You work for a creative agency and are aiming to drive awareness for a global beauty brand's new product. How should you connect with potential customers through a video ad?

Analysis of Correct Answer(s)

Featuring diverse characters that represent your customer base is a key principle of effective and inclusive marketing. For a global beauty brand aiming to drive awareness, the primary goal is to build an emotional connection and make the brand feel relatable. When viewers see themselves reflected in an ad, it fosters a sense of belonging and relevance, making the message more impactful and memorable. This is crucial for capturing the attention of a broad, diverse audience and creating a positive first impression.

Analysis of Incorrect Options

• Avoid humor: This is not a universal rule. Humor, when executed well and aligned with the brand, can be a highly effective tool for grabbing attention and making an ad shareable, which is excellent for awareness.
• Share multiple messages: This approach violates a core creative best practice. An effective ad focuses on a single, clear message. Trying to communicate too many points at once can confuse the audience and dilute the ad's impact, especially in short video formats.
• Include a specific call-to-action (CTA): While a CTA is essential for campaigns focused on driving action (like sales or leads), it is a lower priority for a pure awareness campaign. The main goal is to build brand recognition and recall, not necessarily to prompt an immediate click or purchase.