Definition and Classification

Here’s what it’s all about:

• Placing “Awe Marketing” in a Marketing Context
• Understanding the term, its origins, and its meaning
• A foundation for strategic decisions

Awe refers to an emotional response to stimuli that are perceived as enormously large, powerful, or simply incomprehensible. In 2003, psychologists Dacher Keltner and Jonathan Haidt defined awe as the interplay of two core dimensions: perceived vastness and the need to adjust one’s worldview. In a marketing context, this means that an experience of awe so significantly exceeds everyday expectations that the consumer must recalibrate their existing categories. Awe must be clearly distinguished from mere surprise—surprise is fleeting and value-neutral, whereas awe has a moral and aesthetic dimension that combines wonder with deep significance.

Neuropsychological Foundations of Awe

Awe triggers a unique combination of default mode network activation and prefrontal cortex engagement in the brain. Neuroscience studies at UC Berkeley show that experiences of awe measurably dampen activity in the medial prefrontal cortex—the region that processes self-image. This explains the “Small Self” phenomenon: people feel smaller, and the world feels bigger. For brands, this mechanism is worth its weight in gold, because in that moment of reduced ego, receptivity to brand messages is exceptionally high. At the same time, memories are consolidated more deeply under conditions of awe than under neutral emotional states.

Distinction: Awe, Wonder, and Elevation

In academic discourse, awe, wonder, and elevation are often confused. Wonder tends to describe intellectual curiosity and is cognitive in nature, while awe has a stronger physical component—goosebumps, a catch in the breath, and a distortion of the perception of time. Elevation, on the other hand, arises from the moral greatness of other people and primarily generates warmth and a sense of connection. This distinction is relevant for marketing strategists: Awe campaigns require visual or narrative grandeur; wonder campaigns rely on complexity and discovery; and elevation campaigns draw on heroic stories and humanity. Many successful brands combine all three dimensions in their overall communication.

Implications for Brands

Keep in mind:

• Awe-Marketing strengthens your brand and customer loyalty
• Direct impact on brand awareness and conversion
• Long-term development is always worth it

Experiences of awe have a unique neuropsychological characteristic: they diminish the ego—the so-called “small self” phenomenon. When consumers feel awe, their individual sense of self recedes into the background—and the brand that triggered the experience symbolically comes to the forefront. As a result, brands benefit from a perception of grandeur that feels organic and authentic. At the same time, the willingness to share the experience increases dramatically: A study by the University of Pennsylvania showed that awe-inducing content is 30% more likely to be shared than merely positive content.

Data and Figures on Effectiveness

The empirical basis for awe marketing is becoming increasingly solid. Jonah Berger’s analysis of 7,000 New York Times articles found that awe was the strongest predictor of virality—stronger than joy, sadness, or anger. A meta-analysis published in the Journal of Consumer Psychology (2019) confirmed that awe-inducing content increased brand perception in the dimensions of “trust” and “competence” by an average of 23%. Furthermore, eye-tracking studies show that states triggered by awe extend the attention span for brand messages by up to 40%. These figures prove that awe is not a luxury emotion reserved for premium brands, but rather a measurable performance lever.

Awe as a Tool for Differentiation

In saturated markets where products differ little in terms of functionality, emotional differentiation becomes a decisive competitive advantage. Awe creates an emotional edge that cannot be replicated through rational communication alone. Brands that inspire awe are perceived as more meaningful, trustworthy, and innovative.

Awe and Prosocial Behavior

According to Keltner, experiences of awe have been shown to increase prosocial behavior: generosity, willingness to cooperate, and a sense of community all increase. For brands, this means that those who inspire awe activate a community dynamic that extends far beyond the act of purchasing and creates loyal brand ambassadors.

Strategic Deployment

Here’s how it works:

• Clearly define your goals before you start
• Integrate awe-marketing strategically into the marketing mix
• Test, measure, and continuously optimize

Awe marketing requires a clear distinction between awe of scale (gigantic dimensions, the power of nature, cosmic perspectives) and awe of complexity (fascinating systems, invisible connections, surprising beauty in the small). Brands must decide which dimension aligns with their identity. Strategic implementation begins with the choice of platform: visual awe is most effectively conveyed through moving images and immersive formats (IMAX, AR, VR). Textual awe is most effective in long-form content that draws the reader into a topic. Narrative depth is crucial: awe does not stem from mere superlatives, but from revealing genuine, meaningful dimensions—whether on a cosmic scale, through biological complexity, or through human achievement at the limits of possibility. Advertisers must ensure that the trigger for awe is organically linked to the brand, since unconnected awe experiences may be remembered but are not attributed to the brand.

Step-by-Step: Building Awe in Campaigns

Developing an “Awe” campaign follows a clear process. First: Identify the brand’s “Awe” potential—which dimensions of scale, complexity, or human achievement can be credibly linked? Second: Choose the right type of awe (scale awe vs. complexity awe) based on the brand identity and target audience. Third: Select the format—video is almost essential for scale awe, while complexity awe also works in long-form text or interactive experiences. Fourth: Integrate the brand link at the moment of highest emotional intensity—not before and not after. Fifth: Measure using share rates, dwell time, and qualitative feedback—traditional KPIs like click-through rate often fall short for awe campaigns.

Common Mistakes in Awe Marketing

The most common mistake is decoupling awe from the brand: A spectacular image of nature evokes awe, but if the brand appears ten seconds later, the effect fizzles out. The same applies to excessive production efforts lacking narrative substance—visual grandiosity without any deeper meaning may elicit amazement, but it doesn’t foster brand loyalty. Another mistake is overdoing it: If you optimize every campaign for awe, the impact is lost as people become desensitized. Awe works as a rare, powerful impulse, not as a constant underlying tone. Finally, many brands fail by trying to force awe into incongruous product categories—a discount retailer that stages cosmic awe comes across as implausible and tends to create cognitive dissonance.

Best Practice Examples

The most important thing:

• Leading brands prioritize consistency
• The courage to be different pays off
• Define measurable KPIs from the very beginning

BBC Earth used augmented reality in a campaign that projected whales and other marine giants into users’ living rooms—resulting in videos shared millions of times and a more than 40% increase in brand awareness. NASA’s collaborations with brands like BMW and Omega evoke awe through genuine associations with space exploration, elevating products to a cosmic level of significance. Carlsberg installed a gigantic billboard in Copenhagen that dispensed fresh beer daily—the sheer scale of the structure evoked awe through both its size and originality. Patagonia, on the other hand, relies on “complexity awe”: Its documentaries about ecosystems directly link ecological fascination to the brand’s promise of sustainability, thereby creating a deep, value-based connection.

Awe-Inspiring Scale: Red Bull and the Stratosphere

Red Bull’s 2012 Stratos project remains the most frequently cited example of “awe of scale” in marketing to this day. Felix Baumgartner’s jump from an altitude of 39 kilometers—broadcast live, without product placement in the traditional sense—generated over 8 million concurrent YouTube viewers and more than 50 million views in 24 hours. The key mechanism: Red Bull linked the cosmic scale of the jump to its own brand identity, “Gives You Wings,” over the course of several years. The awe-inspiring experience wasn’t just window dressing—it was the brand. A sales increase of over 7% in the U.S. in the following quarter demonstrates the direct commercial impact of this emotional investment.

Awe at Complexity: Apple and the Invisible Art of Engineering

Since the Jobs era, Apple has consistently leveraged “complexity awe”: Its product presentations don’t focus on specifications, but rather on the invisible engineering feats behind them—the precision of a chip, the thinness of a case compared to a human hair, the millisecond response time of a sensor. This staging of complexity inspires awe at the human achievement that has gone into the product. At the same time, Apple evokes “awe of the natural world” through nature shots in its camera ads: Desert landscapes, polar nights, and underwater worlds—all filmed with the iPhone—connect the device to the vastness of the natural world. This dual strategy—technical complexity plus natural grandeur—explains the extraordinary emotional bond of the Apple community.

“Awe is the emotion most strongly correlated with prosocial behavior and the desire to share experiences.” – Dacher Keltner, Greater Good Science Center, UC Berkeley

Conclusion

• Awe-Marketing is indispensable in modern marketing
• Think strategically, implement consistently

Awe marketing is not a trend, but a strategy rooted in deep psychology that positions brands for the long term. In a world where attention has become the scarcest resource, awe offers one of the few paths to creating genuine emotional depth. Brands that manage to evoke awe authentically and consistently gain not only visibility but also significance. The key lies in understanding one’s own brand identity: Which dimensions of grandeur or complexity can be credibly linked to the brand? Those who have answered this question possess the foundation for a communication strategy that not only reaches consumers but transforms them.

What is “awe” in a marketing context?

Awe describes an intense emotion of reverence triggered by experiences that are perceived as enormously vast or complex and that challenge one’s worldview. In marketing, awe is deliberately used to imbue brands with emotional resonance and generate a desire to own them.

How is “awe” different from “surprise”?

Surprise is fleeting and value-neutral. Awe, on the other hand, has moral and aesthetic depth; it reduces the ego of the person experiencing it (the “small self”) and creates a lasting emotional impression as well as a greater willingness to share.

Which brands are successfully using awe marketing?

BBC Earth (AR campaigns), NASA collaborations with luxury brands, Carlsberg (giant billboard), and Patagonia (nature documentaries) are prominent examples of successful awe marketing.

How can Awe be strategically integrated into campaigns?

By choosing either “awe of scale” (cosmic dimensions, forces of nature) or “awe of complexity” (fascinating systems), combined with immersive formats such as AR, VR, or IMAX productions that are authentically linked to the brand identity.

