How big brands dominate the upper funnel on social (ft. Jan Stranghöner)

Small companies, big brands: What makes them different in marketing?

How do established companies develop ads that appeal to target groups, are remembered sustainably and perform at the same time? And how can smaller companies benefit from these approaches?

This blog article is about how different strategies — from structured creative testing to a combination of branding and performance — help brands create effective ads. Large companies often use extensive budgets and clear structures, while startups score points with flexibility and speed.

Jan is an experienced consultant who supports both major brands and aspiring startups. His findings not only provide an exciting insight into the differences between the two worlds, but also show how every company — regardless of size — can optimize its marketing strategy.

Speed and focus: The strength of startups

Startups often have limited resources, but that is precisely their strength: speed. Jan explains that small companies can make decisions more flexibly and quickly — an advantage that big brands often don't have.

Jan emphasizes that startups use their flexibility to test faster and continuously improve their creatives.

But speed alone is not enough. Startups should focus on the right goals. Jan sees branding as one of the biggest challenges for small businesses. Developing a strong brand is essentialto be successful in the long term and not only attract customers but also retain them.

Big brands and their advantage: The power of budget and reach

Large companies have clear advantages: higher budgets, established brands and the ability to run both performance and branding campaigns.

But Jan points out that these benefits can also have limitations: Larger companies often work with rigid annual plans and slow decision-making processes, which makes them less flexible.

What are upper-funnel campaigns?

Upper funnel campaigns are the first point of contact between a brand and potential customers. The aim is to reach a broad target group and to anchor the brand in people's minds. Unlike performance campaigns, the focus here is not on direct sales, but on:

• Build awareness:: Reach new target groups and strengthen brand presence.
• Create trust: Promote a positive perception of the brand, which influences the purchase decision in the long term.
• Basis for conversions: By familiarizing the target group with the brand, the chances of subsequent purchases increase.

How upper funnel campaigns can be effectively designed

Jan emphasizes that successful upper-funnel campaigns require clear goals and well-thought-out content. His best practices include:

1. Strategic objective: Upper funnel campaigns should have clearly defined goals, such as increasing reach or improving brand perception.
2. Platform-appropriate content: Each platform has its own dynamics, while TikTok focuses on fast and authentic content, high-quality visuals often work better on Instagram.
3. Measurability: Branding campaigns should also be accompanied by studies or surveys to test their effectiveness and identify potential for optimization.

What startups can learn from big brands

A key point in the discussion was how small companies can benefit from the strategies of big brands. Jan mentions three important approaches:

1. Combining branding and performance:
   Big brands manage to combine long-term goals with short-term success. Startups should adapt this approach to promote sustainable growth.
2. Cross-platform thinking:
   Large companies optimize their creatives for various platforms. Startups should be inspired and adapt their messages to the specifics of each platform.

Emotional connection: The key to successful ad creatives

One key to successful ad creatives lies in emotional communication. Despite the increasing use of automation and AI, the human component remains essential. Emotions are the factor that makes an ad stand out from the crowd and appeals to the target group in the long term.

The best ad creatives not only manage to attract attention, but also build a connection with the target group. They pick up on wishes, challenges or life moments that are important to users and package them into a message that sticks.

Major brands are therefore increasingly focusing on emotional storytelling. They tell stories that not only focus on their products, but also convey values and emotions. This principle makes the brand more approachable and ensures that it is remembered in the long term.

Emotional ads are therefore not a “nice-to-have” but an essential part of every successful creative strategy — regardless of the size of the company. They combine data with creativity and address the target group on a personal level.

What makes an ad creative successful? Jan's practical tips

In the podcast, Jan shares specific insights into what makes an ad creative successful:

• Clear messaging: The message must be immediately clear and understandable. Customers decide in seconds whether to appeal to an ad.
• Platform-specific design: What works on TikTok won't necessarily perform on Meta. Every platform has its own requirements.
• Storytelling: With their ads, big brands like Thalia manage to tell stories that emotionally appeal to the target group.
• Testing and optimization: Successful ads are rarely created right away. The best variants can be identified through structured testing.

How DatAds supports both startups and large companies

Regardless of whether you are a small company or a large corporation, a structured testing strategy is the key to successful ads. Tools such as DatAds help to simplify this process and make data-based decisions.

With DatAds Can marketers:

• Organize tests efficiently: Analyze and compare different messages and designs.
• Get cross-platform insights: Evaluate ads on Meta, TikTok and Google in a central platform.
• Data-based optimization: Automated recommendations make it easier to find the best combinations for Winning Creatives.

In the podcast, Jan emphasizes how important tools such as DatAds are to both save time and improve the quality of creatives.

Conclusion: The right mix of branding and performance

Whether you're a startup or an established brand, the key to successful campaigns lies in the balance between branding and performance. Large companies show how important it is to rely on reach and trust, while startups can use their strength in speed and flexibility.

Jan's insights and practical tips provide clear guidance on how companies can take their ad creatives to the next level.

Listen to the podcast episode now on YouTube and Spotify!

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