BRAND VIDEO CUT DOWN. PAID MEDIA.
At Born Primitive, we embrace a mindset of working your ass off, relentlessly pursuing your goals, and honoring those who are willing to risk their lives to protect ours. We’re a proud military owned and operated apparel brand built for those modern savages that won’t settle for anything but their best.
Paid media advertisements require a strong understanding of customer personas. This brand targets Crossfit, with an emphasis on females. My role was to deliver audience specific creative that was eye catching for viewers in the prospecting part of the sales funnel.
In the prospecting part of the funnel, we keep things pretty broad. Crossfit Interest. Female. 18-40. USA. This is great to know as a starting point, but I like to take this a step further. What do these people care about and what do they need us to solve? How can Born Primitive help them?
Eye-catching in the first 3 seconds. Product shown in the first 3 seconds. Specific value propositions added to pull on our persona’s emotions. Call to action. That is the general recipe.
The idea is that this ad focuses on the value proposition: community. The ad refers to a community of driven athletes. This is a main brand value that should grab users attention. Theoretically this will lead to a click which puts the viewer into the rest of the sales funnel.