When Zach Stuck tweeted about an ad that performed unexpectedly well, we felt it.
As our director of paid media Marc Barraza said, “This happens 70% of the time.”
But why? We reached out to Stuck, founder of growth marketing agency Homestead, to get his take.
So bad, it’s good.
The ad in question features a scroll of outdoorsy clothing items on top of a stock image of a ski hill.
The image bothered Stuck for two reasons:
- It was blurry.
- It was a stock image.
“[It] just felt wrong and not polished enough,” he said.
But in the end, “[i]t gave viewers … an easy and clear use-case for the product,” he said.
They can see themselves wearing the apparel on the slopes — because there’s a (blurry) slope right there!
The lesson: teaching customers how (and where) to use your product is sometimes more important than visual finesse.
The ad has been a “significant win” for Stuck’s ad account, and it’s now getting 50% of total ad spend.