Hey r/entrepreneur,
Some people wonder how companies which are "traditionally unmarketable" market themselves. Meaning, they exist in industries where there are strict guidelines against them marketing themselves (e.g weed, smoking etc.)
I discovered this case study where it dissects the marketing campaigns done by Pornhub -- which allowed them to gain attention and drive awareness to their company and their brand (without technically flouting any laws.)
As you will see, all it takes is some creativity and imagination (and lots of balls also) to do this.
I also wrote some of my own takeaways too!
1. Pornhub Plastered A G-Rated Ad For R-Rated Content In Times Square
Pornhub erected the winning entry “All You Need Is Hand” in Times Square and hired a choir to sing a version of the Beatle’s “All You Need Is Love” that presumably had John Lennon rolling in his grave.
The billboard was pulled down after only two days but not before it was featured on prominent news sites all over the world.
My Own Takeaway:
- Is there something in your industry that is an elephant in the room? Can you talk about it?
- Can you create an ad that drives publicity on its own? Ryan Holiday is famous for doing that when he was Director of Marketing at American Apparel.
2. Pornhub Got Content Sites Lusting For Its Hard Data
The Pornhub group of sites are the most visited porn sites in the world. This means it’s got lots of two things – porn and data.
At the end of 2012, Pornhub released an article with data on the viewing habits of its users over the course of 2012. The experimental blog post saw phenomenal media coverage.
The site continued releasing similar articles, this time focusing on country-specific viewing habits. Every article was a hit.
My Own Takeaway:
- Do you have data or research on something that nobody else has? Can you distribute it or partner with relevant media sites to turn these data into free publicity?
3. Running A Surprisingly Tasteful Twitter Account
Run by one of the site’s staff, Aria (and previously by a lady named Katie), Pornhub’s “Pornhub ARIA” twitter account (warning: NOT safe for work) is a continuous feed of raunchy jokes, excerpts from Insights, adult memes and the not-so-occasional boob.
My Own Takeaway:
- People are looking to be entertained on the Internet. Can you provide or create entertaining content for your audience?
4. Through Unexpected Environmentally Conscious, Charitable Acts
Pornhub has been contributing to charity and the good of the planet in very interesting ways.
“Pornhub Gives America Wood” was an environmentally conscious effort for Arbor day to make America a greener country. For every 100 videos watched on the sites “Big Dick” category, Pornhub pledged to plant a tree.
Another campaign for breast cancer awareness involved a 1 cent donation for every 30 videos watched in the “Small Tits” or Big Tits” category. Pornhub also funded a mobile breast cancer screening service called the “Boob Bus” to provide free breast cancer checks to women around America.
My Own Takeaway:
- Charity is a great way to feel good, do good and also generate press. Do you have something you can give away and tell other people about it? Can you create a charitable event that generates press for yourself?
Did you learn anything new, or did this get your juices churning? Let me know if my "takeaways" helped!
This is the case study I was referring to. You can read it here if you'd like.
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