TURN INSULTS YOU GET INTO ADS

Summary from the TLDR Marketing newsletter

Reusing unfair insults can boost brand engagement and ad performance because it makes a brand seem more confident and humorous. Experiments showed that an electronics store increased its CTR by 26.7% when it embraced an insult, and MTV saw a 25% rise in interest, a 70.5% lift in humor, and a 20.2% increase in perceived confidence when it reused criticism. Vitamin Water saw similar gains, including a 67% rise in humor and a 21% rise in confidence. The approach fails when the critic is seen as vulnerable, as perceptions of a brand being a bully can rise by 59.9%.