Advertising creativity is highly homogenized. How can we break the deadlock?

What should we do if our creative ideas become homogenized or are always copied? Today, let’s take the home improvement industry as an example and talk about it briefly.

Without further ado, let’s look at the advertising case~

Outer Creativity:

Refer to the picture above. I believe many operators have seen the Shangjia advertisement. The same slogan is matched with different material pictures. As far as I know, it has been launched for a year and a half, especially in the past six months. Various home improvement brands have begun to use this slogan. The only difference is the replacement of material pictures, spokesperson portraits, and brand names.

As shown in the following figure:

This creative title is really good. The style chosen is original enough. The title has three sentences in total:

The first sentence: "The house that has just been delivered" is targeted at the target user group who have the need for new house decoration

The second sentence: "Installation is wrong" and "huge loss" uses fear to directly hit the user's pain points

The third sentence: "10,000 beautiful pictures" A large amount of relevant information attracts users to click

When promoting on various platforms in the same industry, as long as there are results, creative homogeneity is almost an inevitable problem. So how to break the deadlock?

Two suggestions:

1. Rationally allocate the advertising budget based on the conversion effect. If the conversion level of high-quality creatives is stable, a certain proportion of the delivery budget can be maintained and delivered continuously.

2. New creative ideas to increase volume. Analyze and learn from the advantages of the original advertising ideas, write new ideas of the same type, or expand the direction of creative writing from other dimensions. However, whether the new creative effect can meet expectations also requires sufficient testing budget.

Judging from the ads I saw, Shangjia’s high-quality creatives have been reinvested, but new ad creatives have also been seen in the past few days, see the picture below:

Outer Creativity:

1. The brand name has been weakened. Perhaps it is because the brand has been launched for a long time and they want to attract a group of users who are tired of the brand.

2. The creative routine is similar to the original creativity.

① The audience is clearly segmented, with avatar materials, creative materials, and the original title "New home design without asking for help", which clearly points out the home decoration needs.

② Use fear to hit the user's pain points. "One wrong step will ruin the whole party" is similar to "pretending to be wrong" and "losing a lot".

③ Preferential measures guide user conversions. 0-yuan design and 10,000 beautiful pictures are all using free content to attract users.

3. The landing page is streamlined and the conversion window is prominent

（First screen）

(Second screen)

① The page has only 2 screens. The first screen uses text to briefly describe the content of the activity, and the second screen uses animated pictures to display various actual cases.

② The conversion window is immediately followed by the activity information, and the submit button responds to the discount information, inducing the use of “ free design ” and “ capacity expansion ” to attract users.

The advertisement is logically coherent from creative content to landing page, eliminating irrelevant information that distracts users and focusing on "activities + cases", trying to deliver more valuable information to users within the limited time of advertisement display.

Let’s take a look at the “0 Yuan Get” advertising case

"Get it for free" is a promotional method frequently used by product parties, but what exactly is the routine of getting it for free? Next, I will dissect an advertisement for a WeChat subscription account that offers free milk powder .

Figures 1-3 are: ad viewing, event participation, and application process, but the application results are undoubtedly failures...

(Figure 1)

(Figure 2)

(Figure 3)

From the perspective of promotion and conversion, in the WeChat ecosystem, there are only two ways to convert: hoarding fans and attracting customer resources . In the illustrated case, Jikezi is able to obtain complete valid mobile phone numbers and WeChat personal information during the application process, and the activity is carried out using the official account. If the copywriting is logically smooth, it can also increase followers.

But this case always feels weird:

From the user's perspective:

Participate in the "0 Yuan Get" event, but the success rate is estimated to be very low (or it is set to be unsuccessful). For users, participating in the event is an invalid operation, and the proportion of unfollowing after failed collection should be very high.

From the brand's perspective:

"Free for free" mostly attracts those who are willing to give up. Failure to apply should not be a good impression on the brand. Operators who have come up with free gimmick creative plans should feel that the final conversion rate of free users is very low. It is not very beneficial for brands to hoard the customer capital of these users (or should the customer capital be used for other purposes?)

As for other “free for free” activities, such as Toutiao’s “free for free wine”, they earn profits by charging a [valuation insurance fee] before shipping to users. In essence, this is a disguised form of charging and is a promotion of low-priced products.

This type of promotion has very high requirements for conversion rate because it involves product costs, logistics costs, warehousing costs, promotion costs, etc. It is of the type of small profits but quick turnover. It may only be profitable if there is a burst of volume in the early stage, and then the focus will be on hoarding fans to attract repeat customers, converting the platform's public domain traffic into private domain traffic for secondary marketing, and doing long-term operations.

However, as the review of Toutiao has become stricter, many of the free wine offers have been taken offline recently.

In summary, whether the “0 Yuan Get” plan is useful or not, you still need to consider the promotion needs and the delivery environment comprehensively before doing it. The plan has risks and you need to be cautious when launching it.

Author: Aiqi SEM

Source: Aichi SEM