I cannot believe...

The Bobbi Brown effect

Hello! Welcome to your weekly dose of INSPO ✨

Looking for or coming up with new creative concepts isn’t easy, but it is what’s needed, especially in today’s Andromeda world where visual diversity is paramount.

I’ve wanted to film customer interviews and turn them into ads for a while now and whilst it can be hard to get real customers onboard, I’ve found an ad that uses a clever alternative that you can use too.

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Ad breakdown

This LYMA ad grabbed my attention last week because it’s shot like a customer interview but instead uses one of their ambassadors.

It’s simple but it works hard.

The narrative feels authentic, builds credibility and handles objections naturally, giving potential customers the answers to their questions without being overly pushy.

Here’s why I think it works 👇🏼

👉 Authenticity: it’s shot like a lo-fi video call or customer interview, it makes you feel like you’re a fly on the wall to their conversation.

👉 The right person: yes, Bobbi Brown is a celebrity but she’s also the right celebrity. She’s someone most people would happily take beauty advice from and therefore her presence provides credibility and trust in the brand.

👉 The product is clear: the LYMA laser makes an early entrance so it’s clear this is not an ad for Bobbi’s make up ad, the product stays front and centre throughout too as they both continue using it.

👉 Strong hook: “I cannot believe” draws you in, especially when it’s spoken by someone well known.

👉 Genuine questions: instead of preaching about a ‘game-changing’ product, Bobbi asks genuine questions that we’re all keen to know the answers to in a natural, non-scripted style.

👉 Objection handling: the interviewer explains how it works, why it doesn’t damage your skin and how long to use it for, all whilst using the product naturally.

👉 Permission giving: Bobbi puts simply ‘look better, feel better’ giving anyone who might worry about being judged for buying something like this permission to care about their image

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How to make this strategy work for your brand

This ad isn’t complicated but it’s got all the right ingredients of a strong creative. The key is not just to copy the format but to make sure you’re identifying the best way to use it to communicate with your audience. Here’s what you need to get right:

🪩 The person: if your product requires credibility, finding a celebrity or professional who can provide it is key. However, if you’re product is more about relatable social proof then perhaps speaking to a real customer would be more effective.

🪩 The product: find ways to get your product into the ad early on and keep it there, have the people in the call use it or at the very least have it sat in front of them. This is something competitors can’t copy so make the most of it.

🪩 Handle objections: speak to customers and identify the key reasons they almost didn’t buy. If you can, speak to people who haven’t bought yet and find out why. Once you know the most common reasons, answer them in your ad so people feel more comfortable about making a purchase.

🪩 Emotion: don’t forget to layer in emotion, this shouldn’t feel like a boring question and answer TV show, it needs to feel relatable for the person you want to watch it. Think about the thing they’re trying to achieve that makes your product the ideal solution e.g. beauty, how would they feel if they could get what they want?

Give this a go and let me know how you get on 💪🏼

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Thanks for reading,
Katherine 🪩

If you found this useful, don’t forget to pass it onto your team…

P.S. If your brand needs creative strategy but you don’t know where to start, drop me an email and let’s chat.

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