Edginess is the new "HOT" in marketing, whether you get a little edgy or a lot.
What do we mean by edgy?
It's taking a branding approach that would make you not want to show your mother. It doesnt mean being inappropriate, but doing something that makes someone say "Did they just do that"
Advertising has gone from the TV to the Web, which means you are targeting an online audience. When you focus on social marketing it's about grabbing attention in a world full of 9423328742974921 other people trying to get a viewers attention. In the old time of Television ads they have the viewer watching your ad with no choice... those days are long gone.
Who does it edgy?
Old Spice used sex appeal to attract viewers, both male and female. They made their videos very aggressive, quick and entertaining; with a plot that changes the way you think of your deodorant.
The edginess starts with a insult and a guy without a t-shirt.
Dollar Shave club stormed the internet with their approach on using cursing to connect with the viewer. The entire theme of the video is about relating to the viewer, starting from the direct to the camera conversation to cursing.
Insult... Axe took an approach of bringing you down, but allowing you to come back up. I don't know what you felt, but after this video I got a "What am I doing with my life" feeling. It made me want to go out and make a life altering purchase.
Edginess is a great way to get social reach, social advertising is all about standing out in a sea of marketing. Next time your thinking of making a video or creating new marketing material, think outside your comfort zone. Think of ways you can capture someones attention and bring intrest to your product/service.