You work for a creative agency and are aiming to grow consideration for a software company's project management product. How should you approach making this video ad?
Make people core to the story and keep branding subtle.
Share multiple messages about the many ways this product solves a problem.
Use technical jargon that will resonate with important audiences.
Use product demos and how-to's to put the product in context.
Explanation
Analysis of Correct Answer(s)
- The campaign's objective is to grow consideration. At this stage of the customer journey, potential users are actively evaluating whether a product meets their needs. The most effective way to influence this is to show them exactly how the product works and solves their problems.
- Using product demos and how-to's directly accomplishes this. It puts the software into a practical context, showcasing its features and benefits in action. This educational approach builds confidence and helps users visualize how they can benefit from the product, which is the core of the consideration phase.
Analysis of Incorrect Options
- Make people core to the story and keep branding subtle: This approach is better suited for an awareness campaign, where the goal is to build an emotional connection and introduce the brand, rather than driving a detailed evaluation of the product.
- Share multiple messages: Best practices for video ads recommend focusing on a single, clear message. Presenting too many ideas can confuse the audience and dilute the ad's impact, making it less memorable and effective.
- Use technical jargon: While you should speak your audience's language, relying heavily on jargon can alienate a broader audience, including decision-makers who may not be technical experts. The goal is clarity and persuasion, not to prove technical complexity.