Facebook ads feeling less than fresh? Spark new ideas with our curated list of brands that are creating thumb-stopping ads. You can take a look at what these brands are putting out there through Facebook’s handy tool Ad Library.
Skincare
#1 Lumin: men’s skincare
What works?
- Clear incentive to try all 3 products for free
- Huge focus on testimonials with videos and short quotes that test different, specific angles
- Visual and large headline do 90% of the work to stop the scroll
#2 Truly: vegan skincare
#3 Supergoop: sunscreen
#4 Wildcraft: natural skincare
#5 ZitSticka: zit kit
#6 Sand & Sky: original pink clay mask
#7 Gleamin: vitamin C clay mask
What works?
- Bold colours capture attention
- Copy focuses on hype and scarcity ‘sold out 5 months in a row’ and ‘claim TODAY before we run out AGAIN’ to inspire a quick purchasing decision
- Short and snappy testimonial with clear core benefits
#8 HETIME: natural face masks for men
Beauty & Personal Care
#9 Luvo: ring lights and vanity mirrors
#10 PMD Beauty: smart skincare tools
#11 Skinned: floral infused body oils
#12 Native: natural deodorant
What works?
- Fresh, bold imagery
- Conveys a lot of trust in the product through 2 short testimonials, 3 succinct dot points and the offer of free returns
#13 BondiBoost: growth shampoo and wave wand
#14 Quip: smart electric toothbrush
#15 Snow: at-home teeth whitening
What works?
- Clear messaging ‘whiter teeth in 9 minutes’ that’s repeated
- Uses influencers and models to convey aspirational beauty
- Even the URL is a call to action TRYSNOW.COM
#16 HiSmile: at-home teeth whitening
#17 Bite: plastic-free toothpaste
#18 Hannah: washable cloth pad
#19 Copenhagen Grooming: beard growth kit
#20 Dollar Shave Club: grooming subscription
What works?
- Distinct angle: women with thick hair
- Targets a specific problem for this audience
- Sends a strong visual message through the difference in armpits
- Using language like Starter Set and ‘try all this for only $15’ inspires to buy because the subscription doesn’t seem like a huge upfront cost or commitment
#21 Manscaped: grooming tools
Cleaning
#22 Happi Earth: sustainable laundry liquid
#23 Dropps: dish and laundry detergent pods
What works?
- Unexpected video from a CEO to stop the scroll
- Funny within seconds of playing, making the viewer keep watching
- Call to action to tag friends. People will naturally tag too because of the unusual content, expanding the organic reach further
Clothing
#24 UNTUCKit: shirts designed to be worn untucked
#25 Cuts: men’s t-shirts
#26 LSKD: sportswear and streetwear
#27 Oodie: oversized blanket hoodies
#28 Public Rec: leisure apparel
What works?
- Instantly focuses on core benefits that would appeal to many men: versatility, stylish comfort and easy to maintain.
- Clear shipping and returns call out that leads to the call to action
- Uses the alternative of ‘learn more’ instead of ‘shop now’ to signal that they’ll be taken to a low-commitment landing page
#29 Nuuly: monthly clothing rental
#30 Zorali: outdoor apparel and gear
#31 Sabo Skirt: dresses and playsuits
What works?
- Insta Reels-inspired video edit and thumbnail to match what’s already in a person’s feed, so they won’t be put off by yet another ad
- Fun copy that treats the audience like a friend, not a customer
- Minimal aesthetic in different outfit combinations to convey a message that the clothing is high quality yet attainable
#32 Thinx: period underwear
#33 Snag: better-fitting tights
#34 Kat the Label: boutique lingerie
#35 FIGS: comfortable, functional scrubs
#36 ROVE: travel-inspired fashion
Footwear
#37 Vessi: waterproof knit shoes
What works?
- Strong visual message of shoes immersed in water to emphasise the key messaging that they’re 100% waterproof
- Clear offer that’s repeated 3 times
- Shows the shoes in action being worn and as a product image that really stands out on the feed
#38 M. Gemi: handcrafted Italian shoes
#39 Indestructible Shoes: unbreakable work shoes
#40 Tropicfeel: aqua shoes
#41 Allbirds: sustainable shoes
Accessories
#42 Necklet: tangled necklace solution
#43 Mejuri: everyday fine jewellery
#44 FinerRings: handmade minimal jewellery
#45 The Ridge: minimalist wallet
What works?
- Visually conveys the problem and solution: chunky, unorganised wallet versus sleek, minimal wallet
- Answers before there’s any hesitation: holds 12 cards
- Builds trust with a simple ‘30,000+ 5 star reviews’
#46 CASETiFY: phone cases
#47 MVMT: premium watches
#48 BANA: floral sunglasses
#49 MOSCOT: timeless glasses
What works?
