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Ad Relevancy

Informal Personality

Using informal, conversational, or friendly language in an ad can help to come across as more authentic.

Who's done it well

See who’s doing this well in finance.

MONZO

UK-based digital bank Monzo highlight that they really couldn't be any more different than high-street banks with their use of relatable phrases, and the self-deprecating nature of the ad itself.

Monzo

Not only is this a fantastic use of user generated content, but also the response is first-class, aligning the brand's personality with their millennial target audience. The limited use of text within the headline and description text is also noticeable.

Key takeaway

Some audiences react well to a friendly tone. When creating ad campaigns, first understand how your users would respond to a more informal approach. Speak to them the way they speak to others and they will respond.

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