What effect does awe have on brand perception?

Awe enhances the symbolic perception of a brand, builds trust and reinforces its image as an innovator, and has been shown to increase the willingness to share brand experiences —a lasting effect that cannot be achieved through purely rational communication.

What Is the Surprise Effect in Advertising? Definition

Here’s what it’s all about:

• The Surprise Effect in Advertising: A Brief and Clear Explanation
• Distinction from Related Concepts
• The foundation of every marketing strategy

The surprise effect refers to the psychological mechanism by which unexpected stimuli trigger a heightened cognitive and emotional response. In advertising, this effect is deliberately used to break through the noise in an oversaturated media environment, increase recall, and anchor messages more deeply. The surprise effect can be created through unusual images, subverted expectations, unexpected narrative twists, paradoxical messages, or surprising media channels. It is always crucial that the surprise remains connected to the brand message —mere shock advertising without substantive relevance misses the mark.

Core Principles of the Surprise Effect

The surprise effect is based on three core cognitive principles that communication scholars have been studying for decades. First: the principle of expectation—when consuming content, everyone unconsciously makes predictions about how a story will unfold. The more this prediction deviates from the actual outcome, the more intense the neural response. Second: the consolidation principle—content that triggers surprise simultaneously activates the amygdala and the hippocampus, which significantly improves long-term memory retention. Third: the transfer principle—the positive or negative emotion of surprise transfers to the associated brand and permanently shapes its perception. Advertising that specifically leverages these three principles generates an impact that no other form of communication can achieve in such a short time.

• Expectation: People unconsciously predict content
• Deviation from expectation triggers a neural response
• Surprise activates the amygdala and hippocampus
• Better long-term retention through emotional activation
• Emotions transfer to brand perception
• Surprise advertising achieves maximum impact density

Distinction: The Element of Surprise vs. Related Concepts

The surprise effect is often equated with related concepts such as provocation, shock advertising, or humor-based advertising—but this equivalence is inaccurate. Shock advertising relies on morally or aesthetically disturbing content intended primarily to elicit rejection in order to force attention. Humorous advertising uses incongruity and a surprising punchline, but it is a special case of the surprise effect, not a synonym for it. Provocation targets social taboos and deliberately risks controversy. The surprise effect, on the other hand, is the overarching principle: any deviation from expectations that triggers cognitive engagement—whether humorous, emotional, visual, or narrative. A brand like Apple surprises with its simple design in a product category full of complexity; this is neither shock nor humor, but pure surprise effect.

• The surprise effect differs from shock advertising
• Humorous advertising is a special case, not a synonym
• Provocation targets social taboos
• The surprise effect generates cognitive activation
• Deviation from expectations is central to surprise
• Apple’s design demonstrates a pure surprise effect

Why is the element of surprise so effective in brand communication?

Keep in mind:

• The element of surprise in advertising creates a direct competitive advantage
• Measurable impact on revenue and reach
• Starting early pays off in the long run

Neuropsychology provides a clear explanation for the effect of surprise in advertising: The human brain is wired to prioritize processing deviations from expected patterns. When something unexpected happens, the brain releases dopamine—a neurotransmitter that promotes attention, curiosity, and memory consolidation. Advertising that surprises is literally stored deeper in the brain than advertising that shows exactly what is expected.

Surprise as a Way to Grab Attention

In the digital environment, users decide within two to three seconds whether to continue consuming a piece of content or scroll past it. Ads that show or promise something unexpected at first glance are significantly more likely to overcome this critical hurdle. Pre-roll ads on YouTube show that commercials that surprise viewers in the first five seconds have significantly lower skip rates than predictable ones. The surprise effect is thus directly measurable in terms of a higher view-through rate and lower CPV.

Virality Through the Social Sharing of Surprise

People share content that triggers strong emotions —and surprise is one of the most powerful motivators for sharing. When a commercial shows something that defies expectations, it creates an impulse to draw others’ attention to that experience. “You have to see this” is the typical social reaction to surprise advertising. This mechanism makes the surprise effect a key factor for organic reach and viral campaigns, where the media value far exceeds the paid investment.

Facts & Figures on Effectiveness

Studies on advertising effectiveness provide concrete figures that demonstrate the superiority of surprise advertising. A 2022 analysis by Nielsen shows that emotionally surprising commercials achieve an average of 34 percent higher brand recall than conventional formats. In an EEG study, the University of Basel found that surprising advertising elements increase neural activation in the prefrontal cortex by up to 60 percent compared to predictable content. On social media platforms such as Instagram and TikTok, posts with an element of surprise in the first frame achieve up to three times higher organic reach compared to predictable formats. For advertisers, this means that the surprise effect is not just a “nice-to-have,” but a measurable efficiency factor that directly influences campaign ROI.

• Surprise advertising achieves 34% higher brand recall
• EEG study shows a 60% increase in neural activity
• Social media: three times higher organic reach
• The surprise effect has a directly measurable impact on ROI
• Surprise is not an optional advertising element

Strategies for Using the Element of Surprise in Advertising

Here’s how it works:

• Clearly define your goals before you start
• Strategically integrate the element of surprise into the marketing mix
• Test, measure, and continuously optimize

There are various proven strategies that brands use to leverage the element of surprise. Narrative reversal is one of the most effective: a story begins in a certain direction but takes a turn at an unexpected point, altering the interpretation of everything that has come before. A second strategy is the subversion of expectations: An ad begins with the look and feel of a different category and then surprisingly reveals the actual brand. A third strategy is the unexpected context: Brands appear in places where no one expects to see advertising—in editorial content, in public spaces in unusual ways, or as part of another experience. Finally, there is the paradoxical message: “Don’t buy our product” (Patagonia) deliberately breaks with advertising conventions and thereby gains attention and credibility.

• Narrative reversal: The story takes a surprising turn
• Subversion of Expectations: Wrong Category, Real Brand
• Unexpected Context: Advertising in Unusual Places
• Paradoxical message: Successfully advertising against conventions
• Surprise effect: A central strategy of modern advertising
• Gaining and maintaining attention by breaking the rules

Step-by-Step: Strategically Planning the Element of Surprise

Anyone who wants to use the element of surprise professionally should follow a structured process. The first step is to analyze expectations: What does the target audience expect from a brand in this category? What visual, narrative, and tonal conventions define the landscape? The clearer the picture of expectations, the more precisely the deviation can be planned. The second step is developing the surprise strategy: What kind of surprise aligns with the brand identity—an emotional twist, a visual break, or a paradoxical statement?

In the third step, the surprise is anchored in the brand’s semantics: The unexpected twist must logically lead to the core message, not distract from it. The fourth step is the pretest—ideally with a real target audience and measurement of emotional reactions via biometrics or qualitative feedback. Only then do production and distribution take place, during which timing and channel selection can further amplify or dampen the surprise effect.

• Expectation Analysis: Clarifying Target Audience Conventions
• Surprise Strategy: Choosing the Right Type of Deviation
• Brand Semantics: Guide the Surprise Toward the Core Message
• Pretest: Measure and test emotional reactions
• Distribution: Optimizing Timing and Channels

Common Mistakes When Using the Element of Surprise

The most common mistake is a surprise with no connection to the brand: A commercial shows a spectacular, unexpected event, but the brand doesn’t stick in viewers’ minds because the connection is missing. Studies show that up to 40 percent of campaigns rated as “creative” do not generate a significant brand lift because the surprise overshadows the brand rather than reinforcing it. A second mistake is repeating the same surprise pattern: Anyone who consistently uses the same stylistic device to surprise creates expectations and thereby negates the surprise effect itself.

A third mistake is crossing the target audience’s boundaries of taste—what is considered “bold” internally may be perceived as disrespectful externally and trigger negative coverage. And finally: placing the element of surprise too late. If the unexpected twist doesn’t come until the end of a 60-second ad, 70 percent of users in the digital environment have already clicked away.

• Surprise without a brand connection is ineffective
• 40% of creative campaigns: no brand lift
• Repetition destroys the surprise effect itself
• Crossing the line of good taste: negative reactions
• Late surprise moment: Users switch away
• The brand must enhance the surprise, not overshadow it

Examples of Successful Surprise Effects in Campaigns

The most important thing:

• Leading brands prioritize consistency
• The courage to be different pays off
• Define measurable KPIs from the very beginning

In 2010, Old Spice revolutionized advertising for men’s grooming products with the absurd, surreal commercial “The Man Your Man Could Smell Like.” The completely unexpected visual style —a muscular man on a horse that transforms into a swan—broke all the conventions of the category and garnered over 40 million YouTube views. Volkswagen capitalized on the element of surprise with its famous “Darth Vader” Super Bowl commercial (2011): A small child in a Darth Vader costume tries to move objects with telekinesis—until his parents’ car actually starts because his father is secretly using the remote control.

The emotional surprise at the end made the commercial the most-shared Super Bowl commercial of its time. In 2018, Berlin’s public transit system (BVG) surprised viewers with self-deprecating self-promotion: Instead of glossing over its well-known shortcomings, it turned them into a humorous brand trait. This unexpected admission of its own weaknesses generated enormous goodwill.

• Old Spice revolutionized men’s grooming advertising in 2010
• Absurd imagery: muscle man, horse, swan
• Volkswagen used an element of surprise in its Super Bowl commercial
• A child in a Darth Vader costume moves a car
• BVG humorously turned its weaknesses into a brand
• Self-deprecating humor generated enormous appeal and reach

“Surprise is the secret weapon of advertising. The unexpected cuts through the noise where the expected fades away.” – Rory Sutherland, Vice Chairman of Ogilvy UK

Classic Examples of Surprise Advertising: International Benchmarks

In addition to the examples already mentioned, there are other international benchmarks that demonstrate how universally this principle works. In 2007, Cadbury surprised everyone with its legendary “Gorilla” commercial: A gorilla drums along to Phil Collins’ song “In the Air Tonight”—not a single piece of chocolate in sight, no traditional product message. Nevertheless, brand popularity among the target audience rose by 20 percent because the completely unexpected experience left an emotional impression and positioned the brand as bold and entertaining.

