🥗 Guess What Jesus and Temu Have In Common?

Hey there,

Welcome back for another bite to chew on.

In this newsletter, we’re diving into the advertising mecca that is the Super Bowl.

Why are we doing this?

The Super Bowl is a colossal case study in marketing trends for 2024.

(You don’t spend $7 million on 30 seconds of airtime without some serious strategy)

We'll dissect the creatives that not only caught our eye but also sparked conversations long after the final whistle.

Then, we’ll share Obvi’s own hits and misses—exploring why they crushed or sucked.

Bringing it all together with how we can stay ahead of everyone else in the marketing space.

The game clock starts now, let’s kick things off!

Jesus, Temu and Michael Cera Walk Into a Bar…

So, what do Jesus and Temu have in common?

The “He Gets Us” campaigns and Temu both shelled out eight figures for Super Bowl commercial space, totaling nearly $40,000,000...

The “He Gets Us” ads hit the angle of spiritually curious yet skeptical.

Regardless of your religious beliefs, the commercials offered a powerful take on humility. 

They touched on all kinds of avenues of division in our country today.

Temu hail mary’d with a $21 million splash in ads.

They took a notably different approach—basic and somewhat childish. 

Looking at social media reveals widespread criticism of their ad creative as subpar AI animation. 

The message seemed off, showing $0.99 products with the tagline of “shop like a billionaire.”

But their take on “any publicity is good publicity” paid off in visibility and buzz.

They now sit as the #1 top free downloaded app in the App Store, above Google, ChatGPT, and Paramount+ to name a few…

CeraVe, a personal favorite, hit the mark with humor.

They enlisted Michael Cera for a clever play on their name. 

It was a brilliant reminder that substance mixed with humor wins every time.

What Worked: A Quick Takeaway

This year's Super Bowl ads brought home the power of connection.

Relating to your audience on a human level never goes out of style. 

From "He Gets Us" bridging societal divides, to Temu's bold play for attention, and CeraVe's blend of humor and clarity,

The lesson is clear: Authentic connection, creativity, and a dash of bravery are the keys to ad success.

Learning from Our Wins and Losses

Here are some of our best and some of our worst ad creatives.

We’ll go over why we thought did well and what could have been done better with them.

This worked really well because it’s a headline you aren’t going to expect.

We got the idea from a comment on one of our other ads jokingly saying, “Will this help my FUPA?”

So we decided to turn that into a headline.

Eye-catching, shocking, and makes you want to click to see more.

This is one of our favorite formats.

It calls out to a specific user going through these main problems and gets them to click to see how Collagenic Burn can help solve one or all of these issues.

Now, for some that didn’t do so great…

We wanted to appeal to people with thyroid issues and the difficulty that goes into losing weight.

While it got a lot of engagement and clicks, the conversion rate was VERY low because the landing page was not built out to mention anything to do with thyroid issues.

People we probably left with more questions than answers. It’s a good format, but the back-end wasn’t built out for it to succeed.

We wanted to try this very click bait-y, heavy headline style.

People clicked most likely expecting a news article and instead were funneled to a sales page for our product.

The CTR was good, but again, the landing page didn’t connect and provided more friction points between the customer and a sale.

Bigger Than an Ad or Overtime Win

Launch Alert: Our Automation Playbook with Gorgias! 🥳 

We're thrilled to announce the release of our “Automate Your Way to 8 Figures” playbook in collaboration with Gorgias.

We reveal how we scaled Obvi to a staggering $60M in revenue with just 1.5 CX reps. 

This playbook goes over mastering efficiency and supercharging customer experience through automation. 

Inside, you'll find our exact steps to leverage technology for growth, all combined into actionable insights and strategies. 

Download the Playbook to Transform Your CX and Drive Revenue Like Never Before

Ad Trends to Watch in 2024

Authenticity, humor, and AI are set to dominate. 

Here’s how to leverage these trends:

Embrace AI Creativity

AI enhances our creativity. It doesn’t replace us.

Use it without losing the human touch.

Inject Humor 

The world could use a good laugh.

Master humor to forge deeper connections.

Champion Authenticity

We live in an era of skepticism.

Being genuine and transparent has never been more crucial.

Tool of the Week

The struggle of tracking what ad creatives actually work these days is real…

We'd have a million spreadsheets trying to make sense of it all.

There's got to be a better way, right?

Well after trying a ton of tools, we found one that cuts through the noise and gives it to us straight - no fluff.

It clearly shows which creatives connect and which are flops.

(we used this data to source our creatives we talked about above)

This tool gets the whole team on the same page about what's working, what needs fixing, and where to put budget.

It just made collaboration smoother across editors, writers, everyone.

If your brand struggles to get clear data to guide creative decisions, check out Motion.

Motion pays for itself 10x over with its reporting tools allowing you to see ROAS and Spend in real time in an easy to see format.

Book a demo HERE to see how Motion can help simplify things, save time, and make you more money!

Thanks for Reading Along

The Super Bowl has once again shown us the power of thoughtful, engaging advertising. 

Let's draw inspiration from this year’s standouts to create ads that resonate deeply with our audience.

Keep the conversation going and dare to be different.

We hope this newsletter helps you craft ads that win hearts and minds.

All the best,

Ron & Ash