The Best Ads for Shampoo

Author

Kevin Fock
November 28, 2024

THIS WEEK’S FODDER
☀️ Good Morning

Happy Thanksgiving! You’re reading Marketing Fodder, a weekly newsletter dedicated to helping you improve your Facebook and Instagram ads.

Today, we’ll be examining the ads of:

  1. OUAI

  2. Herbal Essences

MAIN
Shampoo

Trends:

According to Google Trends, US search interest (over the last five years) for “Shampoo” looks like this:

How I Analyze Facebook Ads

A great Facebook ad communicates the benefits of the product or service, not solely the features. Think about it like this: a feature makes the product better but a benefit makes the customer’s life better. Features typically describe a physical aspect of the product, while benefits describe a change in the emotional state of the customer.

Alright, let’s see how these companies market their shampoo:

#1: OUAI

The Good:

  • The ad copy starts with a question (this helps build interest)

  • Using emojis as bullet points

  • The image stands out, the shampoo looks like a beer (tying back to the idea of detoxing); good use of text to highlight features

The Bad:

  • No URL is provided

  • The headline section is underutilized, “DETOX SHAMPOO” is a good start but doesn’t add new information

The Recommendation:

  • Provide a quote a review from a happy customer that describes why getting a detox improved their life

#2: Herbal Essences

The Good:

  • The ad copy clearly speaks to people with curls (who might be underserved)

  • The image shows a person smiling with curly hair (basically showing that someone is has achieved the advertised benefit)

The Bad:

  • The ad copy does not mention key features

  • No URL is provided

The Recommendation:

  • Test having a bullet point list of features

  • Include a customer review

Thanks for reading!

Stay hungry and see you in the next issue.

-Kevin