👟 023: Use pain to sell...

Chase Mohseni
June 12, 2024

Hello, you special Creatives!

Welcome to Volume 23 of Creative Cuts 🔪 - your weekly dose of creative strategy from your compatriots at Creative OS.

This week are hanging out with an incredible footwear brand that makes lovely creative, Kizik!

Like usual, we’re going to go over an ad with you and give you some great takeaways where you:

Now that you know what you’re in for, onto the show 👊

Best,

Chase

Read time: 5.5 minutes

Kizik Ad 👟

Visual Appeal and Design:
- Clean and Simple Layout: The ad uses a minimalist design with ample white space, making it easy to focus on the key elements.
- High-Quality Image: The image of the shoes is clear and sharp, showcasing the product effectively.
- Color Contrast: The use of a purple background with the white text and yellow button creates a visually appealing contrast that draws attention.
Clear and Compelling Messaging:
- Strong Headline: "Easiest travel shoe. Period." This headline is bold and straightforward, effectively communicating the primary benefit of the product.
- Supportive Subtext: "See why 1 million+ travelers love their hands-free Kiziks." This statement leverages social proof, suggesting the product's popularity and reliability.
Effective Call to Action (CTA):
- Prominent CTA Button: The "Shop now" button is in a bright yellow, making it stand out and inviting users to click. Its placement at the bottom left corner aligns with common reading patterns, ensuring it catches the viewer's eye.
Product Features:
- Focus on Unique Selling Proposition (USP): The ad highlights the hands-free feature of the shoes, which is a significant benefit for travelers.

Lack of Detailed Information:
- Insufficient Product Details: The ad could benefit from providing more specific features or benefits of the shoes, such as comfort, durability, or any unique technology used.
Audience Targeting:
- Broad Targeting: While the ad mentions travelers, it does not specifically address any particular segment within this group, such as business travelers, elderly people, or families, which could help in creating a more personalized appeal.
Limited Visual Context:
- Lack of Real-Life Application: The ad could be more impactful by showing the shoes being used in a travel context, such as at an airport or during a journey, to help potential customers visualize the product in use.
Social Proof Implementation:
- Generic Social Proof: The statement "1 million+ travelers" is impressive but could be more convincing with actual testimonials or ratings displayed within the ad.

Option 1: "Step into Convenience: Hands-Free Travel Shoes"
- Rationale: This headline immediately highlights the unique selling proposition of hands-free convenience, drawing attention to the primary benefit for travelers.
Option 2: "Join 1 Million+ Travelers Who've Made Airport Hassles a Thing of the Past"
- Rationale: This line leverages social proof and creates a sense of community and trust, suggesting that many others have already experienced the benefits of the product.
Option 3: "Shop Now and Travel Smarter – Comfort and Style Await!"
- Rationale: This CTA is action-oriented and motivational, encouraging immediate action while emphasizing the benefits of comfort and style.

Hero Section:

Headline: "Step into Convenience: The Ultimate Hands-Free Travel Shoes"
Subheadline: "Join 1 Million+ Travelers Who Love Kizik"
Hero Image/Video: A high-quality image or video of the shoes being effortlessly slipped on, ideally in a travel setting.
Call to Action (CTA): Prominent "Shop Now" button that stands out against the background.

Enhanced Product Information:
- Additional Features: Include more details about the shoes' features such as material, comfort level, or any special technology that makes them easy to wear.
- Bullet Points: Use bullet points to list these features succinctly, making it easy for viewers to scan and understand quickly.
Audience Segmentation:
- Targeted Messaging: Develop variations of the ad to target specific traveler segments. For example, create different versions highlighting benefits for business travelers, frequent flyers, or elderly travelers.
- Personalized Visuals: Use images that show different demographics using the shoes in relevant contexts.
Contextual Imagery:
- Real-Life Scenarios: Incorporate images or videos of the shoes being used in typical travel situations, like airports, hotels, or while walking on different terrains.
- Before and After: Show a comparison of the ease of use compared to regular shoes to emphasize the hands-free feature.
Stronger Social Proof:
- Testimonials: Include short, impactful testimonials from real users, possibly with their photos and names (with consent), to add authenticity.
- Ratings and Reviews: Display a star rating or excerpts from positive reviews to bolster credibility.

Now for some fun with AI - these are the results after we input our suggestions and asked for a new ad to be created!

That’s all folks!

If you’re looking to find inspiration or get the best ad templates out there, come hang out with us at Creative OS and tell your friends!