B2C
Business-to-Consumer has been my bread and butter for the most part. The best ones are product-focused. Because they reach a more general audience, hooks — especially humorous ones — are especially necessary to capture attention.
The name of Project Solar does exactly what you think it would. It sells solar. There are so many businesses that do the exact same thing, but this one has a special value proposition. Instead of relying on door-to-door sales people Project Solar sells directly online. This means customers don’t have to pay for their commission.
This first video achieved a $28.86 cost per lead, which is really good for solar companies. They sometimes pay hundreds of dollars for one lead.
It also achieved an average watch time of 6.02 seconds. That may not sound like much, but it includes everyone — from those who see it on autoplay as they’re scrolling through social media to those who are actively engaging with it. A watch time of more than 4-5 seconds suggests it is capturing people’s attention.
This video was somewhat controversial among viewers because it openly makes fun of door-knocking sales people. But it still achieved a cost per lead of $46.49 and a respectable average watch time of about 5.6 seconds.
Writing copy for solar companies always takes some research to make sure I have everything right, but this one took a little more than usual. It goes into the math of how Project Solar can save you money over time.
One of my favorite things about marketing copy is creating a visual aid to illustrate the message. In this case, that is a bundle of sacks representing the money you will save going through Project Solar.
Chom Chom Roller is a simple product, but the ads might be the best-performing assets I have ever written. This first video got a click-through rate (CTR) of 9.09%. That’s the percentage of people who watched the video and decided to click the link. Typically, a CTR of 2 or more is what you want. It also had an average watch time of 9 seconds.
This social proof ad was also wildly successful. It has a CTR of 6.89% and a watch time of 9 seconds. There are a few important factors that went into this. First, it starts out with a demonstration of the roller being used. Then it shows how many five-star reviews the product has received. Lastly, it actually shows photos that someone took after using the roller.
It also helps that this is a very good product. This makes my job a lot easier. I simply have to showcase it so the audience can understand just how awesome it is.
This video got a CTR of 5.5% and a watch time of 7 seconds. This one is a comparison of what the alternative is to Chom Chom Roller. Spoiler alert: it’s not pretty.
Game Theory Tables is a company that makes tables designed for board games. The client — a really nice guy from Las Vegas — wanted us to highlight how good it would be for families. My objective as a writer was to blend humor and heart. In the end, the client was pleased, and it was one of my favorite projects.
I never got stats to how well this one performed, but it recently popped up on my Facebook feed. It had 117 thousand views and more than 200 reactions. So it is getting pretty respectable engagement. That is also just one ad out of several in the company is using this video for. So those numbers are probably just the tip of the iceberg.
Retargeting Assets
This first retargeting asset demonstrates how the table is designed for you to stop a game suddenly and resume later.
It was fun to play with how the brother and sister interact with each other in this one.
Social proof is such a strong seller that ads focusing on it are a dime a dozen. But it is always fun to find a unique segue into reviews, which is what happened with this ad.
Escape the Crate is a subscription box that is like having an escape room delivered to your home. We went with a film noir concept, and that was pretty fun to play with. This first video got a CTR of 4.23% and watch time of 6 seconds.
This video accomplishes a few things: it starts with a hook that draws people in, it shows how much fun the family can have with it, and it explains how good of a value it is.
This video was one of my favorites to write. I thought it would be funny to have a kid holding a pixie stick instead of a cigarette, making fun of the cliché reluctant noir hero. He explains the sales messaging as he’s talking about how he’s too old for this.
Chamber Media has had a long relationship with MRCOOL, and I had the privilege of writing for two big projects. The first one I did is on the home page. This one is for the Universal product. It is similar to a traditional AC that goes through a furnace, but it uses a heat pump and no natural gas.