Shock Marketing in the Social Media Age: When Audacious Steps Create or Destroy Brands

Brands are using shock marketing, an approach that disrupts, provokes, and frequently polarizes, to grab consumers' attention in the digital age. But how far is too far in the age of cancel culture and TikTok virality? For better or worse, let's examine some daring online campaigns and what modern marketers can take away from them.

When Shock Is Effective: Gold Viral

• Diesel "Embrace the flaw" campaign: With a campaign that embraced flaws and featured purposefully "fake" Diesel apparel, Diesel capitalized on imperfections. It was audacious, strange, and compelling. The message received extensive media coverage and struck a chord with Gen Z's contempt for perfection.

• Benetton's "Unhate" campaign: Benetton, which is known for pushing boundaries, once published pictures of world leaders, including Obama and the Pope, sharing a kiss. Is it controversial? Of course. However, it sparked international discussion, which was consistent with the brand's reputation as a social provocateur.

• Balenciaga: Dystopia Simulation: Balenciaga's bizarre, AI-like runway sets and partnerships with The Simpsons generated curiosity, confusion, and... engagement. Even though the brand isn't always cozy, it continues to make news and dominate conversations about fashion.

When Shock Is Ineffective: The Lessons from Viral Repercussions

• Balenciaga: The Child Imagery Scandal of 2022: Balenciaga's campaign, which featured children and dubious props, was one of the biggest PR disasters in luxury fashion, resulting in accusations of irresponsibility and even boycotts. The harm persisted despite the brand's repeated apologies.

• Burger King: "The kitchen is where women belong." Tweet (2021): The tweet, which was intended to draw attention to the gender gap in culinary leadership, backfired. Before the entire message could be delivered, it caused indignation due to the lack of immediate context. A daring concept poorly carried out.

The Fine Line Between Cancelled and Viral

Shock marketing is nothing new. Speed, scale, and scrutiny have all changed. A campaign can go viral on social media within minutes, but there will be backlash. Brand boycotts in 2025 could result from a print ad's success in 2005. The difficulty for marketers is to connect as much as to provoke. Audiences are looking for edge, meaning, and authenticity, not carelessness.

Do you want to become a marketing expert who does more than just clicks?

Our Fashion Marketing & Management program at Raffles Jakarta delves into real-world brand case studies, teaches viral strategy, and emphasizes the crucial role of cultural sensitivity in branding. Our program prepares future leaders to make marketing that matters, whether that means navigating backlash or telling daring stories. Are you prepared to transform audacious concepts into successful careers?

Visit our website or get in touch with our admissions staff right now.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta