Emotional appeal is an` effective way to increase return on ad spend (RoAS) in Facebook Ads campaigns.
When people feel emotionally connected to a brand, they are more likely to engage with the message, take action and ultimately convert.
The key is to craft creative strategies that provoke a response from audiences, making them want to learn more or take action.
One company that does this well is Nike. Nike's brand logo of "Just Do It" is a powerful and inspiring message that can evoke strong reactions of motivation, determination, and hard work.
Nike's "You Can't Stop Us" Facebook Ad Campaign
One example of Nike's "Just Do It" emotional appeal is their "You Can't Stop Us" Facebook ad campaign.
In 2020 Nike launched a Facebook campaign called "You Can't Stop Us." In this campaign, Nike showed a split-screen of athletes from different sports and races making the same actions and movements.
The video voiceover discussed the obstacles and challenges that athletes faced. The idea behind the ad was that just like the athlete who had to overcome, through hard work and dedication to their craft. You also could accomplish the same.
By tapping into people's emotions, Nike was able to create an emotionally-compelling message that resonated with people and increased RoAS for the brand.
Nike "Find Your Greatness" Facebook Ad Campaign
Another way that Nike displayed emotional appeal in their advertising is through their "Find Your Greatness" campaign.
Launched in 2012, the ad campaign depicted different athletes from around the world who, despite their environment and circumstances, were able to unlock greatness.
The powerful message of this campaign was that greatness is within reach for everyone. It spoke to people's dreams and aspirations and highlighted how hard work and dedication can help them achieve their goals.
How Nike Uses Facebook Ads In Their Growth Strategy
Nike understands the power of emotional appeal and how it can increase RoAS. They combine this with their overall growth strategy to create campaigns that resonate with their target audience.
By targeting people who are interested in their message and connecting with them on a personal level, Nike is able to increase RoAS and better understand the needs of their customers.
This approach is part of Nike's overall growth strategy, which includes using various channels to reach more potential customers and create meaningful connections with them.
Effectiveness Of Nike's Emotional Appeal
Through their campaigns, they have been able to reach more potential customers and create meaningful connections with them.
By targeting audiences who can relate to the messages contained within their ads, Nike has successfully increased engagement and driven conversions.
Various metrics such as clicks, impressions, likes, engagement rate, and conversions have all seen an increase since Nike began to use emotional appeal in their campaigns.
Nike's success with this strategy is further evidenced by case studies that demonstrate the effectiveness of their approach. For example, a 2017 study found that Nike ads featuring emotionally-compelling messages drove higher levels of brand recall compared to ads without emotional appeal.
This shows that Nike's approach to using emotional appeal in their campaigns has been successful in increasing RoAS and creating meaningful connections with customers.
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