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Ad Breakdown Episode 4: Advertorial Style Creative

This doesn't feel like an ad

Hey there! 👋

Prepping for a week in Ibiza. Definitely excited to get there, I have heard great things and would love to see if it’s worth the hype everyone’s been raving about.

I hope you’re doing well during the Summer down months of e-commerce, we’ve definitely seen a decline in ad performance across the board. Just know you’re not alone and a lot of people I speak to on a weekly basis are experiencing the same.

Let’s get into action. This week another ad breakdown episode. An amazing advertorial style creative from Javy Coffee.

So this one is interesting. It almost looks like a screenshot taken from a website to make it feel super organic. It showcases a certain amount of genuineness as it is written from the perspective of a personal trainer and it feels like it has been written to speak directly to an audience that’s trying to lose weight. The image below the headline really stands out and targets that audience directly.

  1. The Visual

The visual really stands out to me. It’s bright, and pink and uses contrasting colours, I really believe that brands that have bright colours in their branding have a leg up over brands that use simple white and black. Next to that some brands really want to stick to their branding which limits their testing ability. The moral of the story, be open to testing stuff like this.

  1. The ad copy

The copy really shows an organic angle. The headline “An Honest Review: "Fast, Tasty, and Ultra-healthy Protein Coffee" shows off it’s honest and fits right into the actual ad. Then the actual ad copy talks about the process of someone using the product and then the effects which intrigues people to click on the ad to read further.

The landing page is great, it fits right into the ad so there is a lot of congruency going on there which helps the audience stick to the page as what is being promised is also being delivered.

It tells a story about a real personal trainer that shows her experience using the product talking about various topics like how it works, her progress week-over-week, and its legitimacy and ends with an offer that showcases urgency:

I love this concept and think it crushes for them and would love to test this our for some of our brands as well which I am going to propose to some of them.

That’s it for the breakdown, I hope you found it valuable and got some ideas from it to implement for your brand.

I've been using Foreplay for months now, and I can honestly say it's one of the best value-for-money tools for any eCommerce brand, agency owner or anyone that runs paid media.

It allows you to save ads from TikTok's and Facebook's ads library and keep them forever in your inspiration boards!

That's a wrap!

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!4