Is all publicity truly good publicity? The Sydney Sweeney x American Eagle Outfitters Inc. and E.L.F. BEAUTY x Matt Rife collabs have been the most controversial campaigns this year. But there’s a bigger issue happening underneath these ads: brands are turning on their audience. By attaching themselves to controversial figures who have little correlation to a brand's identity, they risk looking like attention seekers. At least 74% of consumers have purchased products because of an influencer. Except now, people question a brand's ethics before purchasing – which includes looking into an influencer’s digital footprint. So did these ads actually miss the mark or were these efforts an attempt at rage bait marketing? American Eagle’s stocks went up by 20% after debuting the “Sydney Sweeney Has Great Jeans” campaign. But their brand sentiment fell short. Engagement is easy to measure but trust isn’t and once you lose it, it’s harder for a viral moment to buy it back. A viral campaign might flood everyone's FYP, but engagement does not equal positive brand sentiment. One misstep and your brand has to work twice as hard – if not more – to make a comeback and fight against that perception. What are your thoughts on rage bait marketing? Let us know in the comments below! #ragebait #marketing #strategy
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