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[CONTENT MARKETING] WHEN NEXT YOU RUN AN AD CAMPAIGN ON A SHOE STRING BUDGET YOU MAY WANT TO CONSIDER PORN SITES FOR PUBLISHING IT.

The word “PORN” sure generates more impulses than a lie detector not to mention proposing advertising a brand on a porn site to board of directors at least not in Nigeria or other culture driven African countries.
Well are you an art director, CMO or brand strategist? EAT24 case study would interest you:
Eat24 is the Internet’s favorite food delivery app and website. The first rule of Eat24 Club used to be “don’t talk about Eat24 Club,” but that turned out to be a terrible marketing strategy. When approached, KISSinsights now Qualaroo decides to thread a one road where only male performance enhancement pills, online dating and most especially BOOBS dominated.
With a tight budget the privately owned agency had to create a perfect ad platform with really high traffic, and dirt cheap inventory. Basically, a unicorn. PORN SITES!
A whopping 30% of ALL web traffic is dedicated to adult sites. After google,facebook and yelp Xvideos ranked next on the top most viewed sites. The agency compared their CPM (Cost per impression) on their major ad publisher-google the top most viewed site had the highest cost followed by facebook and twitter-porn site had the least. The agency found they could get more impressions via porn sites than the big three combined, and at roughly 1/10 of the cost (!) High traffic sites with cheap ad space!! Did they just
hit the gold mine they have been looking for?

Next challenge was to design eye catching web banners in a sea of erotica where no other big brands’ ads could be looked up to for inspiration. At first glance, you can barely differentiate the ad content from the site content. The one thing they all had in common was utter crappiness. It was like a teenage boy travelled back to 1996 to create banner ads in
MS Paint. But this agency saw this constraint as an opportunity to blaze the trail. What followed was probably the longest and most excited brainstorming session we’ve ever had. Our dirty little minds, which are typically restrained by “society” and its “morals” were suddenly free to wander into the x-rated corners
of our brains. Not only were dick jokes accepted,
they were encouraged! We couldn’t write our
ideas down fast enough.We wanted to make a connection between the pleasure you feel when eating a bacon double cheeseburger, and the pleasure of having sex.
Everyone knows nothing makes people want to
order food more than pictures of food, but we
had to be careful with our dish selection. The
sight of a seductive salmon skin roll next to a
naughty nurse video might enhance the whole
experience, while a hearty plate of chicken tikka
masala might turn you off entirely, except in
certain fetish categories. We need food that puts
you in the mood. So we started by hitting one of our favorite stock
photo sites and typing “Food and sex” into the
search bar. What we got were 6 (SIX!) pages of
women doing very provocative things to bananas.
Since we are not a banana delivery service, we
had to dig a little deeper. It was time to ask
ourselves the hard, throbbing questions:

How can we compete with a 15-inch shlong?

How can we compete with girl-on-girl action?

How can we compete with self-love videos?

The answer to all of these questions is: we can’t.And more importantly, we shouldn’t. We’re trying
to catch eyeballs and drive clicks. Our ads should
not blend in with their surroundings, they should
stand out.We unleashed our inner horndogs and turned our ideas into pixels. As for images, we got sexy stuff, delicious stuff, weird stuff, and WTF stuff.
Then we whipped out some appropriate tag
lines… blended, buttered, tenderized, and
simmered until thick and tender.
Everything was set. All our ads were perfectly composed; bright, shiny, and appropriately dirty.
We couldn’t wait to unleash them upon unsuspecting porn enthusiasts across the country. If we clicked the “Upload” button any harder, we would’ve broken some furniture. But then this happened:

Quoted:

Dear Eat24
Your creatives have been rejected
•creative ID: 1331907
•creative name: watch.jpg
•submitted on: jul 30, 2013
•campaign name: LA test1
•status: rejected
•administrator note: monkey not permitted

