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. |
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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.
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