When targeting cold audiences, you’re working at the top of the funnel—the stage where potential customers are first introduced to your brand. These audiences are often “unaware,” meaning they don’t realize they have a problem, let alone know that your product offers a solution. This makes them the largest and most challenging segment to convert.
So, if they don’t know you and have never heard of your product, how can you convert them?
Here, market sophistication matters: the less they know, the simpler and more engaging your message needs to be. It’s key to build awareness–not only about the problem and the solution, but also about the brand.
Today, we’re diving deep into three video ad frameworks to convert top-of-the-funnel audiences. These frameworks will spark curiosity, communicate value, and ease cold audiences into considering your solution.
The Challenge of Cold Audiences
Cold audiences are the largest segment of any potential customer base, yet they’re often the hardest to convert.
These audiences are unaware. They don’t recognize a problem or need, which means they’re not actively searching for solutions—and likely haven’t heard of your brand or product. To engage them, your message needs to be relatable, subtle, and designed to ignite curiosity rather than push a sale.
In terms of market sophistication, cold audiences usually fall into the low-sophistication category. They are less familiar with products like yours and may not even recognize the problems your product solves. As a result, competition is often lower, as these audiences are not aware of alternative solutions.
So, how can you convert them? For these audiences, it’s essential to focus on education, building awareness of the problem, and providing insights that gently lead them to recognize how your product fits into their lives.
At Primer, we leverage three frameworks for cold audiences that will level up your video ads.
| Framework Finder | Unsophisticated |
| Unaware | Frameworks: FOMO, PAS, DOCS Focus on identifying the problem and consequences. Provide basic education and introduce your solution. |
1. FOMO (Fear Of Missing Out)
For a cold audience, the FOMO framework can be adapted to subtly introduce the value of your product while sparking interest in a unique opportunity.
Remember that unaware audiences don’t realize they have a problem. So, instead of stating why your product is the solution and highlighting its benefits, showcase demand. Make your audience worry about missing out and then show them why your product is crucial to staying in the loop.
- Emphasize a limited-time or exclusive benefit without heavily pushing the product.
- Highlight how others are enjoying the advantages (or experiences) they could be missing out on.
- Encourage them to consider what they might gain by exploring further.
Why it works: This framework is highly effective because it not only piques curiosity by hinting at a unique opportunity, but it also showcases popularity and demand, which nudges potential customers to consider if they might miss out on something beneficial.
Example: A productivity tool could use FOMO by addressing the procrastination problem and highlighting “exclusive productivity hacks for early users – limited time only”.
2. PAS (Problem – Agitate – Solution)
For cold audiences, PAS is about making them aware of a problem they didn’t know they had, amplifying the potential impact of this issue, and presenting your product as the solution.
- Problem: Start by identifying a relatable, everyday struggle that your audience may have. Focus on universal pain points.
- Agitate: Escalate the issue by illustrating how it affects their life.
- Solution: Introduce your product as the easy fix they never knew they needed.
Why it works: PAS resonates with cold audiences by bringing an unknown problem to light, demonstrating the potential consequences, and offering a simple solution.
Example: Organizing family chores can be challenging, but a cold audience may have never noticed that. Start by addressing the problem, agitate by highlighting the consequences whenever someone skips a task or forgets to do it, and show your solution -a centralized touchscreen display that makes organization easier.
Example #2:
| Section | Element | Captions & Stickers | VO | Footage |
| 1 | Hook | |||
| 2 | Problem | |||
| 3 | Agitate Problem | |||
| 4 | Solution | |||
| 6 | Social Proof | |||
| 7 | Ending / CTA |
2. DOCS (Dream Outcome/Scenario – Connect – Showcase)
The DOCS framework is perfect for inspiring cold audiences by showing them a desirable future they haven’t yet considered, creating a relatable connection, and presenting your product as the solution.
For this framework, besides positioning your product as number one, you can also highlight the flaws/negative aspects in other solutions.
The format Vs Them is often used for this framework.
- Dream Outcome/Scenario: Start with an appealing outcome that would resonate with your audience.
- Connect: Relate this dream scenario to the audience’s common frustrations.
- Showcase: Highlight your product as the key to achieving this ideal outcome.
Why it works: DOCS taps into a desirable scenario, builds a connection by acknowledging common struggles, and positions your product as the perfect solution. This framework is especially effective for unaware audiences who need both education and inspiration to become aware of your product’s value.
Example: A wellness beverage brand has launched a new decaf coffee that promises to make you feel energized, which is the customer’s desired outcome. The brand relates to this dream scenario by addressing a common frustration: brain fog and energy dips throughout the day. By the end of the video, they highlight that their product is decaf and has a better performance than regular coffee.
| Section | Element | Captions & Stickers | VO | Footage |
| 1 | Hook | |||
| 2 | Dream Scenario | |||
| 3 | Connect | |||
| 4 | Showcase Product | |||
| 6 | Social Proof | |||
| 7 | Visual Social Proof | |||
| 8 | Ending / CTA |
Using the Right Frameworks For Cold Audiences
In particular, using frameworks that tap into relatable problems, achievable aspirations, and gentle calls to action allows you to build awareness without overwhelming or pressuring potential customers. The DOCS framework, for example, is particularly effective because it gives people a vision of an improved future, relates it back to common challenges, and showcases your product as the solution. By thoughtfully combining these techniques, you can turn unaware, unsophisticated audiences into informed prospects who are excited to take the next step with your brand.
Cold audiences may be harder to convert, but they also represent vast potential for growth and loyalty when engaged effectively. Using these frameworks thoughtfully and consistently can help you build a steady pipeline of new customers, expanding your brand’s reach and impact with every ad.
Get Video Ads With These Frameworks Crafted By Growth Experts
In the competitive world of DTC marketing, these frameworks serve as your secret arsenal for engaging even the most discerning audiences. By mastering and utilizing FOMO, PAS and DOCS, you’re not merely selling a product—you’re creating captivating stories that resonate with your audience’s needs and aspirations.
Your Growth Marketing Team: Partnering with Primer means we take care of everything—strategy and planning, creative production, reporting, and optional media buying—to achieve your growth objectives. You can focus on your business while we deliver the results.
Creative On-Demand: Access a subscription-based marketing creative platform to request UGC, videos, images, and landing pages crafted by top marketing creative strategists and designers who understand what drives conversions.
