Phoenix Ha accidentally created a viral TikTok ad. It wasn’t intended to be an ad in the first place.
After a casual afternoon swim, she rushed to the fridge for a boozy popsicle and, without much thought, started recording a review of the popsicle, praising its taste, texture, and affordability.
“I thought these popsicles from Target would be terrible,” Ha tells the camera, holding the popsicles. “But they are amazing. I finished one so quickly that I had to grab another one.”
The 30-second video ends abruptly with Ha defending her impromptu purchase.
“If you say I waste money at Target again, you’re wrong,” Ha asserts.
The following week, the popsicles were sold out in Target stores across California, and the video has garnered 930,000 views to date.
“As media buyers, we often emphasize the need for a CTA and showcasing every value proposition, but that’s not the current framework,” Ha explains.
Ha, the CEO of AdBeacon, a data company that aids founders in efficient scaling post-iOS 14, is also a new instructor for Foundr’s How to Run Facebook Ads 2.0 course.
Ha believes that creative ads need a touch of shock and awe to capture customers in the noisy social media landscape.
Your First Data
Ha initially had no interest in marketing and unexpectedly found herself in the industry after years of experience in various roles within the marketing field. By focusing on first-party data, Ha’s agency and public speaking engagements, like the How to Run Facebook Ads course, highlight the significance of first-party data.
“My inclination is towards first-party data because it’s data that you possess,” Ha emphasizes.
“My inclination is towards first-party data because it’s data that you possess.”
With the challenging landscape for DTC brands due to privacy updates, Ha advises caution in interpreting advertising campaign results directly from Facebook and Google platforms.
“It’s vital to have a channel-agnostic tool that provides unbiased insights,” Ha explains.
She stresses the importance of utilizing first-party data effectively, including purchase history for upselling to create a personalized customer experience.
To gather first-party data, Ha recommends:
- Live content on Instagram
- Weekly deals
- Surprise giveaways to social followers
- Incentives for returning customers
- Gamified campaigns
Customization is key for these strategies to succeed, as evidenced by Ha’s collaboration with a local artist for personalized denim jackets as a loyalty reward.
“The primary goal is to excite the customer and build brand loyalty,” Ha affirms.
To learn more about media buying from Phoenix Ha, check out the video below:
Making a Move
Ha likens media buying to dating, emphasizing the need for distinctive and attention-grabbing ads to stand out in the market.
She suggests exploring creative ad trends and thinking outside the conventional ad formats to capture audience interest.
A/B testing is a valuable tool in refining ad creatives, with Ha advising tailored ads for specific target audiences.
“What matters is not the extravagance of the ad but its content,” Ha asserts.
Ultimately, surprising and engaging ad content is essential for success in the competitive advertising landscape.
Source: ( foundr.com / Financementality.com )