In 2019, IKEA Australia published an ad that looked deceptively real—like a booking page for a luxury hotel—and ultimately turned out to be an IKEA catalog. The surprise twist—“The hotel is an IKEA living room”—achieved an organic reach on social media that exceeded the media value by five times the production budget. These examples prove that surprise effects work across industries and cultures—provided the twist is authentic and relevant to the brand.

• Cadbury’s Gorilla ad surprised viewers without a product message
• Emotional experience boosted brand popularity by 20%
• IKEA fooled its audience with a hotel booking page
• The surprise twist achieved a fivefold return on media value
• The effect works across industries and cultures
• Authenticity and brand relevance are crucial

Surprise Effect in the German-Speaking Market

There are also striking examples in German-speaking countries that show the “surprise effect” can be culturally adapted. Deutsche Bahn surprised audiences with its “Cheaper Than Ever” campaign, which portrayed destinations in Germany as more attractive than well-known European vacation spots—a reversal of expectations that sparked patriotic curiosity and triggered spikes in bookings. Hornbach is perhaps the most consistent user of the surprise effect in the German-speaking market: commercials like “Say It with Your Project” feature emotional narratives far beyond traditional home improvement store advertising and have earned the brand a unique cultural position.

With its viral Christmas commercial “#heimkommen” (2015), Edeka demonstrated how a simple yet completely unexpected emotional twist—an old man fakes his own death to reunite his family—can become a global phenomenon. The commercial aired in 120 countries and garnered over 60 million views without any paid promotion.

• Deutsche Bahn: “Günstig” Campaign Surprised with Patriotic Curiosity
• Hornbach uses emotional narratives instead of traditional home improvement store advertising
• Edeka #heimkommen: Emotional Twist Goes Viral
• Surprise effect culturally adaptable in German-speaking regions
• Edeka’s Christmas commercial: 60 million views without paid promotion
• Unexpected emotional twists trigger global phenomena

Conclusion: The element of surprise as a competitive advantage in the battle for attention

Conclusion:

• The element of surprise in advertising is indispensable in modern marketing
• Think strategically, implement consistently

In saturated markets and media environments flooded with content, the element of surprise is one of the most effective tools brands have at their disposal. It breaks through perceptual filters, heightens emotional intensity, and encourages content sharing. The key to success: The surprise must align with the brand’s content and reinforce the core message rather than distract from it. Brands that systematically integrate the unexpected into their communication strategy—not as a one-time gimmick, but as a core approach—create a distinctive communication style that builds brand awareness and consumer loyalty over the long term.

How does the surprise effect differ from shock advertising?

Shock advertising provokes with disturbing or morally questionable content, often without a direct connection to the brand. The surprise effect, on the other hand, breaks patterns of expectation in a positive or at least brand-consistent way. Surprise generates enthusiasm and curiosity; shock generates rejection and can permanently damage the brand.

What surprise strategies work best for smaller brands with limited budgets?

Small brands can surprise their audience by using unexpected channels, posting humorous social media content that breaks industry stereotypes, or engaging in surprisingly personal communication. Budget is less important than creative originality and a good understanding of the target audience.

How often should a brand use the element of surprise?

When surprise becomes a brand characteristic, it loses its impact due to anticipation. That’s why the element of surprise should be used sparingly and at strategically important moments—such as product launches, anniversaries, or during particularly competitive communication phases.

Can the element of surprise backfire?

Yes. If the surprise doesn’t align with the brand identity, offends target audiences, or is perceived as manipulative, it can generate negative PR. Campaigns should be tested internally, and the surprise should never come at the expense of respect or credibility.

• Surprise effectively breaks through perception filters
• Must align with the brand identity
• Distinguishes itself positively from shock advertising
• Small brands use creativity instead of budget
• Use sparingly; don’t overuse
• Risk: May not align with the brand’s identity

What Is a Marketing Twist? Definition and Dramatic Basis

Here’s what it’s all about:

• Marketing Twist Explained Simply and Clearly
• Distinction from Related Concepts
• The foundation of every marketing strategy

A marketing twist is an unexpected turn in an advertising or marketing campaign that deliberately subverts the audience’s expectations and triggers a strong emotional response. The principle originates in dramaturgy: a twist breaks with what is expected and thereby generates attention, surprise, and emotional intensity. In marketing, this means that a campaign that initially leads in a certain direction and then takes an unexpected turn is remembered longer, discussed more intensely, and shared more frequently than linear advertising messages. The twist can be content-based, visual, dramatic, or contextual in nature—the key is that it subverts expectations while remaining true to the brand.

The Core Dramatic Principles of the Twist

The marketing twist follows a classic narrative logic that Aristotle described in his *Poetics* as *peripeteia*: the sudden shift from the expected to the unexpected. In modern marketing, this means first building clear expectations among the audience—through familiar images, typical situations, or well-known narrative patterns—and then deliberately subverting them. The stronger the expectation that has been built up, the more effective the subversion. The key here is what’s known as “retroactive logic”: In hindsight, the twist must seem inevitable—that is, it must appear completely logical and consistent when viewed from the past. If this principle is missing, the impact fizzles out and the audience feels deceived rather than surprised.

Distinguishing Between: Twist vs. Clickbait vs. Shock Marketing

Not every surprise is a strategic marketing twist. Clickbait relies on false promises and disappoints when it comes to delivering—it destroys trust. Shock marketing, on the other hand, relies on provocation with no substantive connection to the brand and generates short-term attention at the expense of brand integrity. A genuine marketing twist, on the other hand, fulfills three criteria at once: it surprises, it reinforces the core message, and it leaves the audience with a positive or profound feeling. Brands like Dove and EDEKA have proven that a twist is most effective when it reveals a deeper truth about life or consumers—rather than simply generating attention at any cost.

Another prime example is the IKEA Lamp (Spike Jonze) commercial, which, through its emotional twist, shows how a simple product campaign can become a viral sensation thanks to a profound narrative twist.

• Clickbait makes false promises and destroys trust
• Shock marketing provokes without any substantive connection to the brand
• A genuine twist surprises and reinforces the core message
• Revealing profound truths has a stronger long-term impact
• Dove and EDEKA showcase successful examples of narrative twists
• IKEA Lamp commercial: an emotional twist makes it go viral

Why does the “twist” work so well in marketing?

Remember:

• A marketing twist creates a direct competitive advantage
• Measurable impact on revenue and reach
• Starting early pays off in the long run

Humans are, by nature, pattern-recognition systems. Our brains are constantly anticipating what will happen next—and react particularly strongly when that expectation is broken. Neuroscientists call this phenomenon “prediction error”: The brain triggers a release of dopamine when something unexpected happens. This biological mechanism makes the twist a powerful marketing tool: It captures attention, reinforces memory, and triggers emotional reactions that motivate people to share the content.

Surprise as a Driver of Virality

Content that surprises people gets shared. A study by Wharton marketing professor Jonah Berger shows that emotions are the strongest driver of viral sharing—and surprise is one of the most intense. Campaigns with a strong twist are statistically much more likely to be shared organically because the audience wants to share the experience with others. This effect multiplies reach without requiring an additional media budget.

Differentiation in Overcrowded Markets

In a world where consumers are bombarded with thousands of advertising messages every day, the predictable goes unnoticed. The twist is a means of differentiation: whoever breaks with the expected format, message, or context in a surprising way stands out. Brands that always deliver what’s expected fade into the crowd—brands that surprise are remembered.

The Neuropsychological Basis: Dopamine and Memory Consolidation

Neuroscience studies conducted at University College London show that unexpected events can increase dopamine release in the mesolimbic system by up to 400 percent. Dopamine isn’t just the “reward hormone”—it also plays a key role in memory consolidation. This means that what surprises us is etched more deeply into our long-term memory than routine information. For brands, this mechanism is worth its weight in gold: A commercial that includes a strong twist is not only shared more often but is also remembered weeks later, while conventional advertising fades from memory after just 48 hours. Neuromarketing researchers such as Gerald Zaltman of Harvard Business School estimate that up to 95 percent of all purchasing decisions are made subconsciously—emotional moments of surprise activate precisely these subconscious decision-making layers.

• Surprises increase dopamine release by 400%
• Dopamine improves memory consolidation and retention
• The unexpected stays in the memory longer
• Surprising ads are shared more often
• 95% of purchasing decisions occur subconsciously
• Emotional moments activate subconscious decision-making processes

How do brands develop successful twist campaigns?

Here’s how it works:

• Clearly define your goals before you start
• Integrate the “Marketing Twist” strategically into the marketing mix
• Test, measure, and continuously optimize

The key to an effective marketing twist lies in striking a balance between surprise and relevance. A twist that has nothing to do with the brand or the product is merely a gimmick—it entertains, but it doesn’t sell. The best twist surprises while simultaneously reinforcing the brand’s core message. The development process begins with the question: What does our target audience expect? What is the cliché of our industry? Where does predictability lie? The twist is created by first deliberately meeting this expectation and then subverting it. Timing is crucial: The twist must come at the right moment—too early and it fizzles out; too late and it feels forced. Effective twist campaigns are developed using classic storytelling techniques and then rigorously tested for their surprise value by a creative team.

