WORKWEEK

The above is a Trudon ad. Run on Meta. Notice the pen he’s using. LOL. A brand with a sense of humor! I am actually wildly obsessed with Trudon and that is evidenced here. 

I want to show you how Trudon brings their campaign assets to market. I stumbled upon this today as I scrolled Facebook Ads Library while pretending to watch tennis. 

See below, that all of the creatives launched in January… match. The screenshot cuts off but there are 9 ads in total.

I want to say this before we continue. I loveeeee Trudon. I respect them. I buy their candles (perfect hostess gift). I do, however, have notes for this ad asset fleeting lol. So, sharing those notes with you.

Question: Do I suggest you bring 1 campaign idea to market and turn off all other ads?

Answer: ABSOLUTELY NOT!!!!!!!!! That’s what Trudon did. All ads that are currently live match. They are all from 1 campaign shoot / all fall under 1 specific creative direction. I’m not suggesting you do that. Please don’t. 

I never, ever, want to turn of BAU (business as usual) winners. Not even to launch a genius new campaign (like this STUNNING, CREATIVE, UNQIUE, THUMB-STOPPING one from Trudon). 

Moving on. 

For the purpose of this exercise, let’s look at all of the ads that were launched in January. Ad library linked here.

Here we have:

👑: 3 VIDEOS

🕯️: 2 STATICS TAKEN DIRECTLY FROM THE VIDEO ADS

🐝: 3 STATICS THAT ARE UNIQUE SCENES (NOT TAKEN FROM THE VIDEO ADS)

🤴: 4 AD COPY ITERATIONS 

🐴: 1 VIDEO LENGTH (13 SECONDS)

🧙‍♀️: 1 CTA (ORDER NOW)

What I’d prefer to see:

👑: Ads from OTHER campaigns in OTHER styles live concurrently. 

🕯️: Statics that test text-overlays, in addition to these asset only versions

🐝: 3 GIFS made out of these videos that are ~3 seconds (currently 0 gifs exist). WE NEED A MEDIA MIX

🤴: Copy iterations that test not just the description copy but the headline and CTA more fully

🐴: Video lengths vary. 13 seconds, 10 seconds, 18 seconds (in addition to those gifs!)

🧙‍♀️: Every link leads to homepage. Breaks my heart. Would love to test to PDP, collections page, and a specific lander. The homepage is in the campaign energy so that’s great. Still not what I want but at least it’s cohesive.

Here’s my ask of you: Never put all of your eggs in one really expensive basket. I dig this campaign. I also know the brand like the back of my hand and am an existing customer who has been to their store, has shopped the DTC, has shopped via Net-a-Porter, and has written Twitter threads about the brand waxing poetic get it waxing candles haha okay not that funny moving on.

I am the wrongggggggg customer to market to. Paid ads are trying to find new customers. This campaign is genius, it’s also wildly specific, and a bit hard to see the product in some of these assets. Hence why we need variety. We need to keep other creatives running that hook a different customer. That play it a little safer. Or, better said, play it just differently. Variety is the key to paid growth. 

I’ll keep tabs on Trudon. I always do. I’ll watch and see how long this campaign lives. I hope it doesn’t last for a quarter. I hope other creatives enter the account. I hope someone at Trudon sees this and lets me give them all of my opinions. I have more LOL! 

Love you Trudon. Love you millionaire.