Controversial Marketing

Controversial Marketing

• What is controversial marketing?
• This concept refers to the use of controversy as a marketing technique in its most basic sense. This could include things like using graphics, messaging, and other forms of content marketing that aren't politically correct. Controversial marketing also includes using a dark sense of humor to elicit a response from the general audience.

• What are its pros and cons?
• Pros
• Such advertisements draws attention - If you decide to run a controversial campaign, you'll get a lot of attention. Controversial marketing will undoubtedly spark talks about your company in today's social media-dominated environment, where everyone is always on their phones and has the ability to share their thoughts.
• Create Brand Awareness - When people start talking about your brand, additional people will eventually learn about it. If you're a tiny business with a limited marketing budget, you may gain a lot of exposure for a minimal investment.
• Can appeal to the right audience - If your target demographic is edgy, a controversial marketing campaign is more likely to connect with them than a typical effort. This can aid in the development of a stronger bond between them and your brand.

• Cons
• Losing Customers - In today's cancel culture, you face the danger of losing clients if your controversial marketing efforts irritate them.
• Controversial marketing can be divisive : Of course, as controversies are wont to do, you might split public opinion when you come up with a controversial marketing campaign.
• It can lead to more work : When you stir up controversy, people are going to voice their opinions. You will need to address their concerns. Will you have the time and resources to do so?

• Successful Controversial Marketing Campaigns
• Nike: Nike's "Believe in Something," while being one of the most divisive advertisements in recent history, once again nailed the nail on the spot. 
• Nike's campaign backed controversial former NFL quarterback Colin Kaepernick, demonstrating a keen awareness of their target audience. The message was warmly received by the millennial and Gen Z generations. Why? Because businesses that take a stand on social justice issues are valued by these organizations.

• Controversial Marketing Successes
• Controversial marketing can help you make a splash when done right. Here are some brands that did it just right.
• Nike
• Known for their iconic campaigns as much as their sports apparel, Nike’s “Believe in Something” once again hit the nail on the head, despite being one of the most controversial ads in recent history. 

• Throughout the years, controversial marketing campaigns have been few and far between. More recently, they’re becoming ever more popular. Is this due to the savvy marketing teams, with the likes of Aldi and Specsavers? Are modern buyers more receptive to satirical messaging? Or do they just bloody work, when done right!
• With businesses putting more focus into reach and engagement, creating the next trending phenomenon is high up the priority list of marketing professionals across the globe, and what better way to gain that reach by creating content that’s a little close to the edge.
• Before we go into some of our favourite controversial marketing campaigns, we’ll quickly cover off what the whole point of being controversial is.
• There is a huge psychology behind opinionated content, but to cut a long story short, people are more likely to share content that aligns with their own values. These people usually have a social circle of like-minded individuals, who then share in their circles; and so on and so on.

• Whilst there is a huge risk in isolating some of the public with divisive content, we believe controversial marketing has a huge advantage of allowing your brand to become more relatable to your target audience.
• Now to the fun part. We’ve shared a couple of controversial marketing campaigns that work, and 1 that really, really doesn’t.

• For some strange reason, Airbnb received initial backlash on their #weaccept campaign, due to Donald Trump’s travel ban, and limitations on immigration into America. The campaign, which came to life following the Syrian refugee crisis was built on the premise of global acceptance, regardless of ethnicity, nationality, sexuality, or religion.
• Airbnb made its stance on the matter, and whilst the majority of Trump supporters showed their dissatisfaction, it received 33,000 shares in the first 5 minutes of going live and generated 15,400 volunteer hosts. A perfect example of not sitting on the fence paying off!