TL;DR:
- Recap of Insights
- Case study: Airbnb
- Copywriting in Ads: Headlines, Taglines, and Call to Actions.
- Zoom Recording Here.
Contents
Class Info
- Date: Friday 09/29/2023
- Meeting Info: Virtual / Classes Cancelled due to Severe Weather
- Topic: Copywriting in Advertising
- Activities: Individually write 12 Headlines/Taglines for Project #2
- Lab Due Date: 10/03/2023
To-Do Before Class
- Share Insights for feedback
Topics
- Recap: Insights for Advertising Campaigns
Insights serve as the foundation for creative strategies and can be the difference between an advertisement that resonates with its target audience and one that doesn’t. - Let’s take a look at this Airbnb campaign: Click Here
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- Some OOH examples of the campaign:
- Let’s try to uncover the insight
- Or an even more simplified insight could read:
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- And the creative execution of the insight might look something like this:
- Copywriting in advertising can be broken down into two main components: Headlines & Taglines
- How taglines and headlines relate to the insight:
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- The most popular taglines are ones we can probably identify without even having to see the brands logo:
- One last component of copywriting can often be seen for performance-related marketing (trying to get consumers to take direct action, “buy now”, “click to_”.
- Airbnb does this in a subtle way by featuring their “book now” button from the UI of their product:
Assignment for Next Class:
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Come prepared to share your Insight.
- Be prepared to individually share your working headlines and taglines.
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