• Balance between surprise and relevance is essential
• The twist must reinforce the brand’s core message
• Analyze target audience expectations and industry clichés
• Meet expectations, then deliberately subvert them
• Perfect timing is necessary for optimal effectiveness
• Combine classic storytelling with creative surprises

Step by Step: From Cliché to Twist

The first step in developing a twist campaign is a thorough analysis of the clichés in your own industry. Which images, tones, and promises are so common that the audience anticipates them in their sleep? In the second step, a “false promise” is deliberately constructed: The campaign begins entirely within the realm of the expected and initially fulfills those expectations—until the moment of the twist. In the third step comes the break, which simultaneously surprises the audience and highlights the actual brand message more sharply than any direct statement could.

The fourth step is the so-called “landing”: After the twist, the viewer needs an emotional or cognitive anchor point to solidify the impact. Finally, the idea is tested in focus groups for its surprise value and brand consistency—because what seems surprising in the briefing room doesn’t necessarily work with the target audience.

• Conduct a cliché analysis of the industry
• Deliberately build up a false promise
• Use the twist moment to create surprise
• Set an emotional anchor point after the break
• Sharpen the brand message through the break
• Test the surprise factor with focus groups

Common Mistakes in Twist Development

The most common mistake is the so-called “random twist”: a plot twist that surprises but has no thematic or emotional connection to the brand. The audience is confused, not thrilled. A second classic mistake is poor timing—the twist comes too early, before enough anticipation has been built up, or too late, after the audience has already lost interest. This is especially true for digital formats: In YouTube ads or Instagram Reels, the twist must be hinted at within the first 15 seconds and delivered no later than 30 seconds in.

A third mistake is a lack of understanding of the target audience: What may be surprising to one age group or culture can seem completely predictable—or even offensive—to another. Thorough cultural and demographic pre-testing is therefore not an optional luxury, but a necessary part of the development process.

• Surprises with no connection to the brand are simply confusing.
• Timing is crucial: neither too early nor too late.
• Digital: Deliver the twist within 30 seconds.
• Target audience: Be sure to take cultural differences into account.
• Pretests are a necessary, not optional, process.
• Inappropriate surprises come across as offensive or predictable.

Practical Tips for Creative Implementation

Creative teams that regularly develop “twist” campaigns use a tried-and-true method: the so-called “anti-brief technique.” This involves first developing the most obvious, predictable campaign for the product—and then systematically seeking out the exact opposite. An energy drink brand that typically focuses on adrenaline and extreme sports could find its twist in quiet contemplation. A luxury watch manufacturer that always emphasizes prestige could surprise audiences with a campaign about wasting time. It’s important to note that the twist must never seem forced. It must stem from a genuine insight into the audience, the product, or the spirit of the times. Creative briefs for twist campaigns should therefore always answer the question: “What truth are we revealing that no one has articulated before?”

• Anti-Brief Technique: The Opposite of Expectations
• An energy drink that promotes calm instead of adrenaline
• Luxury watches surprise with a message about wasting time
• The twist must feel authentic, not contrived
• Based on genuine insight into the audience
• Question: What unspoken truth should be revealed?

Examples of Viral Twist Campaigns

The most important thing:

• Leading brands prioritize consistency
• The courage to be different pays off
• Define measurable KPIs from the very beginning

Volkswagen demonstrated the potential of the “twist” as early as the 1960s with its “Think Small” campaign: In an era of large, ostentatious car brands, VW honestly presented a tiny car as tiny—and in doing so, shattered all advertising clichés. Dove’s “Real Beauty” campaign was a message twist: while cosmetic ads typically conceal imperfections, Dove deliberately showcased them. Old Spice revolutionized the men’s grooming category with “The Man Your Man Could Smell Like” through absurdist humor—and became the most talked-about commercial of its time.

Volvo had Jean-Claude Van Damme do the splits between two moving trucks—seemingly an extreme sport, but actually a precision test for truck mirrors. The contextual twist made the commercial go viral. In Germany, the EDEKA Christmas commercial “Coming Home” surprised viewers with a darker twist that moved millions to tears and integrated the themes of family and loneliness into a supermarket commercial—unforgettable and shared millions of times.

• VW Think Small: Honesty instead of clichés.
• Dove Real Beauty: Showing imperfections instead of perfection.
• Old Spice: Absurdist humor revolutionizes the category.
• Volvo: A split disguised as a precision test.
• EDEKA “Coming Home”: An emotional twist, shared millions of times.
• Twist campaigns successfully break through advertising clichés.

“The best marketing doesn’t feel like marketing.” – Tom Fishburne, Marketoonist

Classics: VW “Think Small” and Dove “Real Beauty”

The 1959 VW “Think Small” campaign, developed by the Doyle Dane Bernbach agency, is still considered one of the most influential advertising campaigns in history. The twist lay in a radical shift in perspective: While the automotive industry celebrated size and glamour, VW presented its Beetle as small, unassuming, and with self-deprecating humor—thereby asserting a quality that all other brands ignored: honesty. Dove’s 2004 “Real Beauty” campaign achieved a message twist with similar depth.

The cosmetics industry thrived on artificially created beauty ideals—Dove showcased real women with real bodies, thereby communicating: We don’t sell an ideal; we sell self-acceptance. The campaign achieved an earned media reach of over 1.5 billion dollars and increased Dove’s revenue by 700 million dollars within two years. Both examples prove that the most effective twist turns not just a single creation on its head, but the entire category’s communication.

• VW Beetle: Presented as “Small Instead of Big”
• Honesty as a Radical Differentiator
• Dove: Real women instead of beauty ideals
• Selling self-acceptance instead of perfection
• Revenue increased by $700 million
• A complete overhaul of category communication is required

The Digital Age: Old Spice, Volvo, and EDEKA

Old Spice’s 2010 ad “The Man Your Man Could Smell Like” is a textbook example of the “twist” in the digital age. The campaign seemingly began as a typical men’s grooming ad but escalated into absurd non sequiturs at breakneck speed—all while appealing to both men and women. The ad was viewed 6.7 million times on YouTube within 24 hours and 23 million times within a week—a record at the time. Volvo’s “Epic Split” featuring Van Damme from 2013 worked because it combined the most absurd with the most practical: an acrobatic performance was actually a precision test for truck stability systems.

The ad garnered over 100 million YouTube views without a paid distribution budget. EDEKA’s “Coming Home” (2015) proved that a dramatic twist also works in the German market: The commercial began as a family tragedy and ended as an ad for family time—and sparked a wave of emotional reactions that were discussed on social media for weeks. All three examples share a common feature: the twist wasn’t the end of the story, but the beginning of a social conversation.

• Old Spice 2010: Absurd Men’s Grooming Ad Goes Viral
• YouTube record: 23 million views in one week
• Volvo Epic Split: Acrobatics as a Stability Test
• 100 million views without paid promotion
• EDEKA “Coming Home”: Tragedy Becomes a Family Ad
• Twist sparks social conversation, not sales
• Common feature: Emotional surprise effect in digital media

Conclusion: The Twist as a Strategic Creative Tool

Conclusion:

• A marketing twist is indispensable in modern marketing
• Think strategically, implement consistently

The marketing twist is neither a coincidence nor a gimmick—it’s a strategic creative tool that helps brands stand out in crowded markets, be remembered, and go viral. The first step: Analyze your own communication for predictability. Where does the brand rely on clichés? Where could an unexpected twist reinforce the core message rather than undermine it? Those who master the twist have a decisive creative advantage—especially at a time when creativity is the last non-scalable differentiator.

What is a marketing twist, and how does it work?

A marketing twist is an unexpected turn in a campaign that defies the audience’s expectations and thereby triggers strong emotional reactions. It leverages the neurological prediction error mechanism, which enhances attention and memory.

Why do campaigns with a twist go viral more often?

Surprise is one of the most intense emotions and a proven driver of viral sharing. Content that surprises motivates the audience to share it because they want to let others in on the unexpected experience.

How do I develop an effective marketing twist?

Start by analyzing clichés and expectations in your industry. Identify what your audience anticipates, meet those expectations at first, and then subvert them at a relevant moment. The twist must be surprising while also reinforcing the brand message.

What are the risks of a marketing twist?

A poorly executed twist can be confusing, undermine the brand message, or come across as a cheap gimmick. If the twist doesn’t align with the brand identity or doesn’t resonate with the target audience, it can do more harm than good. Thorough target audience research and creative testing are essential.

Are there any well-known examples of failed marketing twists?

Yes—Pepsi’s Kendall Jenner campaign attempted a social twist, but it was perceived as trivial and tactless. The twist didn’t work because it exploited social issues for commercial purposes without demonstrating genuine commitment. Authenticity is the prerequisite.

• Using the Marketing Twist as a Strategic Creative Tool
• Surprise triggers strong emotional reactions
• Analyze clichés; deliberately subvert expectations
• Increase viral potential through unexpected twists
• The twist must reinforce the brand message, not undermine it
• Authenticity and target audience research are absolutely essential
• A poorly executed twist damages the brand

What is “momentum” in marketing?

Here’s what it’s all about:

• Momentum Explained Briefly and Clearly
• Distinction from Related Concepts
• The foundation of every marketing strategy

“Momentum” describes the state in which a campaign, a piece of content, or a brand message begins to spread on its own—without further paid media spending. The content is shared, commented on, remixed, parodied, and discussed. The original brand loses complete control but, in return, gains organic reach and credibility that no budget can buy. Momentum arises at the intersection of relevance, timing, and emotional resonance.

