Solved: Need help crafting ad campaign for new high-end system

Hi there,

Happy to give you some initial thoughts on your new high-end maps and navigation system ad campaign. It sounds like an exciting project! I'd say it's always a good idea to get a fresh pair of eyes on creative assets before splurging on a massive ad spend. Let's have a think about what makes a high-end campaign tick.

We'll need to look at the Creatives...

First off, let's talk about those creative assets. You mentioned you've already got some initial stuff, but honestly, this is where I'd say you really need to nail it. Remember, for high-end products, presentation is absolutely everything. People are paying a premium, and they need to feel that premium from the moment they see the ad. Think about luxury watch ads, or high-end car commercials...they exude quality. Do your ads do the same?

I remember launching a new line of handbags for a luxury brand. They had a good product, but their initial ad creative was just "fine." We realised pretty quickly that "fine" wasn't gonna cut it. We ended up reshooting everything with a top-tier photographer and stylist, focusing on really highlighting the craftsmanship and the materials. The difference was night and day! We got 10 Million Views off the back of it, really helping to push the message that it was high-end.

So, my advice here is to be brutally honest with yourself (or get an outside opinion if you're not sure). Are the visuals stunning? Is the photography top-notch? Is the video quality impeccable? Does it feel like something you'd see in a glossy magazine, or does it look like something cobbled together on a budget? If it's the latter, you might need to rethink things. Poor visuals can kill a high-end campaign before it even gets started.

I'd say you should focus on benefits not just features...

Okay, so you've got the visuals sorted (or you're working on it!). What about the messaging? This is just as important. With high-end stuff, you're not just selling a product, you're selling an experience, a lifestyle, a feeling.

Think about it: people don't buy a Rolex just to tell the time. They buy it because it's a status symbol, a symbol of success, a piece of art. Likewise, people don't buy a fancy car just to get from A to B. They buy it for the performance, the comfort, the prestige.

So, with your maps and navigation system, what are you really selling? Is it just a way to find directions? Or is it something more? Is it about adventure? Is it about peace of mind? Is it about getting to your destination in style and comfort? You have to identify the real reason people would splash out on this, and then hammer that message home in your ads.

Features are important, of course, but they shouldn't be the main focus. People care more about what the product can do for them, how it will make their lives better. So, focus on the benefits, and make sure they're compelling and emotionally resonant.

You probably should think about the targeting

Once you've got the creative and messaging sorted, you need to make sure you're getting it in front of the right people. This is where proper targeting comes in. Who is your ideal customer for this product? Are they wealthy adventurers? Are they business travellers who value efficiency and reliability? Are they tech enthusiasts who want the latest and greatest gadgets?

You need to create a detailed customer persona, and then use that to inform your targeting strategy. On platforms like Facebook/Instagram, you can target people based on their interests, their demographics, their behaviours, and their income. On LinkedIn, you can target people based on their job title, their industry, and their company size. I remember one campaign we ran on LinkedIn Ads for a software client that targeted B2B decision makers and we achieved a cost per lead of $22.

Don't just blast your ads out to everyone and hope for the best. Be strategic, be targeted, and make sure you're reaching the people who are most likely to be interested in your product. Proper targeting can make a huge difference to the success of your campaign.

Also, I wouldn't forget retargeting either. Retargeting website visitors and ad engagers can actuvate more users, and convert more of your website visitors. Which all works to lower your acquisition costs.

You'll need to split test like crazy

Finally, I'd say don't be afraid to experiment. Test different creatives, different messaging, different targeting options, and see what works best. Split testing is essential for optimising your campaign and getting the best possible results.

Run multiple ad variations with small changes and observe what happens. If you have videos, you could test shorter videos with more direct language. Or try longer videos that take the audience on a journey and really explain your vision. With so many possibilities, there's no limit to the testing that can be done.

Pay close attention to your metrics, and be prepared to make changes based on what you learn. If something isn't working, ditch it and try something else. The key is to be adaptable and to keep iterating until you find a winning formula.

I've detailed my main recommendations for you below:

Implementing these changes can greatly improve campaign performance and ensure a successful product launch. In essence, my advice is to really focus on presenting a high-end experience and targeting the right audience.

I hope these points are helpful for you! This is general guidance of course, and it's difficult to give you specific advice without knowing more about your business. But if you'd like to discuss things in more detail, feel free to book a free initial consultation with us to review your strategy and account together. This usually gives potential clients a flavour of the expertise that they'll see going into their project if they decide to work with us.

Regards, Team @ Lukas Holschuh