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.
As per the creative theme breakdown, Negative Hook, Benefit Based & Personal POV have stood out the most with higher ROAS and Conversion rate compared to the account average. So we planned accordingly for the month of February.
First we started with Personal POV’s theme seeing the performance of the January. Last month’s ROAS was good but it didn’t get enough spend,hence we wanted to put more spend with this angle.
The personal POV creative theme has stood out the most if compared with the account average by 35% higher ROAS 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.
Original Winning Creative –
https://app.foreplay.co/share/ads/h56gJVRqi2vK31cgfhuC?user=Ramasish%20Bhowmik
Amount Spent – Rs. 152,167.91
CAC – 717.77
ROAS – 1.73
CR –3.28%
Iteration- Thumbnail change
https://app.foreplay.co/share/ads/7CcoSpktUtdUejh0LOV5?user=Ramasish%20Bhowmik
Amount Spent – Rs. 33,139.87
CAC – 753.18
ROAS –1.66
CR – 3.13%
By embracing the “Personal POV” theme, the brand are resonating deeply with our audience by harnessing the power of first-person narratives and relatable experiences. This suggests that potential customers are seeing themselves in the stories we’re telling, which is driving them to take action. Overall, the Personal POV theme is outperforming other creative strategies, highlighting the importance of authentic and personal storytelling in our advertising efforts.
We have observed that before-after theme was tested towards the end of January, the ROAS was 26 % better than the account but the amount spend was less in the month of January so we have pushed and tested multiple creatives focussing on the theme.
Below is the screenshot attached of the performance of Problem-solution in the month of February-
This particular creative was launched in January and has constantly given great results in terms of ROAS, CPA and CTR and is continuing to deliver high ROAS compare to other creatives in the account.
Amount Spent – Rs.166,228.19
CAC – 698.44
ROAS –1.67
CR –3.75%
CTR – 0.35%
February – New creatives were made based on the theme of Before-after as the above creative was giving very consistent results according to the creative theme analysis.
Iterations – changing visuals
Amount Spent – Rs.146,314.09
CAC – 720.76
ROAS –1.78
CR –4.88%
CTR – 0.32%
Amount Spent – Rs.1,791.44
CAC – 358.29
ROAS – 1.78
CR –4.88%
CTR –0.43%
Amount Spent – Rs 14,711.12
CAC – 919.45
ROAS – 1.78
CR – 4.88%
CTR – 0.32%
Leveraging Before-afterTheme:
This approach showcased the transformation or results that our product or service could deliver, making it visually compelling and easy for potential customers to understand the value proposition. By comparing the ‘before’ state (the problem) with the ‘after’ state (the solution), we tapped into the audience’s desire for improvement or change in their own lives. This creative strategy not only captured attention more effectively but also led to higher engagement rates, more clicks, and an increase in conversions.
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