Core Principles of Self-Sustaining Momentum

Viral spread follows a clearly recognizable pattern: A piece of content strikes an emotional chord, is shared by an initial group that sees it as something that defines their identity, and from there spreads to broader networks. The key factor here is what’s known as the “shareability factor”—the content must offer social value to the person sharing it. People share things that make them appear smarter, funnier, more informed, or more empathetic. Content that gains momentum on its own is never arbitrary: It has a clear message, a recognizable style, and an immediate emotional connection. Brands that understand this stop producing advertisements and instead begin to create topics of conversation.

Distinction: Organic Momentum vs. Viral Campaign

The terms “viral” and “momentum” are often used interchangeably, but they describe different phenomena. “Viral” refers to the speed and scope of dissemination: Content spreads rapidly and reaches many people in a short time. Momentum, on the other hand, describes a longer, self-sustaining process: The content is not only shared but also further developed, parodied, remixed, and placed in new contexts. Momentum is more sustainable than short-term virality. While a viral moment often fizzles out after just a few days, momentum can generate new waves of attention for weeks or even months. Another difference: Virality can be simulated through paid seeding, whereas genuine momentum arises exclusively organically.

Why is momentum so crucial for brands?

Remember:

• Momentum creates a direct competitive advantage
• Measurable impact on revenue and reach
• Starting early pays off in the long run

In an era when ad blindness and ad blockers are increasingly undermining the impact of paid advertising, organic reach is more valuable than ever. When people share content of their own accord, they’re signaling to their community: “This is worth your time.” This social recommendation carries a level of credibility that no paid ad space can replicate. Viral reach, therefore, is not just a bonus—it’s a strategic goal that modern campaign planning should actively work toward.

Facts & Figures: What Organic Reach Is Really Worth

Studies by Nielsen show that 92 percent of consumers trust recommendations from friends and family more than any form of advertising. In the digital context, this principle applies directly to social shares and organic mentions. A study by the Wharton School of Business found that content perceived as “socially recommended” is up to three times more likely to trigger a purchase than direct advertising messages. The cost per acquisition drops significantly for campaigns with strong organic momentum: While traditional performance campaigns achieve CPAs ranging from 20 to 80 euros, viral campaigns can achieve the same effect at a fraction of the cost. For budget planning, this means that an investment in shareable content pays off significantly more in the long term than an equivalent paid media budget.

• 92% trust recommendations from friends over advertising
• Socially recommended content leads to a threefold higher likelihood of purchase
• Viral campaigns significantly lower the cost per acquisition
• Traditional campaigns cost 20–80 euros per CPA
• Shareable content is more profitable than paid media in the long term
• Organic mentions bring the principle of trust into the digital realm

Strategic Importance for Brand Building

Momentum isn’t just a short-term reach booster—it changes long-term brand perception. When a brand generates conversation that circulates organically, it becomes embedded in the cultural consciousness of its target audience. That’s the difference between a brand people talk about and a brand people know. Campaigns with genuine momentum consistently lead to a measurable increase in brand equity, an improved Net Promoter Score, and stronger emotional loyalty among existing customers. This is especially true in the B2C sector: Brands that become culturally relevant spend less on acquiring new customers because prospects are already positively primed.

Earned Media as a Booster

When a campaign gains momentum of its own, earned media almost inevitably follows: journalists, bloggers, and creators report on the phenomenon. This editorial coverage acts as a legitimacy booster. Brands that manage to make it into media outlets’ editorial calendars without paying for it have fully harnessed the power of momentum. The return on investment for earned media regularly exceeds that of paid media by a factor of several times.

Word of Mouth in the Digital Age

Word of mouth—one of the oldest marketing principles—is experiencing a renaissance in the age of social media. A single viral post can reach more people than a TV campaign that runs for months. The speed and reach of digital word of mouth are unparalleled: What starts as an Instagram post in the morning can end up on the evening news by nightfall. Brands need to understand that word of mouth shouldn’t be left to chance—it can be strategically driven.

How do brands build momentum?

Here’s how it works:

• Clearly define your goals before you start
• Integrate organic momentum strategically into the marketing mix
• Test, measure, and continuously optimize

Organic momentum cannot be forced, but you can create conditions that make it more likely to happen. The most important element is emotional relevance: content that evokes joy, surprise, outrage, emotion, or a strong sense of identification will be shared. Second, there needs to be a shareability factor—the content must be structured in such a way that sharing it enhances the sharer’s own identity. Third, timing plays a central role: Campaigns that respond to current social issues or moments can benefit from existing momentum. Fourth, a low barrier to sharing lowers the threshold: a simple hashtag, a memorable meme format, or a challenge that invites participation significantly accelerates the spread. The art lies in combining all these elements in such a way that the initial spark turns into a wildfire.

• Emotional relevance drives the willingness to share
• Content must reinforce the sharer’s identity
• Align timing with current topics
• Low barriers increase the speed of spread
• Hashtags and challenges accelerate the viral effect
• Combining all these elements creates momentum

Step-by-Step: Strategically Building Momentum

The first step is to define the target audience based on emotions: not “who buys our product,” but “what emotions and identities drive our target audience.” The second step is to identify a specific cultural moment or social discourse in which the brand can authentically engage. Third step: The format is chosen to suit the platform and user behavior—short video formats for TikTok and Instagram Reels, interactive challenges to encourage broad participation, and emotional long-form videos for YouTube and LinkedIn.

Fourth, the content is specifically shared with key opinion leaders—micro-influencers, community managers, editors—before it’s launched publicly. This “seeding step” creates the initial momentum. Fifth: Responsiveness is crucial. When the first organic waves hit, the marketing team must be ready to energize the community, respond to comments, and extend the momentum.

• Defining Target Audiences Based on Emotions Rather Than Demographics
• Cultural moments for authentic brand connection
• Adapt formats to platforms and user behavior
• Content seeding via influencers before launch
• Quick response to organic community waves
• Continuous engagement activation and extending the moment

Practical Tips: What Sets Good Content Apart from Great Content

The most common mistake when planning organic momentum: Brands think in terms of messages rather than conversations. A message is sent out; a conversation is invited. Specifically, this means that content should always include an open-ended question, a provocation, or an invitation to participate. Another practical tip is the “supercut principle”: Complex topics are distilled into a surprising core message that can be conveyed in a single sentence. Furthermore, authenticity trumps production value. A seemingly raw TikTok posted by an employee can generate more momentum than an expensively produced promotional video—if it comes across as more genuine. Brands should also deliberately leave “gaps” in their content that the community can fill: sequels, responses, reactions—anything that invites participation extends the lifespan of a campaign.

• Brands must think in terms of conversations.
• Content needs questions and opportunities for participation.
• Reduce complex topics to their core message.
• Authenticity trumps professional production.
• Deliberately leave gaps in the community for participation.
• Content created by employees comes across as more genuine and is more likely to go viral.

Common Mistakes That Prevent Momentum

The biggest killer of momentum is over-optimization. When every statement has to pass through five levels of approval, the content loses its rough edges—and with it, its conversational value. Equally harmful is thinking in terms of target audiences rather than communities: Target audiences are bombarded with messages; communities participate. Those who focus exclusively on their core buyers miss out on the “adjacent audience” effect, which is often what gets organic momentum going in the first place. Another mistake is too much branding: Content that displays the logo in every frame and ends every sentence with the product name is rarely shared.

People share content that speaks to them personally—not advertising messages. Finally, poor timing is a common reason why organic momentum fails to materialize: Excellent content that gets lost in a flood of news has little chance of gaining attention.

• Over-optimization completely destroys a piece of content’s organic momentum.
• Communities engage; target audiences are bombarded.
• Adjacent Audience generates genuine organic momentum.
• Too much branding prevents natural sharing.
• Poor timing sabotages excellent content.
• People share authentic content, not advertising.

Examples of campaigns with tremendous momentum

The most important thing:

• Leading brands prioritize consistency
• The courage to be different pays off
• Define measurable KPIs from the very beginning

The 2014 “Ice Bucket Challenge” is arguably the best-known example of modern viral phenomena: A simple idea spread across every continent within a few weeks and raised over $115 million for ALS research. In the context of branding, Dove’s “Real Beauty” campaign is a classic: The video “Real Beauty Sketches” sparked a global debate about self-perception and became the most-shared advertising video of all time. On a national level, the Otto campaign’s self-deprecating humor generated a momentum on social media that extended far beyond its paid reach. As a more recent example, Duolingo demonstrates how a brand mascot became a meme through a consistent TikTok presence—without traditional advertising. Each of these campaigns had one thing in common: they gave people something they wanted to share because it defined them or amused them.

• The Ice Bucket Challenge raised $115 million.
• Dove’s “Real Beauty” became the most-shared commercial.
• The Otto campaign successfully used self-deprecating humor.
• The Duolingo mascot organically became a TikTok meme.
• Successful campaigns offer shareable content.
• Viral content either defines or entertains.

Ice Bucket Challenge & Dove Real Beauty: Emotional Mobilization as a Blueprint

The Ice Bucket Challenge had three key ingredients: a low-barrier mechanism for participation (anyone can pour a bucket of water over their head), a personal chain of nominations (passing it on created a sense of social obligation), and an emotional cause (ALS research). The result was a global wave of participation in which celebrities, politicians, and ordinary people alike took part. Dove, on the other hand, chose a different path: the film “Real Beauty Sketches” confronted women with the difference between how they perceive themselves and how others see them. The emotional impact of this simple idea was so powerful that the film was translated into 25 languages and garnered over 70 million views in a single month. Both campaigns demonstrate that the decisive factor is not budget, but emotional precision.

• Ice Bucket Challenge: low-barrier, personal, emotional.
• The nomination chain sparked social engagement worldwide.
• Dove confronted women with their self-perception.
• Emotional impact reached 70 million views.
• Success through emotional precision, not budget.
• Both campaigns: participation over financial investment.

Duolingo & Brand Memes: How a Consistent Platform Culture Gains Momentum

Duolingo is perhaps the most instructive contemporary example of staged self-perpetuating momentum. The mascot Duo, a green eagle owl, became the central figure of a consistent comedy strategy on TikTok: Duo chased down users who forgot their language lessons, commented on pop culture moments, and responded to user comments in real time. Duolingo’s social media team operated like a comedy writers’ room, not a marketing department. The result: millions of users began creating and sharing Duolingo memes themselves—unpaid brand ambassadors acting purely for fun. For other brands, the Duolingo example teaches us this: momentum builds when a brand consistently develops its own personality and isn’t afraid to be funny, self-deprecating, or provocative—as long as it fits the brand identity.

• Duolingo makes creative use of its Duo mascots.
• TikTok Strategy: Follow, Comment, React.
• The social media team operates like a team of comedy writers.
• Users become unpaid brand ambassadors.
• Momentum is created through consistent character development.
• A brand needs humor and self-deprecating humor.

“Viral marketing isn’t about creating content that spreads—it’s about creating content worth spreading.” – Seth Godin, marketing thought leader and bestselling author.

Conclusion: Momentum as a Key Marketing Factor

Conclusion:

• Momentum is indispensable in modern marketing
• Think strategically, implement consistently

Momentum isn’t a matter of chance—it’s the result of strategic creativity. Brands that understand which emotional triggers drive their target audience, who the relevant influencers are, and which formats encourage sharing can create the conditions under which momentum can take hold. The crucial step: having the courage to embrace emotion and let go. Those who cannot relinquish control over their message will never experience true momentum. Those who let go can see it return a millionfold.

Can you deliberately plan for momentum?

It can’t be planned in its entirety, but you can create the right conditions: emotional relevance, shareability, timing, and a low barrier to entry for the community are key factors.

What is the difference between “viral” and “self-sustaining momentum”?

“Viral” describes the speed at which something spreads, while “momentum” describes the state in which a campaign sustains itself and continues to evolve—often beyond the original content through remixes, parodies, and memes.

How important is timing for a campaign to gain momentum?

Extremely important. Campaigns that respond to current social issues or trends have a significantly higher chance of gaining momentum because they tap into existing conversations.

What are the typical risks associated with a campaign gaining momentum on its own?

When campaigns grow unchecked, they can also develop negative momentum—for example, due to misunderstandings or criticism. Brands must be prepared for such scenarios and be able to respond quickly.

What role do influencers play in creating momentum?

Influencers can act as a spark: When accounts with high credibility pick up on a piece of content, it increases the likelihood that it will spread further. They are catalysts, but not a guarantee.

• Momentum arises from strategic emotional creativity
• Letting go of control is necessary for true momentum
• Key factors: emotion, shareability, timing, low barrier to entry
• Viral ≠ organic momentum: The latter is self-sustaining
• Timing is crucial for social relevance
• Negative momentum is possible: a quick response is required
• Influencers act as catalysts, but success is not guaranteed

What Is Shareability? Definition and Meaning

Here’s what it’s all about:

• Shareability Explained Simply and Clearly
• Distinction from Related Concepts
• The foundation of every marketing strategy

Shareability refers to the tendency of content to be actively shared by users—via social media platforms, messaging apps, email, or other digital channels. Content with high shareability motivates recipients to share it with their network without the need for an extrinsic incentive (reward, call to share). Shareability is closely related to the concept of viral spread, but goes beyond it: Even content that does not spread virally can have high shareability if it is consistently passed on within smaller communities. The science behind shareability provides clear insights: emotional arousal, social currency, and usefulness are the most important drivers of sharing.

The Four Core Principles of Shareable Content

Behind every piece of content with high shareability lie recurring patterns. First, emotional engagement: Content that evokes joy, surprise, awe, or even productive outrage is shared significantly more often than emotionally neutral text or images. Second, the expression of identity—sharing is an act of self-expression. People consciously choose content because sharing it says something about their values, sense of humor, or knowledge. Third, social utility: Anyone who shares a helpful tip makes themselves useful within their network and strengthens relationships. Fourth, the element of surprise—the unexpected breaks the scrolling routine and commands attention.

Shareability vs. Virality: Distinction and Significance

Many brands confuse shareability with the desire for virality. The difference is fundamental: Virality describes an outcome—explosive, platform-wide spread within a short period of time. Shareability is the mechanism underlying this outcome, but it can have a lasting impact even without viral scaling. A LinkedIn article shared by 50 decision-makers every week has tremendous shareability—even if it never goes “viral.” Brands should aim for shareability as a lasting feature of their content strategy, rather than chasing virality as a one-time event.

Why is shareability crucial for brands?

Remember:

• Shareability creates a direct competitive advantage
• Measurable impact on revenue and reach
• Starting early pays off in the long run

In a world where organic reach is systematically limited on most platforms and advertising costs are rising, shareability is the most important organic growth strategy. Shared content reaches new target audiences without additional media costs, comes with an implicit recommendation from a trusted network contact, and generates social proof for the brand. A campaign with high shareability multiplies the ROI of the initial media budget many times over.

Network Effects Through Sharing

Every time content is shared, it activates the sharer’s personal network—people who haven’t yet encountered the brand. These network effects grow exponentially: If each person shares a piece of content with an average of two others, the reach doubles with each round of sharing. This multiplier effect is why shareability should be viewed as a strategic investment in marketing budgets.

Trust Through Word of Mouth

Shared content comes with an implicit endorsement. The trust people place in personal recommendations is significantly higher than that placed in paid advertising. Studies show that 92% of consumers trust recommendations from people they know more than any other form of advertising. Shareability translates this trust into scalable marketing impact.

Strategic Importance for Organic Growth

Over the years, Meta has reduced the organic reach of Facebook Pages to less than 5% of their own follower base. Instagram and TikTok follow a similar logic: algorithms reward content that users actively share with others by giving it disproportionately high reach. In concrete terms, this means that a post with a high share rate is classified by the algorithm as high-quality and served to new users—even if the initial audience is small. Shareability is thus not only a reach booster but also a direct signal to the algorithm. Brands that systematically produce content with high shareability receive structural preferential treatment from the platforms themselves—an advantage that accumulates as content volume increases.

How do brands create content that’s highly shareable?

Here’s how it works:

• Clearly define your goals before you start
• Integrate shareability strategically into the marketing mix
• Test, measure, and continuously optimize

Jonah Berger, a Wharton professor and author of *Contagious*, identifies six STEPPS principles of high shareability: Social Currency, Triggers, Emotion, Public (public visibility), Practical Value, and Stories. Specifically, this means that content must either evoke strong emotions (joy, surprise, empathy, outrage), provide the sharer with social currency (I’m funny/smart/informed), be practically useful, or tell a good story. In addition, there are technical factors: optimal length for the respective platform, mobile-first design, fast loading times, clearly visible share buttons, and social media preview optimization (Open Graph tags, Twitter Cards).

Step-by-Step: Integrating Shareability into the Content Process

Shareability isn’t something that happens after the fact—it’s built in from the very beginning. Step one is empathizing with the target audience: Before producing any content, the team asks what drives the target audience, what values they hold, and what impression they want to make within their network. Step two is format matching: listicles and checklists work particularly well on LinkedIn, emotional videos dominate on TikTok and Instagram, and surprising data points perform strongly on Twitter/X. Step three is the hook—the first three seconds or the first line determine whether someone keeps reading or scrolls past. Step four is optimizing the sharing process itself: Clear share buttons, pre-written share text, and mobile-friendly thumbnails significantly lower the barrier for users to share.

• Plan for shareability from the start
• Understand your target audience, values, and network effects
• Optimize the format for each platform
• Create a hook in the first three seconds
• Make the sharing feature user-friendly
• Prepare share buttons, text, and images

Common Mistakes That Destroy Shareability

The most common mistake is self-centeredness: Content that focuses primarily on the brand, its products, or its successes gives users no reason to share it. People don’t share advertisements—they share content that benefits them personally. Another common mistake is a lack of emotional clarity: content that tries to appeal to multiple emotions at once often triggers none at all. Content that’s too long or too complex reduces the likelihood of sharing, as do technical barriers—slow-loading pages, a lack of mobile optimization, or unreadable social previews. And finally: the absence of a clear “Why share?” moment. Every piece of content should have an “aha” moment, a surprising statistic, or a story that makes people think: My network needs to see this.

• Avoid self-centeredness in favor of practical value.
• Focus on clear emotions rather than trying to convey multiple ones at once.
• Prioritize short and easy-to-understand content.
• Mobile optimization and fast loading times.
• Create “aha” moments to encourage sharing.
• Incorporate surprising facts or stories.

Examples of content with exceptional shareability

The most important thing:

• Leading brands prioritize consistency
• The courage to be different pays off
• Define measurable KPIs from the very beginning

BuzzFeed has turned shareability into a science: listicles, quizzes, and heartwarming animal stories were optimized so precisely for sharing that the platform achieved massive reach for years without a significant media budget. HubSpot regularly generates thousands of shares from the marketing industry through practical marketing guides, checklists, and studies—the content is so useful that sharing it is an act of adding value to one’s own network. In the German market, the Barmer health insurance company has demonstrated with its video series on health topics that even “unsexy” industries can generate shareability through genuine added value and clever emotional appeal. Dove’s “Real Beauty” campaign is perhaps the most frequently cited example of shareability driven by social relevance: The content gave millions of people a voice on something that mattered to them—and thus a reason to share.

