Dive Brief:
- Old Spice is tackling Imgur, referred to as “Pinterest for guys,” with a campaign based on shared GIFs via promoted posts.
- Imgur has an estimated 150 million users that skew heavily toward millennial males.
- Earlier this month Imgur took “promoted posts” out of beta after testing with brands such as eBay.
Dive Insight:
It makes sense the the deodorant brand is one of the first to take advantage of Imgur’s promoted posts, and using GIFs (short, silent-loop video clips) gives them an extra boost of social media credibility. On Imgur, users share images that they can vote up in popularity. Old Spice launched the effort with a message saluting fans on Imgur, saying, “Hello Imgur, it’s us — Old Spice. After millions of hours spent enjoying your GIF wars, confession bears, and how-to posts, we wanted to deliver a special something for your grey matter to process: our very own GIF Off.”
The campaign fits into a trend of brands being willing to try out new social platforms, such the NFL team, Indianapolis Colts running an ad campaign on Kik hoping to reach its teenage users. Industries looking to find a responsive audience are turning to social media, such as health and beauty brands tapping Instagram's millennial-heavy user base.
