What Risks Have Paid Off in Advertising Campaigns?
Advertising Interviews
What Risks Have Paid Off in Advertising Campaigns?
Navigating the world of advertising is like sailing through unpredictable seas, ever-changing and fraught with both challenges and opportunities. Among the experienced professionals contributing their insights are a Digital Marketing Manager and a Founder. From harnessing the latent power of under-promoted services to pushing the boundaries with AI-driven content creation, this article houses four rich insights from industry experts. Discover how taking bold risks in advertising can lead to groundbreaking successes.
- Highlight an Under-Promoted Service
- Embrace AI-Driven Content Creation
- Make Your Strength Your Message
- Use Humor in Advertising
Highlight an Under-Promoted Service
One risk I took in an advertising campaign that paid off was for a skincare salon. Rather than promoting popular services like facials or massages, I decided to highlight a lesser-known service: chemical peels. It was a bold move because this treatment can seem intimidating to clients unfamiliar with its benefits, and we weren't sure if it would gain traction. But I saw an opportunity to educate potential clients on the long-term benefits of chemical peels for skin rejuvenation and overall complexion improvement.
We created informative, visually appealing ads that showcased real results and explained how chemical peels could transform skin health. To sweeten the deal, we offered a first-time-client discount. The gamble paid off—bookings for chemical peels surged, and it opened the door for clients to explore other salon services. This experience taught me that taking a calculated risk by focusing on an under-promoted service can not only drive immediate results, but also position the brand as an expert, offering solutions clients didn’t even know they needed.
Embrace AI-Driven Content Creation
One risk I took in an advertising campaign that paid off was fully embracing AI-driven content creation for our marketing. For business leaders, the key takeaway here is to not fear leaning into emerging technologies. When done right, automation and AI tools like ChatGPT can elevate your marketing by enhancing creativity, scaling content, and increasing engagement. It's about trusting the potential of AI to handle tasks traditionally thought of as requiring human nuance, and this can differentiate your brand in a crowded space.
In my case, when we launched the Christian Companion App, we relied almost entirely on AI-generated videos, blog posts, and social media content to drive our campaign. This was a big gamble since we were venturing into faith-based marketing, a space where personal connection and authenticity matter deeply. Instead of manually crafting every piece of content, we trained our AI to generate ideas and narratives that resonated with our audience. I remember one video series we created, using AI-generated scripts, in which we addressed common spiritual questions—each hook was so strong that engagement skyrocketed. We trusted AI to help us tell these stories, and it worked.
Strategically, the "how" came from harnessing AI to not only create content but also to personalize it. By leveraging data, we ensured that every article, video, and post felt tailored to different segments of our audience. We employed AI to analyze user behavior within the app, identifying key questions users had and turning those insights into targeted campaigns. This taught me that the combination of creativity and precision that AI offers can be more powerful than any one-off human effort.
What I learned is that AI isn't just about efficiency—it's about amplifying human potential and reaching new levels of creativity. By embracing this technology, I was able to grow both our app and our marketing without stretching resources thin. For business leaders, it's a lesson in trust: trusting both the technology and your team's ability to adapt. Those who lean into AI now, rather than later, will set themselves apart as pioneers in their industries.
Make Your Strength Your Message
As co-owner of Off-The-Wall Kidz, I took a risk creating an entire social media campaign highlighting our 'parents play free' policy. While some thought it should only be mentioned in passing, I made it the heart of our social media messaging.
Enrollment soared over 40% the next quarter. I learned that taking a strength, benefit, or key differentiator and making it the primary message can break through the noise.
Another risk was opening a second location before establishing the first. Competitors stayed small, but within a year, 60% of our revenue came from the new spot.
The lesson: scale what works. While others remain cautious, bold brands can gain a real advantage. Track results closely, invest in what delivers, and keep shaping your industry.
Use Humor in Advertising
We took a risk in one of our advertising campaigns by creating a humorous video that showed exaggerated scenarios of open-mouth sleeping. It included sound effects and comical reactions from bed partners. It was a departure from our normal, serious tone of health-product advertising. However, this gamble paid off—the campaign performed well on social media, boosting our brand awareness and sales. It taught us the power of relatable, light-hearted content in connecting with our audience.
