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In 2019, Coca-Cola launched a print ad that was audible. Like it or not, looking at this ad pulls you into the Coca-Cola experience. It was an innovative and exciting idea, engineered by "David the Agency." People are still talking (and writing) about it today. It was synesthesia in print, a clever blending of senses that turned a static ad into a fun challenge for its viewer. But as brilliant as that is, let's look past the synesthesia aspect specifically and study what makes an ad like this work. We've all seen a million Coca-Cola ads, but this one actually leveraged that fact. It targeted the audience already familiar with the product (with a century of brand equity, that was pretty much everyone). More precisely, people with an established relationship and history with Coca-Cola. People who had feelings about it and memories around it. Coca-Cola's ad was a brilliant example of capitalizing on product familiarity. The brand didn't need to reintroduce itself. The ad was instead designed for an audience that was already familiar with it. The imagery and language tapped into their existing history with the product (specifically the sound it makes). For non-drinkers, it pulled them further toward acquisition by reigniting dormant associations. For drinkers, it reinforced their connection to the product and their loyalty. The takeaway for SaaS marketing As an example of a SaaS campaign with a similar underlying theme we can look at Dropbox's "For All Things Worth Saving" campaign. The ad didn't bother explaining file storage — the target audience already understood what they do. If you didn't know what Dropbox was, this ad would fly right over your head. And that was okay, because it wasn't aimed at you. It was aimed at the audience of people who were already familiar with the service. The ad honed in on the emotional stakes. The family photos, the creative projects, the irreplaceable files. By reinforcing Dropbox's role as a safe haven for valuable content, it strengthened user loyalty without saying a word about features. An overview of the familiar-audience target strategy This approach succeeds because it addresses the audience that's already involved with your product. It plays to their existing relationship with your brand. - Leverage familiarity: Target people who don't need an introduction, just a reminder of why they care. Speak to your history together, not their ignorance.
- Drive dual outcomes: Pull the non-user audience closer to acquisition by resurfacing positive feelings while reinforcing the user audience's loyalty to the product. For current users, show them why they picked you. For lapsed or potential users, nudge them with a memory of what they're missing. Think less "new feature alert" and more "remember why this matters."
- Resurface their feelings: Skip the feature dump. Highlight the relief of a solved problem, the pride of a streamlined workflow, or the utility your product provides.
How to build your version Here are some actionable steps to go from the drawing board to the finish line on a similar campaign: - Identify your familiar audience
Pinpoint the people who already know your product — current users, past users, or those who've engaged with your brand. Find the platform where you can reach them — LinkedIn, YouTube, email. Action: Segment this audience using your CRM, email lists, or social media data. - Uncover their emotions and experiences
What feelings or memories does your product spark? These emotional hooks are the heart of your campaign. Action: Survey customers, interview users, or brainstorm with your team. - Craft a message that resonates and launch it
Create a concise, emotional message or idea that reminds them why they need you or have you. It should revolve around the feeling from step 2. Action: Don't get caught up introducing yourself. This is a message for the audience that already knows you. Launch a campaign that feels like a personal nod to them. - Monitor, learn, and iterate
Track how it lands and tweak based on feedback or data. Even great ideas get better with refinement. Action: Use analytics to measure engagement and adjust the message or visuals as needed. Go talk to your audience You're not Coca-Cola, and you're probably not Dropbox, but you don't need to be. Your SaaS has an audience that's seen you and knows what you do. Don't neglect to remind them of how they feel about you and why they need your help. What's your message for your familiar audience? What do they need to be reminded of? Reply with your thoughts — I'd love to hear your ideas. —Corey Swipe Files does not have sponsors. We have partners. We partner with trusted top-tier service providers. In fact, I reached out to them — each one has been carefully selected and vetted so I have 100% confidence in recommending them to you. Doing business with them supports this newsletter. π See how these services can help you grow and mention "Swipe Files" or "Corey" for special treatment: - Conversion Factory — My SaaS marketing and design agency without the BS of unpredictable costs or contracts.
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