Video Series Argues Billions Are Wasted Marketing to Girls
OK. Pay attention. If you are a marketer or an ad agency that markets products and services to tweens, teens and twenty-something females you owe it to yourself to spend some time viewing these videos from 3iYing, a New York based "all girl creative agency" which has filmed hundreds of girls reacting to ads for a series called Adflip. In each of the videos, girls tell us why the ads they hold in their hands cause them to flip the page and get ignored.
Commenting on the ridiculousness of many of the ads twenty year old Rosaura sees in her favorite magazine, she says there are "orgasm faces everywhere. It looks like they're climaxing right there on the page." One tween wonders why a Lot29 Juniors ad features a giant breasted girl in the ad saying, "I'm a junior and I don't look like this. What does she stuff everything in her bra?" Explaining why a Dodge ad got the flip, one girl says, "to market a car it's not like once it matches my lipstick, oh, of course I'm going to go and buy it."
3iYing Founder Heidi Dangelmaier tells us, "This series directly links massive financial waste to specific girl-market misunderstandings, and challenges the predominant methods agencies use to develop creative strategies." She's not wrong.
Oh sure, it's all an agency promotion but it's one that gives something back to the ad industry in the way of insight...for free. The promotion asks YouTube members to contribute videos to the series and there are now 159 since the project was launched a couple months ago.There's a roll up promotional video of the whole effort here.
Will Dangelmaier haul in millions from marketers eager to improve their marketing to tweens, teens and twentysomethings? We know not but we do give her big points for trying in a unique and bullshit-free manner.