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Sigh...was expecting this to turn into a teachable moment instead DTC Twitter did its thing.
so let me try
We recently spent $200k on similar assets
These types rarely are first-order profitable and will most likely have the worst metrics in your ad account.
and that's expected!
Because they serve a different purpose*
I'll cover:
- Who should be testing these
- What Taylor meant by "growth" marketing
- How these ads can fit within your ecosystem
This comes from personal experience, conversations with founders and operators including smart people like @MatthewGattozzi @luisfer_sg
So why did we invest nearly $200k in this?
Because we're a niche brand that sells very simple products (Iron, Vitamin D, etc) naturally we have to rely on storytelling and education to be relatable to a specific demo that wonders why we're calling them out.
After $10M in sales, we wanted to introduce something to our ecosystem that could solve this in a big way.
But I was shocked by the metrics. So I reached out to guys who run a lot of high-production ads.
Here are some insights
#1. These types of ads are meant to build brand equity.
Something that brands > $50M/yr should start taking seriously. Below that focus on building strong foundations, creative systems, & a clear value prop
"Brand equity is the perceived value, trust, and recognition a brand holds in the minds of consumers, built through experiences, marketing, and reputation.
Strong brand equity leads to lower acquisition costs, ultimately driving long-term business growth."
This can be hard to understand because as an industry we haven't accepted that Meta works as a MOF-BOF channel, no matter how much we try to sugar-coat it.
#2 Without a clear value prop and positioning, you’re just lighting money on fire.
I love this clip from Steve Jobs
"We're not going to get a chance to get people to remember much about us...and so we have to really clear on what we want them to know about us"
True Classics is a brand that does this very well
"Tight in the arms and chest, but loose in the torso" is the value prop that's centered in all their creatives.
Getting to this point (knowing what to say, who to say it to, and how to say it) often requires experimentation.
Experiments require volume...
and volume can get expensive.
I can't imagine a growing brand (bootstrapped) spending multiple six figures on a single asset in hopes of finding a voice.
#3 You must have a multi-channel approach.
Deploy them on platforms like YouTube, and CTV, where users are in discovery mode, and analyze how they impact blended CAC and ROAS over a longer time frame. These ads are meant to be a TOF move.
Why Blended? Because every good marketer knows that TOF ads/platforms have the worst attribution.
Conclusion
Personally, I'm seeing the slow decline of traditional performance creatives
Brands (that think long-term) will need to produce content that focuses on honest storytelling, sensory appeal, and unique brand positioning.
That is growth marketing.
And you don't need crazy high production to do so
Take a look at Heart and Soil's IG account.
Taylor Holiday@TaylorHoliday
This is growth marketing. Absolute smash from @tecovas
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