Ad Review Journal by Isabella

Consumer Insight + Brand loyalty

iv24aab — 2024-10-20 16:19:55 UTC

Earned media of 100k shares on social media, post campaign reflecting the effective marketing by creating a solution (ensuring the product is genuine for loyal consumers) towards the pain point.

Ad Review 1 - 'Is That Heinz?' campaign

iv24aab — 2024-10-20 16:32:14 UTC

BIG IDEA -

The uniqueness executed from the campaign ensures it will be memorable for the target audience!

Characteristics of Creativity

iv24aab — 2024-10-20 16:50:06 UTC

Uniqueness + Call to action -

Redeveloping the original packaging by displaying the correct shade the sauce is in order to protect the brands reputation, advertised in a unique way to initiate emotional reflection and remain memorable.

Resonance to Target Market

iv24aab — 2024-10-20 16:55:37 UTC

Heinz is reputable worldwide, Ketchup being the highest ranked product within Great Britain (12,500 users for 2023). 197,92 million Americans alone are loyal the brand in 2020.

Ad Review 2 - 'Casper Mattrress'

iv24aab — 2024-10-24 16:06:54 UTC

2D illustration ad which portrays unique yet effective visuals and copywriting.

Significance of Tone choice

iv24aab — 2024-10-24 16:28:31 UTC

‘Lighter colours tends to project a stronger positive emotional response in comparison to darker and have found to increase brand engagement along with product desire’

Visual + Copywriting

iv24aab — 2024-10-24 16:37:33 UTC

The playful hand drawn illustration portrays a diverse collection of charcaters all relaxing on the mattress devleoping a sense of comfort and inclusivity for all. The ‘fun and playful’ atmosphere constructed allows the audience to become in touch with their emotions developing the desire to essentially apart of the visual.

‘$50 off with code ’SUBWAY’ the copywriting promotional offer is clearly targeted to subway riders, the discount encourages immediate action to the relevant audience.

Cross Media Target Market Consistency

iv24aab — 2024-10-24 16:59:18 UTC

It is evident the brand caters towards a younger market not only from the youthful playful visuals in the presented subway campaign, their social media platforms incorporate trending memes as forms of advertising in order to resonate to the target audience.

Ad review 3, online video - 'Perspective' by Apple

iv24aab — 2024-11-08 18:31:13 UTC

BIG IDEA - Embrace innovation and foster creativity through reinforcing individuality and connecting deeply with an audience who celebrates Apples motto ‘Think Different’

Creativity within the Ad

iv24aab — 2024-11-08 18:50:04 UTC

Perspective driven visuals - The ad initiates quotes which are not fully comprehensible until portrayed through a different angle throughout the ad, implying the visual metaphor of seeing beyond the obvious.

Subtle storytelling - encourages the audience to have to engage and think critically while subtly projecting the idea that creativity requires exploration and new viewpoints

Takeaway points from the ad

iv24aab — 2024-11-08 18:50:49 UTC

Stay true to brand identity
Simplicity can be more effective
Celebrate innovation and individuality
Perspective is important

How to apply similar insight

iv24aab — 2024-11-08 18:51:03 UTC

Ensure to expose core values in order to stay true to brand identity and engage with the target audience, utilise simplicity in order to develop impact for the audience.

Ad Review 4 - What is O2O (online to offline) marketing?

iv24aab — 2024-11-10 12:09:51 UTC

Strategic marketing which bridges the gap between physical and digital business channels in order to achieve business goals which include enhancing foot traffic, engagement and increasing sales across all domains.

Victoria Secret #VStease campaign

iv24aab — 2024-11-10 12:12:10 UTC

The campaign established successful O2O marketing as customers were encouraged online and in store to go into Victoria secret stores and take a mirror selfie of themselves and post it using the hashtag #VSTEASE and #VSGIFT in order to receive a free gift for the participation. This campaign understood the target audience is interested in selfies and social media therefore this campaign was effective in social media engagement and in store visits, exemplifying how blending digital and physical touch points increase customer experiences.

Adoption of ideas across media

iv24aab — 2024-11-10 14:38:43 UTC

Unified message, the hashtags used remain the same across all media online and in store.
Interactive and relatable content, implementing selfies aligned with the target market due to popular social media behaviour
Consistent incentives, allowing opportunities to receive a free gift for participation across both forms of media

Relating to the target audience

iv24aab — 2024-11-10 14:41:21 UTC

This campaign is relevant towards the target market as 84% of adults age 18-29 use social media, Anderson and Auxier (2021) states on average women spend 16 more minutes per day on social media than men. this indicates young women are actively engaging with social media therefore an interactive campaign as such will attract the aimed consumer.

Ad review 5 - One great social media campaign - Spotify Wrapped

iv24aab — 2024-11-16 12:35:41 UTC

Spotify wrapped is a successful social media campaign which runs annually towards the end of the year. Spotify provides a personalised recap of the music each individual listens to.

This campaign skyrocketed the brands social media engagement levels as the population was intrigued to see their previous listening habits, with the ability to share with others.

Consumer Insight and Fear of Missing out (FOMO)

iv24aab — 2024-11-16 12:41:22 UTC

Spotify wrapped has an immediate sharing features to Instagram allowing consumers to express their personality to their viewers. This also stems from the concept of FOMO and exclusivity, as more and more individuals share their Spotify wrapped their mutual followers most likely will feel influenced to do the same in order to avoid FOMO. 40% of Americans admit to overspending just to eliminate FOMO, this establishes the power of effect inclusivity and status develops (Goldman, 2018).

Copywriting & Visuals

iv24aab — 2024-11-16 13:55:38 UTC

Presented through slideshow format, developing a feeling of 'a journey' Spotify is partaking in with the audience
Visuals include an extensive use of bright colours to boost audience mood, create a feeling of excitement and remaining intrigued
Copywriting is successfully personalised, using the individuals name consistently and resonating specific music towards emotions or particular moments within the year
Great visuals gain 94% more engagement than solely text.

Personalisation for the Target Audience

iv24aab — 2024-11-16 13:56:29 UTC

Spotify understands each person has their own music taste, therefore each user acquires access towards their unique data driven summary of their music habits over the past year. Individuals are interested in their past activity and behaviours as it allows them to reflect on past music which affiliates them with previous nostalgic memories, allowing them to view what specific music was relevant to them at particular timeframes.