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🗝️ Key Concepts

What makes this simple ad from Outer worth covering? It’s focus.

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🟣 ONE buyer persona

This ad is designed to speak to a specific buyer persona. They are only talking to dads instead of their general audience of homeowners.

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🟣 ONE value proposition

This ad focuses on a single value proposition / handles a single objection. To make this value proposition as convincing as possible they are showing the outcome and communicate it in a way, that is relatable to the specific buyer persona - “Dad Hack” instead of “Cleaning is easy”.

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🟣 ONE awareness stage

You could also argue, that Outer’s ad is optimized for already product-aware prospects.

Because it looks like it is meant to handle a specific objection in the buyer’s journey - “Will this get dirty easily?”

And especially for brands with longer sales cycles (like Outer), it makes sense to test separate ads handling specific objections.
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👉 Make your ads more focused.

🗝️ Key Concepts

We can break ads down into👇

🟣 The Message - WHAT is said

🟣 The Style - HOW (visually & audibly) it’s said

Mixtiles' ad nails both aspects. And in this breakdown, we dive deep into 6 specific style elements used in this ad, that you can steal to improve your creatives!

First up, let’s quickly cover the messaging (the WHAT) as this is essential to understand the Style (the HOW):

👉 The Core Message is “With Mixtiles it’s fun, fast, and easy to hang pictures (without leaving any marks) on your wall.”

These are the 6 Style elements they are using to convey this message in a powerful way:

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✅ Fast Cuts

There are more cuts than seconds in this video.

This is great for keeping the viewer's attention.

At the same time, it also emphasizes how fun it is (it’s simply not boring to watch) and makes the process of hanging pictures appear even faster.

👉 Use fast cuts to keep the viewer's attention.

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✅ Resembling their Buyer Persona

We don’t have any data on this. But assume parents/families are their best buyer persona.

This is why you can see children in the video and in most pictures.

👉 Your models/creators should resemble your buyer persona to increase click rates and conversion rates.

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✅ Body Language

If your product is supposed to be fun, the body language of your models/influencers should match that!

There are lots of inauthentic UGC ads with creators saying they are “so excited” while their body language shows the complete opposite.

👉 Body Language and Messaging should be matching.

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✅ Nudging to increase AOV

They are never just showing one picture hanging on a wall.

This inspires/nudges customers to order more pictures themselves.

Combined with the great offer at the beginning they must have a great AOV.

👉 If your customers can buy multiple units, nudge them to do so.

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✅ Show the Order Process

Especially for unusual buying experiences, it makes sense to show how easy it is to order.

Again, they want to show you how fast & easy it is to get the final result.

The order process is part of this and they make it seem like it just takes 3 clicks.

👉 Show them the next steps. Make it seem easy - remove confusion/doubt.

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✅ Sound

The fast and uplifting beat matching the cuts in the video, plus the sound effects help to keep the viewer engaged.

In the past, optimizing the sound of your ads wasn’t necessary.

But as ad placements like TikTok and Reels (where users have their sound on) get more important…

👉 You need to start optimizing the audio as well.

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