Old Spice has launched a native ad campaign on Imgur, an image-sharing community of 150 million – mostly millennial male – users, which makes it a good fit for the men’s deodorant brand. The brand’s sponsored post utilizes popular memes of the platform, and also engages Imgur users with self-aware language and challenging users to “gif wars,” a popular form of voting contest unique to the platform. The campaign has received very positive responses so far, racking up over 750 comments under its launch post.
What Brands Should Do
With the increasing usage of ad-blockers (for more on this, read our newest Fast Forward feature), more and more brands are turning to native ads to combat the viewability issue. Old Spice worked with Imgur’s in-house creative team to create branded content that fits the platform, and their familiarity with its community shined through. For brands that are considering native ads for content marketing, this example is further proof that tailoring your ad content and format to the platform of choice gives the best chance of success.
Header image taken from Old Spice’s Launch Post on Imgur