Targeted Advertising

JackThreads is an upcoming fashion company that has transcended to top in urban wear.  Their constant activity on social media platforms has been a main part of their rapid growth of customer loyalty and brand awareness. Currently, their Twitter page has 92,000 followers while their Facebook page has an impressive 777,000 likes. JackThreads constantly updates their social media with sales and offers affordable to both men and women. Their team and marketers are quick to catch early trends in the fashion world, making them a go to source for online shopping.

Their demographic for sales are both men and women from the ages of 15-30  - particularly college kids - who have a passion in urban fashion.  Targeting an audience of consumers  - already high strung on the latest trends - has proven to effective and successful do their business.

In Jeff Jarvis’s book “What Would Google Do” he explains that most companies need to see the “value in free.” I think in the case of JackThreads, they have implemented a marketing scheme comprehensive to Jarvis’s assessment. Their company does a great job in offering promotional codes that allow the customer to earn “Thread” points and potentially receive free clothing from their online store.

            Since working for a media company, I have found that understanding the value of free can be a benefit to your company or business. Most of what we do at our company (filming, photographs, social media auditing) comes with a subscription base fee, however, shooting promotional (free) content has allowed us to develop a relationship with potential customer prior to contracting.

            As an avid television watcher, I stumbled across two advertisements, one really great one, and one not so great. Dove’s #SpeakBeautiful Ad, displayed white bars of soap lined up as dominoes, these bars used tweets regarding low self-esteem. They ended their ad showing a blue bar of soap crashing into all the negative bars with a tweet reading “I am beautiful” there masterful ad ended with a slogan “It takes one positive tweet to start a trend”

In contrast, Jose Cuervo’s “1800” ad was very bland, there was no dialogue whatsoever and it seemed as though they tried to sell their alcohol beverage by ethos instead of quality of product. Famous actor, Ray Liotta, walks into a bar, a bartender pulls out a “less sophisticated” tequila. Liotta stares down the bartender as if he’s done something wrong. The bartender then pulls out the 1800 alcoholic beverage and pours it; Ray Liotta looks at the bartender then laughs. The ad ends with a slogan “Enough said.”

Analyzing both commercials, the Dove ad is targeting women from 13-60 years of age. This evidence is provided by a subtitle saying “ Hundreds of thousands women suffer from low self esteem.” The 1800 ad however, targets an audience of 21+ (It’s an alcoholic beverage)

The persuasive techniques in both ads seem very effective, however, the Dove commercial (stereotypes) was more successful because they used a relevant social platform (Twitter) to captivate their audience. In contrast, (Famous person testimonial) the 1800’s spokesman, Ray Liotta, is an older actor, who is not that relevant to the younger alcohol consumers.

Again, after reviewing both ads and analyzing their marketing tactics, the Dove #SpeakBeautiful ad stood out to me, simply because, their approach to integrate Twitter into their message was more effective and relevant.