18 Hook Types for Viral Ads
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1. Narrative Hook:
a. Definition: Engages viewers by presenting a compelling story or scenario.
b. Example: A fitness brand ad telling the transformation journey of an individual using their products.
c. Brands:
Wakefit (Indian D2C): Illustrates the story of a customer's improved sleep quality with their mattress.
2. Question Hook:
a. Definition: Captures attention by posing a thought-provoking question to the audience.
b. Example: A skincare ad asking, "Struggling with acne? What if there's a solution that really works?"
c. Brands:
Mamaearth: Engages viewers with questions about natural skincare concerns.
3. Problem-Solving Hook:
a. Definition: Highlights a common problem and positions the product or service as the solution.
b. Example: A cleaning product ad addressing the challenge of stubborn stains and offering a solution.
c. Brands:
Dollar Shave Club: Solves the problem of expensive razors with affordable subscription-based solutions.
Beardo: Addresses grooming issues and provides solutions for men.
4. Statistic or Data Hook:
a. Definition: Begins with a surprising or impactful statistic or data point.
b. Example: A toothpaste ad starting with "9 out of 10 dentists recommend our formula for healthier teeth."
c. Brands:
Dove: Incorporates statistics in campaigns promoting body positivity and self-esteem.
5. Visual Intrigue Hook:
a. Definition: Grabs attention through visually striking or captivating imagery.
b. Example: A technology product ad showcasing sleek design and futuristic visuals.
c. Brands:
Samsung: Known for visually appealing ads highlighting cutting-edge technology.
boAt: Uses dynamic visuals to showcase stylish audio products.
6. Humor Hook:
a. Definition: Entertains viewers by incorporating humor or comedic elements.
b. Example: A snack ad using humor to depict a funny situation during a party.
c. Brands:
Snicker: Showcase how hunger can get our worst personality out in a comical way.
Old Spice: Renowned for its humorous and unconventional grooming product ads.
7. Teaser Hook:
a. Definition: Introduce a glimpse or snapshot of the desired or intriguing end result, creating anticipation and motivating viewers to continue watching for the full reveal.
b. Example: A fitness brand showcasing a brief preview of someone's transformed physique before delving into the workout routine or product that led to the change
c. Brands:
Myntra: employed teaser campaigns to generate anticipation for new fashion collections
8. Intriguing Statement Hook:
a. Definition: Grabs attention with a bold or intriguing statement that sparks curiosity.
b. Example: A car ad declaring, "The future of driving has arrived."
c. Brands:
Paperboat (Indian D2C): Uses intriguing statements in its ads for nostalgic products.
Durex: Uses intriguing and often humorous statements in its advertisements to break taboos and promote open conversations about sexual health.
9. Personal Story Hook:
a. Definition: Connects with the audience by sharing a personal narrative or testimonial.
b. Example: An insurance ad featuring a customer's real-life story of overcoming adversity.
c. Brands:
Airbnb: Incorporates personal stories of hosts and travelers in its ads.
The Man Company (Indian D2C): Highlights personal stories of grooming transformations.
10. Controversial Statement Hook:
a. Definition: Grabs attention by making a bold or controversial statement to spark discussion.
b. Example:
- “Who needs a salad? DaringEats – Because burgers are the real greens of life”
- An environmental campaign stating, "Our planet is in crisis. It's time to act.".
c. Brands:
Burger King: has run ads that make controversial statements or comparisons, aiming to differentiate itself and grab attention in a competitive market.
Fastrack (Indian D2C): Known for edgy and unconventional campaigns with bold statements. Learn more about “Move on” campaign.
11. Flashback Hook:
a. Definition: Evokes nostalgia or revisits the past to connect with the audience emotionally.
b. Example:
Showcase the “Washing powder Nirma” jingle & video in the first 3 seconds of an ad and then say “Have we ever got the dudh si safedi”. And then introduces own product.
A food brand celebrating decades of tradition with a flashback to its origins.
c. Brands:
Coca-Cola: Creates nostalgic ads that revisit iconic moments.
Tata Tea (Indian D2C): Utilizes flashbacks to emphasize social awareness in its "Jaago Re" campaign.
12. Educational Hook:
a. Definition: Engages viewers by providing valuable information or insights on a topic.
b. Example: A skincare brand explaining the science behind its innovative formula.
c. Brands:
Kapiva: Showcases how each ayurvedic ingredient in their product helps certain aspects of the health.
The Good Bug: Showcases the benefit of good gut health.
13. Product Demonstration Hook:
a. Definition: Showcases the product or service in action to highlight its features and benefits.
b. Example: An electronic gadget ad demonstrating its functionalities and ease of use.
c. Brands:
Country Delight: Showcases thick malai after boiling the milk as a sign of pure milk.
Droom (Indian D2C): Utilizes product demonstrations to showcase the condition of used vehicles.
14. Celebrity or Influencer Hook:
a. Definition: Features well-known personalities or influencers to leverage their credibility and attract attention.
b. Example: A fashion brand campaign with a popular celebrity endorsing the latest collection.
c. Brands:
Myntra (Indian D2C): Collaborates with influencers to promote its fashion and lifestyle products.
15. Interactive Hook:
a. Definition: Encourages viewer participation or engagement through interactive elements.
b. Example: An online quiz in an ad allowing viewers to discover their personalized product recommendations (eg: Traya)
c. Brands:
Beardo: In one of the ads, asks to identify the lips that do smoking in the ad. And the one that does smoking is showcased as looking better because of beardo's product.
16. Emotional Hook:
a. Definition: Evokes strong emotions, such as joy, sadness, or empathy, to connect with the audience.
b. Example: A charitable organization's ad depicting heartwarming stories of impact and change.
c. Brands:
Titan (Indian D2C): Often uses sentimental moments in watch and jewellery campaigns.
Ketto’s: Check any of the ads of Ketto’s or any NGO.
17. Mystery Hook:
a. Definition: Introduces an element of mystery or suspense, enticing viewers to continue watching for resolution.
b. Example: Live food or drink testing as an ad.
c. Brands:
Country Delight: Uses live testing of different milk brands as an ad.
Nykaa (Indian D2C): Uses mystery hooks in some product launch campaigns.
18. Quick Value Proposition Hook:
a. Definition: Clearly communicates the value proposition or key benefits of the product or service in a concise manner.
b. Example: An online shopping platform emphasizing fast delivery, quality products, and easy returns.
c. Brands:
Amazon: Known for quick value proposition communication in its ads. Remember the series of Amazon Fresh ads having Manoj Bajpai.