Is Ragebait A Viable Marketing Strategy?

Welcome to Marketing Brew Weekly! This week we’re discussing Oxford University’s Word of the Year: Ragebait. From Sydney Sweeney’s American Eagle campaign to E.l.f. Choosing to partner with Matt Rife, were these marketing moves worth it for the brands? We touch on controversial Skims products and Coca-Cola using AI in their ads, and discuss which campaigns were fueled by bots — and wonder if it even matters if that stock price is up? We also discuss the risk vs. reward of employing this method, and share a brand that seemed to lean into the moment correctly.

00:00: Intro
00:35: What is Ragebait?
02:33: Biggest examples of Ragebait this year
05:20: Why are brands engaging
07:12: How brands do (or don’t acknowledge) using this tactic
08:38: Campaigns that don’t anticipate Ragebait and bots
16:10: How can social listening really be measured now
17:40: What impact will Ragebait campaigns have long-term
19:30: Does Ragebait work?
25:00: The Ordinary’s use of “gentle outrage”


This episode was sponsored by ActiveCampaign. For more information, go to http://www.activecampaign.com


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Marketing Brew Weekly gives marketing professionals insightful analysis and a lively conversation on the latest trending topics in the world of media and advertising, from the Marketing Brew reporters who know the industry best.


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