What makes an advertising campaign so effective?

As a digital marketing agency in Orange County and Los Angeles, we can tell you that it takes a lot of planning to get ad campaigning just right. Not only should it promote your products well, but it should also connect with your audience and align with your brand’s image and values.

So, to make things easier for you, we’ve simplified the ad campaigning process with this article. Make sure your ad campaign ticks all characteristics on this list and you’ll be all set!

1. Simple

Creating an advertisement is ridiculously expensive. In fact, a simple 30-second TV commercial costs over $100,000, and that’s without production costs! You don’t want to break the bank by being too lengthy.

At the same time, your customers don’t have a lot of time on their hands. If your advert drags too long, they could get bored and lose interest. So, you want to have an advert that grabs their attention and makes an impact in a short time.

Have a message that goes straight to the point.

2. Emotive

Your customers need to feel some type of way when they look at your ad campaign. Whether it’s positive feelings (e.g., being impressed at high-quality products, being entertained by witty adverts) or negative feelings (e.g., being angry about problems you’re trying to solve, worrying about missing a good deal), emotions make your ad memorable.

One particular example of effective emotive marketing is storytelling marketing, which is characterized by incorporating product placement with an intriguing story. When done correctly, it hits you right in the heart.

3. Aimed at Target Audience

As a business owner, you want to know who you’re trying to sell to. This way, you can develop content that will connect with them, marketing strategies that will work for them, products and services that will be useful to them, messages they will listen to, and more. Otherwise, you would just be a nomad moving from place to place with no end in sight.

Target your demographic with ad campaigns that they can relate to. You’ll get a lot more engagement that way than just having a one-size-fits-all type of thing. Here’s a Jif advert that nails promoting their brand to the younger generation:

4. Has Strong Values

In today’s zeitgeist, your brand needs to have strong values. Societal issues like climate change, racial and gender discrimination, sustainable development, and more are issues that the younger generation is very passionate about. They’re more likely to support businesses that have the same values they do, so if you support any of these causes then you should consider incorporating it into your marketing strategy.

5. Consistent

Now, while it’s important for your brand to establish strong values, it’s also important to remain consistent. You wouldn’t want to market yourself with an image but turn around and do something that contradicts said image! Think about how ridiculous owning a vegan food company is if you eat meat, test products on animals, or use plastic straws.

For example, Ellen DeGeneres made a name for herself by telling people to be kind to one another. So, when stories came out about her abusing employees and being mean to her viewers, her ratings plunged immediately.

6. Authentic

People know when you’re just hopping on the trends trying to get sales. If you create an ad campaign intending to blatantly sell products instead of making an effort to understand your message, then you could have a lot of backlashes to deal with, especially if you’re trying to capitalize on a series issue!

Here is Pepsi’s failed attempt at a progressive advertisement. It was pulled less than two days later and led to their CEO’s resignation.

7. Memorable

Lastly, and most importantly, you need to have an ad campaign that your customers will remember. There are several ways to go about this, but the only limit here is your imagination. Do your best to stand out from your competitors by adding personality to your ad campaign!

Here is a fun Old Spice advertisement that is still referenced to this day: