The Brand: An outdoor brand selling a high-cost item designed to make life easier for consumers who start fires. Their core motivator is speed.
The Test: Run two identical ads with different versions of copy: one focusing on the positive outcome of buying the product (speed) and one focusing on the negative outcome if they DON'T buy the product (taking longer to get things done).
Our Hypothesis: That aspirational language will drive more sales than negative language. Giving customers something to want versus something to worry about will have a positive effect.
The Outcome: The ad with aspirational copy outperformed the other ad by a wider margin than we even expected! We ran the ads for a limited time with the same amount of spend, and the positive ad resulted in a 600% increase in sales and a 93% higher ROAS.
Check out the ads and some more insight in the video below.
Our Takeaway: For products like this, where it's more of a 'nice to have' than a necessity, people are more driven by the benefits—like speed and quality—than the fear of missing out.