How To Do Meta Ads Like The Row
Extract from The Row Meta Ad Library
There is a lot of talk in the Meta ad community about, more is better, at this time.
However if you’re a brand like, The Row, (or aspiring to be) how can you rely on Meta AI to ensure that your brand will be honoured and displayed in a way that does not take away from its values and messaging.
I don’t think that auto generated backgrounds, changing the carefully selected models and locations as well as auto generated text would appeal to a prospecting customer wanting to purchase a blazer for $5k.
So yes as a luxury and premium brand we absolutely need to go with the flow of the ever changing digital marketing landscape, and with the inclusion of AI features, we need to take care to still have ownership over the way the brand is marketed and perceived.
From experience and in our opinion, do add more creatives, we know that a photoshoot doesn’t just happen and requires months of planning, execution, retouching and final approvals before it makes it in front of the publics eyes. However, due to the fast pace in today’s fashion sector this means these shoots are then also replaced as quickly as they came in. 1 - 2 months max before the fatigue hits and the marketing department is requesting for more content.
So, how do we best balance this approach in an environment that favours ‘made at home’ infomercials in short video format from quasi content creators? We focus on content creation that feels true to the brand but also has elements of engagement that go beyond ‘look at this beautiful thing’ and almost steer in the direction of curiosity.
Not all brands have production options as the aforementioned however there are creative ways in which you can engage your audience whilst staying true to your brand values and having ownership over these, rather than letting Meta replace your carefully curated background with a Zoom filter of a beach to try and sell more products.
Alternatively, you fully weigh into this AI generator and let it run wild, making it almost a social experiment and seeing if this taps into completely new audiences your marketing department had never thought about.
As we learned from many artists and Abloh put it in the best way ‘if I put this candle in an all-white gallery, it looks like art’, it is all about perception, ‘do I design the candle or the room that it sits in’? We as brand builders, marketeers, story tellers and sales people can manipulate and control this.
Our advice is to stick to your guns and produce the most beautiful shoots that you can, use this across a variety of marketing placements but work with Meta and give it a little more, to help it, help you, make more sales.
PS: it is absolutely ok to have a mix of still images, curated carousels, videos in short and long-form as well as catalogue ads at the same time for testing purposes.