👀 026: Mystery, does it drive conversion?

Chase Mohseni
July 03, 2024

Hello, you special Creatives!

Welcome to Volume 26 of Creative Cuts 🔪 - your weekly dose of creative strategy from your comrades at Creative OS.

This week are hanging out looking at a Before/After Skincare Ad - that stays away from branding - focusing on mystery to drive click through rate.

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: 4.5 minutes

Before/After Skincare Ad 🧴

Clear Before-and-After Presentation:
- The ad leverages a classic and highly effective before-and-after format, demonstrating a clear visual transformation.
- The use of "Week 1" and "Week 4" labels provides a straightforward timeline, making it easy for viewers to understand the duration of the product's effect.
Engaging Headline:
- The text "YOU WON'T BELIEVE THE AFTER" creates curiosity and encourages viewers to learn more about the transformation.
- The headline is bold, prominent, and immediately captures attention.
Emotional Appeal:
- The ad implicitly promises significant improvement, tapping into the emotional desires of individuals seeking solutions for acne and skin issues.
- By showing a relatable person, it enhances the personal connection and trustworthiness of the ad.
Simplicity:
- The ad’s design is simple and uncluttered, allowing viewers to focus on the main elements: the person’s skin transformation and the engaging headline.
- The minimalistic approach helps in avoiding distraction and keeps the message clear.

Lack of Detail on the After Image:
- The "after" image is blurred and doesn't show the actual results, which might frustrate viewers and reduce credibility.
- Potential customers may feel misled or skeptical about the results due to the lack of transparency. THIS IS A CHOICE you are making with this ad - you better make sure you have some diversity in your ad account so you can hedge against something like this flopping.
Absence of Product Information:
- The ad does not mention the product name, features, or how it works, leaving viewers without essential information needed to make a purchase decision.
- There is no call-to-action (CTA) guiding viewers on what to do next, such as visiting a website or buying the product.
Generic Headline:
- While the headline is attention-grabbing, it is somewhat generic and doesn't specify the type of transformation or product, which might reduce its impact.
- The lack of specificity can make it less effective compared to a headline that directly addresses the problem and solution.
No Social Proof or Testimonials:
- The ad could benefit from social proof elements such as testimonials, reviews, or endorsements to build trust and credibility.
- Including a user testimonial or review would add authenticity and reliability to the transformation claim.

Option 1: Clear Skin in Just 4 Weeks – Guaranteed Results!
- Rationale: This line is direct and promises a specific outcome within a short timeframe, appealing to the audience’s desire for quick and effective solutions. Including "Guaranteed Results" adds a layer of trust and reassurance, making potential customers more likely to take action.
Option 2: Discover the #1 Acne Solution Loved by Thousands!
- Rationale: Highlighting that the product is the top choice and is popular among many users adds social proof and credibility. It suggests that the product is reliable and well-regarded, which can increase the likelihood of conversion.
Option 3: Transform Your Skin – Say Goodbye to Acne in 4 Weeks*!
- Rationale: This line combines the promise of skin transformation with an emotional appeal. By linking the product’s benefits to an increase in confidence, it addresses not just the physical but also the psychological impact of acne, making the ad more compelling.

Headline: "Achieve Clear Skin in Just 4 Weeks – Guaranteed!"
Subheadline: "Join thousands of satisfied customers who have transformed their skin with ClearSkin Pro Acne Treatment."

Rationale:

Reinforces the promise made in the ad.
Emphasizes the guarantee and the large number of satisfied customers, enhancing credibility.

Rationale:

Rationale:

The primary CTA directs users towards purchasing or trying the product.
The secondary CTA caters to those who need more information before making a decision, reducing bounce rates.

Enhance the After Image:
- Replace the blurred "after" image with a clear, high-quality photo showcasing the actual results after using the product. This transparency will build trust and authenticity.
- Consider adding a brief description or label on the after image to highlight specific improvements (e.g., "Clearer Skin in 4 Weeks").
  - This is the one I think is actually the better choice → keep the mystery but add some expected outcomes that are clear as day.
Include Product Information:
- Add details about the product being advertised, such as its name, key ingredients, benefits, and how it works.
- Incorporate a brief explanation of how the product achieves the results, emphasizing any unique selling points (USPs).
Add a Strong Call-to-Action:
- Introduce a clear CTA to guide viewers on the next steps, such as "Learn More," "Buy Now," or "See More Results."
- Position the CTA prominently in the ad to make it easy for viewers to follow through.
Incorporate Social Proof:
- Include a customer testimonial or quote that highlights positive experiences and outcomes from using the product.
- Add ratings or review snippets to provide additional credibility and reassurance to potential buyers.
Refine the Headline:
- Modify the headline to be more specific and informative, such as "See How Our Acne Solution Transformed Her Skin in 4 Weeks."
- Ensure the headline clearly communicates the problem and solution to attract the target audience effectively.

Now 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!