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The Anatomy of a $3 Million Facebook Ad (Kris Sugatan) (5)

03-28-2022 08:20 AM #1 vortex (Senior Moderator)
The Anatomy of a $3 Million Facebook Ad (Kris Sugatan)

>> DOWNLOAD the presentation slides here <<

Background story: A client of Kris', "Get Maine Lobster", was doing 1M in monthly revenue and wanted to push that to 3M/mo in 2 months. To Kris, the only way to make this happen would be through a viral ad.

After some testing, the $3 Million Facebook Ad was born:

Here's the ad on Facebook (you can see it played in the speech video as well):

https://www.facebook.com/ads/library...46661892595567

Below are the principals that went into making this ad viral (yes they still work post-IOS!):

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1)Collage format was used (i.e. all those squares of lobster rolls surrounding the main frame).

The collage is a real thumb-stopper!

The collage sets the expectations on what the viewer will see later in the video. Looks appetizing and brings curiosity - "Is she actually going to make that?"

Your ad NEEDS to stop people scrolling - attention is the highest form of currency. This cannot be stressed enough!

A viral ad needs to deliver as much context and information as possible, as quickly as possible - and the collage accomplishes that.

Then the actual video delivers on the expectations (i.e. audience sees her make the lobster roll).

A variation of the ad that did NOT contain the collage, did not perform well. The collage was largely what made the ad viral.

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2)Person featured in ad was someone the audience can relate to (i.e. "your normal average girl" in this case). She spoke from the heart, directly and honestly.

In unboxing videos, try to capture actual, genuine consumer reactions, instead of reading from a script.

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3)Production tips: Used an iphone, vertical orientation (9x16), recorded in daytime to make use of natural lighting, and filmed as close to the face as possible!

This is to simulate people's day-to-day experiences as much as possible (to make things more "real").

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4)How the right product was chosen.

Kris tried to use two other products the client had.

The one on the left - whole live lobsters - had the "OMG" factor that was entertaining. It didn't go viral.

The one in the middle - buy 4 lobster tails get 4 free - used the "value positioning" tactic, i.e. "you can save so much money by getting this delivered to your home vs. eating at a restaurant". That didn't go viral either.

Finally, the one on the right - the lobster roll kit - the one we saw above - went viral. This is because the product is the most relatable to the vast majority of people, and the easiest to make. Appealing to the masses is KEY when trying to create a viral ad.

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5)The video story format was used. In the video above, she unboxed the product, demonstrated how to put the lobster roll together, and showed off the result along with her reactions.

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6)Pacing tips: Normal pacing while talking and showing results and reactions, but 2x speed while demonstrating (just to capture the gist but not the whole process in detail so people don't get bored).

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7)In ad copy and angles: Instead of using the product owner's voice to communicate about their products, emulate the consumer's voice. This can be done by reading comments on your products and competitors' products, then emulate by using similar wording.

8)Keep it simple and direct. Nobody wants to make an effort to understand the ad. Deliver the main idea right from the start.

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Finally - more tips that should be self-explanatory from the slides...

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>> DOWNLOAD the presentation slides here <<

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