Facebook is well known for keeping images of scantily clad people suppressed. These are, after all, images that have been deemed offensive or, at the very least, questionable because of their content. Everything from photos of women breastfeeding to men wearing nothing but a sock and a smile have drawn fire by those on Facebook, and now, MeUndies.com has beaten Facebook at its own game.
The online underwear e-tailer posted an ad of two scantily clad models on their Facebook page approximately a month ago. The ads were deemed too hot for Facebook, but that didn’t stop the underwear company. They replaced the ads with stick figure drawings with the caption “2 hot 4 Facebook”. Perhaps not unsurprisingly, the ads got a clickthrough rate that was three to five times higher than normal. By promoting their banned ads, and having a little bit of fun with the social media giant in the process, MeUndies.com has improved its marketing significantly.
Currently, employees at MeUndies.com are working to determine exactly what combination of wordplay will allow their ads – whether as stick figures or otherwise – slide through the Facebook scanners. Dan King, a marketing lead at MeUndies.com, believes that Facebook has potentially uploaded an update that will effectively stomp on anything that seems to be a negative mention of Facebook. He told Adweek that the marketers at MeUndies.com found that the update was incredibly frustrating, and so, they are working with the stick figure parody campaign.
The response has been significant. King says that because the parody campaign does show up in the most casual news feed post, many social media users are likely to click through and find out what the ads are all about. This would seem to be borne out by the fact that so many individuals are intrigued by what they may feel is unusual on Facebook; stick figure ads on Facebook would definitely fall into that category.
The ad figures continue to rise for MeUndies.com, but does this mean you should begin your own parody campaign on Facebook? Not necessarily. Remember, many users may find one instance of something unusual intriguing, but repeated instances of the same sort of thing will become quite boring eventually. It’s still important to be creative and bold in your approach to advertising, and finding a campaign that ultimately works for you will be the way to do that. It’s very important not to always follow in someone else’s footprints. Forge your own advertising trail but, like the marketers at MeUndies.com, don’t hesitate to give the employees at Facebook something to scratch their heads over. It may ultimately work for your business.