Earlier this year we had the exciting challenge of helping an international client promote a brain training app.
The app helped the user to improve their brain’s performance through a series of 29 different exercises and 8 courses. They discovered what their strengths were and how to improve their focus, memory and cognition speed.
The app also offers a series of premium memberships which contain more exercises and personalised courses.
The company’s goal was to increase app downloads for mobile users and website views for desktop users. We knew this would be a big job. “Less than 0.01% of consumer mobile apps will be considered a financial success by their developers through 2018”. Clearbridge.
We needed to put together an ad that would get viewers interested in downloading the app. The marketing needed to be engaging, as well as highlighting the solutions to target customer’s pain points. Based on this we thought a product video would be a great way to demonstrate the app’s benefits.
Here’s why video ads work:
“Companies that use videos in their marketing have 27% higher clickthrough rate and 34% higher conversion rates than those that don’t. (Buffer)”
“Video ads have an average clickthrough rate of 1.84%, the highest of all digital ad formats. (Business Insider)”
The first stage was to get a clear understanding of the client’s target audience. We looked at their interests, pain points and desires so that we could put together a video that speaks the audience’s language.
For example, we knew that the audience’s average age is between 42-45 years old, with 58% being male and 42% female and over 80% of the audience having a higher degree of education.
(FaceBook audience insights)
We focussed the initial ad design on this demographic. Because we knew a large portion of the audience were also interested in fitness, we connected the message of training your brain to that of training your body. This is why we made the first demo of the video ad, capture the emotion of progress through a workout video.
(Screenshots of early ad prototype design).
The target audience is also interested in staying in shape and protecting their cognition. Some said they also found it challenging to remember new people’s names. This was a core message we chose to settle on:
(Opening screenshot of the final video)
Having this information was extremely useful when scripting the video as we were able to include these key interests in the copy to attract more people.
We did some research on the company’s current branding and language. It was important that this was consistent across all platforms.
“Brand consistency is the pattern of expression that affects what people think about your company. The more consistent your messaging, the more consistent your branding — whether via words, design, offerings or perspective. Your brand should build awareness and develop trust and loyalty with customers.” ClearVoice
It was therefore important that the branding in the video would be consistent with their website so that each would speak to the other organically, creating trust for the product amongst its target audience.
This involved picking the same colour scheme and fonts as well as utilising the same logo and delivering a consistent brand message. In this case, the company were using the San Francisco font so we made sure the text in the ad was the same. We also used similar language and vocabulary that was consistent with their brand identity and guidelines.
“The most brand consistent companies are the ones who make sure that every piece of content they create strictly adheres to their brand identity and brand guidelines.” Medium
The app had a lot of great reviews, so we also wanted to utilise this in the video to build social proof. This is helpful for reassuring others that a product is considered to be of a high quality.
Other key points that we needed to get across were the benefits of the app while providing social proof that the app is recognised as an effective form of cognitive training.
The viewer needed to know the app would solve their problem. By adding this to the video, we could build trust with the audience by providing reviews and evidence. In this case the app had won several health awards, so we included screenshots.
Getting the length of the video right is paramount when trying to increase engagement and awareness.
We knew the video shouldn’t be too long if it was going to sit on social media, as people don’t tend to watch long videos on Facebook.
Facebook audiences usually engage with videos that are under a minute long. It was important we were able to get the message across in a short amount of time. We would also run the risk of lowering the ad’s engagement score if it were too long.
Another factor to bear in mind is that many Facebook videos are watched with the volume on mute, so we needed to create a video that would be just as engaging without any sound. We designed a video that contained visuals the audience would be engaged with while adding subtitles to give the video more context.
We ended the video with a specific call to action that would encourage them to download the app.
The ad campaign was a huge success! Since running them, the company have acquired an additional 5 million downloads.