Faculty of Economics and Business

University of Bratislava
Degree in Marketing and Market Research
Course 2020-21

ADVERTISING AND SALES PROMOTION OF PORNHUB

(PUBLICIDAD Y PROMOCIÓN DE VENTAS DE PORNHUB)

Made by the Student José Antonio Céspedes Peregrina.

pepe_1997@hotmail.es
MK388: Advertising and Sales Promotion
Instructor: Mária Tajtáková
Bratislava the 8th of December, 2020

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 INDEX OF CONTENTS

1. INTRODUCTION ------------------------------------------------------------------------------
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2. OBJECTIVE OF THE ADVERTISING AND PROMOTIONAL PLAN --------------

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3. TARGET AUDIENCE ---------------------------------------------------------------------------- 5

4. ADVERTISING TOOLS ------------------------------------------------------------------------6

5. PROMOTION TOOLS---------------------------------------------------------------------------
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6. BUDGET -----------------------------------------------------------------------------------------7

7. CONCLUSION ----------------------------------------------------------------------------------9

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1. INTRODUCTION

The content website Pornhub has launched a swimsuit that wants to be the answer to
an old problem: uncomfortable beach erections.

Made using the brand's proprietary “Bonerless Technology”, their new swimwear is
designed to save men from one of the most common and embarrassing situations of
the summer season.

The so-called Bonerless Bathing suit was designed both inside and outside with a very
specific problem in mind. The outer layer is made with a look that follows the trends of
the season, so as not to raise suspicions. Inside, the Bonerless technology (made up of
a breathable layer of reducing material) uses an ergonomic design that guarantees to
“contain the excitement”.

Officer & Gentleman is the creative consultant who has worked with Pornhub on
product and campaign development.

The Bonerless technology swimsuit is in the introductory stage of its life cycle as it is a
new product on the market.

There are two types of markets; Consumer markets, individuals and households that
buy goods for personal consumption. And International markets made up of buyers in
other countries regardless of the type of market.

Our clients are usually young individuals between 18-30 years of age.

2. OBJECTIVE OF THE ADVERTISING AND PROMOTIONAL PLAN

Pornhub has been the nation's favourite adult entertainment site since its launch in
2007. With the debut of our Pornhub Apparel clothing line, we also want to be included
among your favourite clothing suppliers.

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We aim to induce your trademarks. Regardless of your choice, your Pornhub clothing
item is designed for cool, casual comfort and is guaranteed to turn heads and raise
eyebrows.

To influence consumer thinking, the possibility of product development is studied,

offering modified or new products for current markets. We will launch new products to
replace the current ones and we will develop new models that represent improvements
or variations of the current ones. We will try to make an exclusive clothing line for the
most demanding consumers.

It is not the objective of this work to judge the moral nature of the Pornhub emporium,
this is strictly about daring marketing, and how a website whose use should be
embarrassing for the user has managed to turn its relationship with the consumer, and
become his accomplice, his prescriber and his aspirational refuge.

We will try to win the sympathy of the audience through three powerful tools: humour,
surprise effect and honesty.

Additionally, to launch the new product, the agency partnered with Spanish pop music
group Airbag and American Punk Rock vocalist Kurt Baker (“The Leftovers”) to
compose and record “Beach Boner Blues,” a surf-rock anthem. The music video, which
serves as a launch spot, is inspired by surf-themed movies of the sixties.

-Advertising: https://www.youtube.com/watch?v=UnoEWDR5-0Q

The Pornhub team regards their site as "just another brand," but is tied to the stigma-
laden adult industry, Pornhub has to be creative when it comes to positioning itself. "I
don't think any other adult site has taken the steps that it has followed in terms of its
exposure and openness. I also think that this sets it apart from most brands."

In other words: Pornhub is doing much better modern branding than many of the
biggest brands out there. It has even gotten promotional deals and the use of product
placement in Hollywood

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3. TARGET AUDIENCE

Few companies want to be related to an adult content provider, even if their marketing
strategy has nothing to envy yours. Or even if it offers you free advertising. Some
websites where Pornhub products are sold can be Amazon, eBay, and DHgate online.

It should be noted that no other porn company sells clothing and accessories like
Pornhub does, although some of its competitors could be any textile store, so our
company sells a product clearly differentiated from the rest of its competitors.

Depending on the area where you live, more individuals will be willing to buy, this
happens since no one will go unnoticed with the logo of our company. The same also
happens with age and with the personality of each individual.
Our clients usually have a medium-income level, since our products are not the
cheapest on the market and they do not constitute any basic need.

Some characteristics of our potential clients are:

-Cultural Factors: Ordered divisions whose members share values, interest in the
brand and what it means to wear our brand on a t-shirt, mostly attracting more attention
to a young audience with average income.

-Social Factors: Normally the reference groups that are created have an indirect
influence, through advertising with famous people who carry our brand, or through a
frequent informal relationship such as that of close friends that make our interest grow.
brand and end up acquiring it.

-Personal Factors: Our products are most consumed by young students and people
who want to dress fashionable and daring casual, with a strong personality since by
wearing our brand they will reflect their identity.

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4. ADVERTISING TOOLS

Pornhub invests high budgets in R&D trying to find a balance between what users
would like to receive the information versus what they really need and what is feasible
to obtain. When you visit the Website, certain information about your device is
automatically collected, including information about your web browser, IP address, time
zone ...

