For Chapter 1, I decided to cover Oral Care as a category with an Electric toothbrush as the product for this case study.
Brand: Perfora
Oral Care as a category - and Electric Toothbrush (ETB) as a product is very interesting to market because everyone owns a Toothbrush, but would they be willing to spend a lot extra on the same thing they have been buying for just 30-50 INR?
The challenge was more than just the money. Here we had to address a list of problem statements to crack this category.
Romanticising Toothbrush and make it a lifestyle product just like Skin Care
Educating a 22+ year old on Oral care.
Upselling advanced versions of ETBs with more features driving repeat purchases.
So, before we start working on any ad creative, we answer the following questions,
(These questions are super important for you to come up with the right strategies and triggers)
Q1. What stage of awareness are the consumers at for the product? In this Case: Problem Unaware, Solution Aware audience
Reason: People knew about Electric Toothbrush back then, but they just saw it as an expensive alternative to toothbrushes and not as problem-solving product//
2) who needs the product and how does it help? (This is where you figure out the Concept Framework)
In this case: Problem Solution, Life-bettering product
Reason: Electric Toothbrush solves a multitude of Oral Care problems and is an upgrade from the normal brushing experience
3) What are the Triggers for Electric Toothbrush
Triggers form the base of a Video's concept. Each concept is guided by a set of triggers. I will be covering that in the next segment.
(This exercise applies to all the products under similar categorisation. For example, Ergonomic Mattresses, Shower Filters, Silk Pillowcases etc)
I am sharing Ad creatives, each addressing all the above pain points.
All the Ads that have been covered have an average of 2.5 ROAS and are one of the winning Ads for the brand.
How do we romanticise Oral Care and make it a lifestyle product just like Skin Care
We created a bunch of problem-solution ad creatives. We started by giving a strong reason to switch from manual toothbrushes, subtly showcased the product's sleek aspirational design, introduced the feature that solves the problem, and finished with additional benefits that add value but aren’t directly related to oral care.
Trigger: Regular brushing can not clean effectively and can cause bad breath and gum issues.
The Formula
We experimented a lot with crazy hooks keeping the problem at the forefront for the customer to stay hooked for the right reasons.
No doubt, this ad performed so well. Watch here
Educating a 22+ year old on Oral care.
Trigger: People take Oral care for granted
Concept: We did a crowd work concept for this. The idea was to show the audience how common it is for us to not brush for 2 minutes.
This is how we did it. Watch here
Upselling advanced versions of ETBs with more features driving repeat purchases.
This was a task to crack. We were asked to address people who have already bought the ETBs and now upsell them to upgrade to the newly launched ETB that has more features & functionalities.
Trigger: There was no real trigger. The product in hand was Pro+ Oscillating Toothbrush which was super cool but addressed the same problems that a regular ETB would solve. We thought let’s make a High Production product-centric Ad with an over-the-top Voiceover. The task was to sell the product and not the problem.
This is how we did it - Watch here
This concept was a real "Cash Cow" for the brand. Even to date we are asked by the brand to create similar concepts for their other SKUs and this concept has consistently scaled and gave high returns - Watch here
The Concept Highlights:
Use of a deep AI voice and a very clean high-production video that showcases the product & feature
Providing the Use Case without anyone vouching for it but the product speaking for itself.
This is one of the best-performing concepts to date for the brand.
That’s all for Chapter 1, it’s been a good start! Thanks for reading - If you want to learn more about ad creative, go follow True Umami on Instagram if you don’t already.
If you have any doubts/Questions, please drop it in the link below
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