B2B Video Library

Webflow | We have a typo

Picture this: A critical website typo goes live. The signup button vanishes into thin air. Is it a crisis? Is it a catastrophe? Webflow takes you inside this moment of digital panic, not to scare you, but to cleverly reveal a world where these nightmares simply… don’t happen. It’s more than an ad; it’s an invitation to a smarter, smoother way to build and manage your web presence.

The Formula (That Works at Any Budget):

Current Relatability = Immediate Connection – Highlighting the everyday frustrations of website emergencies? Webflow connects with anyone who’s ever faced a digital hiccup, providing instant relatability and sparking interest right from the start.
→ Lesson: Tap into shared experiences. Address common pain points to make your message immediately relevant.

Commit to the Concept – Webflow thoughtfully portrays the potential for website management to become complex, and illustrates why having the right tools is essential.
→ Lesson: Dedicate yourself to your concept. Make sure your message is focused on the problem and the solution.

Make Them Feel Something – The ad thoughtfully creates an emotional response—relatability—that ties directly to the product. It highlights the frustrations with outdated website systems and subtly showcases how Webflow offers a simple, streamlined solution.
→ Lesson: Connect emotionally with your audience, whether it’s through relatability, empathy, or inspiration.

Entertain First, Inform Second – Instead of just listing features, the ad first grabs attention with its potential scenario and then subtly integrates how Webflow simplifies website management.
→ Lesson: Prioritize engagement. Showcase how your product fits into the narrative.

Final Verdict: Webflow demonstrates that B2B marketing can be both engaging and thoughtful. By portraying potential problems and offering a practical solution, they make a compelling case for why their platform is an ideal choice for website creation and management.

Brave-o-meter Score: 

B-7 | R-8 | A-7 | V-7 | E-8

BRAVE – 7.4/10

Watch the full ad & learn more:

Website: https://www.webflow.com

LinkedIn: https://www.linkedin.com/company/webflow

(See what BRAVE means in our collection)

Understanding the B.R.A.V.E. Scoring System

The B.R.A.V.E. scoring system uses AI to deliver an unbiased evaluation of top-of-the-funnel B2B brand ads. It measures potential impact, memorability, and effectiveness by assessing five key components of a video ad or commercial. This system gauges an ad's capacity to drive brand recall and enhance salience, ensuring that creative work not only captures attention but also leaves a lasting impression.

What B.R.A.V.E. Stands For:

Each letter represents a key factor in determining an ad’s success:

  • B — Boldness: Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
  • R — Relevance: Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
  • A — Attention: Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
  • V — Vibe: Does it create an emotional response—laughter, recognition, or surprise? Or does it feel like just another corporate info dump?
  • E — Effectiveness: Will buyers remember the brand when they need a solution? Does the ad make an impact that lasts beyond the moment?

How It’s Applied to B2B Video Rating

Each video is scored 1 to 10 in all five categories, based on how well it meets the criteria. The total score (out of 50) is then divided by 5 to give a final B.R.A.V.E. score out of 10.

For example:

  • An ad scoring B-8 | R-9 | A-7 | V-6 | E-8 has a total of 38/50.
  • The final B.R.A.V.E. score is 7.6/10.

Why It Matters

B2B ads often struggle with being bland, forgettable, or ineffective. The B.R.A.V.E. system ensures they are judged by their ability to break through, connect with buyers, and drive action.

Simply put: If your ad isn’t B.R.A.V.E., it’s invisible.

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