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Creative Spotlight – October 2024
In our ‘Creative Trends’ series, we showcase some of the best creative we’ve seen this month. Whether it be for creativity, effectiveness, or a mix of both, we’re taking note of what these companies are doing right (and you should too)!
This month, we’re looking at the types of creative that you should be testing out during Q4. Messaging shifts quickly during the holidays to present the most relevant ad to the consumer. This month, Creative Trends takes you through a checklist of the types of content you need to have during Q4.
Best Of/Must Have
Position your product as the favorite in your niche by showcasing reviews or endorsements from credible sources to build trust. Keep your messaging adaptable, whether highlighting it as a perfect gift or the ideal solution to a common problem your audience faces.
- Highlight your product as the favorite within your niche.
- Use reviews to give credence to your claim or a co-sign from a reliable source like the Blissy example with “Kelly and Mark”.
- Bonus points for this example, because it looks organic. But this can be as simple as text overlay on a product image.
- A versatile option that can be focused on gift-giving, or your specific problem/solution. For example, using “a must-have for split ends” would be the perfect option for hair care.
Timing: Early October
Best Deals
Showcasing your best deals works well with static images but is even more effective with UGC. This approach makes your promotions feel more authentic, and using engaging hooks makes it easy for shoppers to see the value. When customers perceive your deals as personally recommended, they’re more likely to get excited and take action, especially during major sales events.
- Best Deals creative can be communicated through static images, but works best with UGC.
- Use a comment response style ad to position a specific product as the best option.
- “Black Friday Deals (Industry) Edition puts your top deals in front of users who are interested in your niche. It’s great for new customer acquisition.
- The hook “I found the best deals for Black Friday so you don’t have to” is perfectly paired with popular sounds on TikTok.
- Timing: Early November (as soon as your deals begin)
Gift Guide
Gift guides are essential for holiday marketing, helping to position products in new ways. For example, children’s toys, when framed as perfect gift ideas for “little ones,” can catch the attention of someone shopping for nieces or nephews, even if they wouldn’t normally consider buying them.
- Focus gift guides on either the recipient or price point.
- Static ads effectively convey this message and often come with a lower CPM than video, so testing both is key.
- Carousels are a great, underutilized tool to highlight popular products or categories and encourage clicks.
- Timing: Early November
Gifts For…
“Gifts For…” ads are an effective way to target specific recipients by keeping the focus on both the person and the product. Static ads clearly communicate who the gift is for and its benefits, while video ads use engaging hooks to elicit emotion from the viewer. Emotional appeal also plays a key role in making these ads more impactful and memorable for viewers.
- “Gifts For…” ads focus on specific people and products, keeping both front and center.
- Static ads highlight who the gift is for and the product’s key benefits.
- Video ads are compelling, this example uses a strong hook to dismiss common gift ideas and introduce something more thoughtful.
- Leveraging emotion in these ads enhances their effectiveness.
- Timing: Early November
Bundle
Grouping smaller or lower-cost products into bundles is a proven strategy to increase Average Order Value (AOV). By offering bundles, such as gift baskets, customers get a variety of items, making it an attractive gifting option or a chance to try multiple new products. Even if products don’t naturally pair together, creative bundling like “give one, get one” deals can provide value by framing the purchase as an opportunity for generosity or dual-use, encouraging buyers to spend more.
- Grouping smaller or lower-cost products together increases AOV.
- Bundles or gift baskets are a great gift option to provide someone the opportunity to try new things.
- When you can’t pair items together bundle creative also works for “give one, get one” messaging.
- Timing: Mid-November
General Discount Creative
Discounts are the core of the holiday season. For effective promotions, keep your discount simple and easy to understand. Make sure the product is the main focus by displaying it clearly. Also, highlight any sale information, especially during events like Black Friday, so customers searching for deals can find them quickly. This straightforward approach will help attract more buyers and boost sales.
- Make sure your discount is clearly communicated and avoid complicated promotions.
- The product should be the focal point. Make sure it’s clearly displayed and immediately identifiable.
- For Black Friday deal it’s important to have this sale text communicated. Many users are specifically searching for these deals.
- Timing: Mid-November (depending on your promotional calendar)
Last Chance
To create urgency for shoppers, use images and messaging that remind them time is running out. While user-generated content can effectively highlight promotions, budget-conscious marketers might opt for simple, attention-grabbing headlines instead. Clear deadline-focused messages are often just as impactful and more cost-effective.
- Remind consumers there is still time to shop with creative images that call out that time is running out.
- UGC like this example does a great job highlighting that there is still time to shop, reminding of the current promotion and highlight the USPs.
- If the budget is tight this is a creative type I would skip. It’s impactful but headlines like “Order By 12/15 for Shipping By Christmas” are also proven, eye-catching options that can save you a little money.
- Timing: Early December
Stocking Stuffers
Stocking stuffers are a great way to bundle smaller products and increase cart value with add-ons. Offering discounted sample sizes encourages immediate sales and introduces new customers to your product.
- Bundle smaller products as stocking stuffers to boost cart value with add-ons.
- Discounted sample sizes can drive immediate sales and introduce new customers.
- Avoid highlighting small discounts (like 9%) in holiday ads; instead, promote special features like “Limited Edition.”
- Timing: Early December
That’s it for our creative findings for this month – check back every month for more companies that we think are doing creative right. Happy October and have a great Q4!
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