How to Create a Controversy ?

Understanding Controversy

Controversy involves provoking public disagreement or debate by challenging established norms, values, or beliefs. It thrives on attention, emotion, and the inherent curiosity of human nature. Controversy can be beneficial for:

• Increasing visibility: It can catapult an unknown entity into the spotlight.
• Generating engagement: People are more likely to discuss and share controversial topics.
• Differentiation: It sets you apart from competitors.
• Driving action: Controversy can spur people to take action, whether positive or negative.

The Formula for Creating Controversy

To create controversy effectively, follow this formula:

1. Identify the Target Audience
2. Choose a Controversial Topic
3. Craft a Bold Statement or Action
4. Anticipate Reactions
5. Control the Narrative
6. Monitor and Engage
7. Evaluate the Impact

Let’s delve into each step in detail.

1. Identify the Target Audience

Understanding your target audience is crucial. This involves:

• Demographics: Age, gender, location, education, etc.
• Psychographics: Interests, values, attitudes, lifestyles.
• Behavioral patterns: How they consume content, what triggers them emotionally, their online habits.

Example: Nike’s Colin Kaepernick campaign targeted socially conscious millennials and Gen Z, who value social justice and activism.

2. Choose a Controversial Topic

Select a topic that is inherently polarizing. This could be related to politics, religion, social issues, or industry-specific debates. Ensure the topic aligns with your brand values and objectives.

Example: Gillette’s “The Best Men Can Be” campaign addressed toxic masculinity, a hot-button issue in contemporary discourse.

3. Craft a Bold Statement or Action

Formulate a clear, bold statement or action that directly addresses the controversial topic. It should be:

• Unambiguous: Leave no room for misinterpretation.
• Provocative: Challenge the status quo.
• Authentic: Ensure it aligns with your brand’s voice and values.

Example: Pepsi’s Kendall Jenner ad attempted to make a bold statement on social unity and protest culture, though it backfired due to perceived insensitivity.

4. Anticipate Reactions

Predict potential reactions from different audience segments. Prepare responses for:

• Supporters: Encourage them to amplify the message.
• Critics: Address their concerns respectfully.
• Neutral parties: Provide additional context to sway their opinion.

Example: When Dove launched its “Real Beauty” campaign, it anticipated both support and criticism for challenging traditional beauty standards.

5. Control the Narrative

Manage the flow of information to shape public perception. This involves:

• Media strategy: Use press releases, interviews, and social media to disseminate your message.
• Influencers: Partner with individuals who can sway public opinion in your favor.
• Content creation: Produce articles, videos, and infographics that reinforce your viewpoint.

Example: Tesla’s Elon Musk uses Twitter to control the narrative around his companies, often creating and managing controversies to his advantage.

6. Monitor and Engage

Track the conversation around your controversial statement or action. Use tools like social listening software to gauge sentiment and engagement levels. Engage with the audience by:

• Responding to comments: Address questions and concerns.
• Participating in discussions: Join forums and social media groups.
• Adjusting the strategy: Modify your approach based on feedback.

Example: When Starbucks faced backlash for its holiday cups, the company engaged with customers on social media to address concerns and clarify their stance.

7. Evaluate the Impact

Analyze the outcomes of your controversy-driven campaign. Measure metrics such as:

• Media coverage: Number and quality of media mentions.
• Social media engagement: Likes, shares, comments, and overall sentiment.
• Sales and conversions: Impact on revenue and customer acquisition.
• Brand perception: Changes in brand image and reputation.

Example: Burger King’s “Moldy Whopper” campaign sparked debate but ultimately enhanced the brand’s image by highlighting its commitment to removing artificial preservatives.

Real-World Examples

To understand how this formula works in practice, let’s explore some real-world examples in detail.

Case Study 1: Colin Kaepernick and Nike

Background: Colin Kaepernick, an NFL player, became a polarizing figure for kneeling during the national anthem to protest racial injustice. Nike featured him in an ad campaign with the tagline, “Believe in something. Even if it means sacrificing everything.”

Implementation:

• Target Audience: Socially conscious consumers, particularly millennials and Gen Z.
• Controversial Topic: Racial injustice and police brutality.
• Bold Statement: Supporting Kaepernick’s stance.
• Anticipated Reactions: Strong support from progressives; backlash from conservatives.
• Narrative Control: Extensive media coverage, strategic influencer partnerships.
• Monitoring: Social media tracking and engagement with supporters.
• Impact Evaluation: Significant increase in online sales, stock price surge, and heightened brand visibility.

Case Study 2: Gillette’s “The Best Men Can Be”

Background: Gillette released an ad addressing toxic masculinity and encouraging men to challenge harmful behaviors.

Implementation:

• Target Audience: Men and women concerned with gender equality and modern masculinity.
• Controversial Topic: Toxic masculinity and gender roles.
• Bold Statement: Challenging traditional notions of masculinity.
• Anticipated Reactions: Mixed reactions, with strong support from gender equality advocates and backlash from traditionalists.
• Narrative Control: Press releases, interviews, and social media engagement.
• Monitoring: Social media sentiment analysis and direct engagement with critics and supporters.
• Impact Evaluation: Increased brand discussion, some short-term sales impact, and long-term brand alignment with progressive values.

Tips for Creating Successful Controversy

To ensure your controversy-driven strategy is successful, consider the following tips:

• Stay Authentic: Ensure the controversial topic aligns with your brand values and mission.
• Be Prepared: Have a crisis management plan in place to address potential backlash.
• Engage Respectfully: Respond to critics with empathy and understanding.
• Leverage Influencers: Partner with influencers who can help shape the narrative.
• Monitor Continuously: Use social listening tools to track and respond to the ongoing conversation.

Conclusion

Creating controversy can be a powerful way to capture attention, spark engagement, and differentiate your brand. By following the formula outlined in this blog—identifying your target audience, choosing a controversial topic, crafting a bold statement, anticipating reactions, controlling the narrative, monitoring engagement, and evaluating the impact—you can navigate the complexities of controversy and leverage it to achieve your objectives. Remember, while controversy can be beneficial, it’s essential to approach it with caution and integrity to avoid potential pitfalls and backlash.