Gaozhishang.com's Facebook Ad

Apr 20 2008

High Intelligence Community?

Published by Jianjun at 1:20 pm under Culture

gaozhishang.com uses Dalai Lama and Ma Ying-jeou pictures in Facebook ad Today I saw an ad for a ‘high intelligence community’ on Facebook.

The pictures it used to attract attention are Dalai Lama and Ma Ying-jeou (current Taiwan ‘President’ and Nationalist Party leader). The advertisement uses the following text to go with the pictures:

East China or West China, which region has better IQ? (title)
Take our survey and raise the average IQ of the East region. (Tagline)

Obviously the ad indicates, although not necessarily intentionally:

There’s an IQ difference between people living in the East China and the West China;
The IQ of the East is lower (at least before you take their survey);
Dalai Lama is representative of the West, while Ma Ying-jeou is of the East.
Dalai Lama’s intelligence could be higher than that of Ma Ying-jeou’s, while Ma Ying-jeou is cleverer than most people living in the East of China.

At this sensitive time, using such culturally and politically sensitive pictures and insulting title/tagline to target the Chinese community shows the advertiser doesn’t have much intelligence, do they?

According to the site’s Chinese ‘About’ page, of the three guys behind the site, two of them are very clever.

BlinklistBloglinesBlogmarksDiggdel.icio.usFacebookFurlMa.gnoliaNewsVineRedditStumbleUponTechnorati

5 responses so far

5 Responses to “High Intelligence Community?”

# Georgeon 20 Apr 2008 at 1:58 pm

the ad obviously perfectly surved its purpose – you blog about the site and make it even more know.

Reply
# Jianjunon 20 Apr 2008 at 2:27 pm

Indeed. Cafferty strategy huh?

Reply
# Eikeon 21 Apr 2008 at 2:37 pm

the ad is getting a very good click through ratio of almost 1%. I can send you the 7 other ads that we have and you will see that there are other that also are doing quite well.

Reply
# Jianjunon 21 Apr 2008 at 5:40 pm

Hi Eike,

I don’t think click-throughs mean leads and I’m not sure if the community you are building merits its name. You see lots of people click on an ad just out of curiosity and I myself clicked on it to see what kind of site it is.

Maybe it’s just your business model by using such ads and maybe you are not building a high IQ community at all.

I’d like to add something more:

To successfully target a cultural community, you have to respect their culture. That’s why Motorola Tianjin’s opening ceremony used firecrackers and some of the best internationalized web sites eagerly adapt to the local culture not only through language but also through site design. As regards to ads, efficient promotion puts more emphasis on aggregated data than click-throughs.

Best,
Jianjun

Reply
# Eikeon 21 Apr 2008 at 11:30 pm

yes you are very right! There are many people clicking on the ad out of curiosity who might not want to take the IQ test or later on use the site. Therefore clickthrough ratio is not the best measure of success of ad campaign. But we know that about 20% of facebook users who click on our ads will get a very high IQ and register on our site. We are paying 14 cent per 8 clicks which means on average 14 cents for 2 registerd users, 7 cents per registered user. That is quite inexpensive.

But the ads you mentioned worked not as good as for example our Paris Hilton – ZhuGe Liang ad.

We are currently not funded so we are trying to keep costs down. So we do not invest in services like your own. At a later stage we might to check that our action is in line with Chinese culture.

Eike

Reply