Motion (Creative Analytics)

When the Creative and Data team come together 💖 You love to see it 🎤✨✌️ Marketers have two sides. Just like the ONLY 2 audiences Dara Denney uses for Meta ads: Imagine doubling your ROI by focusing on just two key audiences. Yes, it’s possible. Let me tell you how. A) Broad Targeting Why it works: Broad targeting leverages Facebook's powerful algorithm, allowing it to find the best potential customers based on your campaign objectives. Strategy: Use minimal restrictions and let the algorithm do the heavy lifting. Focus on compelling creative and strong copy to attract a wide audience. B) Lookalike Audiences Why it works: Lookalike audiences are built from your best customers, making them highly effective for reaching people similar to your top buyers. Strategy: Create lookalike audiences from your highest-value customers, such as recent buyers or frequent purchasers. This ensures the new audience shares meaningful traits with those who already love your product. 📌 How do you build great Lookalike audiences? 1) Build Strong Seed Audiences First Use high-quality data from your CRM. Focus on your best customers—those who’ve made multiple purchases or are recent buyers. This ensures your lookalike audience shares meaningful traits with your top customers. 2. Constantly Test and Iterate Experiment with multiple lookalike audiences. Start with five to fifteen variations. Track key metrics like CTR, CPC, and ROI to identify top performers. Even successful audiences need regular tweaking. 3. Stack Your Lookalike Audiences Combine different segments. For example, merge customers who bought in the last 180 days with those who bought in the last 30 days. This gives the algorithm more data to optimize your ad delivery. 4. Trust the Algorithm Leverage Facebook’s algorithm to find the right audience rather than relying solely on precise targeting. This often yields better results. 5. Go Cross-Platform Don’t stick to just one platform. Use lookalike audiences on Snapchat, TikTok, etc. Different platforms can offer lower CPMs and access to diverse demographics. 6. Data-Driven Creative Strategy Integrate analytics across channels. Use platforms that combine data from TikTok, Meta, and YouTube. Focus on primary KPIs and storytelling metrics like drop-off rates and average watch time. This helps improve both creative and strategy. 7. Engage Your Team with Data Make data accessible. Use visual performance reports. Regularly review metrics with your team. Start brainstorming sessions with a data download to align everyone around the business problem. Get your FREE ticket to Motion's Creative Strategy Summit. Virtual event Sept 19 & 20.  https://bit.ly/3ywOYN9

Tobasco -- "Just taste it" 🌶️🔥 Is this trendjacking? Or trademark jacking? We'll leave that for the legal teams... But this ad concept? I'm into it. Here's why: 👇 😂 Borderline cheeky   You know they're referencing Nike. So you associate Nike's brand qualities with Tobasco. /SIDE BAR 🧠 Psychology fun fact: Psychologically, this is called brand transference. P.S. The same is true when you compliment someone. The qualities you compliment them with? People associate them with you. 🎯 It's SIMPLE Direct. Easy. Memorable. Packs a fiery punch. Check check check. 🔴 Monocolor Signature Tobasco red. The same way McD ads bring theirs. It stopped me in my scroll. -- 👋 P.S. Thoughts on this? Love it? Hate it? Comments below! Get your FREE ticket to Motion's Creative Strategy Summit. Virtual event Sept 19 & 20.  https://bit.ly/3ywOYN9

The lineup for Motion’s 2024 Creative Strategy Summit is INSANE! This is gearing up to be the best event the industry has seen in a while… And the best part? It’s FREE! You can RSVP here: https://bit.ly/3ywOYN9 Oh and we also love that there are two tracks: 1- for bigger picture creative strategies 2- nitty-gritty creative execution tactics We know we'll be in the chat on September 19th and 20th, and honestly, your whole team should be there with me. Can’t make every session? Register anyway. You’ll get the recordings, calendar invites, and all that good stuff. See you there!

Happy Monday. We’re not sleepy. You're sleepy. Mood: this McDonalds ad -- from 🥱💤 → 👀 Such a clever format. Says sooo much with so little. Your best creative doesn't need a ton of text. It needs to connect with your audience. Pick one specific emotion to target. And make sure you bring it out. The best ads do this over and over. Just with different emotional triggers. P.S. If LinkedIn was real life: “I'm excited to announce I’m tired…” Can we normalize this please? Here for it. -- 👋 Follow Motion (Creative Analytics) for more marketing content Awake now? ♻️ Repost to share!

