Introduction to Popular Culture Studies

Designing For Spreadability

Posted by kaufmansw on April 10, 2017

Mekanism is one of the first agencies to deeply understand the U.S. youth market.  This set them apart because as we have read in previous chapters, companies have had a hard time adapting.  The youth market is one that can be exploited if promoted the right way.  Mekanism had a campaign for Axe body wash titled, “Clean Your Balls.”  While this may seem inappropriate, it appeals to the younger group.  Two sentences really stuck out to me in this reading.  The first was, “The notion that the agency generates “virality” many be a stretch, but Mekanism puts significant effort into understanding audiences and creating texts which resonate with desired audiences.”  The second was, “As they say, “post and pray” is not an option.”  These two sentences hit home for me because I feel like they describe life.  You must significant effort into understanding people and problems in life if you want to be successful.  You’re not always going to get along with everyone or understand why they think what they think, but you’ve got to make the effort.  This world is a lot about who you know and how well you communicate your ideas with others whether it be through writing or talking.  The post and pray describes a weakness in society today I believe.  I believe that if you want something, you have to go out and get it.  If you sit back and just pray for good grades or a good job without ever putting in hard work then you will fail.  The agency realized this and took the ambitious approach which paid off well.


3 Responses to “Designing For Spreadability”

  1. tristendenney14 said

    I completely agree with you. In the world today, you must put in effort or you will fail a majority of the time. Your example about Mekanism is perfect for this because they had such a good understanding of the youth market through putting effort into research, that they became one of the best youth marketing brands available. Therefore, without effort and “designing” media with a chance for success, the media you produce will most likely not succeed in society today.

  2. lillieeastham said

    I agree with the idea that marketing would be easier if companies would really take the time to understand their markets, particularly the youth. I know most of the ads that I see that are meant to be targeted at me sound like an adult trying to sound ‘hip’ or ‘young’. If they would put even a little effort into understanding teens they would be much more successful.

  3. emilyjones232 said

    Companies must truly understand their market to make a profit, which many are struggling to do.

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