Project: Facebook ads for Knowify Office Management Software for Specialty Contractors.
Challenge: Target the specialty contractor office manager, usually women aged 30-60 who are most likely to be tasked with using such a solution and drive its acquisition.
Solution: Rather than focusing on specific features, these ads address decision-making criteria such as ease of use and affordability and imply the benefits of an easier workday and more free time. Where possible, technical terms and jargon were purposefully avoided in favour of simple language to suggest Knowify’s ease of use. The tone of the ads is friendly, optimistic, and informal without being unprofessional or edgy. This tone stands in contrast to the competitors’ overly formal, jargon-filled copy.
Design Notes: Stock images © Shutterstock, Freepiks, and Vecteezy.