Lindsay Lohan was ahead of her time. Want to see higher returns on your digital advertising spend? Consider the use of a well-placed crotch.
I’m not kidding. According to an article in AdWeek, Men’s clothing company Betabrand tested 30 images in its Facebook and Twitter ads. The best performing ad? The one featuring a close-up of a crotch. And they have the numbers to back it up:
• 28,000 free site visits as a result of shares
• 64 percent more engagement (shares, likes, follows)
• 60 percent more on-site email signups
• 30 percent more clicks for the dollar
• 20 percent more purchases
• 4 times the purchases
• 1.5 times the number of Retweets
• 78 percent more followers as a result of tweets
• 67 percent more Favorites
First of all, “crotch” has a permanent home on my top 10 least favorite words. So let’s just try and get past the actual word for the sake of this article. What you can’t get past are the numbers. And you definitely can’t ignore the science that went into proving this. Does it mean anything? I don’t know – you can argue that something a little less traditional or risqué might subconsciously grab our attention. You could also say that the simplicity of the imagery might just be a cleaner option. But what you can’t say is that it doesn’t work.
The bigger takeaway for me is the importance of testing. This report wasn’t taken lightly – look at those numbers again. Especially engagement, email sign-ups and purchases. Hopefully the use of a well-placed…crotch…doesn’t become an advertising trend. But maybe it’s time to start exploiting men (in ads) for a change?
Forget the dudes, make way for the bro. While we’re on the topic of exploiting men, let’s talk about a new term – brogramming. MillerCoors is sponsoring HuffPost Live as they develop more male-oriented programming (“brogramming”). Up first is “Dating When Everyone’s Your Wingman,” a panel discussion about how to chill with your fellow dudes who have coupled off leaving you all alone.
According to MillerCoors, they jumped at the opportunity because HuffPost Live has massive reach, with up to 111 million monthly video views that has increased 121 percent year-over-year, per Huffington Post. And with the fact that males, 18 – 35 have traditionally been very difficult to target, brands are more likely to take a chance at something that is so specifically targeted.
We’ve been hearing for the past two to three years that digital advertising is going to account for more and more of a marketing spend. Now, whether consumers recognize it or not, that is happening. While brograms like this are produced with original content, they are a major opportunity for brands to advertise…without advertising.
Yes, take off your jet pack because we’ve arrived in the future. The shift in ad dollars is here and the line between publisher and brand has become more blurred than ever.
Buy my Volvo. Did your last video receive more than 300,000 views in less than a week? No? Than maybe you’re trying too hard. Check out what this art director from Sweden did on two lunch breaks and two late nights of editing. It’s a homemade ad for his 1993 Volvo station wagon. Coming in just under three minutes it’s a masterpiece on so many levels. And a reminder that sometimes we just need to have fun with our work. We’re marketers, for Christ’s sake!