Join us Sept. 24 in NYC to connect with execs from Digitas, Claire's, Marriott, Havas and others
People of the Internet: Pornhub wants you to design its first mainstream ad campaign. After all, who else has a better handle on its product?
The adult site has launched an online contest to find its next creative director, whose first order of business will be to construct a “safe-for-work” national media campaign promoting the brand. It is time to let your mind wander.
Pornhub is an ideal client. According to Pornhub president Corey Price, 35 million people already visit its site every day. Now he’s hoping “to reach the next 35 million through mainstream media.”
Entrants can submit their work for consideration at pornhubcampaign.tumblr.com and are encouraged to include ideas for print, out-of-home and TV ads. The site has only been live for a few hours, but the site already houses a range of submissions.
One features rabbits seemingly kissing, accompanied by the tagline “It’s only natural.”Another, designed to be placed in public bathrooms presents Pornhub as an alternative option for those whose pickup lines are failing.
“As opposed to Internet advertising, where you can show some nudity and people will click, conveying our message through mainstream media will be challenging,” the creative brief on the contest site reads. “We need to promote Pornhub through a G-rated ad campaign without risk of offending, while still being a bit cheeky and fun.”
The contest is Pornhub’s latest attempt to edge itself into the mainstream. It has already found success attracting ad budgets from non-adult brands such as movie studios, software companies and major musical acts.
The contest also serves as a great piece of marketing in itself, of course. It has already been written about by major media outlets including Time and Business Insider, and a range of smaller blogs.
Pornhub has already demonstrated its content marketing nouse with its insights blog, which turns its traffic data into hilarious and genuinely interesting stats about its users’ viewing habits.
More in Marketing
Perplexity is betting big on creators
AI companies face a tricky sell: to convince creators to advocate for a technology that many fear could threaten livelihoods.
Marketers are using AI search concerns to argue for higher media budgets
Brands with long consideration journeys, like insurance and cars, are paying close attention to shifting search behaviors. They’re using that concern to make their case for more media dollars.
In Graphic Detail: Inside the scramble to measure a brand’s AI visibility
Marketers are catching on that AI doesn’t rank their brands, it decides whether it gets brought up at all. That shift is already reshaping how the industry works.