Top e-commerce brands like Casper, Allbirds, and Warby Parker use a four-step story-based ad framework: set a relatable pain point, introduce your product as the solution, list more common struggles, then end with a strong call-to-action. The strategy turns emotional engagement into sales.
What do massive e-com brands like Casper Mattresses, Allbirds, Everlane, and Warby Parker have in common? They all understand this one thing: facts tell, stories sell. That's why one of our ad creative staples is something that we call the story-based ad framework. Step 1: set the scene. We want to first describe a relatable situation to draw in our ideal audience and help them relate to our story. It's 3 PM, your stomach is grumbling, and you haven't eaten all day. You've been stuck stuck in back-to-back meetings, and now you're literally running on fumes. Second, now we want to introduce the solution. We're going to weave our product into the story, the solution to the pain and the problem that we just teed up. Luckily, you've just subscribed to Chubby Snacks, delicious pre-made peanut butter and jelly clouds that are ready to eat whenever you are. Third, we want to create relatability. This is where we can now list more common struggles that make our story more relatable. Life is hard, and finding time to cook is even harder. Between work, family, and everything else, who has the time or energy to prepare a healthy meal all the time? Fourth, we want to include a clear call to action and how to take the next step in the journey with your product or service. Treat yourself now to one of our monthly subscriptions. If you sign up today, you'll never have to worry about missing a meal ever again. This step is crucial because it translates the emotional connection into tangible action. Save this post for the next time that you're creating ads for your business, and like and follow for more e-com marketing content.
