Growth Newsletter #169

Ad creative (imagery) is the number one way to make your ads profitable—or not.

Your job as a marketer is to:

1. Think out of the box
2. Draw inspiration from others
3. Make it clear what you sell
4. Make it hooky and to the point

Here are two great ad campaigns to learn from:

Chirps: Sharon, not Karen

2.4M views on YouTube and 5.6M views on Facebook.

And a lot of love in comments:

And it’s just an ad. An ad one of our team members saw on TV of all places.

What this ad does well:

• It starts in “TikTok format,” showing a woman yelling at people. This is a big “pattern interrupt” when you’re watching on a TV where everything has a high production value and is in a landscape format.
• It plays off of the popularity of the “Karen” meme, and who doesn’t love the spicy outrage from watching a Karen yell at someone?
• If you notice the comments on Facebook, many people are tagging their friends named Sharon. It's a perfect excuse to engage and spread it.
• It then switches to reality TV/documentary style with a dynamic back and forth between her, her Karen-like actions, and her husband’s take.
• It transitions to the product nicely and pitches it in a funny way that keeps you watching. It’s not a robotic ad read.

Gett’s black cab ads

Gett is an Uber competitor. They’re much smaller and can’t compete on speed, cost, brand recognition, or ad spend.

Here are the ads they made to display in London to advertise their taxi booking service.

For context: The ubiquitous taxi in the UK is the “black cab.” A big car that looks straight out of the 1950’s:

What these ads do well:

• They’re fighting a different fight. Uber and Lyft battle over cost, wait times, and ride options. They’re basically the same app. Instead, Gett focuses on the benefits of the quirky black cab: they’re big, they use bus lanes, they’re iconic, and they’re a great way to show up to a fancy event in heels.
• They’re funny, memorable, clever, and tongue-in-cheek. It leaves you with a positive association with the brand—which a lot of ads do not.

One of the most important metrics for an ad is memorability. It’s rare that someone sees an ad and immediately buys, particularly for in-person ads, but even digital ads.

Typically, people hear about a brand or product dozens of times when they don’t need it. Then a Trigger Event causes them to finally take action. They’ll typically buy the ones that first come to mind that they have positive associations with.

Creative, rhyming, and tongue-in-cheek copy help make you the one they think of.

Additional resources for ads

1. 52 growth tactics about Ads. And 55 on Copywriting.
2. Our popular Growth Guide’s Making Ads and Running Ads sections.
3. Browse our Ad Vault (a library of 164 curated ads) or the Meta Ad Library.
4. We can run your ads for you. Everyone on our ads team has 10+ years of experience.
5. I also recommend saving great ads to find as inspiration. Save them to Facebook, Instagram, Notion, mymind, or whatever tool you prefer.