In the race for customer attention, companies try lots of things. Have you heard of unhinged marketing? Brands use this disruptive and unconventional approach to grab peoples’ attention and stand out amongst competitors.

But it’s more than just a strategy; it’s a rebellious move where you ditch the rulebook to grab customer attention. While some brands find success with this approach, others have faced consequences. Therefore, it’s crucial to treat unhinged marketing with caution and strategy.

Here’s what you need to know about unhinged marketing, as well as success stories and what happens when things go wrong.

What is Unhinged Marketing?

Unhinged marketing is a strategy where brands do bold and unconventional things to grab attention. It’s about being creative, taking risks, and breaking away from the usual. This marketing approach stemmed from young audiences wanting marketing that doesn’t look forced. For example, Gen Zs prefer unedited, organic content—a stark contrast to millennials who are used to overly styled photoshoots.

With unhinged marketing, you can boost your brand awareness and quickly increase your advocates. However, it’s essential to consider how people may react. While it’s fun, it probably won’t appeal to everyone.

The Do’s of Unhinged Marketing

If you want to take your social media marketing to the next level, here are some ways to incorporate unhinged marketing into your current strategy.

Embrace creative ideas

Explore playful ideas, but keep it ethical. Let your creativity shine without going too far or being offensive. Remember to run your ideas by colleagues to assess the viability of your ideas.

Know your audience

Social media makes it easier to find and target the right audience. Figure out what your audience likes so your marketing speaks their language. Avoid anything that might bug them, and focus on creating content that makes them smile. Tailor your message to their vibe.

Test the waters

Before going all out, experiment on a smaller scale. Gather feedback from a focus group and see how people react. Then, make adjustments based on what they like or don’t like. Testing helps you fine-tune your approach for a bigger impact.

Set clear ethical guidelines

Make straightforward rules everyone follows to keep things fair and respectful. Having guidelines is like having a roadmap for doing the right thing in your marketing efforts. For instance, implement a rule that bans any content that may perpetuate stereotypes or target individuals or groups based on race, gender, ethnicity, religion, or other sensitive attributes. If you engage in influencer marketing, reinforce this policy with your partners.

Engage responsibly

Keep an eye on what people say and be ready to chat. Be accountable and fix things if needed. When you engage responsibly with your audience, it shows you care and value their opinions.

Examples of Successful Unhinged Marketing Campaigns

It’s normal to have reservations when it comes to implementing unhinged marketing campaigns. However, knowing the proper techniques can help you confidently use unhinged marketing. Here are some successful stories:

Wendy’s

Wendy’s is one of the pioneers of unhinged marketing. In 2017, the fast food chain gained X (formerly Twitter) fame by cleverly responding to a customer’s comment. This sparked unexpected and enjoyable reactions from people who appreciated Wendy’s bold and humorous brand persona. Since then, Wendy’s has maintained a snarky and amusing online personality. The brand even extended its humor on Instagram and TikTok, posting memes and using a virtual avatar to roast its audience. While there’s no source directly showing the impact of Wendy’s unhinged marketing strategy, studies indicate an increase in sales since 2017.

Dollar Shave Club

Dollar Shave Club (DSC) has been doing unhinged marketing since its 2012 debut. Co-founder Michael Dubin starred in a video where he talked in an informal tone about his company’s offerings. The video went viral because of it. Upon its launch, DSC immediately gained 12,000 new subscribers who paid $1 per month for the subscription razor service. Even after Unilever acquired the brand, it continued to maintain humor in its marketing efforts.

Duolingo

Have you received a somewhat threatening reminder from Duolingo about your language lessons? Don’t worry — it’s part of the brand’s unhinged marketing strategy. Duolingo uses its mascot, Duo, to embody a mysterious yet endearing persona to capture attention. They’ve gone as far as creating a rivalry with Google Translate, claiming it keeps Duolingo’s lawyers busy. This marketing approach contributed to the brand’s revenue reaching $265.7 million within the first three quarters of 2022. Duolingo is also one of the top downloaded language learning apps with approximately 37 million active users a month.

The Don’ts of Unhinged Marketing

As mentioned, unhinged marketing is not for everyone. Note the following tips to avoid ruining your business.

Don’t ignore ethics

Don’t do anything that feels wrong or shady. Keep it all above board so people trust your brand. It’s like playing fair in the marketing game.

Don’t neglect research

Skipping the research is like cooking without a recipe. Find out what your audience likes so you can design strategies that resonate.

Don’t be inconsistent

Keep things steady; don’t change your message all the time. Think of being consistent as having a favorite playlist—people know what to expect and enjoy the vibe.

Don’t overlook the consequences

It’s easy to get canceled the moment you do something crass in today’s digital age. While unhinged marketing relies on that very tactic, it’s still important to think before you act. It’s all about avoiding surprises and being prepared.

Don’t copy competitors

It may be tempting to emulate competitors but remember authenticity matters. Create your own brand identity and corresponding personality to establish an audience that appreciates you.

Examples of Misguided Unhinged Marketing Strategies

It’s important to learn from others’ mistakes. Consider these examples of failed unhinged marketing efforts to avoid making the same mistakes.

Chase Bank

Not all Monday motivations are uplifting. In 2019, Chase Bank made a tweet implying that people are wasting money when they buy coffee, get takeout, and take a cab. They immediately deleted it when it started receiving backlash for being “tone-deaf.” Netizens pointed out the bank was insensitive at a time when 40% of Americans couldn’t afford an unexpected $400 expense.

Snapchat

In 2018, Snapchat released an ad for a game that asked whether they would rather “slap Rihanna” or “punch Chris Brown.” Rihanna promptly expressed her disappointment on Instagram. As a result, Snapchat’s parent company, Snap Inc., saw a 4% decline in stock prices. Aside from the financial implications, the instant messaging app received flak from users as well. The incident also opened a conversation about advertising without editorial oversight, which has been a long-standing problem among social media companies relying on ads for profit.

Burger King UK

Burger King UK faced criticism for a tweet that said, “Women belong in the kitchen.” The tweet was intended as part of an effort to shed light on gender disparity in the restaurant industry. It aimed to convey a message about the shortage of female chefs and to promote a scholarship program for female employees. This incident serves as a prime example of attempting to deliver a nuanced message within a limited context to address a broader issue.

Be Unhinged—Responsibly

Unhinged marketing has its perks—increased visibility and engagement and long-lasting brand image. However, it’s crucial to be cautious not to cross lines that may harm your reputation. Balancing creativity with considerations is key. Seek advice from pros and dive into ethical marketing to make a positive impact.

Author Bio: Kaylani Mills is a seasoned influencer marketing expert and digital content creator at Net Influencer. With a keen eye for trends and an in-depth understanding of the evolving digital landscape, she loves to share her insider knowledge and write about influencer marketing, personal branding, and brand partnerships. When she’s not writing, Kaylani can be found exploring outdoors and channeling her creativity in the kitchen.