In Detail Directory

01. The Challenge

Platforms and directories carry a structural marketing problem: they need listings to attract users and users to attract listings, and advertising has to make progress on both without confusing either.

The proposition is also abstract in a way a product is not. There is no object to show, so the creative has to make the usefulness concrete.

02. Our Involvement

Start & Scale produced campaign creative built to make the platform's usefulness tangible rather than describing the concept, leading with the specific thing a user gets rather than the idea of the directory.

03. The Result

In Detail Directory came away with advertising built for a two-sided model rather than creative written as though it were selling a single product.

Common questions

How do you advertise a directory or marketplace?

By making the benefit concrete for one side at a time. Start & Scale builds platform creative around the specific outcome a user gets, because the two-sided concept itself is too abstract to sell in a feed.