AVG—for Average Male Magazine—is an in-universe content marketing strategy for the FX show Man Seeking Woman. It’s a parody men’s magazine built entirely on Tumblr with dating and style tips for less-than-remarkable guys (like the show’s main character). To make sure the magazine’s “editorial” content would resonate with Tumblr’s millennial, entertainment-focused audience, FX tapped the Creatrs Network for a paid media campaign.
Campaign objectives: Awareness and viewership
Create audience awareness of Man Seeking Woman,
Drive weekly tune-in, and
Build a following for AvgMale.com.
Their solution: Sponsored Posts by Creatrs
The Creatrs Network developed “editorial” content for the in-universe magazine, including GIFs, illustrations, and original photography that aligned with the brand’s messaging strategy. FX used Tumblr’s native placements to drive awareness ahead of the premiere and encourage tune in.
Campaign results: 2.8% engagement rate—32% above entertainment benchmarks
“We saw very high engagement rates from the Creatrs Network. It’s really exciting to see content that people naturally want to share, even if it’s an advertisement.” —Joe Paulding, Director, Social Media at FX Networks
Our favorite response came from Dame Helen Mirren. “It’s an aperitif in Italy, and it’s called Aperol. You should get a picture and put it alongside Donald Trump and see if there’s any similarities.” Vanity Fair did; and it does.