From brushing our teeth in the morning to wiping down the kitchen counter after dinner, home and personal care (HPC) products are an essential part of our daily routines. Because these items are ubiquitous, finding imaginative ways to market them can sometimes be a challenge.
We know, however, that when it comes to designing ads to break through the clutter, creativity has proven to be a particularly powerful tool for advertisers. Our team analyzed thousands of global HPC ads to understand exactly what types of creative choices make some of these ads more effective than others.
Research and development is how brands differentiate themselves
And while R&D is vitally important, the way brands job function email list communicate those differentiators is just as important. Instead of using complex terminology (whether it’s an obscure ingredient or a reference to a scientific process), help people by simplifying the language or concept into language they can easily understand.
For example, instead of describing technicalities, show its benefits through a simple test. The ad allows the viewer to see the product’s capabilities rather than explaining it.
Knowing what matters and when
Instead of trying to cover the entire marketing funnel with analysis of 7p in tourism marketing a single ad, consider creative options that precisely address a specific goal. What works to effectively drive short-term sales goals looks very different from ads that focus on long-term brand value.
Ads focused on brand building can often benefit from a longer, more creative story, while ads focused on sales and short-term performance work better when the focus is on the product itself.
For the launch of its new vacuum cleaner model, Bosch zn business directory Hausgeräte (Home Appliances) created a 20-second ad that showed the product in action and focused on a key feature – an approach that proved effective in driving short-term sales.
However, when it came to creating its brand campaign, Bosch took a very different creative path. The minute-long spot featured a cast of various characters, each with distinct stories tied together by the campaign slogan LikeABosch, showcasing all the ways Bosch can play a role in our everyday lives.
