As you probably know, Facebook announced their earnings yesterday and the men in the grey suits on Wall Street were not happy. Shares in Facebook dropped 10% in after-hours trading after falling 8.5% earlier in the day. Facebook shares were already selling for less than a toasted raisin bagel with light cream cheese, so this was not a good thing.
One thing we don't want is for the men in grey suits to get angry at us again. Remember when they did that in 2008 and took away all our money and give it to General Motors? So here at The Ad Contrarian Global Headquarters we knew we had to do something.
We called an emergency meeting of the executive board of The Ad Contrarian Foundation and the board voted to donate $250 to Facebook.
Here's what we're doing. We have produced an ad to appear on Facebook. It's about our semi-brilliant, not-quite-best-seller 101 Contrarian Ideas About Advertising. The ad is guaranteed to have a negative ROI because the cost-per-click I brilliantly negotiated is higher than the profit I make on each sale. So even if every click results in a sale, I still lose my ass. Pretty slick, huh?
But you know what? That creepy Zuckerberg kid needs the money more than I do.
Now here's the fun part. As you read here earlier this week, banner ads with nothing in them -- blank ads -- outperformed Facebook ads in a research experiment. So I got together with the president of my agency (the lovely and annoying Sharon Krinsky) and we decided to do another experiment. What if we produced ads that were less than nothing. What if we insulted and ridiculed our target audience? How would those ads perform?
We decided the target audience for the ads should be people who bought Facebook stock -- if they are stupid enough to buy that, they'll buy anything.
Then we needed a headline that would be nice and insulting. But here's the hard part. In a Facebook headline you're not allowed more than 25 characters. We struggled over this one for almost 15 minutes (twice as long as the average creative team spends on a Facebook ad.) Finally it came to us. The headline is Click Here Sucker! We felt that the exclamation mark added that certain amateur quality that makes online advertising so appealing.
Then we needed to write some body copy that in 90 characters appeared momentarily earnest but ended in ridicule. Here's what we came up with: "101 Contrarian Ideas About Advertising" A must read for anyone in marketing or jail.
Remember, every time you click on this ad, it costs me money.
We'll report back with results.