🔍 How To Turn Your Before And After Ads From Good To Great

Hey Marketeer,

A hot take on FB ads on Twitter that I cannot agree more with (original tweet linked at the end). 99% of the time ML algorithm for ads makes a better decision than you could. You just need to give the ML better tools: great creatives, compelling offers, and fast & effective LPs.

Today’s case study shows you how to make better creatives.

As a marketer, you’re constantly striving to anticipate your clients’ needs and, in turn, provide services that match those needs.

However, according to the 2023 Mailchimp & Co Benchmark Report, 50% of freelancers say they don’t upsell their clients—which could mean they are missing out on opportunities to generate additional revenue.

So, how do you make sure you are finding ways to add value for your existing clients?

Discover more about unlocking your upselling power in the report, which is packed with data, insights, and quotes from marketers all over the globe.

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The Meta team said this in a recent presentation, 56% of all auction outcomes can be attributed to creatives.

So, here’s what you’re going to learn in this newsletter:

• How you sell through your creatives is one of the most important determining factors of a successful campaign.

• How to take a good “before and after” ad and make it great

• An example campaign that struck gold with this technique

Curtice Brothers attempted to change the rating of the worst-ranking restaurant in Berlin by replacing the current restaurant's ketchup with their ketchup to prove that one product can make “not OK food, OK."

Step 1: Find Unsatisfied Customers - The Before

Curtice's Brother went to Trip Advisor and found the restaurant in Berlin with the worst ratings and showed the customer reviews at the moment.

A key to the success was finding unsatisfied customers on a public platform, showing the dissatisfaction is real, not a group of users recruited by the brand for a survey.

Step 2: Get In Touch and Send Your Product

Curtice's Brother sent their ketchup to the restaurant for free to replace the existing ketchup on the table, to prove that their ketchup would make a difference.

Step 3: Observe The Change - The After

After the ketchup swap, they monitored Trip Advisor reviews for the restaurant and saw an improvement in rating: “Nice” was used 2.3 times more and sales increased by 17%.

• 17% Increase in sales

• “Nice” was used 2.3x more than “worst” in the ratings

• Made “not ok” food, “ok

What makes this “before and after” campaign so successful and compelling lies in its credibility.

This campaign established credibility through these subtle yet significant details:

• Realistic: The reviews didn’t go from 1 star to 5 stars. Most brands would be tempted to engineer for maximum impact. But it’s not realistic. A terrible restaurant wouldn’t go to 5-star rating just because of a Ketchup change. A two-star rating is enough to show the ketchup makes a huge difference.

• Transparent: The campaign transparently showed the process of how they acquired the before & after. This is important to show because that establishes the brand's commitment to unbiased results. Bonus point for picking the real worst restaurant in Berlin.

• Impartial: The reviews are on a third-party platform, not something customers left on the brand’s website, which is further proof that they couldn’t interfere with the before and after results.

• Go find customers (on TikTok, Reddit, etc.) unhappy with a product that yours would be better for.

• Screenshot their reviews, comments, ratings.

• Reach out to the customers organically, and send your products for free to try.

• Ask users to post new reviews online if they see a difference with your product.

• Take those reviews and use them to influence your website copy, ad scripts, emails, ad creatives

The best “before and after” campaigns start manufactured and end organic.

I’ll leave you with one note: Your customers should optimize your funnel, it’s our job to implement the changes.

Here’s why I Use Upfluence As My Creator Marketing Platform:

• Find creators who already love and use your brand
• Use data to find the exact creators you need
• Easily hire influencers and affiliates
• Automatically track sales and ROI

And Upfluence added new AI elements like ChatGPT Reply, ChatGPT Compose and ChatGPT Assist to **automate, assist, and maximize your influencer marketing campaigns.

Test them out here for free.

• Hot take on FB ads mentioned in the beginning
• Some blogging myths by Julia Evans
  
• How to build your startup brand
  
• I saw the ad on one club
  
• Nancy Durante’s book on persuasive presentations

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We got sh*t cookin'. We'll show you soon.

Alex & Chi