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
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