|
SUMMARY:
"The medium is the message.” We have published many complex case studies in MarketingSherpa, but today’s article is meant to be a simple reminder to you that Marshall McLuhan’s famous quote is as true today as when he first wrote it in 1964. So give this article a quick read. And then take another look at all your marketing to determine if you’re using the most effective media to communicate your brand’s value proposition. |
Action Box: Appeal Builder app
Get ideas for utilizing evocative creative to help the ideal customer imagine the value of your product. Try the Appeal Builder app (from MarketingSherpa’s parent organization, MeclabsAI). It’s free to try, you don’t even have to register to get started
When Freddie Met Lilly is a bridal boutique in Brisbane, Australia that sells custom-made bridal gowns and wedding dresses.
“We wanted to expand our reach beyond our local market and drive more online sales through our Shopify store,” said Vanessa Ford, Owner, When Freddie Met Lilly.
“Our initial advertising strategy was simple but classic: static images of our dresses posted on Google Ads and social media platforms like Instagram and Facebook,” Ford said.
The images highlighted the craftsmanship and elegance of the team’s bridal gowns, showcasing them against neutral backdrops. The focus was on the product itself, without much storytelling or dynamic interaction.
Creative Sample #1: Facebook and Instagram ads for bridal fashion store using static pictures
The team believed that static imagery would allow potential customers to appreciate the fine details of their designs – fabrics, embellishments, and silhouettes. While the visuals were strong, they lacked the emotional and experiential connection – the sway of the fabric, the sunlight catching on lace as the bride twirls. Brides look for these dreamlike moments when envisioning themselves on their wedding day.
To better appeal to their audience, the team transformed their advertising strategy by introducing video ads featuring accurate models wearing the dresses in action. These videos showcased the movement, fit, and emotional experience of wearing the gowns, bringing the bridal look to life. They used short, engaging clips highlighting their dresses in different settings – outdoor garden weddings, modern city venues, and traditional ceremonies.
“The videos were distributed across Instagram, Facebook, and YouTube, tapping into a broader and more engaged audience,” Ford said. The audio was mostly music, and sometimes also had the model’s natural voice with the music.
Creative Sample #2: Facebook and Instagram ads for bridal fashion store using video ads
The team recognized that brides want more than just a picture – they want to see how the dress flows, fits and makes them feel. The shift to video ads allowed them to capture the whole bridal experience. By showing their gowns in motion, they created a deeper emotional connection, allowing brides to visualize themselves walking down the aisle in these dresses.
Video ads also allowed them to better engage with social media algorithms, since the team believes social platforms tend to favor video content.
The introduction of video ads helped increase website visits by 30% within the first two months of launching, to 15,000 visitors a month.
Social media engagement – likes, comments, and shares – jumped by 20%.
The enhanced connection formed through video boosted conversion rate by 18%. Brides who watched the video could already picture themselves walking down the aisle, which led them to purchase.
"Transitioning to video ads brought our gowns to life in a way static images couldn’t. Brides could see the dress in motion, and that emotional connection made all the difference in driving engagement and sales,” she said.
Video Marketing Chart: Why customers skip online video pre-roll ads
Advertising Chart: The types of ads consumers dislike the most (and the least)
Video Marketing Chart: How much different age groups trust pre-roll ads
Join our thousands of weekly case study readers.
Enter your email below to receive MarketingSherpa news, updates, and promotions:
Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions
Get Better Business Results With a Skillfully Applied Customer-first Marketing Strategy
The customer-first approach of MarketingSherpa’s agency services can help you build the most effective strategy to serve customers and improve results, and then implement it across every customer touchpoint.
Get More Info >MECLABS AI
Get headlines, value prop, competitive analysis, and more.
Use the AI for FREE (for now) >Marketer Vs Machine
Marketer Vs Machine: We need to train the marketer to train the machine.
Watch Now >Free Marketing Course
Become a Marketer-Philosopher: Create and optimize high-converting webpages (with this free online marketing course)
See Course >Project and Ideas Pitch Template
A free template to help you win approval for your proposed projects and campaigns
Get the Template >Six Quick CTA checklists
These CTA checklists are specifically designed for your team — something practical to hold up against your CTAs to help the time-pressed marketer quickly consider the customer psychology of your “asks” and how you can improve them.
Get the Checklists >Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.
Get the Infographic >Infographic: 21 Psychological Elements that Power Effective Web Design
To build an effective page from scratch, you need to begin with the psychology of your customer. This infographic can get you started.
Get the Infographic >Receive the latest case studies and data on email, lead gen, and social media along with MarketingSherpa updates and promotions.
