Our Winning Ad: 4.15 ROAS and 50% Hook Rate

Happy Thursday!

We landed another winning ad for one of our nicest clients to work with. This time with a lovely 4.15 ROAS and a sweet 50% Hook Rate.

What we’re going to take a look at today:

• A detailed breakdown of a video ad we created that has 4.15 ROAS

• What hooks work best for different types of products

• How you can turn your customer concerns into benefits

• How you can make your audience relate to the problem your product solves and get them excited about buying

• How IKEA effect applies to some types of products

• Inspiration for a wonderful way to release stress and relax after work

And much more…

Idea of the Week

I don’t think you can share too much unique information that it becomes repulsive for potential customers.

They can stop watching in the middle of the video or stop reading in the middle of the landing page if they have enough information they need to take action.

However, I believe you can iterate the same idea so many times that it becomes boring and you lose any momentum you’ve built with your ad creative or landing page.

Top Content of the Week

• You don’t find winners. You optimize your ads until they become winners. Read here.

• Problem-solution angle doesn’t work anymore. Or does it?
  

• Launching an e-commerce business sounds sexy until you realize…
  

• A unique tip to increase your LTV and make your VIP customers happy.

Ad Creative Deep Dive: Our Winning Ad: 4.15 ROAS and 50% Hook Rate

Many creative agencies make breakdowns of some random ads they find on Foreplay. Only a few creative agencies will show you the ads they created and reveal the data behind them.

At 10X ROAS, we produce performance-driven creative for clients and our brands. We use creative data to produce winning ads.

Today, I will reveal a video we created for our client Crafty by Numbers who sells unique paint-by-numbers kits.

If you’re looking for a way to release stress after work and relax for a few hours, you should try one of their kits.

Now, let’s take a look at the UGC video ad we created for them that immediately took off with 4.15 ROAS and 50% Hook Rate.

I will cut the video into multiple sections and we’re going to analyze why this creative took off so well and what we can learn from it.

Unfortunately, I can’t embed the videos into this email, so I uploaded them to a Milanote board where you can watch them. Click here to watch the videos.

Let’s break down each element of the video.

Hook

“Top 3 reasons that this beats any other date night.”

With unique products like this, we found that product-focused hooks perform best. Anytime we tested a storytelling hook, the performance sucked.

Most of our creative for this brand now clearly shows what the product is. No gatekeeping.

People love this because they want to learn more about the product after watching the hook.

This is where a lot of storytelling creative fails.

Brands will build up this beautiful story and then introduce the product, turning a story into a commercial and ruining their trust with viewers.

Viewers feel like you fooled them into watching a commercial.

A promise of our hook is simple: We will show you how you can spend your date night better than what you’re doing now.

Relatable Problem

“We found a way to break the cycle with this Crafty by Numbers kit and it has changed our date nights since.”

Your audience needs to feel that they can relate to the person in the video.

And what is something that couples struggle with that others can relate to?

Feeling stuck in a cycle of boring date nights watching Netflix or going out to dinner for the third time this week.

We call out this problem and offer the Crafty by Numbers kit as a solution.

Our audience that can relate to this problem is now impatiently waiting to learn more about the product.

Benefits

At this point, we overwhelm viewers with the benefits that they are looking for and our paint by numbers kit offers.

This series of benefits creates a feeling that they must have the product. They want to surprise their partner and try this for their date night.

Here are the benefits we are communicating in this video:

• “You’re not just painting. You’re making memories.” Who doesn’t want a date night where you can make memories together?

• “You’re talking, connecting on a whole new level.” Again, we state what every couple wants that our product offers.

• “No, we are not professionals, but that’s what makes it so fun because we get to just laugh at each other and our not-so-perfect brush strokes.” The number one concern viewers have is that they are terrible at painting. We address this concern upfront (you don’t need to be good at painting) and turn it into a benefit (it’s more fun if you’re not good at painting).

Satisfaction

“In the end, we get to celebrate this beautiful masterpiece that we created together. They give us everything we need so we can focus on each other instead of stressing about plans.”

Studies have shown that people who build something with their own hands and by their efforts are more satisfied with the resulting product than those who just buy it.

It is the so-called IKEA effect.

Here we wanted to highlight how your not-so-perfect brush strokes can turn into a beautiful masterpiece that you and your partner can be proud of.

A smooth transition takes this to the next level.

If you have ever planned a date night, you know planning and organizing a perfect date night is so much work and often stressful.

Knowing you can order this Crafty by Numbers kit online, enjoy all these benefits and not stress about plans, is probably the last nudge you need to click on the link and purchase.

Call to Action

“Honestly, it’s turned our regular date nights into something we can’t wait for. It has become our favorite way to spend quality time together and I bet it could be yours too.”

If viewers make it here, they are either completely sold or considering buying.

We use a very simple call to action to let people know where they can buy.

We even sped up this section of the video to not stand in the way of people clicking the link when they are most excited.

Sometimes a mistake I see brands make is they create momentum where viewers are extremely excited about the product…

But then slowly kill the momentum with extremely long and boring clips communicating the same information in circles.

That’s why shorter videos often perform better for this type of product. You want to state the most important information and benefits and then get out of the way of people wanting to buy.

We want to get people to click on the link and let our landing page do the work of converting excited viewers into buyers.

Poll

How I Can Help You

Whenever you’re ready, there are 4 ways I can help you…

1. I will write 3 creative concepts tailored for your brand completely free. I want to show you our creative process and why our clients love it. Simply fill out this form so I know what brand I’m writing concepts for.

2. If you’re looking for a creative partner who will handle your entire creative production, deliver winning ads every month, and help you scale, apply to work with us here. We have worked with brands like HexClad, RYZE, BestSelf, Product Hunt, Morning Brew, and others.

3. Want me to train your internal team and implement all of our creative production systems and strategies in your business? Apply here and I will help you build an in-house team that can create hundreds of winning ads every month.

4. If you’re looking to take your ad performance to the next level and have a consistent stream of winning creative, but don’t want to hire anyone, I have created a program that teaches you our entire creative production process and everything I have learned over 3 years of creating tens of thousands of ads.