Creating Ad Variations for Different Archetypes: A Marketer’s Strategy Guide

Understanding the Power of Archetype-Based Advertising

In the modern landscape of digital advertising, personalisation isn’t just a luxury—it’s expected. Brands that understand their audience’s motivations and emotions achieve better engagement, stronger brand loyalty, and higher conversions. But how do you tailor ads without getting lost in the data? Enter archetype-targeted advertising.

Archetypes—such as the Hero, the Explorer, or the Caregiver—are deeply embedded in human psychology. These universal personality types transcend demographics and tap into fundamental human desires. Creating ad variationsusing archetypes allows marketers to speak directly to the emotional core of their audience, not just their consumer behaviour.

Why Ad Variations Matter More Than Ever

No two customers are alike. When you’re addressing a Sage archetype, a factual and thoughtful message may resonate. On the other hand, the Jester archetype craves fun and spontaneity. Rolling out a one-size-fits-all message would alienate at least half your audience.

Persona-driven ad strategies take into account these different psychological makeups and buying triggers. The result? Campaigns that convert because they connect.

Moreover, in an era where A/B testing is standard practice, A/B testing ad messaging across archetypes gives actionable insights into which personality-driven narratives are the most persuasive. These insights can feed into everything from email copy to Facebook ad variations and Google Display creatives.

Identifying Audience Archetypes

To build successful ad campaigns, marketers must identify their brand’s dominant archetype, as well as those of their target customers. For instance:

• The Explorer seeks adventure, freedom, and discovery.

• The Caregiver values compassion, support, and service.

• The Ruler desires control, status, and order.

• The Magician is drawn to transformation and change.

• The Lover focuses on relationships, passion, and connection.

These archetypes should shape your persona-based content across all platforms.

Crafting Ad Campaigns by Archetype

Let’s break down how to adapt your creative based on each archetype:

The Hero

• Tone: Inspirational and action-oriented.

• Visuals: Bold, powerful, dynamic.

• CTA Examples: “Step up”, “Be the change”, “Lead the way”.

The Innocent

• Tone: Pure, positive, and sincere.

• Visuals: Light, soft, simple designs.

• CTA Examples: “Rediscover joy”, “Keep it simple”.

The Sage

• Tone: Intellectual and analytical.

• Visuals: Clean, data-driven, infographic-heavy.

• CTA Examples: “Learn more”, “Discover the truth”.

The Jester

• Tone: Humorous, cheeky, unpredictable.

• Visuals: Bright colours, memes, comic visuals.

• CTA Examples: “Let’s have fun”, “Unleash your silly side”.

This strategic messaging falls under emotional archetype ad messaging, and ensures every ad feels like a conversation rather than a broadcast.

Ad Personalisation Through Platform Choices

Each platform has its strengths. Instagram is ideal for visual storytelling, while LinkedIn suits Sage archetype ad strategies due to its professional tone. Facebook provides flexibility to serve persona-driven ad variations, and Google Ads enables precise keyword targeting.

Optimising Google Ads for different customer archetypes can mean adjusting ad headlines, selecting matching imagery, or changing the language used in descriptions. Similarly, examples of archetype-based email marketing adsshow how opening lines and subject lines tailored to the Lover or Ruler archetype dramatically impact open rates.

Ad Design Templates Based on Archetypes

It’s important to create frameworks rather than fixed templates. For example:

Using such archetype marketing creative templates helps you craft variations efficiently, reducing campaign development time.

Digital Marketing Services Supporting Archetype-Driven Campaigns

At B&E 50, we specialise in developing customer archetype ad personalisation strategies. Whether it’s creative ad messaging for the Outlaw brand or a persona archetype ad formula tailored for D2C startups, our digital marketing services ensure each message is shaped for the personality it’s meant to reach.

We work across display, paid search, social media, and content marketing channels, embedding audience archetypes into every creative decision. If your team is ready to start crafting ads for persona-driven marketing, or needs niche archetype marketing strategies, we’re the partner who speaks your brand’s language.

How B&E 50 Can Help

With deep experience in ad personalisation, creative testing, and psychological targeting, B&E 50 supports brands in designing step-by-step ad variations for brand archetypes. Our team doesn’t just build ads—we translate your brand story into a narrative that resonates with each personality type.

Whether you’re launching a new product or rethinking your entire advertising strategy, B&E 50 helps you match ad tone to persona archetypes, deliver personalised experiences, and elevate ROI across channels.

FAQs

Q1. What are archetypes in advertising?

Archetypes are universal personality types used to shape brand messaging and creative strategies. They help marketers emotionally connect with audiences.

Q2. How do I know which archetype suits my brand?

Assess your brand’s core values, tone, and audience motivations. You can also use data and feedback to align with the right archetype.

Q3. Can I use more than one archetype in my campaigns?

Yes, but be cautious. Blending archetypes should be intentional and coherent across channels.

Q4. How do I personalise ads for different archetypes?

Tailor your visuals, copy, call-to-actions, and even platforms to match the emotional needs of each archetype.

Q5. Is archetype marketing suitable for small businesses?

Absolutely. In fact, small brands often benefit the most from emotionally resonant and persona-based ad creation.

Q6. What digital marketing services does B&E 50 offer for archetype targeting?

B&E 50 offers full-service ad strategy, creative development, campaign execution, and reporting—customised for archetype-based marketing models.