In an Era of Tension, Why ‘Gentle Outrage’ is a Game Changer for Marketing
In a world increasingly marked by intense emotions and social upheaval, savvy brands are discovering that tapping into “gentle outrage” can be a powerful marketing strategy. One prime example is the Canadian skincare brand The Ordinary, which last weekend unveiled a quirky yet bold promotion: a dozen eggs for just $3.37 at select New York locations. This eye-catching offer didn't just come from nowhere; it dives headfirst into the pressing issue of rising prices in a time when the average cost for a dozen eggs exceeds $10 in some Manhattan retailers.
Cracking Open Controversy: The Ordinary's Unique Marketing Stunt
Teaming up with the creatively reckless group MSCHF, known for viral hits like Candy Airpods and Big Red Boots, The Ordinary's campaign sought to challenge the status quo concerning inflation and support for local communities. Internet commentators were split, labeling the stunt as "genius," "absurd," and even "dystopian." While some critiqued the irony of a cruelty-free, vegan brand selling eggs, others embraced the fun of the campaign, with one Instagram user simply stating, “Thanks for the fun idea!”
A Broader Context
This attention-grabbing stunt wasn’t merely a marketing ploy; it resonated with deeper societal tensions. The Ordinary's source of inspiration? A recent hike in tariffs on Canadian imports by the Trump administration, which might have included some of The Ordinary's popular skincare serums and moisturizers. Such undertones of social commentary are becoming a clever tactic for brands navigating the murky waters of contemporary politics—without losing their core identity.
The Power of “Gentle Outrage” in Marketing
In a marketplace saturated with bland ads and unmemorable product endorsements, it is becoming increasingly clear that well-timed controversy can serve as a strong differentiator. Robin Marshall from Case Agency articulates a compelling argument: “Just because you’re a beauty company doesn’t mean you can’t comment on what’s going on in the world today.”
Examples from Other Brands
The Ordinary is not navigating these waters alone. The fashion brand Reformation recently sent out a promotional email with the cheeky subject line "WRONG GROUP CHAT," tapping into a recent gossip scandal among national security officials. This creative bravado makes clear that even established brands are willing to walk the fine line between humor and social critique.
As social media platforms become riddled with ads and influencer posts, breaking through the noise requires a strategy that leverages social commentary. Brands like E.l.f. Beauty have also successfully utilized this technique, incorporating humor and provocative themes into campaigns that spark conversation about pertinent topics.
The Risks and Rewards of Provocative Marketing
However, it’s crucial to note that this approach isn’t without risk. The trick is to remain authentic and stay true to your brand’s values. Failure to do so can lead to backlash or be perceived as disingenuous. Fortunately, The Ordinary has established itself as an activist-oriented brand, regularly engaging in actions like declining participation in Black Friday to promote its mission of “quality, equality.”
Metrics of Success
But how do you measure success in such campaigns? Marketing experts suggest considering questions rather than traditional KPIs. Did we spark a conversation? Did we engage our audience on a meaningful topic? For The Ordinary, the campaign resulted in over 100,000 likes on Instagram, smashing their usual engagement numbers, proving that gentle outrage can effectively drive dialogue and connect with consumers on multiple levels.
Conclusion: The Future of Marketing in an Angry Society
The results of The Ordinary’s campaign lay a solid foundation for understanding how “gentle outrage” can serve as an innovative marketing strategy. In a society where conversation often veers into overtly political realms, brands willing to tackle delicate subjects with cleverness and finesse can effectively capture the attention of consumers and navigate potential backlash. The eggs may have sold out, but more importantly, The Ordinary successfully injected humor and relevance back into the conversation around consumerism and social issues.
So, as brands continue to hone their strategies in an increasingly complex landscape, the question remains: are they ready to crack open some eggs—and perhaps a bit of controversy—to connect with their audience?