• BuzzFeed optimized content for sharing behavior
• Listicles and quizzes achieved massive reach
• HubSpot successfully uses practical guides
• Barmer Health Insurance: Added value drives shareability
• Dove Real Beauty: Sharing Social Relevance
• Evoking Emotion and Highlighting Benefits Boost Shareability

B2C Success Story: Emotional Engagement at Dove and Edeka

Dove’s “Real Beauty” campaign garnered over 160 million YouTube views without significant paid promotion because it struck a chord with society—the issue of body image and women’s self-perception. By sharing the content, women were able to convey a message that was important to them. Edeka’s Christmas commercials worked in a similar way: The 2015 clip “Coming Home” reached over 55 million views because it translated the universal feelings of longing and family bonds into a story that people wanted to share with their loved ones. Both examples show that the brand takes a back seat while human emotion takes center stage.

B2B Success Story: Practical Value at HubSpot and Statista

In a B2B context, shareability works differently, but just as effectively. HubSpot’s annual “State of Marketing” report is shared thousands of times on LinkedIn because it provides marketing professionals with data they can use to make internal arguments, justify budgets, and impress colleagues—classic social currency. Statista infographics perform similarly: A concise data visualization on a current industry topic is shared by professionals to demonstrate their expertise. The mechanism is always the same: the content gives the sharer something they can use in their professional environment. For brands in the B2B sector, this means, specifically, that studies, benchmarks, concise infographics, and practical checklists are among the most shareable formats of all.

“The best marketing doesn’t feel like marketing.” — Tom Fishburne, cartoonist and marketing author

Conclusion: Shareability as the Strategic Core of Content Marketing

Conclusion:

• Shareability is indispensable in modern marketing
• Think strategically, implement consistently

Shareability isn’t a matter of chance; it’s the result of a well-thought-out strategy: a deep understanding of the target audience, emotional intelligence in content design, technical optimization, and a willingness to produce content that is valuable to the user—not to the brand. Brands that systematically integrate shareability into their content strategy create a sustainable engine for organic growth that multiplies paid reach and builds brand equity over the long term.

What does “shareability” mean in marketing?

Shareability describes the ability of content to be actively and voluntarily shared by users with their network. High shareability enables organic growth in reach without a proportional increase in media costs.

What factors increase a piece of content’s shareability?

The most important factors are emotional relevance (especially positive emotions such as joy or surprise), social value for the sharer, practical utility, entertainment value, and platform optimization. Professor Jonah Berger’s STEPPS model provides a scientifically grounded framework.

How does shareability differ from virality?

Virality describes explosive, platform-wide spread in a short period of time. Shareability is the underlying mechanism that works even without viral scaling—content can have high shareability within a niche community without going viral. Shareability is the prerequisite; virality is the potential result.

How can I test the shareability of my content before publishing it?

Through user testing with the simple question: “Would you send this content to a friend? Why?” as well as through A/B testing of different content formats and topics, analyzing the share rates of past content, and using social listening tools to identify topics that are likely to be shared.

Which platforms offer the highest shareability for brand content?

That depends heavily on the target audience and the content format. Facebook and WhatsApp have the highest share volumes for emotional content. LinkedIn is well-suited for B2B content with practical value. TikTok and Instagram Reels offer the highest algorithmic amplification for content with high engagement. Pinterest works exceptionally well for visually inspiring content with a long half-life.

• Shareability stems from a well-thought-out content strategy.
• Promote emotional relevance and social value.
• Shareability is a prerequisite for virality.
• User tests and A/B tests measure willingness to share.
• Platform selection depends on the target audience.
• Facebook and WhatsApp for emotional content.
• LinkedIn and TikTok for target-audience-specific content.

What Are Viral Ads? Definition and Classification

Here’s what it’s all about:

• Viral Ads Explained Briefly and Clearly
• Distinction from Related Concepts
• The foundation of every marketing strategy

A viral ad is a promotional video that spreads widely on social media through recommendations, shares, and organic reach—without paid distribution. The term is derived from the biological metaphor of a virus: content “infects” users emotionally and triggers the impulse to share it immediately. Platforms such as YouTube, TikTok, Instagram, and Facebook act as vectors in this process. Viral ads don’t happen by chance—they are the result of deliberate creative and psychological decisions that appeal to emotions, create moments of surprise, and generate social currency. A viral ad can generate millions of views in just a few days, achieving levels of brand awareness that traditional media campaigns would take years to attain.

• Ads Spread Organically and Virally
• Emotional content triggers spontaneous sharing
• Social networks act as conduits
• Surprise and psychological tricks are crucial
• Millions of views possible in just a few days
• An efficient alternative to traditional media campaigns

Core Principles of Viral Spread

Behind every viral ad are three basic psychological principles that drive sharing. First, emotional engagement: According to a study by the Wharton School, content that triggers strong emotions such as joy, emotion, surprise, or outrage is shared three times more often than neutral content. Second, social currency—users share content that enhances their own image within their network: to come across as funny, informed, or compassionate. Third, identity relevance: Ads that reflect universal life situations create the feeling that the content was “made just for me”—and it is precisely this feeling that is the strongest trigger for sharing.

Distinction: Viral vs. High Reach

Not every ad with a wide reach goes viral, and not every viral ad necessarily has a large media budget behind it. The key difference lies in the logic of dissemination: reach is bought, while viral spread is earned. An ad with 50 million paid impressions has not generated viral momentum if the share rate is below one percent. An ad with a production budget of 200,000 euros and zero media spend, however, that scales to 30 million views solely through recommendations, is a classic viral phenomenon. The metrics that mark the difference are the shares-to-views ratio, the comment rate, and the number of organic media mentions without a press release.

Why are viral ads so valuable to brands?

Keep in mind:

• Viral ads create a direct competitive advantage
• Measurable impact on revenue and reach
• Starting early pays off in the long run

The value of a viral ad lies not only in its reach, but in the quality of the attention it garners. People who actively share an ad are signaling to their social circle: “This is worth watching.” This recommendation carries a level of credibility that no paid medium can replicate. In addition, conversations about the brand emerge—in comment sections, chats, and across digital discourse platforms. For companies, this means not only greater reach but also a stronger emotional connection to the brand and a significant increase in brand-related search queries.

Facts and Figures on Viral Impact

The numbers behind viral ads are impressive: According to an analysis by Unruly Media, emotionally charged video ads trigger three times more purchase intent than rational product ads. Dove’s “Real Beauty Sketches” reached over 163 million views across 12 countries in 2013 and became the most-watched commercial of the year—with an earned media value that far exceeded its production budget. Brand search queries rose by 21 percent within 30 days of the launch. For brands, this means that a single viral moment can boost brand awareness by several percentage points—an effect that traditional TV campaigns can only sustain with a massive, ongoing budget.

Earned Media as a Multiplier

When a commercial goes viral, it generates earned media on a scale that cannot be replicated through paid advertising. Journalists report on it, bloggers analyze it, and influencers respond with their own videos. This snowball effect can result in a single commercial achieving the equivalent of several million euros in media exposure—with a comparatively small production budget.

Long-Term Brand Impact

Viral commercials remain etched in the cultural memory. Commercials like Volkswagen’s “The Force” film from 2011 or Dove’s “Real Beauty Sketches” are still cited as benchmarks years after their release. This longevity has a direct impact on brand equity: brands that have produced virally successful commercials benefit from sustained awareness and a positive brand image.

On our “Viral Marketing Campaigns” overview page, you’ll find a curated collection of over 15 best-practice examples that show how leading brands around the world have created viral moments.

How Do Viral Ads Come About? Strategies and Best Practices

Here’s how it works:

• Clearly Define Your Goals Before You Start
• Integrate viral spots strategically into the marketing mix
• Test, measure, and continuously optimize

There’s no guarantee that a video will go viral, but there are proven patterns that significantly increase the likelihood. The most important factor is emotional relevance: The ad must appeal to a universal emotion—joy, empathy, surprise, or even deliberate provocation. Added to this is the narrative structure: The best viral ads tell a complete story in just a few seconds, with a dramatic arc, a surprising ending, and a clear emotional message. Music plays an underestimated role—the right soundtrack can double the emotional impact. From a technical standpoint, optimizing for autoplay and “sound-off” viewing is essential, as many users initially watch videos without sound. Subtitles, visual impact, and a strong opening within the first three seconds are not optional but mandatory components of the viral format.

• Emotional relevance is a key success factor
• Tell a complete story in seconds
• Music significantly amplifies the emotional impact
• Optimizing for autoplay and muted viewing is essential
• A strong opening within the first three seconds
• Subtitles and visual impact are essential

Step-by-Step: Developing a Viral Commercial

The creative process doesn’t begin with the script, but with the core emotional question: What emotion should the commercial evoke in the viewer—and why would they want to share that emotion with others? Only once this question has been clearly answered does the storytelling follow. Step one: Define a universal emotion (joy, pride, nostalgia, empathy). Step two: Develop a concrete, human story around it—not an abstract brand message, but a real-life situation. Step three: Integrate the brand organically into the emotional climax, not the opening. Step four: Set the hook in the first three seconds—65 percent of viewers decide within this timeframe whether to keep watching. Step five: Optimize for sound-off, because over 85 percent of all videos on Facebook are watched without sound.

