Bear proof
Show don't tell
Hello! Welcome to your weekly dose of INSPO ✨
I spent the weekend at C2C festival and YETI stepped their sponsorship up a notch. There were artists creating personalised flasks and beer pong tables where you could win YETI prizes. It was immersive and memorable but one thing kept my attention for the longest…
Ad breakdown
A LOT of what we hear on the internet these days just isn’t true.
We’re naturally more skeptical of ads than we ever have been.
So how do you get your audience to believe what you say?
Give them proof👇
Here’s why this works:
1️⃣ The cooler grabs your attention because it’s not clean and shiny like the ones you’re used to seeing
2️⃣ It piques your curiosity, you want to know how the hell it ended up like that
3️⃣ It draws you in, I read every single word of copy even though it’s small and the message is easily to get without it
4️⃣ There is one message only which makes it memorable and shareable
This is also a great example of why you need to create ads for different stages of the funnel.
Imagine if this piece of creative was also crammed with feature lists, pricing details and ‘where to buy’ information.
It just wouldn’t have the same impact.
The sole purpose of this ad was to grab attention and pique interest, the rest of their stand did the selling with coolers to test out, pricing details, details on capacity etc.
How to make this format work for your brand
If you want to get this right, focus on highlighting one benefit of your product. Notice how YETI doesn’t try to tell you how many cans this cooler holds or how easy it is to transport, it’s all about its ability to protect your food.
🪩 Identify what it is you want to communicate with people and be specific
🪩 Think about how you can visually showcase your point to make it more believable
🪩 Capture it in a way that’s social-first (if I was going to turn the above concept into an ad I’d film a bear actually trying to get into a YETI box on a camping trip and put the copy over the top or at the end)
Give this a go and let me know how you get on 💪🏼
Happy ad making,
Katherine 🪩
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