McDonalds is the copywriting GOAT. 👀 "Eyes on the fries. Don't eat and drive." If you're an up and coming DTC brand... Think about what "cause" you want to known for. Then find ways to connect your ads to that ideology. 📊 The data today? Shows Gen Z care A LOT re: sustainability. That's why second hand merch is making a big comeback. Brands are tapping into those values in their ads. Like Patagonia's recent campaign run: ❌ "Fashion is none of our business." Their focus in the Patagonia ad? Showing the decades their products last. 🛑 Not saying "road safety" is McDonalds big play here. But a % of your DTC ads should be "value-first" AKA what you wanna be known for. Beyond your product. -- 👋 P.S. Liked this ad? Hated it? Hit me with your fry eyes below Just wash your hands first Fry salt ruins keyboards REAL fast... Get your FREE ticket to Motion's Creative Strategy Summit. Virtual event Sept 19 & 20. https://bit.ly/3ywOYN9

Swiped this genius Nike ad. The lung visual is so smooth 💨✨ "They keep you alive." Most Nike ads feature a larger story. Not just sneakers and features. That's why I swipe so many. 📌 Because it hits the rule of 1: - 1 emotion - 1 audience - 1 memorable point One of my fav ways to do this? Find a visual that mirrors your product. (Exactly like Nike have with the lungs ad here) And use that with a strong headline to bring it to life. -- 👋 P.S. Nike or HOKA? Who's in your closet rn. Get your FREE ticket to Motion's Creative Strategy Summit. Virtual event Sept 19 & 20. https://bit.ly/3ywOYN9

Friendly reminder: 🧠 Why psychology + design matter 1️⃣ Hierarchy is everything → Big, bold text grabs attention first → Color contrast guides the eye 2️⃣ We're predictable readers → Top to bottom, left to right → Our eyes follow an F pattern 3️⃣ Curiosity drives engagement → Teaser text makes us want more → We'll revisit if intrigued 4️⃣ Format affects readability → Dense paragraphs get skipped → Short, spaced text is easier to digest 5️⃣ Visual cues are powerful → Arrows, colors, and spacing matter → They guide us without words I know a lot of this feels "basic." But often times revisiting your basics... Can be how you take your ROAS to the next level 📈 Make sure you A/B test with a psychology + design POV. 👋 P.S. Did it work on you? Yay? Nay? Kind of? Get your FREE ticket to Motion's Creative Strategy Summit. Virtual event Sept 19 & 20.   https://bit.ly/3ywOYN9 -- h/t Jackson Yew for the 🎯 visual

LOVED this IKEA campaign. The wordplay is 👌 → "Chill likea VIP" → "Sleep likea baby" → "Study likea boss" → "Float likea butterfly" IKEA becomes "like a" which is great for a few reasons 👇 1) Adds contrast to your brand in the copy The yellow made it stand out 2) Saves you adding a "branded" element Feels more confident like this 3) Helps to verify your name May not hit exactly like "Google it" BUT... Number 3 has shareable potential. Imagine this popped off? It could become a trending hashtag. -- 👋 P.S. Thoughts on this ad? Funny? Too clever? Do you LIKEA it? 😂 Get your FREE ticket to Motion's Creative Strategy Summit 👉 https://bit.ly/3ywOYN9

Swiped this great BIC concept ad: "Write big stories" Advertising is about short cuts. The best shortcuts? The Zeitgeist. Name more recogniable fonts than: 1) Harry Potter 2) Game of Thrones 🔐 Not 100% sure on the legal <> creative lines here. But the concept is sound at stopping my scroll. (I stopped to put these in my swipe file) P.S. This is not legal advice :P BUT... 👀 Think about how you can use this in DTC. What credibility can you borrow? And tie to your value prop. 👋 P.S. Did you use those 3 color pens as a kid? I miss clicking them TBH... Am I the only one? Get your FREE ticket to Motion's Creative Strategy Summit 👉 https://bit.ly/3ywOYN9 Credit: Luan Almeida at the Miami Ad School

✍️ 5 "swipe worthy" writing tips from P.D. James (Earning her £22,403,597 in book sales) PD. is the Queen of crime fiction. But her writing rules? They're universal: 2️⃣ Increase your word power. Words are the raw material of our craft. The greater your vocabulary the more effective your writing. We who write in English are fortunate to have the richest and most versatile language in the world. Respect it. 2️⃣ Read widely and with discrimination. Bad writing is contagious. Your output is only as good as your input. 3️⃣ Don't just plan to write-write. It is only by writing, not dreaming about it, that we develop our own style. For us: Stop endlessly strategizing. Create, test, learn, repeat. Real insights come from doing, not just planning 4️⃣ Write what you need to write, not what is currently popular or what you think will sell. Stop chasing trends with your writing. Write what you need to say. 5️⃣ Open your mind to new experiences, particularly to the study of other people. Nothing that happens to a writer-however happy, however tragic—is ever wasted. Our version: Every campaign, success or failure, is a learning opportunity. Stay curious, stay open. Get your FREE ticket to Motion's Creative Strategy Summit 👉 https://bit.ly/3ywOYN9