32 entertainment

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

  1. Create audience awareness of Man Seeking Woman,
  2. Drive weekly tune-in, and
  3. 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.

Originally posted by manseekingwomanfxx

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

My top 40 albums of 2013

It was a good year for music, although it didn’t really get going for me until halfway through. Roll on 2014 and the new sound.

1 FREE YOUR MIND - Cut Copy
2 FANFARE - Jonathan Wilson
3 CRIMSON/RED - Prefab Sprout
4 LOUD CITY SONG - Julia Holter
5 OUT OF TOUCH IN THE WILD - Dutch Uncles
6 AN OBJECT - No Age
7 THE STAND-INS - Caitlin Rose
8 M B V - My Bloody Valentine
9 URBAN HEAT ISLAND - Night Works
10 WAKIN’ ON A PRETTY DAZE - Kurt Vile
11 CORSICANA LEMONADE - White Denim
12 DROMES - Younghusband
13 LIGHT UP GOLD - Parquet Courts
14 MOTTO - Sky Larkin
15 II - Unknown Mortal Orchestra
16 THE NEXT DAY - David Bowie
17 DIVISION STREET - Harper Simon
18 SONGS CYCLED - Van Dyke Parks
19 JOHN WIZARDS - John Wizards
20 THE A&R EP - Annie

21 BIG INNER - Matthew E. White
22 NIGHT TIME, MY TIME - Sky Ferreira
23 SUMMER CAMP - Summer Camp
24 ORANGE SYRINGE - Tom Morgan
25 FIELD OF REEDS - These New Puritans
26 MONOMANIA - Deerhunter
27 AMOK - Atoms For Peace
28 STICKY WICKETS - The Duckworth Lewis Method
29 THE - Tricot
30 SOCK IT TO ME - Colleen Green
31 PERSONAL RECORD - Eleanor Friedberger
32 INFORM-EDUCATE-ENTERTAIN - Public Service Broadcasting
33 BLOOD OATHS OF THE NEW BLUES - Wooden Wand
34 ORES & MINERALS - Mazes
35 EDGELAND - Karl Hyde
36 CHANGE BECOMES US - Wire
37 WEIRD SISTER - Joanna Gruesome
38 HONEY LOCUST HONKY TONK - Robert Pollard
39 NEW MOON - The Men
40 TROUBLE WILL FIND ME - The National