Have you ever stumbled upon something you saved for later and thought, “Ah, I completely forgot about this!” Well, that’s exactly what happened to me when I unearthed a poster ad I saved back in 2021. I had this brilliant idea of dissecting various adverts or campaigns to unravel the principles behind their success. I wanted to do an advert analysis so that small business owners could see what works and apply the same principles or adapt them to creating content for their small business.
Honestly we got busy working and I had forgotten all about it until today when I saw this listed as a draft post….oops! So here is the first in an ad hoc series about analysing ads or campaigns.
The Purpose of Ad Analysis.
In the fast-paced world of marketing, small businesses often face unique challenges when it comes to creating effective advertising and content. Limited resources, tight budgets, and competing with larger competitors can make it difficult to stand out in a crowded marketplace. However, taking the time to analyse successful ads and campaigns, small business owners can gain valuable insights and inspiration to elevate their own marketing efforts. We also recommend watching Gruen on ABC iview (mandatory viewing for all our team members. Also some episodes are on Youtube like this one.
1. Learning from Success Stories
By dissecting ads and campaigns that have resonated with audiences and achieved success, small business owners can uncover the strategies and principles that contributed to their effectiveness. Whether it’s a clever use of visuals, compelling storytelling, or a clear call-to-action, studying these success stories provides valuable lessons that can be applied to their own content and ad creation.
2. Understanding Audience Preferences
Analysing ads and campaigns allows small business owners to gain a deeper understanding of thinking about their own target audience’s preferences, behaviours, and pain points. By identifying what resonates with audiences in other advertisements, they can tailor their own messaging and visuals to better connect with their customers and drive engagement.
3. Inspiring Creativity and Innovation
Examining a variety of ads and campaigns from different industries and markets can spark creativity and innovation within small businesses. By exposing themselves to diverse approaches and techniques, business owners can think outside the box and explore new ways to showcase their products or services in their advertising efforts.
4. Maximising Resources and ROI
Small businesses often operate with limited resources, making it essential to maximise the impact of their advertising and content creation efforts. By analysing successful ads and campaigns, business owners can identify cost-effective strategies and tactics that deliver results, ensuring that they get the most out of their marketing budget.
5. Staying Relevant and Competitive
In today’s ever-evolving digital landscape, staying relevant and competitive is essential for small businesses to thrive. By staying informed about different approaches and strategies in advertising, small business owners can adapt their marketing efforts to remain competitive in their industry and effectively reach their target audience.
Ad analysis No. 1.
Overview.
Behold this KitKat poster designed British creative Sam Hennig for One Minute Briefs, a U.K. creative project. Sam heads up Something Big.
Side note- it’s worth looking at KitKat Australia’s site and analysing that too- it really shows the value of its strong branding at work consistently across sites content. I know you are a small business but you can learn and apply the things the big brands use on a smaller scale. It will help you strengthen your brand.
Ad Analysis (Principles)
Relatable to the Audience.
The time 2021, in the midst of the pandemic and what was everyone doing? Zoom calls, and then more Zoom calls. (I mean do I even need to put a link to it lol).
This visual is simple and everyone can relate to it. The Kit Kat fingers are genius- a visual and instantly recognisable way of representing the tag line without needing to write it. They literally break up the zoom call calendar entries. It’s humorous and clever. Have a Break, Have a Kit Kat comes to mind instantly.
Visual Design.
The design is simple and clear. The actual product is integrated into the overall concept of the poster. The colour choices are understated so there’s a contrast between the calendar time blocked out and the actual Kit Kat fingers. Th typography, and layout are reminiscent of an actual calendar which adds to it’s effectiveness.
Emotional Appeal.
This really appeals to the emotions of people working from home in 2021 perfectly.
Clear Call to Action.
The call to action – that is to take a break and have a Kit Kat is inherent in the design.
Source: Unsplash Justin.
The challenge if you choose to accept it small business owner!
Now that we’ve dissected the success of the simple KitKat poster, here’s a challenge for small business owners: Take a closer look at your own advertising or content creation strategies. How can you make your messaging more relatable to your target audience?
How can you integrate your product or service into your visuals more seamlessly?
Think about the emotions you want to evoke in your audience and how you can incorporate a clear call-to-action into your designs.
By applying these principles, you can create content that not only grabs attention but also resonates with your customers on a deeper level.
If you come across any ads or campaigns you want us to consider for analysis in a blog post do let us know.