- Builds instant trust through multiple call outs in the body copy and video carousel focusing on craftsmanship and expertise – ‘5 generation family-owned’ and ‘100 years of experience’ speak volumes about quality within the first sentence.
- Carousel allows a range of styles to be seen in the feed without clicking to see more
#50 Empire & Co: blue light blocking glasses
#51 Topfoxx: luxury eyewear
#52 Cali Tiger: coin necklace
Homewares & Furniture
#53 Ruggable: washable rugs
What works?
- Instantly names a relevant problem for online buyers
- Offers a unique solution through real-time reactions in a fun, informative video with key messages reinforced by dot points throughout the video
#54 Outer: outdoor sofa
#55 Koala: original box mattress
#56 Leesa: mission-driven box mattress
#57 Noho: sustainable furniture
#58 Mojo Candle Co: beer bottle candles
#59 Calming Blanket: weighted blanket
What works?
- Builds hype through ‘2020 Australia’s Top Health Trend’ and ‘flying off the shelves’ to inspire immediate purchase
- Video testimonial shows real-time reactions to trying out the product
- Describes core benefits through one punchy sentence
#60 Moon Pod: premium beanbag
#61 Bed Threads: linen sheet sets
Food & Beverage
#62 Kakadu Plum: Australian native bushfoods
#63 VitaCup: infused coffee and tea
#64 Live Fit Foods: healthy meal delivery
#65 Wild Alaskan Company: seafood subscription
#66 Four Sigmatic: mushroom coffee
#67 Magic Spoon: keto cereal
#68 Cookie Doh Co: edible cookie dough
#69 Your Tea: herbal tea
#70 The Cereal School: keto cereal and snacks
What works?
- Humour and original songs can be hit or miss, but some videos are so daggy and ridiculous that you want to tag your friends – this is one of them. It’s the kind of video that will get a lot of organic reach
- Even though the video and copy centres around the song, it’s clear two words into the first sentence what product we’re talking (or, rapping) about
#71 Soulara: plant-based meal delivery
#72 Moon Juice: wellness beverage
#73 Kin: alcohol free, mood-defining drinks
#74 Down Under Box: Aussie care package
#75 Change Coffee: mission-driven coffee
#76 Stone & Grove: olive leaf tea
Health & Fitness
#77 Eastside Boutique: portable humidifier
#78 The Goodnight Co: sleep supplements
#79 Oura: health tracking device
#80 Roman: men’s healthcare
#81 Jawzersize: facial fitness device
What works?
- Re-targeting ad that gets straight to the point with a clear and irresistible offer – 60 day money back guarantee – that’s repeated in different ways 4 times.
- 25 active ads with the same copy (not just 2–3!) to test how people respond to different videos and so that people don’t get sick of seeing the same creative and get turned off the brand.
#82 ClassPass: fitness class access
#83 Vitable: personalised vitamin packs
#84 Ritual: multivitamins
#85 Care/of: vitamins and protein
What works?
- Focuses on a specific audience and need through the copy and design: women who want fuller hair
- Low-commitment call to action to take a quiz and get a personalised recommendation
- Huge offer of 50% off first order
#86 Smirk: keto shakes
#87 Eu Natural: supplements
#88 First Day: kids multivitamin
Kitchenware & Drinkware
#89 Our Place: always pan
What works?
- Bold colours that stand out on the feed
- Thoughtfully-curated thumbnail that speaks to an added perk of the product
- Hype-driven copy with ‘sold out 10x and had a 30,000 person waitlist’
#90 Caraway: ceramic-coated cookware
#91 Great Jones: nonstick pans without teflon
#92 BrüMate: insulated can coolers and drinkware
Recreation & Travel
#93 Crockd: pottery kit
What works?
- Relevant, down-to-earth copy that addresses the needs of people in lockdown rather than trying too hard to sell
- Carousel shows off what other people have made to make it look fun and easy
- Instagram handles included for social proof
#94 Journey of Something: designer jigsaw puzzles
#95 Land and Sand: sustainable beach umbrella
#96 Sand Cloud: mission-driven beach towels
Baby
#97 The Birth Poster: baby illustrations to scale
What works?
- ‘Secret’ code adds extra incentive to purchase as a special customer with an exclusive deal
- Use of 2 links – link in copy and button – gives a higher chance of clicking through to the landing page
- Great review stands out on the video thumbnail
#98 Pop Ya Tot: dummy chains and swaddles
#99 Halo & Horns: bamboo baby clothes
Pets
#100 Lovimals: personalised pet socks, pillows and mugs
#101 Crown & Paw: pet portraits
What works?
- Video audio shares a woman’s reaction to receiving a pet portrait – a unique way to demonstrate how much people will love the product
- Emojis make the copy stand out from start to finish
- Clear messaging makes the process seem easy: upload, choose a costume, let the artists do the rest
