What do you get when you put two men with two Gillette razors in two separate shark tanks? This isn’t an underwater battle between two men in armour; instead it’s one of Gillette’s most successful interest-based advertisements and there’s more.
Today in Ottawa at Social Media Breakfast, Collin Douma, Global Digital Planning Director at BBDO New York presented about why we ought to consider targeting interests over demographics if we want to connect more with our consumers.
For Gillette, they determined their media objective shouldn’t be getting consumers to shave more (men can only shave so much), it was about getting them to shave more “places”. Why did they go down that particular treasure trail? Because Google Insights told them that’s what people were searching for – shaving tips and tricks for everything below the chin. Here is the content they created to meet the specific need they knew their audience had – their answer to “how to manscape”:
So why is this important? Instead of spending thousands or millions on traditional advertising, why don’t you find out what your customers really want and where they’re looking for information? By scanning social channels, you’ll quickly learn what they’re talking about and where. By scanning Google, you’ll learn what they’re searching for. For Gillette, their target market wasn’t talking about shaving on Facebook, Twitter or Reddit, they were searching for ‘how to’ videos and tips on Google.
The question every PR, creative, marketing and advertising team should consider is: “Is interest-based targeting more effective than demographic targeting?”
Facebook, Twitter, YouTube, Google and Reddit now offer interest-based targeting for as low as $1. That’s a far cry from the $25,000 or more TV commercial, but the point is, a brand has a bigger chance of being more effective and gaining traction if they’re unique and interesting, active online, and have a direct call to action. This action should be ‘you want to buy us now’ not ‘visit our website for more information.’
Another reason why demographic targeting isn’t the be-all, end-all is because society assumes women are more active online than men, wherein fact women are only more active than men on certain channels such as Twitter, Stumblr and LinkedIn, but this is changing as social media channels become more popular. For example, Pinterest began as the site to share crafts. Now, it’s evolving into a multi-targeted site with 35,000 sign-ups per hour by men and women.
So before you plan your next advertising budget, warm up your video cameras and hire actors and actresses, ask yourself if targeting age, sex and race is the best objective or should you just be more unique and interesting, and give your consumers what they really want.