a single source, nothing corroborates it
Answer the public attack inside two days
When a larger account mocks you, or something bad happens in public, the window to respond is measured in a day or two. Replying in the attacker's own format, committing to the joke across your profiles, or captioning the security footage of your own robbery converts the incident into the campaign.
The method
- 01
When a big account publicly mocks your category, reply inside a couple of days using their own format rather than letting it pass.
- 02
Commit to the bit across your profiles so the follow-up attack lands on a target that has already accepted it: rename your account and swap your avatar to match the insult.
- 03
When your campaign starts getting mocked, join in and take ownership of the joke rather than staying silent.
- 04
When a far larger company copies your product, answer with a parody video instead of a lawsuit you cannot afford to win.
- 05
Publish the footage of something bad that happened to your business within a day, edited with captions that turn it into a joke.
What it returned
- 24
A popular Instagram account held up a placard telling people to stop posting home workouts on March 24; the CEO of a home-workout company answered 48 hours later with a placard of his own arguing the opposite.
After Gallagher compared him to Chewbacca, Capaldi changed his Twitter picture and display name to a Chewbacca pun
The giveaway became a meme, with men jokingly offering women money not to enter, and she responded with self-awareness.
Peak Design's parody response after Amazon cloned its Everyday Sling went viral
Sources
- Becoming an antifragile brandHarry Dry · Marketing Examples · Lewis Capaldi · undated
- A brilliant response to Amazon cloning your productHarry Dry · Marketing Examples · A brilliant response to Amazon cloning your product · undated
- Turning a restaurant robbery into a viral adHarry Dry · Marketing Examples · Turning a restaurant robbery into a viral ad · undated
- Counterpunch like CarlHarry Dry · Marketing Examples · Counterpunch like Carl · undated
- £8k Instagram Giveaway → 1M followersHarry Dry · Marketing Examples · £8k Instagram Giveaway → 1M followers · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in social
- Concentrate on one platform until it works11 unconnected · contested
- Gather the audience before there is a product6 unconnected · contested
- Fire the launch into the audience you already have6 unconnected · contested
- Post the numbers, not the commentary5 unconnected · contested
- Republish the winners with a new hook5 unconnected
- Cut one long piece into weeks of social posts5 unconnected