3iYing "All Girls Creative Agency"
3iYing is a New York based “all girl creative agency” that in order to gain some publicity for themselves (as well as tackling an issue in their business) have filmed hundreds of girls reacting to advertisements, for which they are supposed to be the target, for a series they have called ‘Adflip.’ Each video tells the audience (advertisers and marketers) why the ads they hold in their hands cause them to flip the page and why it was subsequently ignored.
3iYing founder Heidi Dangelmaier stated that, “This series directly links massive financial waste to specific girl-market misunderstandings, and challenges the predominant methods agencies use to develop creative strategies.” The campaign also asks YouTube members to add their own videos to the series (of which there are now 159).
If you watch the videos the people are pretty much right about the ads and its interesting to see the apparent lack of understanding about the teen/twenty year old female market. But on the other hand, it would be interesting to see if as well as ignoring the ad (which they must not have done in order to be able to analyse it so much) that they didn’t buy any of the products featured in them aswell. Also another problem may be, (especially in videos uploaded by solitary youtubers) that the person talking about why they flipped an advert may not be the target audience and if they are they may simply be an anomaly within that group. For me the idea has strengths and weaknesses but I think its and idea that will get noticed and that will in turn at least draw some attention towards 3iYing.