Ad of the Week - Angela Caglia
Over the years, "more-is-more" skincare routines have saturated the market, leaving consumers’ skin oversensitized. Fortunately, Celebrity Facialist and Master Esthetician Angela Caglia came up with a clinical skincare line as a reaction to the reactive skin and damaged lipid barriers she saw common with her A-list clients. Her name brand is now considered a cult-favorite, and is the ultimate in rich, luxurious, skincare rituals.
Because Angela Caglia is a DTC brand, its go-to-market strategy is heavily reliant on digital marketing, particularly Facebook Ads. We selected their ad as this week’s best not only because it was visually impressive, but also because it communicated clear ABC messaging. Watch the 12-sec ad below.
ABC stands for attention, benefit, and CTA (call-to-action). For short-form video ads, this format is particularly effective because you want to maximize the limited amount of seconds to capture your audience's attention, and it allows you to do so.
In the Angela Caglia ad above, the ABC is as follows:
Attention - Get cool. Stay Beautiful.
Being able to capture attention is a necessary step to being remembered. Customers will remember your brand if you stand out amongst the other messages they are receiving.
Benefit - Easy at-home treatment.
Customers want to know how your products will solve problems at work, in their daily activities, and in their daily lives. Showcasing benefits provides you with the opportunity to excite consumers to invest in your product or service.
CTA - Shop now.
Strategic calls-to-action (CTAs) help you guide your visitors through the buying journey and directly impact your conversion rates. A CTA should be obvious and immediately follow the marketing message in order to be effective.
We cannot emphasize enough how important messaging is in ads, so we highly recommend using proven formats like ABC.
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