Ad Breakdown: Dr. Squatch

A few times a month, I break down a Facebook ad and tell you why it works.

This one is from a brand that grew insanely fast last year because of its smart marketing strategy.

Let’s get into it!

Thumbnail:

I like how it's focused on generating interest.

1) It looks like the start a “satisfying video”
2) The text overlay is clear
3) It's an Infotainment video (Also, ppl like to consume content in lists)
4) Focuses on what the market wants: to smell good & feel handsome

Creative:

This video hits 3 main persuasive points:

1. Regular soap is gross because it’s full of chemicals.
2. Attractive women liking the smell.
3. Other guys are raving about the product.

Plus - It comes with a special deal.

You can see all of those in the photos below.

But what the ad is really doing is it:

- Makes the audience question their current solution.
- Introduces a new, better alternative.
- And ties it into human desires to make them want it even more.

Copy:

The body is concise. And it’s a simple review that adds social proof (I also use them for hooks as well).

My gut tells me the ad might perform a bit better with more text here, but the video is persuasive enough that it might not matter

Headline + Description:

Rather than just add the name of the product (like a lot of ecom companies do), Dr. Squatch uses this space to persuade more.

15% off, free shipping, and a money-back guarantee all sweeten the deal.

Overall, I like this ad because it…

- Is entertaining

- Shows a lot of social proof

- Educates people about the offer

- Leverages the human desires

- Uses “Us vs. Them” (they makes regular soap seem disgusting)

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