September 25, 2018

Advertising might be easy – Part 1

by: Teach

In grade 6, we learn all about media. Terms like audience, branding, consumers, industry, perspective, audience can be easy for 9 to 12 year olds to grasp when you have the right medium.

Enter Lucidchart’s soon to be viral advertising campaign; “Explaining the internet”. This series of YouTube commercials, is a great jump off point for a quick lesson on effective, low cost, 21st century advertising.

How did I come to the determination that this particular campaign is effective? Well, two days ago, an excited 10 year old ran to me with a video detailing the awesomeness of a digital chart program….. someone at Lucidchart advertising is about to receive a promotion.

Here is a sample commercial from the campaign I am speaking of, where a narrator cleverly shows a series of classified hybrid animals.

This is brilliant… up tempo and funny, while illustrating what people can do with the Lucidchart product.

The power this campaign, is simply using popular themes and ideas, that appeal to what I assume must be an audience of 9 to 16 year olds. Using themes like Fortnite, animals, Star Wars and meme’s, suddenly organizing with their product feels real exciting!

This campaign has branded Lucidchart as quirky and kinda hip, which I feel is the desired space for a technology company in 2018. At first glance, this whole campaign feels complex, but when you critically examine it, I wonder if this is just the product of a simple advertising formula, that can be applied to any product?

Based on this campaign, here is the advertising formula that I have come up with, to make a viral commercial.

.1 Figure out audience (Ex: 9 to 12 year old boys)
.2 List things your audience likes (Ex: Fortnite, Fortnite and Fortnite)
.3 Tie those things to your product… (Ex: Make blog post about Fortnite)
.4 Make a slideshow with cool announcer
.5 Post to YouTube, wait for the internet to make viral

Now, obviously there is really a great deal to advertising, but I think this easy formula, might just work to reach a sizeable YouTube audience. Stay tuned for part 2, where I put this formula to work to produce my very own 9212Blog commercial, before asking a group of 28, nine and ten year olds to do the same!

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