A “Problemotional” Review of 2023’s Best B2B Video Ads: Wynter
Wynter takes a super playful, cheeky yet lighthearted approach to a common B2B marketing challenge: creating effective messaging that resonates with your target audience. They set the scene within a relatable, slightly awkward conversation between a potential son-in-law and his future father-in-law.
Let’s break down this charming ad using the PESO framework:
P: Problem/Pain
The “Is My Message Any Good?” Dilemma: The ad opens with a classic (and potentially nerve-wracking) scenario: a young man trying to impress his girlfriend’s father. The question, “Why do you want to marry my daughter?” symbolizes the underlying anxiety many businesses face: “Will my message actually work?” “Will my target audience find it compelling?”
Guesswork and Uncertainty: They subtly highlights the difficulty of creating effective marketing materials. Businesses often rely on their own assumptions and internal feedback, which may not accurately reflect how their target audience will respond. This leads to uncertainty and a lack of confidence in their messaging.
The Risk of Missing the Mark: The ad implies that launching a campaign with untested messaging is a gamble. If the message doesn’t resonate, it can lead to wasted resources, missed opportunities, and a damaged brand reputation.
E: Emotion
Humor and Warmth: The ad’s humor comes from the awkward but ultimately endearing interaction between the two men. The nervous laughter, the dad’s playful teasing, and the eventual camaraderie over beers create a warm and engaging atmosphere.
Relatability: The scenario is instantly relatable to anyone who has had to make a good impression on a significant other’s family. The ad taps into a shared experience of wanting to be liked and approved of, creating an emotional connection with the viewer.
Relief and Confidence: The introduction of Wynter as a solution brings a sense of relief, suggesting that Wynter provides the insights and validation businesses need to feel confident in their messaging, eliminating the uncertainty and fear of putting out content that falls flat.
S: Solution
Your “Father-in-Law” of Marketing Feedback: It playfully positions Wynter as the “father-in-law” of marketing feedback. It’s the voice of authority, the one who can provide honest and insightful opinions on whether a message is likely to resonate with the target audience.
Real Feedback From Real People: The ad emphasizes that Wynter offers feedback from real people in the target market, not just internal assumptions or biased opinions. This provides a crucial layer of validation, ensuring that the message is relevant, compelling, and effective.
From Doubt to Assurance: They convey that they help businesses move away from doubt and uncertainty towards a sense of assurance in their marketing efforts. By providing real-world insights, Wynter empowers businesses to create content that truly connects.
O: Outcome
More Effective Marketing Campaigns: It suggests that by using Wynter, businesses can create more effective marketing campaigns. This leads to better results, increased engagement, and a stronger brand image.
Reduced Risk, Increased ROI: By testing their messaging before launch, businesses can mitigate the risk of wasting resources on campaigns that miss the mark. This leads to a higher return on investment (ROI) and a more efficient use of marketing budgets.
Building Stronger Connections With Customers: The ad subtly implies that Wynter helps businesses build stronger connections with their customers. By understanding their target audience’s preferences and reactions, businesses can create content that is more likely to resonate, fostering trust and loyalty.
Overall
It’s a B2B video that’s got charm, fun, and a little cheekiness, making it a prime example how to leverage humor and relatable situations to deliver a stand-out video ad.
The heartwarming ending makes it memorable, while its clear message resonates with any marketer seeking to create compelling and persuasive content. It cleverly positions Wynter as a trusted advisor, a valuable resource for gaining real-world feedback and ensuring that marketing messages hit the mark.
