Smart Strategies Create Better Video Ads

Videos are all the rage in the digital world. If you’re on social media you’ve likely come across a lot of video ads. From B2B to B2C, businesses - no matter in the industry - are investing in them as a part of their marketing efforts.

This is because videos allow for compelling storytelling, making it easier to connect with your audience emotionally. Plus, they’re mobile-friendly and favoured by social media algorithms, which enhances visibility.

However, simply investing in video ads isn’t enough because their effectiveness requires more than compelling visuals. It all boils down to strategy, execution, and targeting.

The video ads that you produce need to be tailored to your audience, aligning with their pain points. This is the challenge that Newcastle University Medicine Malaysia (NUMed) faced. 

Understanding The Problem

Newcastle University Medicine Malaysia (NUMed) - a higher education institute offering medicine and biomedical science programmes - wanted to generate quality leads from the Malaysian market.

The problem? Despite previous efforts to post video ads on TikTok and banner ads on Facebook, NUMed could not achieve its goal.

There were two reasons why this happened: The content was not relatable and the platform used was not suitable. 

The videos were not tailored to the audience and platform. Their corporate look and unclear messaging, combined with the platform (TikTok) preference for humour, hindered NUMed's lead generation efforts.

Going fishing doesn’t guarantee a good catch. You’ll need to know what bait to use and where to fish. Otherwise, you’ll miss out on catching high quality fish. 

In the same way, effective video ads require personalisation and precise targeting to catch good leads.

How We Solved It

We began by strategising three video ad directions:

• Branding for NUMed: To highlight NUMed’s unique selling points (USP) as well as their MBBS course. 
  
  
• Event and a campus tour: A virtual campus tour showcasing the campus facilities, as well as to shout out their upcoming Open Day event.
  
  
• Testimonials: We showcased thoughts and opinions on medical studies and career pathways from the point of view of students and professors. 

These video ads were created to connect with prospective students and inquiring parents through user-centric videos.

In addition to this, the video's visual directions and call-to-action (CTAs) had a clear and concise message. This meant that the video ads were simple and personal, but effective. 

Having well-made videos is a great start, but that’s only half the solution; you’ll also need to reach the right audience. We achieved both of these by crafting a buyer's persona.

This helped us understand NUMed’s audience’s pain points, and by doing so - created better, more personalised content that provides value for their target audience.

Our strategy of combining personalised video ads with our lead generation campaign significantly increased traffic to the landing page. Simply put, we tailored our content to better suit the target audience. 

The Results

Within 3 months, our strategy helped NUMed secure close to 400 leads through its lead generation campaign which leveraged Google ads, static ads, and video ads.

The three video ads that were produced contributed close to 20% of the overall leads. 

Conclusion

By prioritising their buyer persona, we created a strategy to produce customer-oriented content. This key change led to better engagement, more clicks, and an increase in leads generated.

Our strategy of prioritising personalised content with impactful messaging combined with effective targeting helped NUMed to maximise its video marketing efforts.  

This is how clickTRUE’s data-driven approach helped NUMed achieve its campaign goals. 

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