Who Made the Act! Ads?

🥅 Goal

The goal of Act!’s “Solve My Chaos” campaign is to generate awareness and drive their target audience to their website, sales reps, and their free trial. So if your small-to-medium-sized business is suffering from the all-too-familiar chaos of ad hoc customer relationship management then head on over to act.com. 

🔍 Who is Act!? 

Act! is a CRM, or Customer Relationship Management platform focused on helping small businesses get organized and ditch the chaos. Since their launch in 1987, they’ve been helping business owners tackle the daunting task of customer relationship management with easy-to-use tools and automations. 

📑 Our Strategy

Chaos in the workplace is nothing new, but devastating nonetheless. So, we created a Law & Order-inspired concept wherein Act! Agents are called to a crime-scene. They’re met with a chaotic small business owner’s office where they’re finally able to save their “victim” before it’s too late. This tongue-in-cheek depiction of just how overwhelming running your business can be is a fun yet relatable way to connect with Act!’s target ICP. 

🏭 Our Process

Our first step was to fully embody the Act! brand. This included a deep-dive with the client team where we asked a ton of questions. Then we went through their sales process and got a run-through of the platform. Then it’s onto the creative process. 

The creative process starts with several concepts then, once the client has selected their favorite, we write the scripts, plan the production, and get those cameras rolling. We love collaboration so Act! was with us every step of the way. 

🍅 The Video Brothers Secret Sauce

We wrote a total of 5 unique scripts for the “Solve My Chaos” concept. That includes two 15-second ads, a 30-second “hero ad”, and two 6-second “reminder ads”. Why? Great question! (Yes, I just complimented my own question, get over it!) 

For Act! we wrote one of the 15-second ads as a teaser. This is designed for the top of the funnel, where it’s served to cold audiences. The shorter length makes it cheaper to capture the target audience and drop them into a retargeting cohort. 

The 30-second Hero ad gets served to that retargeting audience along with the two 15-second ads. And of course, it’s cheaper because the folks in that stage of the funnel have already shown intent. No wasting ad dollars over here! 

And lastly, we pepper the 6-second reminder ads in at the bottom of the funnel. After all, 95% of your target audience is not in market for your product at the time of viewing an ad. But if your ads kick ass and your funnel is set up correctly (don’t worry, we help with that😉) then your brand is top of mind for when they’re ready to purchase.  

Beyond all of that nerdy, numbers stuff, we also have a proprietary production process that enables us to produce high-quality content at a fraction of the cost of normal productions, but I’m not spilling the beans on that🤐

❓ What’s an “Ad Suite”? 

An ad suite includes everything from top-of-funnel teaser ads to bottom-of-funnel reminder ads. It's important to have multiple assets when launching an ad campaign to help stave off ad fatigue and to give your audience more opportunities to learn about your company, and more reasons for them to remember your logo, offering, and overall brand.

Teaser Ads

Teaser Ads are 15-second lead-ins to the hero ad. They are primo TOFU content because their shorter length capture audiences cheaper. They also lay out some early context for the entire campaign and build intrigue for those targeted with the ads. They're dying to see what comes next!

Hero Ads

Hero ads are full-length ads that encompass the the main takeaways of the campaign. Watch the Hero Ad for Act!'s "Solve My Chaos" campaign below! 

Follow-Up Ads

Follow-Up ads take the narrative of the ad campaign to it's finale, bringing home the story. These ads help diversify the distribution assets in the middle of the funnel. However, regardless of the fact that they serve as a book-end to the hero ads, they can easily be served in the top of the funnel to cold audiences because of their 15-second length!

Reminder Ads

These 6-second ads live at the bottom of the funnel. They serve as reminders for your audience and include a direct call-to-action (CTA). This keeps your brand top-of-mind for when those prospects are finally ready to pull the trigger.

📸 Static Photography

We have a photographer on set for every shoot capturing character portraits and key scenes. This lets our clients bring the campaign beyond their video ads to creative a consistent look and feel across landing pages, emails, and static social media ads. Act! took full advantage of these still photos to build a landing page tied to this ad campaign. Visit SolveMyChaos.com to see how they created the comprehensive content universe around this campaign!

🔑 Key Takeaways:

• Legacy and a great product can only take you so far. You have to get your brand out into the world, in front of your potential clients. 
• Brands that give their audience something to laugh about get remembered. (It’s actually as simple as that. Check out this study if your don't believe me!) 
• A great ad/ ad campaign starts with strategy and ends with distribution. If your ad is amazing but nobody sees it then…that’s not really even an ad. 🤷🏻‍♂️ 

☎️ This is OUR Call To Action!

To learn more about Video Brothers, book a call with our Co-founder Chandler Quintin and/or check us out on LinkedIn. Watch some of our ads while you’re there.😉

We’d love to hear what you think, and we’re here to help every B2B business demystify the ins and outs of fun video advertising. The next client who signs with us gets an official invite to my birthday party so act fast!

‍