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Make them hate you! Why polemic marketing 'fails', win.

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my SXSW 2014 talk on bravery in marketing and the line between dividing your audience through debate and disgust.

Published in: Marketing, Business, Technology
  • Can't help but think of this example http://www.adweek.com/adfreak/cadillacs-new-ad-totally-inspiring-or-completely-repulsive-155703
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Make them hate you! Why polemic marketing 'fails', win.

  1. 1. Make Them Hate You! Why polemic marketing fails, ‘win’ #bepolemic
  2. 2. There are different types of failure to be fearful of. #bepolemic@adam_abrahami
  3. 3. Taco Bell Guy – Featured on major news channels and sites. Uproar on Facebook with thousands of re-shares #bepolemic@adam_abrahami
  4. 4. 375% increase in baseline buzz on airing. Conversation sustained for a full week. 170% more mentions in week after than on the day. Featured on every major news channel and site. #bepolemic@adam_abrahami
  5. 5. #bepolemic@adam_abrahami
  6. 6. 375% increase in baseline buzz on airing. Conversation sustained for a full week. 170% more mentions in week after than on the day. Featured on every major news channel and site. #bepolemic@adam_abrahami
  7. 7. #bepolemic@adam_abrahami
  8. 8. Positive Return on Investment #bepolemic@adam_abrahami
  9. 9. Best f$*#ng campaign ever. Every time. #bepolemic@adam_abrahami
  10. 10. Positive Return on Investment @adam_abrahami #bepolemic
  11. 11. Marketing investment should be a portfolio strategy. Marketing investment should be a portfolio strategy. #bepolemic@adam_abrahami
  12. 12. Playing it safe… (investing in bonds) @adam_abrahami #bepolemic
  13. 13. Undifferentiated. Unremarkable. Unmemorable. Playing it safe… #bepolemic@adam_abrahami
  14. 14. #bepolemic
  15. 15. #bepolemic
  16. 16. #bepolemic
  17. 17. #bepolemic
  18. 18. #bepolemic
  19. 19. #bepolemic
  20. 20. GOOD: Domino’s Tinder +700 Matches, 115 x one-to-one conversations. +2,250,000 Potential PR Reach. +200,000 Potential Social Reach. £0.08 effective CPM. #bepolemic@adam_abrahami
  21. 21. Fear of failure forces us to play it safe. #bepolemic@adam_abrahami
  22. 22. Coca-Cola buzz around the NFL Super bowl over time 2009 2010 2011 2012 2013 2014 #bepolemic@adam_abrahami
  23. 23. Coca-Cola buzz around the NFL Super bowl over time (10) (8) (6) (4) (2) 0 2 4 6 8 10 7 days 2014 (Other Years) vs 1 usually #bepolemic@adam_abrahami
  24. 24. Participation drives performance ` #bepolemic@adam_abrahami
  25. 25. #bepolemic@adam_abrahami
  26. 26. ... There are risks, certainly some topics should be avoided completely…
  27. 27. Belvedere Vodka
  28. 28. …but, even in the most horrific of cases, everything tends to turn out OK…
  29. 29. …And some brands, are really turning the tables…
  30. 30. So how do you draw the line?
  31. 31. Topic Sensitivity Brand Interest Debate vs. Disgust, Where to draw the line? Debate Disgust #bepolemic@adam_abrahami
  32. 32. Most failures are easily resolved. #bepolemic@adam_abrahami
  33. 33. Nobody is going to die. #bepolemic@adam_abrahami
  34. 34. Playing safe is playing to lose. #bepolemic@adam_abrahami
  35. 35. EVER TRIED. EVER FAILED. NO MATTER. TRY AGAIN. FAIL AGAIN. FAIL BETTER. Samuel Becket #bepolemic@adam_abrahami
  36. 36. Thank youadam.abrahami@iris-worldwide.com #bepolemic@adam_abrahami

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