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Hi, we're Eat24. If you already know us - hey sexy, welcome back, looking good. If you're new, let's catch you up: Eat24 is the Internet's favorite food delivery app and website. The first rule of Eat24 Club used to be "don't talk about Eat24 Club," but that turned out to be a terrible marketing strategy.

  • BB

    Brian Balfour

    over 6 years ago #

    I agree. One of the most entertaining but informational reads.

    I think people shouldn't underestimate the execution of this. It wasn't that they just advertised on porn sites, but they did an amazing job at two things:

    1. Standing out
    2. Connecting the context of the site with their business/product using really awesome ad creative.

    Definitely great execution.

    • MB

      Morgan Brown

      over 6 years ago #

      Totally agree Brian—it was the combination of understanding that there was an opportunity for growth, then nailing it on the creative/execution.

      One other point here—they invested heavily in the case study. They put a lot of effort into the graphics and the presentation of the data. They leveraged the link-bait and potential traffic from the results as much as they did the original opportunity.

      In essence, there are two growth hacks here. One that drove their business via cheap porn advertising, and a second that smartly leveraged their results to build credibility and awareness among their peers w/the case study. Brilliant both ways.

  • CA

    Casey Armstrong

    over 6 years ago #

    Pure genius. So much good stuff in there, plus the humor and banner ads they used mixed it don't hurt either!

  • AM

    Arlen Marmel

    over 6 years ago #

    This is a great read. Porn is not the only arena on the web with a large audience and under-marketedcommunity.

  • TM

    Taylor Miles

    over 6 years ago #

    The PR they got after this stunt was crazy. Lots of Social Sharing from professional start, as well as CNBC, Venturebeat, Fastcompany and more blogging about it.

  • TM

    Taylor Miles

    over 6 years ago #

    @brianbalflore, Great point. The EXECUTION, was the true growth hack. Not the advertisement on Porn sites. Allot of work and planning goes into this execution, and this could have very easily turned into a PR nightmare if it was not executed properly.

  • MR

    Maximilian Rast

    over 6 years ago #

    This is one of the funniest yet interesting things I have ever read. These guys need to given a lot of credit for having the balls to move into this space.
    While the porn space is obviously not a match for every brands, I wouldn't be surprised if more companies will start moving into this space after the great results that they have achieved.

    • TM

      Taylor Miles

      over 6 years ago #

      I'm going to take the Devils advocate here for a minute. I'm not entirely sure the act of marketing on the porno site itself was a huge win. If you notice they were bragging about cost per 1000 impressions, vs CPA or a cost per Acquisition. Even when I asked them via Twitter, they would not reveal the "secret sauce". I speculate that the actual CPA on these ads were not that spectacular, but the real win actually came from two other area's.

      1. The social media response by the "Porn Star" Community
      2. The Press/Buzz that came as a result of the Transparency is sketchy/interesting/aggressive marketing tactics

      So my question to you guys is this: Do you think the CPA on these ads were above or below other marketing channels.

  • SE

    Sean Ellis

    over 6 years ago #

    Not sure I'd ever want to advertise on a porn site, but this article was a very entertaining read.

  • CC

    Chris Conrey

    over 6 years ago #

    I see this article come back around every 2 weeks or so considering that I have one adult industry client and I manage PPC for lots of people - they really knocked it out of the park, but I worry that it leads to the xerox effect where people try to copy with a much lower quality and ruin the idea.

  • BK

    Bulent Keles

    over 6 years ago #

    This post made it to top of my inbox this week, apparently the most discussed in the forum too. Great story with lots of fun facts. Though not suitable for every brand/service, advertising on a porn site alone makes the piece go viral. Clearly there's an ad success behind this too. People designing the campaign clearly had a good understanding on how to combine context and execute the idea. Result? Don't try this at home or your offices without consulting a professional.

    • TM

      Taylor Miles

      over 6 years ago #

      ha ha..great point.. Yea Better Consult a Pro! Even then you better have a high risk tolerance. But I guess having this mindset from the beginning is critical for almost all "out of the box" marketing ideas. If your idea of marketing is hiring a branding consultant, PR firm, and posting on Facebook, maybe this type of strategy is not for you.

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