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 as long as 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 Subscribe to the Marketing Brew newsletter: https://www.marketingbrew.com/ Watch Marketing Brew Weekly on YouTube: https://www.youtube.com/@MarketingBrew Follow Marketing Brew Instagram: https://www.instagram.com/marketingbrew/ LinkedIn: https://www.linkedin.com/showcase/marketing-brew/ Have a question for us? Send us an email or voice note to
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