ThriveCo is a cosmeceutical brand offering evidence-based hair and skincare solutions for diverse beauty concerns.
Creative theme analysis involves a careful examination of various themes that can be used to plan out creatives strategically, such as “Us v/s Us,” “Result-Oriented Transformation,” or “Problem-Solution.”
Strategic Alignment: Creative theme analysis ensures that the chosen theme aligns strategically with the brand’s goals and values. By doing such analysis, we are able to understand which creative theme is having good conversion rate and ROAS, based on which we can test out multiple creatives to scale a brand.
Taking Creative theme Analysis into consideration, below is the data of how we have leveraged and have tested various creative theme based creative that has turned out to be winning
The Us v/s Us creative theme has stood out the most if compared with the account average by 8% higher ROAS than account average & 34.21% higher Conversion rate than account average.
We have focussed on Us v/s Us theme seeing the performance of the december-
Here, is the result of Us v/s Us for the month of January after pushing multiple creatives-
1. Us v/s Us
Benchmark of the account average v/s Us v/s Us performance
Account average
ROAS- 1.64
CR%- 6.04%
Us V/s Us
ROAS- 1.92
CR%- 9.25%
The Us v/s Us creative theme has stood out the most if compared with the account average by 28 % higher ROAS than account average & 34.70% higher Conversion rate than account average.
Below are the creatives which have been winning for us based on the theme. We have made iterations and also tried new creatives based on the theme which has turned out to be winning for us.
1.Us v/s Us
December- Winning Creatives
https://app.foreplay.co/share/ads/jj7dAFc1npEqK5CZo3jr?user=Ramasish%20Bhowmik
Amount Spent – Rs. 502,895.89
CAC – 899.63
ROAS – 2.16
CR – 8.93%
Amount Spent – Rs. 693,307.16
CAC – 918
ROAS –2.08
CR –9.98%
Amount Spent – Rs.361,697.65
CAC – 944
ROAS –2.01
CR –9.01%
Amount Spent – Rs.10,030.05
CAC – 626.88
ROAS – 1.88
CR –9.77%
The results after pushing more of US V/s US creatives-
The CAC is 13% lower than the account average
Increase in CR% by 29.88% than account average.
Leveraging “Us vs. Us” Creative Theme:
By embracing the “Us vs. Us” theme, the brand isn’t just focusing on beating external competitors. It’s more about challenging and improving itself continuously. This approach highlights the brand’s commitment to always getting better and staying innovative. The different creatives under this theme emphasize the brand’s goal of outdoing its own achievements and setting new standards. By consistently sharing this message on various platforms, the brand isn’t just seen as a competitor in the market; it’s viewed as a brand that’s always pushing itself to be better. This approach creates a unique identity, making customers feel a sense of loyalty and admiration for a brand that’s not just about competition but about continuous self-improvement.
2. Problem-Solution
We have observed that Problem-Solution theme was tested towards the end of December, the ROAS was 20% better than the account but the amount spend was less in the month of december so we have pushed and tested multiple creatives focussing on the theme out of which two videos have stood out.
For the month of December-
Below is the screenshot attached of the performance of Problem-solution in the month of January-
Below are the winning creatives
https://app.foreplay.co/share/ads/lZpf6QnU7hj81BQFsbct?user=Ramasish%20Bhowmik
This particular creative was launched in last week of December and has constantly given great results in terms of ROAS, Hook rate, Hold rate, Thumbstop rate and is continuing to deliver high ROAS compare to other creatives in the account.
Amount spend- Rs.484,440.60 | CAC- 473 | ROAS- 1.98 | CR%- 7.34% |
Hook rate- 20.23% | Hold rate- 35.42% | Thumbstop Rate- 19.87%
January – New creatives were made based on the theme of PROBLEM-SOLUTION as the above creative was giving very consistent results according to the creative theme analysis.
https://app.foreplay.co/share/ads/7IGD96QH560kjEseACCw?user=Ramasish%20Bhowmik
Amount spend- Rs.159,339.45
CAC- 689.78
ROAS- 1.40
CR%- 8.66%
Hook rate- 25.57%
Hold rate- 30.62%
Thumbstop Rate- 26.09%
Leveraging Problem-Solution Theme:
In the exploration of the brand’s creative theme centered around problem-solving, a pivotal takeaway emerges. By strategically leveraging the problem-solution narrative, the brand effectively positions itself as a solution provider, addressing the pain points of its target audience. This theme not only communicates the brand’s commitment to addressing real-world challenges but also establishes a narrative that resonates with consumers seeking tangible solutions. The expanded repertoire of creatives within this theme serves to amplify the brand’s problem-solving prowess across various touchpoints. The key lies in maintaining a consistent and compelling storyline, emphasizing how the brand’s products or services offer distinct solutions, thereby reinforcing its value proposition. This approach not only enhances brand relevance but also establishes a clear and memorable identity that aligns with consumer needs and aspirations.
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