An emotional regulation app · B2C · text-wall ad example
Run short videos with a wall of text in the audience's own pain words
One of the main working formats; no numbers
Workedpaid-social
What they did
Short (~10s, ~3 clips, odd low camera angle) raw video mimicking content someone in their 30s-40s would post, with a text block on screen the whole time. Text uses identity/pain buzzwords the audience self-identifies with (e.g. 'Gentle reminder that if you're waiting on their text, delaying your response, over-analyzing a non-existent future... we made this app to rewire toxic attachments and support your emotional regulation'). Copy comes from Reddit research. Text walls can also be turned into statics on varied backgrounds (post-it notes, fonts).
What happened
Described as one of the main working formats; the text drives conversion.
Related topics
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