Aggressive Creative Strategy & Product Positioning

micros ease:

Driving performance growth and market impact through aggressive creative and strategic positioning.

Lowering CPM and Increasing Conversion

Challenge:

The previous ad tests proved ineffective: CPMs were too high and conversion rates were low. The brand needed a creative strategy and the right positioning of the product through creative advertising.

~$120 CPMs

0% Conversion

The Strategy:
From Product Shots to Emotional Context

❋ Brand Persona Brainstorm

We conducted intensive brainstorming sessions with the client to define detailed brand personas. This served as the basis.

Ideal Customer Portrait

❋ Messaging

Having highly relevant advertising concepts, with a strong focus on directness and aggressive messaging.

Aggressive Creative Angles

The Results:
Scalable Advertising Campaigns and Healthier Performance.

Dropped
CPMs

First customer purchases began coming in after gaining an understanding of the specific customer avatars.

Conversion Unlocked

Lowered CPMs ($140 -> ~$40) by better product positioning and aggressive strategic advertising.

Diverse Content Strategy

60+ Creative Multi-Channel Assets produced, for brand consistency across all ad accounts, LPs, and the brand’s website - feelmicros.com

Lower CPMs Strategy

From:

”We sell a product to calm you down”

This product positioning is too abstract. Targeting ads to wrong and more broad target audience, and competing with tons of wellness & hemp brands which offer similar products. Or sell gummies/drops/drinks with more THC & CBD inside for the same price.

To:

”We offer you a microdosed cannabis tool, discreet and portable to choose the way you feel.”

With this positioning brand talking to certain customer category. Moving from “Stoners” who wants 10mg gummy, to “Biohackers”, “Microdosers”, “Canna Newbies”, and people who just want to control the way they feel.

We also included more straightforward messaging, mentioning “1mg”, “THC”. This way, we differentiated the product from other wellness non hemp offers.

Diverse Content Strategy

Avatar: Sportsman who needs to stay in control;
Creative Angle: Problem/Solution.
Evergreen
Avatar: Emotionally closed but seeks social connection;
Creative Angle: Benefit Focused;
Dry January
Avatar: Stressed person, hard worker;
Creative Angle: Educational;
Dry January
Avatar: Emotionally closed at a party;
Creative Angle: Problem/Solution;
Evergreen
Avatar: Overthinkers;
Creative Angle: Problem/Solution;
Evergreen
Avatar: Never tried cannabis, and/or afraid to try;
Creative angle: Us VS Them;
Evergreen
Concept: New Year’s resolution;
Creative Angle: Problem/Solution;
Evergreen