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During the shopping frenzy that is Q4, many brands put their advertising into overdrive. After all, it makes sense that marketers want to capture as many sales as possible when so many people have holiday shopping on their minds. But when you fire out ads at top speed, it’s easy to burn through all your creative or bore audiences with the same promotions. That’s why we recommend shaking up your ad game halfway through the holiday season. Here are four brands that are keeping audiences clicking and engaged all month long with refreshed ad creative, copy and promotions.
Online retailer Modcloth isn’t afraid to experiment with a variety of promotions during the holiday season. Advertising different sale options means Facebook users are bound to see an ad with a deal that speaks to them. This is also a good way to test out which offers are most successful in influencing clicks and purchases. By dedicating an ad to each promotion Modcloth can learn which is most effective at driving revenue, and optimize creative over time. For example, thrifty shoppers may click after reading about the discounts mentioned in the first ad, while bigger spenders may clamor for the watch giveaway mentioned in the second ad. Testing out percentages off vs. free gifts gives Modcloth a clearer picture of successful strategies for winning over audiences — not only during the holidays, but year-round.
A large retailer like Target knows that its products and audiences are so broad that a one-size-fits-all approach will be difficult to pull off in Facebook ads. That’s why Target specifically creates ads to appeal to particular demographics. In the first ad, Target creates a toy-filled video clearly designed to speak to children and their gift-buying parents. In the second, Target creates an ad featuring actor Neil Patrick Harris in an effort to reach a more millennial audience. Both ads involve videos, an increasingly popular ad format. Put all these elements together, and you have a well-rounded holiday ad campaign that speaks to a variety of audiences in different ways.
Not all holiday ads need to have the same message. In fact, pushing out ads with varying goals can help break up the monotony for an audience that is already sick of being told to “Buy Now!” or “Sign Up!” Dollar Shave Club has made a name for itself thanks to its beloved and bizarre trademark humor. In the first spot above, audiences get another taste of Dollar Shave Club’s comedy with an ad encouraging gift-giving. In the second ad, the company takes a more straightforward tone and emphasizes cost-saving benefits to women who want to buy the subscription service for themselves. Changing up voice and audience keeps ads fresh, and covers all the reasons someone may be interested in purchasing. Whether you want to buy a membership for yourself or a loved one, Dollar Shave Club has an ad that will speak to your needs.
Instagram is Facebook’s younger, visually-focused and mobile-minded sibling that’s already proving to be a major force in the online advertising industry. Because Instagram supports Facebook targeting, it’s easy to replicate or iterate successful Facebook campaigns on Instagram, and vice versa. Expanding to Instagram is an especially good tactic for finding younger, primarily mobile customers. Above, food subscription service Try The World takes a successful Black Friday Facebook ad campaign and runs it on Instagram. This is a great strategy for finding new customers with ads that have already proven their effectiveness on another social channel.
Of course, if you REALLY want to shake things up and create an unforgettable ad, look no further than Try The World’s latest strategy — repurposing lyrics from a massively popular Adele song:
Retailers continue to drive higher returns on Facebook ad spend during the competitive holiday season. Download our latest report for insights on purchase rates, average order value, return on ad spend, and more.