Image from: Fill The Void / AdAge
For Lucky Magazine, could there be a better way to kick off their first add campaign in 12 years than by preying on the compulsive consumption habits of consumers? Probably not.
“FILL THE VOID” spout the adds, in a stark, monochromatic command. It’s a bit clinical, but it’s also a bit comforting. At least we’re all being honest about shopping, right? The mantra is catchy, perhaps a little dark, but definitely effective. It feeds on our most banal yet haranguing fears and anxieties and then offers us a solution: Shopping. But will it work?
First let’s look at a breakdown of the demographics on the magazine’s website, Luckymag.com. Without much surprise I can relay that, yes, there is a predominance of females over males, but perhaps the more interesting data-bite is in the income spread. The highest represented income demographic is in the 60-100k range, a good audience to target with a campaign flouting expendable income as a means of therapy. Along the same lines, the highest age proportion represented is older, from 45-54, a population of consumers Lucky assumes to be comfortable enough to exchange gobs of cash for a fresh pair of Manolos or one of those Bohemia-chic knit scarves.
This is an example of knowing your consumer and targeting them with a campaign that fits their lifestyle. In this case, Lucky is capitalizing on the glamorous lacquer gussying up what is essentially a prescription of retail therapy for overcoming fairly trivial tribulations (one advertisement reads ‘my 5-day cleanse is only on day 2’, after all). More importantly, Lucky’s aim is spot on.
Lucky’s metrics are looking good. Month over month, the sites visitation increased by 18.05% and people are spending 10% more time (on average) perusing the site. Page views have increased by 65% as well. More people are spending more time poking around through the site.
It looks like Lucky is getting the job done. Or, in their terms, it looks like they’re filling that void. Of course they’re the ones creating the void in the first place, but that’s negligible right? That’s just what we call good marketing, right? If lucky wanted to maximize the grip of this new campaign, I would suggest they start by looking the demographics of their website and then tailoring the specific items in each add to appeal to an older, more mature, more sophisticated women. Target that void, Lucky, and you just might satiate yourself in the process.