TRESemme Nails the Message, Misses the Market
Earlier tonight I was watching Hulu.com (which is really great place to burn a few hours and watch some TV online). I noticed an interesting video advertising concept. TRESemme was running a series of ads throughout the videos. Before the video began there was a screen asking you to “Choose the style you prefer:”
I think this is really cool. Here they are actually involving you interactively in the advertisement. When you choose one style over another it gives you tips specific to that hair style. Now that’s an interesting concept delivered over time. If you did this with more fine-grained segmentations you might actually be able to create ads for direct response advertising. I give TRESemme kudos for coming up with a cool concept.
BUT they did miss the market big-time. Why in the world would you show a hair care ads deliberately created for women to a man watching “Weird Science”? It’s about as far off the mark as you can get, but the concept still stands.
What questions would you like to ask your audience?
Scott Thompson June 19, 2008
The poor targeting shows a common problem and that’s the lack of analytics to properly track whos who.
Skep June 19, 2008
Great post, I spend a lot of time on hulu haven’t seen that yet, but it is indeed a way cool concept.
I’d like to see the demographics, but I’d imagine Hulu’s viewers are predominantly male.
In which case, wtg Hulu sales team!! haha