• Clarify the core emotional question before writing the script
• Define a universal emotion as the starting point
• Develop a concrete human story, not an abstract one
• Integrate the brand at the emotional climax
• Place the hook within the first three seconds
• Optimize videos without sound for platforms
• Motivate viewers to share their feelings with others

Common Mistakes in Viral Spot Campaigns

The most common mistake is placing too much emphasis on the product: Brands that design their ads primarily as sales videos fail because users don’t voluntarily share advertisements. Another classic mistake is a lack of emotional risk—safe, polished ads don’t generate a strong reaction and therefore aren’t shared. Third, many brands underestimate the importance of the first third of the video: If the story doesn’t hook viewers within the first five seconds, you’ll lose up to 70 percent of potential viewers on TikTok and Instagram Reels. Finally, a lack of platform adaptation is a common mistake—a TV commercial rarely works unedited on TikTok because viewing habits and formats are fundamentally different.

• Too Much Focus on Product Sales Leads to Failure
• Safe commercials lack emotional risk
• The first five seconds are crucial for grabbing attention
• 70 percent of viewers lost without a hook
• TV commercials cannot be transferred one-to-one to social media
• Platform-specific formats are essential for success

Examples of Successful Viral Ad Campaigns

The most important thing:

• Leading brands prioritize consistency
• The courage to be different pays off
• Define measurable KPIs from the very beginning

For years, Thai Life Insurance has consistently produced touching short films that have been shared millions of times—without explicitly showing a single insurance product. The concept: emotional stories about human kindness, subtly tied to the brand at the end. In 2010, Old Spice revolutionized the men’s grooming segment with “The Man Your Man Could Smell Like,” using surreal humor and simultaneously speaking directly to different target audiences. The video garnered more views in 24 hours than Barack Obama’s campaign video. Edeka’s 2015 Christmas ad “#heimkommen” sparked a social debate in Germany about loneliness in old age and was viewed over 50 million times. What all these ads have in common is that they prioritized humanity over the product and emotion over the sales pitch.

• Thai Life: Emotional stories, subtle brand integration.
• Old Spice 2010: Surreal humor, millions of views.
• Edeka Christmas ad: Social debate about loneliness in old age.
• What they have in common: prioritizing humanity over product sales.
• Success through emotional, non-commercial messages.
• Viral potential through authentic human stories.

Case Study: Emotional Storytelling Without a Product Focus

Thai Life Insurance is the prime global example of how viral marketing can succeed without explicitly promoting a product. Their 2014 commercial, “Unsung Hero,” shows a man performing small, selfless acts every day—he gives money to a poor woman, tends to an overgrown plant, and feeds a dog. No product name, no promises of benefits, no contract details. At the end, the logo simply appears with the slogan “Believes in Good.” The result: 31 million views in the first five days, coverage in international media, and a measurable increase in brand awareness throughout Southeast Asia. The takeaway for marketers: Sometimes the most effective commercial is one that doesn’t look like an ad at all.

• Thai Life Insurance: Viral Marketing Without Product Promotion
• Commercial shows a man’s selfless everyday gestures
• No product details, just the logo and slogan
• Reached 31 million views in five days
• Increased international media coverage and brand awareness
• Effective advertising doesn’t look like advertising

Case Study: Humor as a Viral Catalyst

In 2010, Old Spice proved that humor can serve as a catalyst for a complete brand revitalization. The brand was considered outdated and old-fashioned—the viral campaign featuring Isaiah Mustafa deliberately appealed to both genders at the same time: women as the actual decision-makers when it comes to purchasing men’s grooming products, and men as the target audience for product use. The commercial broke all the conventions of category marketing and used absurd, self-deprecating humor to grab attention. In the first 36 hours after the Super Bowl launch, online sales rose by 107 percent, and within three months, in-store sales increased by 55 percent. Most importantly: Old Spice didn’t create a product video, but a character—and characters get shared because they become part of pop culture.

• Old Spice Used Humor to Revitalize Its Brand
• The campaign appealed to both women and men
• Absurd self-deprecating humor broke category conventions
• Online sales rose 107 percent
• In-store sales grew by 55 percent
• A character, rather than a product video, created pop culture

“Content that is emotionally charged is three times more likely to be shared than purely informational content.” — Nielsen Consumer Neuroscience Report

Conclusion: Viral Ads as a Strategic Marketing Tool

Conclusion:

• Viral ads are indispensable in modern marketing
• Think strategically, implement consistently

Viral ads aren’t a game of chance—they’re the result of a well-thought-out creative strategy. Brands that consistently invest in emotional storytelling, understand the mechanisms of social sharing, and are willing to make bold creative decisions lay the foundation for virally successful content. The most important step: having the courage to evoke genuine emotion and avoiding excessive product focus. Anyone producing their next commercial should first ask themselves: Would I send this ad to a friend? If the answer is yes, you’re on the right track.

Examples of viral posts

Here are some examples of viral posts:

• Shaving stone

• Banana bread

• Mochis

• Solid shampoo

• Hair vitamins

Children and adults on TikTok

On the most popular app for video clips, the coolest trends begin. TikTok was first called Musical.ly, the app creators had mainly children and teenagers on the platform. Meanwhile, young adults as well. TikTok’s recipe for success since then: the app allowed kids to dance to songs on playback and record “LipSync videos.” All this, through an ingenious coup for music rights, with individual major labels. LipSyncs are the name given to videos in which people sing and dance along to the music. Such videos are still very popular on TikTok.

Dancing, cooking, comedy: these are the latest trends on TikTok!

Compared to Musical.ly, TikTok now lets you add a lot of great special effects and color filters. On the platform, you can also share posts, comment, and even make duets with other users. Since the app has many great features, the target audience of users has expanded. Adults and Instagram content creators are also migrating to TikTok for fun. Apart from cool songs, you can also use scenes from movies and series as sound. However, these are copyrighted and cannot be used for other platforms.

Thinking about downloading TikTok, or even shooting content for your business? We’ll show you how a wide variety of talents and interests are showcased on TikTok. Whether it’s dancing, songs, or comedy on the app, entertainment is always provided. Food lovers can also get inspired there and try out delicious recipes and life hacks.

And now for the trends!

Most popular TikTok dances

On the train, on the playground, and at school, you see kids and adults with their smartphones on TikTok these days. What’s the deal with the app and why do so many spend hours watching videos? We have the answer for you right here! In addition to recipes and comedy, TikTok is known for its music.

The wave around TikTok started during the lockdown. Many lost their closest family members and friends due to Covid-19 and suddenly had a lot more time on their hands. TikTok has thus become the refuge of many, because with the great videos of the app, you willl be entertained for hours indefinitely.

All you need is a smartphone and internet. Among the many other TikTok videos, the dance videos are especially popular. On the app you can find the trendiest dances to dance along.

• TikTok dances

TikTok Songs: Hits, Challenges, Artists and Co.

TikTok is one of the most significant apps of this time. The platform is not only relevant for influencers, but also for musicians. With the help of the algorithm, content creators can easily reach their target audience and grow their community.

The functions of the app make it quite practical to cut and edit videos. Ultimately, anyone can make a sound recording or add music to their video. Singers benefit when their songs become trendy through challenges. Thus, musicians save on expensive advertising measures to market their music. With a little creativity and cool storylines, many songs become a hit! Without any complications with TikTok music rights, anyone can dance to singers like Jason Derulo.

• TikTok Songs

The weirdest and tastiest recipes

TikTok – Dance, Beauty & Music are a big part of the app, however TikTok is not only for entertainment, but also for inspiration and education. If you love trying new dishes, you’ll find the best recipes on TikTok. It makes your mouth water 100%! Because the coolest and weirdest recipes never run out there. Just like on Instagram and Youtube, you can find food lovers on the platform who enrich us daily with great recipes. Whether you’re a vegetarian, vegan or chicken lover, you’ll find delicious and quick recipes there.

• TikTok Recipes

The Best Comedy TikToks

Up and coming comedians are also being discovered on TikTok. Before TikTok, many influencers, use YouTube and Instagram to entertain people with their comedy. Today, many young people in particular use the app and share with the world their weirdest and funniest facets. If you have stress in your daily life and want to cheer up a bit, you don’t need to watch comedy shows or movies for a long time. With your smartphone and internet, you can practically amuse yourself with short TikTok videos to clear your head. With the funniest sketches and stories from TikTokers, you’ll always be in a good mood. Besides comedy, TikTok provides entertainment with music and dance.

• TikTok Comedy

“Can Challenge” by Farid Bang goes viral

Pretty much everyone who has installed TikTok and Instagram knows this two name: Farid Bang and Apache 207.

What is the “Can Challenge” about. Rapper Apache 207 recently posted a video on Instagram. In the clip he sings to the new single “Vodka”. For this, he drinks directly from the can. But if you look closely, you’ll see that it’s actually closed. Fail!

Announcement: With Silver Arrow

 

Check out this post on Instagram

 

A post shared by 𝗙𝗮𝗿𝗶𝗱 𝗕𝗮𝗻𝗴 (@faridbangbang)

That’s what Farid went for. Clever because, according to Watson:

“Of course, he’s drinking out of a can just like that, and, in addition to diss, he’s advertising his partner at the same time”

Virality: Farid’s Coup in the Can Challenge

Not only is the can challenge going around on TikTok and Instagram, but also on YouTube and even already in the press.

Canned challenge on YouTube: Others talk about it

Here also once again in a review on YouTube:

Canned challenge in magazines / press: Watson

On Watson even with can in the cover picture!

screenshot / watson.com / Instagram / faridbangbang

PS: Now new “Black Orange”

https://www.youtube.com/watch?v=AJS64V9TBdY

Coming Up! Dubai

As announced recently, something really, really big is coming soon in Dubai! The guys are already there and have a lot of fun, as you can see.

More soon, here on the social media blog!