A few weeks ago, a BuzzfeedNews reporter wrote about toilet paper – you could almost say it wasn’t just any article – it had the magic word millennials in the title and a longform extension. The theme continued as the American toilet paper brand Charmin had developed a giant toilet paper roll (enough to last at least a month, despite its promising Forever Roll name) and who they wanted to reach with the product. The journalist had also done a test in her writing, trying to get her colleagues to test the roll and give their opinion.Does a roll of toilet paper really deserve to become material for an in-depth research article and multi-item analysis? The article collected some of the opinions that the roll had already generated and that consumers had already shown when facing it, as well as a reflection on toilet paper and its impact on the environment. In fact, when we finished reading, the conclusion that could be drawn was that the roll was a curious product but that toilet paper something about which we should ask ourselves why we use it and if we should change things.In a way, though, the media coverage of the launch of this gigantic roll of toilet paper was one of the kindest the company had ever achieved. As they point out in an analysis in the American (millennial) medium Vox , the gigantic toilet paper was starring in a brutal advertising campaign but also one of criticism and ridicule on the network. And, the interesting thing is that according to the analysis of this medium that situation created a perfect context.
Charmin’s toilet paper had a lot of material to criticize with, but it was not the only thing that Peru Phone Number List had managed to garner comments on social networks and waves of criticism.After all, they recall, Burger King launched a guerrilla marketing campaign against the Happy Meal a few weeks ago in which you could buy menus that were the opposite of happiness. The campaign was framed in awareness actions on mental health and sought to make it clear that not everyone had to be happy at all times, but on social networks it also aroused not a few criticisms.When you seek to outrage to sellAll of this may seem like a strategy error, but it is not. As you recall in the analysis, brands manage to outrage, anger and make consumers talk about what they do. It is not a mistake: brands know what they are doing. The fastest way to get consumers talking about you is to do something worth talking about, but not terrible enough to sink your reputation.
It is like when the field is cleaned using fire. Fire can be efficient and effective by eliminating bad things, as long as what is done is well cared for so that everything does not turn into a forest fire.As Mark Bartholomew, a professor at the University of Buffalo, explains, what brands are doing is launching into outrage advertising , which is nothing new. The history of outrage advertising , ads that outrage or appeal to such emotions, is very long. After all, shock advertising is part of this advertising trend and had its moment of glory in the 90s. You just have to think about Benetton’s campaigns, for example, and how it was what worked as’ cool advertising ‘ at the time.To the rhythm of social networksWhat matters now is that companies have understood how social media works and what succeeds.
They have learned the codes of language in social media and how irony and sarcasm are key to reaching audiences and to star in their messages. To fit into those conversations and to star in them, they have to know how to use these codes and they have to provide the tools for consumers to position themselves in that field. They have to generate material for sarcasm and irony all the time. This is where these types of actions and these types of ads fit in.In addition, this route has become one of the few ways to capture the attention of consumers (and afterwards the work of making it profitable will be done). In a market where it is increasingly difficult for them to pay attention to you, it is necessary to find the key so that they notice you and what you do.