This holiday season accompanied by inflation alongside other economic headwinds brings the big question: will consumers be able to afford to shop for presents? Research has shown that U.S. consumers have $3.3 trillion more in savings now than they did in 2019 but shoppers became savvier about how they spend.
The biggest challenge for performance marketers this season is executing campaigns that will convince consumers that buying some product is a smart choice.
According to Tinuiti’s last study, 63% of a brand’s performance lift from social advertising is attributed to quality creatives. The ultimate driver of every campaign’s success is relevant creative that's why you need to tailor the creative production strategy with a big focus on creative relevance.
If you are preparing yourself to pitch the idea for the holiday campaign to the brand you're working with, don't look any further. We went above and beyond to prepare three cases that can help you find a winning strategy for the brand you work for.
#1 Localized ads are the best solution for brands with different delivery areas
Your client delivers its products all over the country or even operates in multiple regions, and you are looking for the best way to make its ads relevant.
The key solution for creative relevance, in this case, is localization.
To localize creatives for a holiday campaign and create a thumb-stopping experience for your client’s audience you can use product information, location, city, or neighborhood where your client delivers, store locations, you can even use time of the day, or set different prices for different locations.
You can beat the endless scroll by communicating your message directly to a neighborhood:
- Use local slang in CTA
- Use local background images or popular spots for creatives
- Use the city name or even street in the copy
Think of it: would you stop to check the ad that mentions your street? Your audience would too.
Don’t miss that opportunity.
#2 Creative contextualization for brands with thousands of products
The client you are working for has thousands of products to sell for this holiday season. That means that you have thousands of products to advertise, and each one needs to have its own showcase.
Use the power of contextualization.
Don’t use just another template for your dynamic ads. Make the creative relevant by using unique information about the audience you advertise for.
Here are some ideas.
Outside is raining and the user scrolling through his phone sees the ads for an umbrella and rain boots. What an amazing coincidence! Or is it? It is actually a good case of the weather-based ad.
But what if your client doesn’t sell clothes? There’s another way to use weather-based advertising: the temperature is rising so do the prices, the temperature is going down - the prices also go down.
You can also use the current weather as a background for the product, and make the creative as relevant as it’s possible.
Contextualization can also be presented through language localization: it is no secret that you should speak the language of your audience - literally.
Real-time changes are probably one of the most attractive examples of dynamic creative. This literally means changing the information about the product while the ad is live. There’s no better user experience than being able to see the most recent change in a product’s price or the availability in the store nearest to the user.
#3 On-brand omnichannel campaigns: for brands that want to become recognizable
Your client gave you one single direction: make our brand recognizable. In the moment when everyone advertise, this can be a big challenge.
What you will need to do so is omnipresence on different channels such as TikTok, Instagram, Facebook, Snapchat or Pinterest. That means creating dozens of on-brand templates in various formats.
No matter if it is meant for Instagram, or Facebook, is it short-form videos or images, the brand consistency needs to be highlighted. Knowing that consistently present brands are 3.5x more likely to have better brand visibility, there’s no doubt that you should find a creative management platform to help you provide on-brand creatives at scale.
Leverage Hunch and forget about working on holidays
The Hunch platform can help you deliver all three strategies without spending holidays working. Combining creative automation and dynamic creative, Hunch automates every stage of advertising. You can leverage the platform to set localized campaigns or pull live data from the product feed to implement it in your live campaign. If you’re worried about producing hundreds of creatives, the answer to that challenge is Hunch’s Creative Studio - nifty technology that helps you deliver all kinds of creative in no time.
You have the strategy and the technology to help you deliver it, what’s next? Let’s jump on the call and create the best solution for your agency.
