Hey Big Brand, Wanna Know How Bad Your Ads are? Check out 3iying.tv
Leave it to 3iying, an all-girl strategic and creative think tank that helps mass-scale brands become more relevant to girls (aged 15 to 23).Today most of the marketing that targets young females is rooted in ideas that actually turn off the very audience they to which they are looking to appeal. In their words:
“If we, as an industry, want to be professionally accountable to brands and their investors then we have an obligation to make a change. Over the past couple of years 3iying has watched countless girls be turned off by media that directly targets them. They flip past magazines pages, TV commercials, and promo websites because they are bored and annoyed. The quantity of rejected media frighteningly large, but equally alarming is how aware the girl consumer is of this problem. Underscoring the intensity of the situation – we often watched the industry give prestigious awards to the very media girls hated most.
There is a giant problem—the girl-cultural disconnect is too massive to ignore.To jump-start a solution 3iying decided to invite the industry to listen to the girl market. We need to raise the bar on relevance.”
Here are some 3iying.tv examples of how young girls are finding ads offensive and/or irrelevant:
It’s about time that someone (3iying founder Heidi Dangelmaier and her team of girls) makes a fuss and broadcasts the fact that today’s intelligent consumers are not falling for ads and campaigns or even products that are not authentic and not believable. And, BTW, this same issue needs to be expanded to benefit female audiences of all age groups. Thanks Heidi!!