Facebook Ad: Piddle Patch (SPEC)

SPEC: This is not a real advert.

Client: Piddle Patch

Target Audience: Dog owners in the process of house training their pets, living in buildings with difficult access to the outdoors and/or with pets who are unwell.

Tone: Light, fun, promotional.

Brief: Create a Facebook ad encouraging people to buy a Piddle Patch.

Solution: This ad is centred around the innovation of the product and the transformative benefit to owners’ lives. I touch upon the audience pain point immediately by referencing the (undeniably tedious) process of ‘laying down newspaper’. The introduction of Piddle Patch is kept light through the phrase ‘say hello’, yet this structure also allows it to be clearly presented as a solution to the consumer problem. ‘The UK’s first’ reinforces the novelty and innovation behind Piddle Patch, adding intrigue whilst communicating the brand’s USP.

The deep benefit to consumer is touched upon by reference to both owners and dogs being ‘happier’. This taps into the emotional side of the audience pain point - owners inevitably want to be less frustrated by their pets, giving them a life which is as happy and healthy as possible. Mentioning the simplicity of house training, lack of mess and ease of access to the product (i.e free delivery) suggests that Piddle Patch is the straight-forward solution to this problem.