OK, we didn’t see this one coming on one of our posters that had a monkey on it with the copy “porn doesn’t watch itself”. Monkey not
permitted? This cute little guy!? He was our
favorite! We called our porn ad publisher’s tech
support hotline to try and figure out why they
didn’t like our monkey. They didn’t really give us
a detailed answer, but let’s just say that the
association of animals and sexual activities is
frowned upon in most places.
That part makes sense, but we were still a bit
confused. Funny story: during our research, we
came across several banners featuring a horse
with extremely large genitalia advertising a pill.
So horses are OK, but monkeys are not. Cats and
dogs are also a no-no (we checked). What about
other members of the animal kingdom? Lemurs?
Sloths? Those goldfish you win at carnivals? We
plan to launch a full-scale investigation with our
next porn campaign, but until then, consider this
our official findings on the matter.
Finally, with Monkeygate 2013 behind us, our ads
were all approved. It was time to decide on their
placement. We did a little AB testing with the
locations we assumed would get the most traffic.
The first place we stuck it was right on the
homepage.We also stuck it on video landing pages.
Our test quickly revealed that five times as many
people clicked our banner when it was placed
next to the video itself. FIVE times! We assume
this is due to the fact that people landing on the
homepage of a porn site only have one thing on
their minds, and it’s not double stuffed burgers,
they want to get down and dirty ASAP. Once
users find a video that really butters their biscuit,
they stay for a while. Even if their focus is on
what’s happening in the larger screen,
subliminally, they’re thinking about sandwiches.
Plus, after they’re done with the video, they’ve
worked up an appetite. It’s the perfect time to
remind them to wash their hands and order a
large pizza with extra bacon for delivery. our campaign kicked ass all the way
across the board. Impressions? Our porn banner
ads saw three times the impressions of ads we
ran on Google, Twitter and Facebook combined.
Click through? Tens of thousands of horngry
Americans clicked our ads. Yeah, but did they
convert? Psshhh, please. We saw a huge spike in
orders and app downloads during the time our
ads were live, especially late at night when that
insatiable desire for DP (double pepperoni) is at
its most intense.
Did we mention the cost? We did? Well, it bears
repeating. We were able to achieve the stellar
metrics mentioned above all for the low low price
of 90% less than what the big guys charge per
1,000 impressions. That’s right, we saved 90%.
Nine zero.
With such a low CPM, we were able to maintain
a firm and healthy budget for weeks. On other
platforms (especially Facebook), we blew through
our media spend in a matter of minutes (never
happened to us before baby, we swear).
The general consensus is that it’s more
expensive to acquire new customers than retain
existing ones, but of course, that’s just another
convention flipped right on its ass by porn. Of the
total traffic generated by our ads, over 90% were
first-time visitors to Eat24.com. We were
reaching an almost entirely new market. Our porn
banners were generating new customers cheaply.
And guess what? They were coming back too
(they always come back). New customer
retention on porn banners was four times higher
than that of our Facebook ads. What about good ol’ qualitative feedback? feedback came from our client rep Jen
(Hi Jen!) at Traffic Junky who emailed us a love
note after uploading our banners to their
platform:

“I just wanted to say that your ads on our
network are AMAZING! I love them. I hope yours
do REALLY well because they’re my favorite that
I’ve seen so far.”

Once the banners went live, of course Reddit was
the first to notice them. Our ads caught the
attention of a Redditor (conducting his own
research for scholarly purposes, obviously) who
was brave enough to share his discovery with the
Advertising subreddit. A flurry of upvotes and
witty comments landed the Eat24 porn ads on
the front page of /r/Advertising. Yeah baby! We’re
Reddit famous!
A few of our Twitter friends noticed too.

CONCLUSION:
No matter what metric you want to use to define a
successful ad campaign once your click and conversion rate is high and you have a good cost impression you are good yt go regardless of any medium or platform you may have used
If you love sex, food, and colorful charts – you’ve
come to the right section of this case study!

SEX STILL SELLS ANYWAYS.

credits: Qualaroo (kissinsights)

Compiled, edited and posted by: @djshyluckjimmy
facebook/instagram: jimmyadesanya

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