This is a good video from Architectural Digest for branding, but here are three reasons why the furniture is put in the wrong place if it’s trying to do acquisition.
1️⃣ Number one, with paid social, that’s typically going to be the audience’s first touchpoint with the brand. So when watching this video, I have no idea who Minotti is. It’s great that that brand awareness is coming in, but they’re not giving me any context.
Is Minotti for an architecture firm? Do they make furniture? Are they a designer? There’s no clarification as to what they are, especially in the beginning of the video.
So by leading with that better context, the audience is going to have a better understanding of: when they actually do click this ad, where they are being sent to. Because without that knowledge, the audience is going to less likely engage further down the funnel.
“It may be good branding, but from an acquisition standpoint, it’s less likely that I’m going to engage.”
2️⃣ Number two, they’re not leading with the benefits and they really give no clarification throughout the video what Minotti actually is. So I’m still confused.
Is this an architecture firm? And also, Architectural Digest is the one who is advertising this, most likely on the behalf of Minotti. So that makes me even more confused. Are they a designer? Are they a furniture company?
Their furniture looks great. It looks beautiful, but I don’t know. And because I don’t know, that means it’s less likely that I’m going to click on it and engage further down the funnel.
Now it may be good branding, but from an acquisition standpoint, it’s less likely that I’m going to engage.
3️⃣ Number three, the video seems hollow. And in the video it says “Space is designed for humans.” I don’t see a human.
By having somebody smiling, enjoying the environment that they’re in because of Minotti, that’s going to give me and it’s going to give other people a deeper connection. Which is, A, going to more likely increase the chances of them engaging with the ad right then and there. B, it is going to give them a better brand lift if they do see people smiling.
So they may not purchase right now, but because that human is in there, that is going to humanize the brand for them and have them more likely to engage later down in the process.
Architectural Digest Ad
In summary, this ad could have been designed better. Thanks for tuning in to our Architectural Digest Ad Review! Click here for more. We also post weekly tips on our Instagram, Facebook, LinkedIn and TikTok. Reach out to us anytime on any of these platforms or book a call with us here.
