Imgur.com is a image hosting website where users can upload content that is voted on by other users. It proclaims that it is “The greatest image site. Full of the all the wonders and magic of the interwebs.” When the site first started, it operated off of user donations. However, in 2009 the site began showing display ads on the sidebar and then expanded to sponsored promotional images that appear on the site. Initially the sponsored images were complained about by users. Many felt that the material was poorly done. Not only was the marketing ineffective, it frequently created a negative feeling for the brand.
Anthony Young, author of the book Brand Media Strategy states that no brand will be bought by every person, so tailoring your market is much more cost effective. That is exactly what deodorant, body wash and other man freshener producer, Old Spice, did. With an audience comprised of 75% under the age of 35, heavily skewed towards the male demographic, it was a great marketing venue. Old Spice seized this opportunity and launched a campaign allowing it to interact with this target market.
http://imgur.com/gallery/BcZMG
The marketing group launched a series of images and the users would determine the winners. Not only did Old Spice make their campaign interactive, they also made the content quality. They examined the content that was frequently found on the “front page” and modeled their campaign after that content. The end result was positive feedback from the community and open discussion regarding the product.
User WellWeAreAllOutOfCake stated: “I have to say, please give your market research department a HUGE high five. This is tailoring ads to your audience done well.”
Followed by EverythingYouThoughtYouKnewIsALie stating: “Advertisers that actually know their community?? Nice.”
Old Spice demonstrated that the company had a firm understanding of what Imgur users wanted because it took the time to get to know them. They proved that fact by producing quality posts, and gained the trust of the Imgur market. Anthony Young, author of the book Brand Media Strategy states that no brand will be bought by every person, so tailoring your market is much more cost effective. Old Spice tailored their campaign perfectly.
And in case you were wondering – I’m team Bearglove all the way. I even bought some for my husband.
https://help.imgur.com/hc/en-us/articles/201424856-History
Young, A. (2014). Brand media strategy: Integrated communications planning in the digital era. New York: Palgrave Macmillan. Chapter 1.
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