Four strategies for ads people watch: start with what viewers want, not what brands want to push. Use trending formats like celebrity roasts. Cast talent with real social reach, like NBA player Nick Young for Jack in the Box. Be transparent about what the product does and that it's an ad.
Creating video ads that people actually want to watch is probably the most challenging thing in marketing today. So how do you do it? Well, we don't have time to go through everything, but I'd like to share 4 tips based on some recent work that we did for Jack in the Box. Number 1: As marketers, we need to stop organizing campaigns from the top down. In other words, Don't lead with the brand's needs and objectives. Instead, reverse engineer it and ask, "What do my customers want to watch?" or "What do they love and how do I authentically play in that space?" By starting with the POV of the consumer, you are more likely to create a story that really resonates with them, which leads us to point 2. Create a storyline that connects. One way to do this is to tell a story that has trendy and familiar scenes. For example, car videos à la Car Karaoke are hot right now. People are immediately familiar with it and they know know what to expect, which is why we tapped into this trend for our latest Jack in the Box video and captured viewers' attention immediately as it was a familiar scene, and we featured a celebrity influencer. We also used another recognizable trend in this video, the celebrity roast, which brings us to our next point. Take your time casting the right talent. You want people that are on brand, fit with the storyline, and ideally have a social reach to amplify your message. Our video features LA Lakers Nick Young, aka Swaggy JP, who is perfect for the Brew House Burger and has a significant social following. 4. Find a way to sell through your products and services in an authentic and natural way. To do this, ask such questions as, "Why is my product amazing?" or "How is it beneficial to my consumers?" Lastly, be transparent that your video is a commercial. Many brands try to be discreet and coy about product placement. Which I think just often annoys consumers. They know it's an ad. So be loud and proud about your video ads. Marketing's not bad as long as it's good. Thanks so much for tuning in to Art of Connection. See you next time.
