009: 👁️ A social proof sandwich

Hello, you amazing Creatives!

Welcome to Volume ❾ of Creative Cuts 🔪 - your weekly dose of creative strategy from your friends at Creative OS.

Like usual, we’re going to go over an ad with you like usual and give you some great takeaways where you:

• Understand the quality of the assets

• Strength of copy

• Psychology used to convert customers

• And how you can leverage these tactics easily

Now that you know what you’re in for, onto the show 👊

Best,

Chase

Uklash Ad 👁️

TLDR:

A more authentic portrayal of product results and usage paired with increased diversity, and refined content could further enhance the ad's effectiveness.

By implementing these changes, UKLASH could make a more approachable ad that still contained social proof as a main component.

There’s more to dive into but if you want to ✌️ we understand…

What’s working ❤️‍🔥:

• Clear Before-and-After Contrast: The ad presents a stark visual comparison of eyelash appearance "8 weeks ago" versus "now," which effectively highlights the product's efficacy. This kind of visual evidence can be persuasive in showing the product's tangible benefits.

  • The only challenge is quantifying that - could they say “30% bigger” claims get hairy so “10x customer satisfaction” or something that leads with the “wowing results” customers are getting.

• Use of Social Proof: The inclusion of a positive testimonial from a "verified buyer" lends credibility to the product. This element of social proof can influence potential customers by demonstrating the product's success for others.

  • Having it first forces the prospect to recognize that at least one person in the world believes in this product, hinting to them that they should do it. Often social proof is pushed into a corner and towards the bottom of the ad - this won’t let you look away.

• Rating Visualization: Showcasing a five-star rating beneath the product communicates high customer satisfaction at a glance, which can bolster trust and appeal.

  • This is a social-proof sandwich ❤️‍🔥

What could be better 🔨

• Overlooked Details in Imagery: The 'before' image displays natural lashes without makeup, while the 'after' image shows lashes with mascara, potentially misleading the viewer regarding the product's sole effectiveness.

  • The customers they are attracting aren’t dumb and will see this detail - don’t underestimate the savviness of your customer - they will see right through you.

• Limited Diversity: The ad uses only one individual's transformation, which may not speak to customers with different lash types or concerns.

  • This speaks more towards how they do the rest of their ads - you obviously can’t have 4 sets of eyes in an eye BUT you can ensure that all types of people are taken into consideration with your creative strategy.

• Text Overload: The ad is text-heavy at the top, which might overwhelm the viewer and distract from the product and its results.

  • The customer quote is long, small text, and horizontal. It’s hard to read on a laptop, let alone a cell phone.

What to do📈:

• Standardize Imagery for Authenticity: Ensure that both 'before' and 'after' images are taken under similar conditions without makeup to represent the product's effectiveness accurately.

• Diversify Testimonials: Include a range of before-and-after images featuring individuals with diverse eyelash types to broaden the ad's relatability and appeal.

• Expand Customer Representation: Diversify the before-and-after images to reflect broader demographics, increasing the ad's relevance to various customer groups.

• Simplify and Refine Text: Condense the textual information to the essentials, ensuring every word serves a purpose and complements the visual narrative or at least don’t make people not want to read because it’s long, small, and too dense.

• Product Context: Place the product in a context that implies its usage or benefits, such as showing it in a vanity setting or near skincare items, to reinforce its position in the consumer's lifestyle.

• My personal idea is always have a hand on a product to remind us that it’s meant to be used.

• If you think about the design structure of this ad it is:

• Social Proof - 2x

• Product Shot

• Before/After

• All imply usage except none show it - especially the shot with the product that they are using. Show the product in motion as much as possible.

Some fun with AI 🤖 after we put our suggestions in and asked for a new ad to be created!

Not sure why I am so reminded of this! (also name this movie/book 👇)

That’s all folks!

If you’re looking to find inspiration or get the best ad templates out there, come hang out with us at Creative OS and tell your friends!