Facebook Ads: What’s Your Angle of Approach?
Does anyone remember the DeBeers Right Hand Ring campaign from like, 10 years ago?
Instead of continuously pitching diamonds for engagement rings, DeBeers thought they’d try another angle of approach for their product: why not pitch the “I bought it for myself to celebrate my independence and success“ aspect of diamond rings?
So they did, and the results were impressive:
- The campaign increased diamond sales 15% industry wide for the first half of 2003 despite the Iraq war and the outbreak of Severe Acute Respiratory Syndrome (aka SARS).
- Additionally, the campaign won a Gold EFFIE (for effective marketing) in 2005 for “exceeding its objectives of bringing ring growth into line with total diamond jewelry growth”
- Furthermore, the campaign gained 39 percent product awareness among consumers, specifically single women
Why not do the same thing for your Facebook campaigns?
And by that I mean, try a different angle of approach in pitching your product or service. Here’s a perfect example I found on my own Facebook wall:
Yard work isn’t normally pitched as a gift. It’s something most people grudgingly spend money on to remove an annoying chore off of our to-do lists.
But isn’t the ad intriguing?
First, what a great freakin’ photo!
Second, the headline, with it’s intriguing twist of yard work as gift really captures the imagination and demands a read-through of the copy.
Third, the price point is just about perfect for a surprise gift for someone who might be on vacation that week, or coming up on a birthday celebration or something.
The only downside to the ad is the timing — they’re advertising this in the dead of winter? Really suck timing for anyone who doesn’t live in Miami.
Still, it remains a great ad and a perfect example of taking a new angle of approach for pitching your service.
And if a yard services company can do it, so can you.
Browse By Category
New Sessions. New Networking. An All New Experience.
When we get feedback on ways to make Hero Conf more relevant, more actionable, and more meaningful, we take it pretty seriously. It's our most powerful tool in creating an event we believe helps our industry thrive. And we've used that information to build our...
Why Digital Marketing: Traditions Aren’t Always the Best
Explore how digital marketing can take your business goals to the next level and start expanding into new markets.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
PPC Budgets: Pass Go into 2018 and Collect Optimal ROI
In this webinar, Shape CEO Jon Davis and Hanapin Director of Services Jeff Baum will share their expert advice about how you can perfect your 2018 budget strategy to achieve optimal ROI in the new year.
Setting Up and Analyzing Universal App Campaigns
Now that UAC adoption is mandatory for promoting an app on AdWords, it's important to compare Universal App Campaigns vs Mobile App Install Campaigns.
RStudio for PPC: A Beginner's Intro
A beginner's intro to using RSudio for PPC analysis and reporting.