As a Creative Director, and someone who deals with ads daily, my big goal is to stay ahead in the Direct Response advertising space—a goal everyone should share in this field. My mornings typically begin on VidTao, so it’s fitting to launch this YouTube Ad Spotlight series, where we analyze various successful YouTube ads and explore the reasons behind their success.
While success goes more broadly than just creatives, there’s no success with a bad creative. And that is more than enough of a reason to dig deeper.
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Let’s start with an ad for a constipation relief offer that has been crushing it lately racking up almost $2m in ad spend in less than 2 months, and however shocking that might sound, in combination with a good offer and Landing Page, it’s not hard to see why. This ad is a masterclass in effective direct-response advertising, and in this article, we’ll dissect the key elements that contribute to its success.
1) The power of a simple opener
The ad kicks off with an incredibly strong opener that’s both visually striking and copy-wise brilliant. I always preach copy simplicity, but they have really gone to town with it. In just two seconds, the ad presents a simple problem-solution line: “Can’t go? Do this to clear out stuck poop fast.” This opener is not only catchy and easy to understand but also instructional, motivating viewers to stick around and learn what they need to do to find relief. The language is straightforward and accessible, ensuring that the message is clearly conveyed to a wide audience, almost in a news headline style. We’re even skipping words like “the”, and really saving that precious pre-skip button time. And that is so important. More on that in the next point.
2) Beating the skip button with storytelling
One of the biggest challenges advertisers face on YouTube is the skip button, which appears after just five seconds. However, this ad cleverly starts its personal story before the skip button even shows up. By the two-second mark, viewers are already invested in hearing a specific, relatable experience, which enhances the ad’s believability and keeps them engaged, reducing the likelihood of skipping. We’re dropping dates, and elaborate descriptions, and by the time the skip button is here, we have the red and blue lights blinking and we’re rushing the presenter’s mom to the hospital. Who wouldn’t want to stick around to find out what happened?
3) The podcast-style setting
Capitalizing on the popular podcast format, the ad features a woman sitting in a podcast-like setting, complete with appropriate gear.
As she shares her mother’s unfortunate hospital visit due to constipation, the intimate and authentic setup creates a strong connection with the viewer. The vivid storytelling paints such a clear picture, drawing the audience further into the narrative and keeping them hooked. Here, it’s not just about using the popular format, but it’s using the format that works really well in the overall structure of the ad and the narrative. And that’s what’s making it so impactful. That, on top of a woman having a very good on-camera delivery.
4) Detailed and elaborate descriptions
The ad doesn’t shy away from the nitty-gritty details of constipation. Using visual metaphors to navigate the sensitive topic, the ad provides elaborate descriptions of the mechanics behind the issue. They are leaving very little to the imagination, and the ad engages viewers on a deeper level and establishes trust and credibility. The use of metaphors helps make the information more relatable and understandable for the audience, without being too much and grossing the viewers out as the topic is, well, pretty out there.
5) The authority figure
They haven’t stopped at a personal story to work on the credibility here. To further bolster the ad’s credibility, Dr. Gina Sam, the doctor behind the product, is introduced. The ad provides information about her background and expertise, establishing her as an authority figure in the field of constipation relief. The combination of a personal story and an expert’s endorsement adds significant weight to the product’s claims, and in the eyes of the viewer, this is really making a big difference.
6) Expanding the target audience
One clever trick employed in this ad is targeting an unexpected portion of the audience. This is something that I always love to see, and I’m always curious about the results, and whether we’re seeing numbers on the other side that tell us that the ad has expanded from their core, expected audience. While people currently experiencing constipation will naturally be drawn to the ad, it also appeals to curious users who may not even realize they need the product. By stating that even those who go to the toilet every day might still have “stuck poop,” the ad instantly broadens its potential customer base, which is something you should always strive for.
7) Challenging the norm
This is not necessarily a groundbreaking technique, but it definitely doesn’t make it less effective. The ad takes a bold approach by contesting common knowledge about digestion, a tactic that has been featured in their previous hooks. By presenting controversial information, the ad becomes highly captivating and positions the product as a groundbreaking solution. This approach not only grabs attention but also establishes the brand as knowledgeable and innovative in the field, enhancing its authority and credibility. They have used this as a part of their Hook before, and it’s clearly worked, as people love to have a ‘myth’ debunked. There is little that can be as effective as that in getting people going and believing that what’s been told to them is the better alternative.
8) The promise of a quick solution
After all’s been said, and the audience is thirsty for a solution, there comes the promise of a “7-second trick” to solve constipation problems. People love the simplicity and speed, and the ad taps into that audience’s desire for quick and easy relief really well.
However, not everything is revealed, which brings us to point 9.
9) Leaving something to desire
While the ad mentions the existence of a solution, it doesn’t reveal too much about the specific method. This approach avoids being perceived as clickbait, as viewers know what to expect on the landing page. However, by not disclosing all the details, the ad leaves the audience curious and eager to learn more about this potentially life-changing technique, encouraging them to take action and visit the landing page. And the ad has done what it needs to do, to warm up the viewer, get them on the landing page, and let them know that there is no better and quicker way to get to the desired outcome better than this way.
The power of carefully crafted advertising
The success of this constipation relief ad on YouTube can be attributed to its masterful combination of various elements, from the strong opener to the personal story, podcast-style setting, detailed descriptions, authority figure introduction, audience expansion, norm-challenging approach, quick solution, and the creation of curiosity. As you can clearly see, this ad works on so many levels to present the product as a groundbreaking solution that viewers simply can’t afford to miss out on, and it’s something that a successful ad should always aim for, as it’s not good enough to be just focused on one aspect or proof point. This is, partly, stating the obvious, but I think that by going point by point you have really been able to see just how much they’ve managed to make their ad a full direct response package.
On top of everything, suggesting that the product can be beneficial for their loved ones as well, just as the woman in the ad shares her mother’s story. This emotional appeal further strengthens the ad’s impact and relatability, making it more likely to resonate with a wider audience. So not only is such a wide audience attracted, but they’re going even further beyond.
The anatomy of this winning YouTube direct response ad for constipation relief is a testament to the power of carefully crafted advertising, and by going through everything, I think it’s clear to see how this ad has managed to stand out. As such, it definitely serves as a valuable case study for advertisers looking to create their own successful direct-response campaigns on YouTube.
If you want to stay tuned for more ad analyses coming, subscribe to our newsletter, or reach out to us to learn more about how all of this could be implemented for your own success.
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Join us for a free YouTube ad brainstorming session👇
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Alex Simic, Creative Director
Alex Simic is the person responsible for all creative work that stands behind Inceptly since stepping into his role in 2022. He comes from the role of the Media Buying Team Lead and Strategist behind some of Inceptly’s biggest successes. He has collaborated with the biggest names in the Direct Response industry, whether as a Senior Account Manager & Media Buyer or Creative Director. His main goal is bridging the gap between Media Buying and Creative, ensuring that the videos Inceptly produces are data-based and giving our clients the best chance at achieving success.
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