In this section, we’ll talk about the importance of content for ads,
although there is no magic recipe, we’ll try our best.
3 Steps to a successful content
Be an advisor
We want our users to find in us an ally, an accomplice that helps them save, discover and try new experiences.
Be Latin
We have personality, we are Latinos, we are warm.
We make users feel welcome, we use humor to make them feel comfortable, and sincerity to build trust experiences.
Be creative
Our fuel is innovation, we are ideas made reality.
We are fresh air, we are creativity
Never sub estimate a good storytelling
Rappi knows that users use us because what they value most is their time. Our messages always say what is right and necessary.
| 🙌🏼 Less is more That simple | 🧠 Smart We do all the hard work so our users don’t have to | 🧡 Memorable Beyond the traditional | 👍 Human We know that behind the screens there are humans |
✏️Success guide
Getting started
Identify main idea to communicate. Is it a 2×1? An important promo date?
Add context, what will actually make people want to read it?
And the last but not least… Don’t make the user think. What does he win? and how?
🔥Winning structure
Let’s always think about the structure: Title, content and call to action.
Headline
20 Characters Max
The headline should always respond to a benefit for the user or something that is very attractive, we talked before about the importance of words like “free”. The first step is to tell the user what they can win or get.
Body
30 Characters Max
Body content can cover different communication needs
Informative
If you can get their attention and you already told them the “What do I get” then we can elaborate more on the “How do I get it”. Short, simple, easy.
Emotional
If we have their attention we can appeal to emotions. How would it feel to have the promotion?
Call to action
2 Words Max
If the user gets this far, Congratulations, you made him fall in love!
The call to action must be a trigger to action. They are short words that push to an immediate action we can find words like: Here, Now, Subscribe, Now, today … etc.
Similarly, a coupon can act as a call to action. Let’s say it is the trigger, the key for a user to make a decision.
Let’s see an example
Headline> 50% Off ChocoCookies
Body> Awake the monster in you
CTA> Coupon: Monster
Cheat Sheet
Emotional words
Wow
Now
Yes
Deal
Don’t miss out
Hot
Frases emocionales
Be the first to…
Don’t miss out our…
Find the best deal….
Tip: Begin the phrase with a verb