Why do some advertising campaigns go viral while others fall flat? Some ads are so powerful that they stick with us for years to come; they sometimes shift our opinion about a product, or even create lifelong brand advocates.
A good example is Dove’s “Campaign for Real Beauty.” The Huffington Post called it ”...one of modern marketing’s most talked-about success stories.” Dove used the campaign to change the conversation around female beauty, and won over the appreciation of women nationwide.
But, creating an iconic campaign like this one doesn’t always happen overnight. It takes a dynamic, agile approach to advertising strategy.
So, how can you shake things up with your next campaign? Maybe it’s time to experiment with your traditional methodology, and test drive these five ad strategies.
1. Spy on the competition.
Before diving into new, unique messaging, review competitor messaging and strategy. Using ad intelligence software, you can view top creatives (make sure your message is truly original) as well as total ad spend and budget allocation. See where there might be gaps in messaging, or perhaps where your competitor is seeing the most success. If mobile video is generating thousands of impressions, maybe it’s time for your team to start experimenting in the same area.
2. Advertise where the competition isn’t.
Not sure you want your ad to be seen right next to your top competitor? Also using ad intelligence software, identify where your competitor is spending and isn’t spending its ad budget. From there, tailor your strategy to target direct sites with lower competition.
3. A/B test your creatives.
See what resonates best with your audience, and A/B test your messaging or ad design. Run two differing ads on similar sites, targeting a lookalike audience. For example, you can experiment with your approach to the same campaign, or simply change up color scheme. After all, the only way to know what works is to also know what doesn’t.
4. Invest in mobile.
Is most of your budget allocated toward desktop display? What about your competitors? According to TechCrunch, Americans spend about five hours daily on their mobile device. That statistic has continued to increase over the last five years. If you haven't yet, it’s time to invest in mobile and compare your results to desktop traffic.
5. Tap into consumer emotion.
It’s been proven time and again that emotional ads are effective. To start, conduct an assessment of current campaigns and determine whether your approach is purely logical and / or value-based. If so, it might be time to dig into the emotional side of your product or service. How is it changing daily lives? How will your brand make a positive impact?
- Top Competitive Intelligence Tools for Spying on Your Competitors
- 3 Examples of Ad Creatives That Work
- 5 Tactics to Monitor Your Competition’s Digital Ad Strategies