Speaker 1: There's no, there's no sales pitch. There's no features and benefits. There's no nothing to it. And it's so powerful in that organic content can be some of the best ads, or it can also be a palette with what you use. So with that being said, like, I'm curious from your breakdown, like what makes this, if you had to say like three, four things, what makes this so visually appealing or, or, um, or, or thumb stopping in a way where like, why is it that I look at this and I already know everything that I need to know, and I'm emotionally connected to something because I can't, I don't have the brain to break down. I'm like, well, how do I take this and do something with it? But like, clearly it won. Yeah. Yeah. The, I mean, the main, the, the, the, the, the, the, the, the, the, the,

Speaker 2: the main, the main thing is like I mentioned, it is framed like an organic post, you are going to fool people into thinking this is a piece of organic content, they're going to consume it. They're going to find themselves interested and they're going to click through. That's the main reason why this ad is designed the way it's designed in terms of, you know, what, um, like how you, how you are like consuming this, like, you know, our, our brains are, you know, are reading down, right. We see this massive piece of text. This is what a $37 hotel looks like. You're looking at that and you're going, Oh, I wonder what a $37 hotel does. Like, Oh my God, that looks great. Like, like, like that's the, you know, the way our eyes and our brains are consuming that content. But it is actually given us a bit more information than potentially we first think. And the main one is that it's given you the location. So it's Las Vegas. If I said, you know, like 37, you know, think of whereabouts you'd be able to stay in a hotel for $37. You're instantly thinking, you know, like you thought probably somewhere that's, that's not very pleasant to visit. Well, no, this is Las Vegas. This is like, you know, this is a travel hotspot. You know, people got come from all over the world and they spend a lot of money to stay in a fancy hotel. Instead, this is $37 a night. It's also, it is actually telling you who the brand is because it says Hopper Picks. So straight away, you actually already know who the brand is. They've, they've managed to kind of include a bit of brand in there as well. And also they said it's a guest favorite, which means that this is a hotel that people stay out on a regular basis. And that's all just part of the UI of, you know, the, the, the app. They haven't done anything special here. They haven't, you know, they haven't popped that stuff in there just for the advert. That's just the way that the, that the UX of the, um, of the app is. So their product is working in their favor, essentially.

Speaker 1: Yeah. I mean, now that you're saying that it's like, I went on to Hopper. I took a screenshot. I then post I'm Alex. I'm at A-T-E.

Speaker 2: Yeah. Cause that's definitely a, it's definitely a real username. Definitely.

Speaker 1: I'm going to go look at, to see if this is, I was about to do

Speaker 2: that when you were talking earlier.

Speaker 1: Uh, A-T-E-E-1-9-8-3, man, if that's a Hopper, like,

Speaker 2: If that's a real account, there's no way.

Speaker 1: These tweets are protected. Uh, 12 people following, uh, two followers, following 12 people, two followers joined in, uh, October, 2020. Other mentions are about other hotels that Hopper has done. So like, this is brilliant. Um, other like level, uh, which is fun. Um, well done Hopper. Uh, like it's actually basically just like, I'm on my phone. I took a screenshot of this. I shared it to social media and I took a snapshot and like everything is there. I, and like, when you say that one of the things too, that as a performance marketer, I think is, is essential. And, you know, to be fair, this is something that maybe for me feels native and for other folks, it feels contrarian. So I'll say that is I'm not interested in the first transaction. I'm not interested in the app download. I'm not interested in the contribution margin of this sale. The relationship with the customer has many touch points. I'm looking at customer journey, acquisition, cashflow development. And what matters for me is that my user experience and my customer experience is one that drives them to want to spend money with me more and more often so that I can get more, what I call mailbox money or the revenue floor goes up. And that's an e-commerce in this case, because it's an app, it's about the stickiness and usage of the app. It's not a win to get the app downloaded. The win is having it still be there in 30 days. The win is having it get used. It's like lead gen app downloads e-commerce is all the same thing. Like e-commerce is not about making the sale at like a positive contribution margin or ROAS or profit or MER or whatever it's a lead to future cashflow. It's a lead to future cashflow. And what this ad does, what you just displayed and now I'm finally getting it. And so I'm just kind of pontificating on it for a second is I know what this app looks like without having the app. When I download the app and log in, it looks like this and I can already use it because you've trained me what to expect.

Speaker 2: Yeah. Yeah. That's where a lot of these, that's where a lot of these like game, you know, these like TikTok game ads where they have to put like not real game footage. That's where they fall down. I would love to know how many people download the app and delete it when it's not the way it looks on the advert.

Speaker 1: Oh, I download, like I'm guilty of that. I'm the guy that's like, I get the ads. It's like, oh man, there's no ads in this thing. And the play and gameplay is great. And you download it in like 30 seconds. You're like, that's nothing like it. It's complete nonsense. It's total bullshit.

Speaker 2: Yeah. And then you, you, you, you instantly delete the app and you never trust the advert ever again.