can fix the user's need. Or better yet, change their lives.
Tightly managed operations will have an extremely positive effect on your brand. Organisation in all aspects of your marketing will allow you to understand the root cause of your success and double down on what works.
Brand messaging is the overarching factor that determines success… Creating a brand sheet means you can stick to creating ad assets that actually work.
Utilising proven ad frameworks will allow you to scale without gambling. Tiny iterations on a proven angle will give ad accounts new life and allow even further success.