If you've been reading my column for the last while you'll see what catches my eye, and the majority of the public - sex sells, but not as well as it does when combined with humour. I also have a thing for Star Wars, but that is well beside the point.
When you have access to a spokesperson like Heidi Klum, you get to work on putting her commercials out as often as you can. If she's sitting comfortably in a bedroom with some sexy clothes on while you're at it ... it never hurt anybody. That is what Wix.com have been doing with Heidi for their #ItsThatEasy campaign.
What is Wix.com's #ItsThatEasy campaign about?
Wix.com have been working with Heidi Klum in a series of commercials, some shorts, some longer. The longest one just launched last weekend and it has been a lot of fun ...and it has also found an opportunity to star Heidi's legs:
There are also shorter ones that are quick and cute:
Cute, but what else have you got? This is a content marketing column and we need more than 'cute.' How about the fact that all of the silly things she pitches have 'real' viral websites built for them:
What I like best about Wix.com's #ItsThatEasy campaign
The point of the commercials is to show people how easy it is to use Wix.com to build a website. Visiting the websites that they set up for Heidi's faux=products shows you clearly that you can create a great website using their service. That's pretty important and they do make the point with a reminder in the upper right hand corner of each website:
They really worked their product into the campaign.
Wix.com has used the imagery across their social profiles to stay on message and help people learn about the #ItsThatEasy campaign:
The hashtag has also seen some good usage on their Twitter account, and they've expanded past just Heidi related content to get people thinking about their own zany ideas:
This is an excellent opportunity in user generated content marketing. The #It'sThatEasy hashtag has been seeing some heavy use for it, and that's good ...but more on that later.
Last, I think this is a good example of equality as they're sure to not just focus on a beautiful lady:
They also give the ladies, and gay men too I suppose, a little eye-candy:
Whoops! Wrong one:
There you go, they show off a lady suggestively, they show off a man suggestively, now we're all equally offended and pleased.
What I don't like about the Wix.com #ItsThatEasy campaignThis is really no fault of Wix's, but their hashtag has been spammed like crazy by brand-new website 'developer's looking to get cheap promotion for their website:
It seems like they have some sort of 'tweet it out' button that sends these messages over and over. I wish Wix would (say that 10 times) just let people do it on their own so that there was more uniqueness. Useful tweets using the hashtag are being drown out. Wix's own tweets using the hashtag may as well have never happened.
I'm also a bit disappointed that they didn't link directly to Heidi's 'websites' right off the video in the description, or in a YouTube Annotation. That would have really driven engagement with the content. They don't even have any sort of push at the end of the video to get people to watch other videos in the series, or visit their own website. Someone needs to teach Wix about Annotations and proper YouTube marketing.
Apparently this Rex Lee guy is a big deal as well...but I don't know him. Therefore it's a part of the ad I don't like. I am completely biased on that front, I'm sure he's great at whatever-it-is he was in.
Content Marketing Minds is an exclusive Social Media Today column written by Matthew Yeoman every other Wednesday.