Tuesday, January 24, 2017

Sugar Bear Hair, Diffy Eyewear, & 310 Shakes...Oh My!

Okay so last night was Bachelor Monday, so I feel it is only appropriate to discuss a typical phenomenon in "Bachelor Nation" (and no it's not Corinne).  Each season brings a new crew of crazies willingly to give up months of their lives to find the one while competing with 25+ other homies.  If you watch anything from the Bachelor franchise, you know the basics.  After each one of these contestants get eliminated, they are whisked back to their normal, boring, and basic home life.

But!! Not to fear! Once the season starts airing Mondays at 8pm on abc, these contestants are exposed to the public, and their reality tv career really begins.  Contestants are put in one of three categories... 1. Fan Faves 2. Fan Foes and 3."Who is that person again?" Contestants in category one and two see an exponential increase in their social media following.  Anyone with any sort of following quickly catch the attention of companies looking to increase their personal exposure.

Cue Instagram Sponsors.  Companies like SugarBear Hair, Diffy Eyewear, and many many more latch onto these contestants.  Practically every relevant past or present Bachelor or Bachelorette contestants' Instagram account is packed with these not-so-subtle ads.  See below for photographic evidence.

So much emphasis is put on marketing and selling in a way that the customers and target market don't know they are being sold to.  These type of Instagram ads go against this Golden Rule completely, and it seems as though the organization wants the viewer to know it's an advertisement.  The question comes: is this really effective?

At first glance, it would seem that these strategies are ineffective and intrusive.  While this is true, the power comes in strength in numbers.  When compared to A-List celebrities, these reality tv influencers are inexpensive to contract sponsorship deals with.  Since the price is so low, these companies can contract many of these reality celebs.  The fans of the Bachelor franchise almost perfectly align with the target market of these organizations, so it becomes a no brainer.

While these advertisements are obvious, they are seen in a repetitive but not completely annoying way.  This allows their message to stick and resonate with consumers.  So while we think that these advertisements are too obvious and not creative, maybe they actually are effective for these seemingly small startup companies.


1 comment:

  1. I do think they're effective for a particular group. I think others find it a bit phony when celebs fall into this. However, it is a good deal for both the Instagram person and the business.