Today I’m working on locating stock images of teenagers with bad skin for a new campaign. Some of the close-up images are disturbing to say the least.
I plan on doing a split test of aspirational images (people with fantastic skin) versus real-people images (not so great skin/far less airbrushed) to see which draw a greater click-through rate. Being a fairly new product, its important to show relatable or aspirational figures in the advertising.
On the other end of the spectrum, a product that is well-established in the marketplace may be able to pull off more alternative advertisements like this Oxy ad done by Ogilvy, Johannesburg. It has no people in it – just a neat trick.
Focus on the bottle for twenty seconds.