Ad Breakdown Episode 3: Last all day?

Hey there! 👋

Sun is out and just came back from a nice 8K run. Have been really enjoying the great weather here in The Netherlands with a lot of outdoor activity. I hope you’ve had an amazing week and are now chilling on this beautiful Sunday.

Another ad breakdown! I love doing these as I sometimes see ads come through and quickly check them and think they’re nice, but actually sitting down and picking them apart can help you really understand why these ads work so well for brands.

This week it’s The Essence Vault, I have seen this brand a lot on my feed and think they are crushing it with their videos and static ads. So let’s dive into this cool static image:

I will be breaking this ad down into 3 parts:

1. Messaging
2. Visuals
3. Ad copy

Let's go! 🚀

1. Messaging

Very strong one here. "Lasts all day" *No, seriously.

A bit of banter here with the messaging speaking to men and getting attention to stop the scroll.

I like these types of creatives where brands play around with headlines like this which works really well.

Then below the image, they show the benefits/USPs of the product which are 3 great points to mention in the ad especially the "designer-inspired part" showing it's just like the expensive fragrances out there.

Then the guarantee + amount of reviews builds the right social proof.

2. Visuals

Very clean, showing a bottle of perfume and an arm using the product that stands out, it's really contrasting and has an appealing feel to it.

Additionally, the benefit points really stand out and are prominent in the image.

At last the customer reviews emblem at the bottom right is a great way of showcasing social proof making it a trustworthy brand.

3. Ad copy

Direct to the point. Calling the audience out that's looking for a long-lasting perfume without breaking the bank.

Followed by a benefit point list showcasing all the benefits.

I like the fact they use the word "bargain" which plays into the UK targeting.

The headline is simple and straight to the point as well which plays into the emotions of smelling good and saving money.

All in all, it's a great ad and follows the trend we are seeing in 12+ partners' ad accounts which is that statics perform really well.

Improvement points:

I'd remove the cruelty-free part and change it for something around pricing. Cruelty-free is nice, but I think this audience will be more price sensitive and adding this to the creative will resonate more.

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That's a wrap!

I hope it gave you some awesome inspiration for your next winning static ad.

See you next week at 7 PM CEST.

All the best,

Dennis 💚

P.S. On Twitter? Follow me here for daily value bombs about eCommerce and DTC!