\n
At a press conference during Fanatics Fest earlier this year, Jake Paul and Mike Tyson took questions from a moderator and crowd of boxing fans to promote their much-anticipated fight on November 15.<\/p>\n
Paul, the influencer turned professional athlete, was not a crowd favorite. About halfway through the event,<\/em> a chant directed toward him\u2014an expletive followed by his first and last name\u2014swelled to top volume, with Paul himself joining in.<\/p>\nLittle did the haters know, they may have inspired Paul\u2019s next marketing stunt for his personal-care brand, W. On November 12, at an open workouts event, Paul announced a new iteration of W by Jake Paul Body Spray, adorned with an \u201cF\u201d where the brand\u2019s signature W usually sits.<\/p>\n
Paul is no stranger to using his haters as a way to get people talking, W\u2019s VP of Brand, Matt Rogers, told Marketing Brew. Earlier this year, ahead of Paul\u2019s fight against Mike Perry, W created a punching-bag machine retrofitted with Paul\u2019s face and invited fans and haters to try to see what it\u2019s like to punch him in the face.<\/p>\n
For the brand, leaning into the haters is a tried-and-true tactic to remain subversive and stand out.<\/p>\n
\u201cIt\u2019s fun to root against someone,\u201d Rogers said. \u201cIt\u2019s fun to root for someone. When we\u2019re able to harness that, it\u2019s disarming.\u201d<\/p>\n
Attention, please<\/h2>\n
For the five-month-old brand, making a \u201csplash on the internet\u201d is a priority, Rogers told us, which means focusing on amplifying social conversation.<\/p>\n
\u201cWe\u2019re a social-first brand and are really competing with everything else that\u2019s going on on the internet on any given day,\u201d Rogers said. \u201cWe realize that you have to do things that are really interesting and do things that feel really big, even if you\u2019re a smaller brand, and that\u2019s how we plan to grow our audience.\u201d<\/p>\n
W\u2019s previous marketing stunts have included sending video packages to influencers showing deepfakes of them promoting the brand; having influencer Rubi Rose spray men on the beach in a video called \u201cStankwatch;\u201d and Paul poking fun at companies promoting themselves on LinkedIn in a video posted to LinkedIn and other social media platforms. It all calls back to the persona Paul built in his early YouTube career bolstered through dangerous pranks, brash humor, and potentially damaging controversies, including allegations of sexual assault, which he has denied.<\/p>\n
It seems the strategy is generating results, at least when it comes to organic tagged posts the brand sees, Woodie Hillyard, CEO and co-founder of W, said.<\/p>\n
\u201cEvery month since we\u2019ve launched, we\u2019ve had more than 1,000 organic tagged posts on Instagram of people taking photos of the product, calling out the brand,\u201d Hillyard told Marketing Brew. The company says these posts have generated 194 million impressions.<\/p>\n
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Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
Rogers said Paul\u2019s personal notoriety and the brand\u2019s eclectic lineup of ambassadors (which W refers to as co-owners) \u201cgives us the ability to be a bit more audacious right out of the gate,\u201d he told us.<\/p>\n
\u201cWith Jake at the helm and the co-owners that we have involved\u2026that puts us in a position to kind of behave more like a creator and less like a traditional brand,\u201d Rogers said.<\/p>\n
That means that even when the brand is putting on IRL activations, Rogers is focused on making sure they can serve a purpose for an online audience, too. When W created the punching-bag machine, \u201cthat was designed to live in the real world and create an action where people wanted to film it.\u201d Rogers told us.<\/p>\n
\u201cIf you\u2019re going to do something that lives in the world, it should have a goal of making noise online,\u201d Rogers said. \u201cEveryone consumes on the internet, right? No one\u2019s going to walk past a billboard and make their purchasing decision, but if that billboard ends up on their feed later, you have a better chance at it.\u201d<\/p>\n
Fight to the finish<\/h2>\n
For the Tyson-Paul fight and the surrounding events, W is also taking advantage of the naturally presented rivalry to encourage emotional responses from fans and haters alike.<\/p>\n
To further promote the fight and the brand, W closely replicated Tyson\u2019s iconic 2007 Supreme campaign, instead placing Paul\u2019s image and the W logo on posters plastered around LA and New York. Rogers said the idea was borne out of playing on the fight\u2019s rivalry by referencing the original image, with the goal of encouraging passers-by to snap photos of the posters once they discover them, whether they like them or not.<\/p>\n
Rogers\u2019s philosophy, he told us, is that people often expect brands to elicit sentiments of happiness and positivity, which he said can feel forced or not genuine. Why not give them something else to feel?<\/p>\n
\u201cJust like anything, you need some controversy. You need to do something that doesn\u2019t just feel pleasant to everyone,\u201d Rogers said. \u201cPeople want to feel something towards a brand, and if that\u2019s hate, I don\u2019t really think anyone takes it so seriously that it\u2019s true hate. But it is something valuable when someone amplifies something for you based [on] their emotional response to what you\u2019re doing.\u201d<\/p>\n
Ultimately, Rogers said, he\u2019d rather that W inspire emotion of any kind than fly under the radar online.<\/p>\n
\u201cI think the worst thing that can happen is someone says nothing on the internet about your brand,\u201d Rogers said.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"At a press conference during Fanatics Fest earlier this year, Jake Paul and Mike Tyson took questions from a moderator and crowd of boxing fans to promote their much-anticipated fight on November 15. Paul, the influencer turned professional athlete, was not a crowd favorite. About halfway through the event, a chant directed toward him\u2014an expletive […]<\/p>\n","protected":false},"author":1,"featured_media":21703,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21702","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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