You might be surprised to hear that this week on Playboy’s website you won’t find nudes, but rather an article reading “Real Men Make Their Own Thanksgiving Pie Crust.” You will no longer find articles tweeted from their website with the hashtag #NSFW (meaning not safe for work). Playboy is now entirely safe for work. Playboy has been on a transformative “journey” for two years and recently announced something that hit the front page of the New York Times, the removal of nudity from the magazine
This week’s Modern Customer Podcast guest is SVP of Marketing and Digital Media at Playboy Robin Zucker.
Under Zucker’s leadership the digital presence has achieved tremendous growth with the highly coveted millennial demographic. Playboy had a social audience of 11 million users when Zucker joined. They saw they were reaching a younger audience—and that audience was engaged. The Playboy digital team thought about their future strategy and considered the notion that nudity no longer had a role in the direction of the magazine. They started a discussion with the Playboy leadership board December 2013, and in August 2014 they launched as “a safe for work” lifestyle site. They had five million unique visitors in July 2014 and by December 2015 had 20 million unique visitors. They average in now at 16 million users a month. This brand turnaround and staggering growth is not easily achieved.
If you’re interested in engaging millennials with lifestyle content, the Playboy case study is one you’ll want to hear about. In January 2014 the average age of the Playboy audience member was 47 but by August 2015 the average age was 30 years old. Additionally Playboy’s social media presence grew from 11m to 29m.
The reason Playboy decided to pull nudes was they talked to consumers and advertisers and realized nudity was just a distraction for them. Nudity is provocative but not the same level as it was in 1953. There’s no shortage of nudity today around the web from a digital perspective. They realized this and broke from their long-standing tradition of nudity.
As a sidenote did you know Playboy magazine was the seed for many things such as the film Hurt Locker? The film was inspired an article about one of the bomb experts, Sergeant Jeffrey S. Sarver entitled, “The Man in the Bomb Suit,” published in September 2005. You might be surprised to learn that in the past Playboy has published famous author of fiction Margaret Atwood. Learn more about Playboy’s digital journey in this week’s Modern Customer Podcast.
Blake Morgan is a customer experience futurist, author of More Is More, and keynote speaker. Sign up for her weekly newsletter here. Go farther and create knock your socks-off customer experiences in your organization by enrolling in her new Customer Experience School.