I have a confession to make: I love watching The Bachelor. There, I said it! I would call it a guilty pleasure, except I don’t feel guilty at all about it. I like learning about the contestants and I genuinely become invested in their lives (not to mention the drama, I love that too).
Since I am a fan of the show, I end up following the contestants on their social media platforms. In fact, a lot of people end up following the contestants on social media. Without fail, as the contestants gain followers, their feeds become sprinkled with advertisements. Companies will pay the former contestants to promote their products. One advertisement I have seen a lot from former contestants is for FabFitFun. FabFitFun is a subscription service that offers four seasonal boxes of products throughout the year. Below are some examples of former Bachelor contestants advertising for FabFitFun.
This paid media strategy from FabFitFun is clearly helping them, as they generate around $300 million in revenue. These advertisements have even almost made me hit the subscribe button a few times, but the fact that I am a broke college student stops me. However, that I am so willing to buy into FabFitFun if I only had the funds to do so made me wonder: what about this paid media strategy is so persuasive? I’m going to break that down for you with a list of three things FabFitFun does really well regarding paid media. If you are interested in doing a paid media campaign for your brand, these are some things to keep in mind.
1: FabFitFun picks the source of their message with their target audience in mind.
FabFitFun’s target audience is U.S. females aged 25–44. Coincidentally, a large portion of The Bachelor fan base is U.S. females aged 25-44. FabFitFun knows this, so they specifically chose former Bachelor contestants to sell their product in order to reach their target audience.
2: FabFitFun’s sources are credible.
The Bachelor contestants have referent power. In other words, people who watch the show like them! Liking can go a long way in selling a product because we trust people we like.
3: FabFitFun repeats their message.
Repetition of a message creates familiarity, and familiarity breeds liking. This is explained by the mere exposure effect. However, this tactic must be taken with a grain of salt. If you overdo exposure of your message, you risk people becoming annoyed with it. FabFitFun does a good job of using the Bachelor girls sparingly, but enough that their followers will see the message a few times.
There you have it. Three simple tactics, modeled by FabFitFun, to ensure a successful paid media campaign! I guess all there’s left to say is: Will you accept this FabFitFun box?
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