This article aims to prove that itās possible nowadays to create a top-performing ad without content/footage and minimal editing skills. AI helped create and edit content, which is typically more challenging for someone with minimal experience. We are entering a new era where creating and editing content becomes much easier, allowing ideas to have a better chance to compete.
Itās also worth mentioning that the main reason why this ad performed so well is that itās the fruit of good communication between the client and the marketing team.
The ingredients
Our challenge was the need for fair-use footage. We could use the footage for our use; we only had access to very basic stock videos and photos, which unmistakably carried the “stock footage” vibe. But still, I created what might be my best top-performing ad to date.
1. The Hook
I took my time writing the script for this ad because I wanted it to feel organic and as a genuine tip from someone rather than an ad. And every word matters, especially regarding the hook, since it’s the first 2-3 seconds.
- Ā«This footageĀ»: by using that word specifically, I let the audience insinuate that the content they see is recorded from a home security camera.
- Ā«marked the last timeĀ»: We can see clearly what it’s about in the first seconds, a porch pirate doing his thing. Therefore, I used Ā«marked the last timeĀ» to let the audience insinuate that there is a solution, and they’re about to hear about it. It helps with catching the attention and sparking curiosity.
- Ā«We were hit by a Porch PirateĀ»: Simply ensuring the audience knows exactly what we are discussing. Here, the footage speaks for itself, and I could have easily just used instead: Ā«This footage marked the last time this incident happened.Ā» But the term Ā«porch pirateĀ» likely conjures up more vivid images in our minds than anything else.
2. The Elements
The way the script is written, the ad feels much more informative than the average ad, like someone giving you a tip. Therefore, the ad can’t sound like an ad. Since there was nothing much available other than stock video and photos, I leveraged AI to assist in converting the content into a format more similar to user-generated content.
I used Canva to modify the photos and videos, and their AI features are fantastic and reliable. For instance, the image of the thief doing the finger at the camera was originally from a separate photo where he was robbing a bank, lol! I took a screenshot from a delivery video showing packages on the porch and seamlessly integrated the thief from the other photo into that scene.
CapCut for editing the videos. Again, I have very, very limited skills, but because the platform is intuitive with automation, it’s possible to make some transformations I could have never been able to do before. I used filters to make the videos feel more Ā«homemade.Ā» Lastly, I was curious to experiment with some AI voices from HeyGen to add a more “human” and informative touch to the video. There was a significant improvement from the generic TikTok voice. Still, Capcut enables easy editing of voices, so I experimented with voice filters until the voice got a less “studio-like” quality.
TMO, if there’s one essential element in ANY app ads, it’s the app preview. The more people can see and feel your offer, the better. And we’ve tested many ads with and without the app previews, and 100% of the time, the ads with app previews won hands down. That part was easy to get.
Lastly, Yoda. It might sound cheesy, but dogs are always a hit on social media. There’s always a right time to showcase my little monster. And it fits perfectly at the end of the video in the text conversation screenshot.
3. Emotional resonance
Finding the right emotions to generate from people wasn’t rocket science: anger, fear, hopelessness for a solution. That’s precisely why I decided to put someone doing the middle finger in front of the camera. Not only does it set oil on the fire, but it also showcases that cameras aren’t that useful…Making Shippity a way more proactive solution.
4. Call to Action
And to repeat, this ad aimed to create an impression of receiving advice from a friend, rather than the typical ad that seems to be pushing something on you. Therefore, instead of the classic Ā«download it now for free,Ā» I went with: Ā«Hope it helps, worked for me!Ā». I believe these two brief statements are compelling enough to encourage people to try it.