So we could use the information that is collected as an advertising tool and help
ourselves through cookies to improve and evaluate the success of our marketing and
advertising campaigns when browsing the Web. On the other hand, it could even open
a physical store at street level so that consumers receive a direct stimulus from the
brand and thus know that there is a clothing line from this company.

Pornhub runs various advertising campaigns in a slightly special way, seeking to attract
consumer attention and does so through using black humour to talk about the taboo.
Vebigracia: the ad in Times Square with two thumbs forming a heart and the slogan:
"All you need is hand."

Create extremely simple graphic resources in press advertisements, due to the

impossibility of showing anything: white letters on a black background. “Bad acting.
Terrible scripts. You’ll love it ”.

Diversify your business: Pornhub Records produces songs by artists that it then uses in
its videos. Their website Pornhub Apparel sells merchandise of all imaginable objects
and garments, simply adding their logo on top.

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5. PROMOTION TOOLS

Pornhub has a philanthropic division in which it creates and promotes initiatives in

favour of various causes such as the preservation of the environment, a school
scholarship program, the elimination of domestic violence and the quote on breast
cancer and testicular cancer. The way to promote it is generally through a percentage
of money that is collected with the reproductions of certain videos on its website. In
fact, in 2012 the Susan G. Komen association was chosen to be the beneficiary in a
campaign against breast cancer, but they refused to accept the money since they did
not want to be linked to a porn page.

The last news we learned a few days ago; our favourite megalomaniac, Kanye West,
was creative director at the first edition of the Pornhub Awards, which are intended to
be an annual event. How did the entente arise? West visits the Jimmy Kimmel show in
August, so Pornhub catches him on the fly, and communicates to West via Twitter the
gift of a Premium honour membership, as a reward for his loyalty. In addition to
designing the awards, West launches a YEEZY x Pornhub collection on the same night
as the gala.

Some suggestion as promotion could also be with more charitable causes or sponsor a
tour or tour of a famous person in order to launch a collection with a signature of an
“influencer” and thus in this way get both promoted.

6. BUDGET

Regarding the management of advertising campaigns, they are usually priced with
a percentage of the campaign budget. 10% is an approximate average. Most SEM
agencies do not usually charge a monthly fee just for setting up your campaigns.

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Most agencies usually ask for a minimum budget of 1,000-5,000 Euros. When you
hire the first campaign, it is done prepaid. It is important that you reserve a
cancellation clause in the event that the campaign does not go as planned. This
way you can recover the unspent balance until that moment.

Search engine advertising is an important element of your online marketing

actions. For some keywords, the competition is very high and Cost per Click
(CPC) prices can hinder profitability.

When you start and hire a design agency you have to have around 2,000-4,000
Euros to cover all the standard IAB formats and a landing page. The budget prices
are very indicative because it can depend a lot on the format (eg flash, video,
etc.), on the different versions of the banner, etc. Depending on your demand up
there are no budget limits. If you hire a freelancer maybe you can get more
inexpensive, although it is not always easy to find a good one at a low price.

Second campaign with new creatives: 2,000 Euros for the purchase of 6,667
clicks at 30 Cents or 6,666,667 impressions resulting in the same number of clicks

As for large-format advertising, common in large capitals such as Madrid or

Barcelona, four budget items will have to be taken into account for the production
of the poster, that is, the materials and the printing of the canvas with which the
building will be covered. The production cost, which not only includes the canvas
itself but also the supports that are installed on the building and its assembly. The
electricity bill is not negligible either. The advertisement must be correctly lit, so a
series of spotlights must be installed on it, to which we must add the extra cost of
power and hours of the exhibition. For a similar announcement, in Plaza de Colón,
Madrid, the price is around € 300,000 per month, to which must be added the
higher production costs and fees since the buildings are taller and larger and
therefore have more meters squares to cover. Despite the price, it must be taken
into account that advertising is measured in cost per impact, that is, dividing the
total price that has been paid for an ad by the number of people who are impacted
by it. Therefore, if that advertisement in Plaza de Colón is seen by a million
people a day, and by 30 million people a month, the advertiser is paying € 0.01 for
each person who sees it. 

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7. CONCLUSION

More and more brands want to take advantage of the sites most visited by web
users to place their advertising. So the star question that all brands ask
themselves is what are these sites? Without a doubt the videos of kittens and the
porn pages. For this reason, fashion brands have made a total turnaround in their
strategy and have placed some banners on the Pornhub sex videos page in order
to profit and promote themselves.

“I kept wondering what is the most viewed website in the world. And suddenly I
had the answer: porn sites! " Advertising will also be on the dating sites Tinder (for
heterosexuals, with 1.4 billion interactions per day) and Grindr (for homosexuals,
with one million active users every minute). Pornhub is known for generating
publicity by launching super sexualized campaigns. Likewise, Formichetti, who
has been leading the brand since 2014, has experience in attracting attention
through sexualization. This is a risky but smart decision. It is certainly not the first
brand to think of advertising on a porn site. Fashion has always been expressed
through the sensual and the sexual. The latest trend among the big fashion
brands is advertising on virtual sites related to sex. In the summer of 2015, Calvin
Klein Jeans launched a campaign on Tinder, which featured half-naked models
alongside messages with sexualcontent.