PLAE ads used to be beautiful photographs with some copy variations.
Challenge is how to break through that mold, tell a better story and increase conversion rate.
How to convert new customers.
1) How to convince PLAE Kids shoes quality and features are worth the price?
2) Test what messaging and creative works.
Driving for New Creatives for Social Media Ads.
Originally, PLAE only creates still images ads with varied copies. Based on Facebook, video content are much more effective in getting attention from the audience so I started to create video content to feature the playfulness of our brand using graphic elements. From these ads, we were able to boost our level of impressions and became very popular as shareable content.
The usage of solid color and seemingly active objects was inspired by Raimonds Staprans' paintings. It is so simple and clean but it's so intriguing.
Create a story related to the shoe style: Ballerina
With our ballerina shoe style, I make the shoes dance together as if a kid is wearing it dancing around and having fun.
Capture attention using visual interest
Uses the colors and patterns of the shoes to create visual interest by seemingly disappear into the background. At the same time, allowing the shoe to pop out with solid color background.
Generate Humor
Playing with the type of shoes: rain boots with the copy "raining boots" and actually animating boots raining down to provide some humor.
Result:
From September to October they spent 8.1% of total budget for a CPA that was 11.72% lower than our standard prospecting ads
Presenting all angles of the product with complimenting Testimonials.
1) Testing if showing all angle of the shoes will provide higher click through rate.
2) See if testimonials help make decision making upfront.
Result:
Over September - October, became a top 5 creative for our campaigns and drove a 37.6% lower CPA than other top prospecting ads
Product Feature Video with kids wearing and testing it.
Try to convey the product features with rich visual content in a 45s video. I want to test whether video media and straightforwardly showcasing the features will help our click through rate and conversion rate. I directed and cut this video using past video content that we have before to create completely new content for social media ads.
Result:
Accounted for 27.21% of all spend in October, and had a 33% lower CPA than the rest of our prospecting campaigns
Inspired by other startup's surveys that converts.
When talking to our fellow Ecommerce startup, Thirdlove, they told us their most successful converting factor is their survey. It is because the survey makes their potential customers feel invested in the their product and service right away. It also provides a feeling of personal connection and care from the company.
From there, I want to test out if this survey and customizable concept works for our product. Here is a Low-fidelity prototype, Facebook canvas, that flows like a survey, to see if this concept actually works for PLAE. The idea is asking people what type of kid they have then they can swipe left to see the features they care about and our recommended shoes.
Testing out different copy
