Impactful advertisements: Key strategies for success

In the first publication, we proposed four key areas to factor into making your advertisement resonate with Ghanaian society and its different classes of potential clients, consumers or audiences.

If you desire to produce an ad that would catch attention in Ghana and drive sales, this article would be very helpful. This sequel proposes six (more) time-tested strategies.

Clear, concise/Minimalist approach

In advertising, simplicity often wins; and that is even more true in Ghana. This is especially important in a diverse market like Ghana, where advertisements must appeal to people with varying levels of education and language proficiency.

There are several pieces of evidence that demonstrate that simple advertising concepts and language easily become accepted by Ghanaians and are subsequently woven into people’s everyday interactions.

Here are a few examples: Coca-Cola’s “Open Happiness” campaign; Kasapreko’s “For Real Men”; Glico’s “We Cushion You for Life”; Vodafone’s “Power to You’ and Fan Milk’s “For the Love of it” are all running examples of the success stories of simple concepts in advertising.

Visual appeals from bright and vibrant colours are also critical. Ghanaians generally respond well to visually vibrant ads that are easy to understand and aesthetically pleasing.

According to NeuroLaunch.com, consumers in visually-driven cultures respond positively to bold colour choices, enhancing brand recall and engagement, and Ghanaians culturally fall within this category.

Using bright, bold colours and eye-catching visuals can help your advertisement stand out in Ghana’s overcrowded media landscape.

Incorporate call to action

Every effective advertisement would include a clear call to action (CTA). Whether you want your audience to visit a website, call a number or visit a store, ensure that your CTA is direct and easily accessible.

Additionally, offering incentives such as promotions, discounts or giveaways can motivate your audience to take immediate action, driving engagement and increasing conversion rates.

Adapt, local media consumption

Understanding the media consumption habits of Ghanaians is essential for effective advertising. According to Geopoll’s DataReportal – Global Digital Insights, television and radio are still dominant due to their accessibility and broad reach, particularly in rural areas.

However, mobile devices are increasingly the primary way people access media, with more Ghanaians consuming news, entertainment and social content via smartphones.

Facebook remains the leading social media platform, with about 82 per cent of users actively engaging with it, mostly for communication and keeping up with news.

TikTok and Instagram are also gaining traction, especially among younger users, for their video content and entertainment value. TikTok has been growing rapidly, with 60 per cent of users actively watching and sharing videos.

Instagram, while more niche, is favoured for its visual appeal, with users engaging with creative content and influencers.

Case, Daily Graphic

Although research (Jamlab and UDS International Journal of Development) shows that there is a steady decline in the patronage of physical newspapers in Ghana due to the emergence of digital and electronic media, the Daily Graphic newspaper seems to be challenging that narrative, as it continues to be seen as the number one place for corporate organisations and corporate consumers, as far as newspapers are concerned.

The Daily Graphic still receives loads of advertisements from corporate institutions because of its reach, credibility, history and brand appeal.

Any huge brand in Ghana that is worth its sort would always include the Daily Graphic in its media and marketing mix.

Focus: Social impact

Advertisements that highlight social impact can build goodwill and brand loyalty among Ghanaians.

Show your brand’s commitment to social causes that matter to your audience, such as community engagement or corporate social responsibility (CSR) initiatives.

Campaigns that educate or empower the audience, such as those offering financial literacy tips or health advice, can resonate strongly and create a positive association with your brand.

Stay adaptable, innovative

Many brands that entered Ghana and failed to align with emerging social and cultural trends within the broader Ghanaian society were left behind by their once-committed consumers.

You do not enter the market in Ghana with preconceived ideas that you know what is best for the market.

Ghana is unique. The people are proud of their identity and their unique values. Successful brands in Ghana have learnt to keep up with the latest trends and are ready to tweak their global campaigns to suit specific values and trends within the different regions in Ghana.

As a body of advertisers, the Advertising Association of Ghana (AAG) has learnt, by experience and market research, that what resonates in Accra might not have the same impact in the Ashanti, Western or Northern part of Ghana.

Experimenting with new technologies, such as augmented reality (AR) and virtual reality (VR) in ads or new social media features, can also help your brand stand out and stay ahead of the competition.

Reports from two of AAG’s platinum members, EchoHouse and Now Available Africa, that have used VR and AR as part of some of their brand activation programmes, testify that brands that target youthful consumers would have to begin to look at this direction of marketing communications.

With all said and done, age-old monitoring and performance measurement would always serve as a practical check on the success of any advertising campaign. Feedback from your audience is also valuable.

Surveys or social media comments can provide insights into how your advertisement is being received and offer ideas for improvement.

The writer is Executive Director,
Association of Advertising Ghana.