Client: Wild Alaskan Company - A sustainably sourced fish subscription service. Their focus is for us as humans to connect with each other through community and sustainably sourced foods. (SPEC)

Audience: Health conscious adults between the ages of 30-45 that have an active lifestyle and are focused on providing their families with healthy food options like superfoods. This target audience is price-conscious but will pay more if they think it’s worth it.

Tone: Insightful, relatable, fun

Challenge: This ad was designed to increase brand awareness while also increasing subscription orders. They’ll learn more about the benefits of salmon and how it can complement their active lifestyle via a landing page. From there, they will be offered a discount on their first box of fresh-caught salmon. This ad is to be A/B split tested. Everything being the same except for the preview text.

Solution: I created an effective Facebook ad by appealing to this audience’s wants/needs for eating the healthiest kinds of foods. While simultaneously increasing Wild Alaskan Company’s brand awareness. I used a value proposition as the headline which also is the big benefit to the consumer.

Small version: I wanted to create a short, punchy hook that went after the audience’s desire to find the healthiest kind of foods for their family. If the audience has kids, I wanted that to be the driving force for them to want to learn more. While still appealing to their own desires of eating healthy if they did not.

Medium Version: In this ad, my goal was to spark curiosity while directly addressing the audience. Helping them quickly determine if the ad was relevant to them. Since the ad was meant to be brief, I dived straight into the benefits of salmon. Grabbing attention and guiding the reader through the message without losing their interest.

Since this audience prioritizes exercise and healthy eating, I focused on benefits that align with their goals. Enhanced athletic performance, increased energy, and improved heart health. I also mentioned what matters to Wild Alaskan Company to establish a connection to their audience. This was to build trust and brand awareness.

Since this audience may not regularly eat fish, I offered a free recipe guide to help them incorporate salmon into their diet. They would then be redirected to a landing page to download the guide. And also learn more about the benefits of salmon and allow them to get a discount on their first box of wild-caught salmon.

Large Version: Because this ad was a longer ad, I specifically structured it in a way to keep the reader engaged. But also prevent them from getting up to get the most easily accessible salmon available.

I started with a curiosity-filled hook which led into a benefit to increase the chances for the audience to click “see more". Once the audience clicked "see more”, I continued with benefits to the reader to keep them engaged. I then tailored the benefits towards children to continue guiding the audience down the message.

To strengthen my argument, I used social proof and authority to persuade the audience to add salmon to their diet. I also highlighted what they’re likely to find at their local grocery store to discourage them from buying salmon there.

I then added "I" to bring a more personalized feel to the ad as if the owner was speaking specifically to them. From there, I continued to educate the audience to build trust. While simultaneously increasing brand awareness.

I finished the ad with a free guide to encourage the reader to click the Learn more CTA and continue to guide them to place an order.