Sure, bad publicity is also publicity. But in the long Country Email List term, as a brand, you want the target group to have a positive association with your brand to bond with. Positive and negative effects from practice Negative? Hell yes. Suitsupply CEO, Fokke de Jong, can talk about this through a campaign from 2018. The posters with men Country Email List kissing were hung at 100 stores in 22 countries. The effect in the Netherlands? About thirty Country Email List bus shelters were smashed and dozens of billboards defaced. The suit brand lost 10,000 followers on social Country Email List media almost immediately when the campaign was launched online. We really thought: ”Holy shit, what is happening here”, says Suitsupply founder Fokke de Jong about this. “You expect a Country Email List reaction, but the magnitude was quite intense. The fact that people are so shocked proves that it is relevant Country Email List to show it.” Marketing has chosen here to unleash a worldwide shock effect on the market, in order to create a name. Also read: Managing by brand preference: this is how the customer Country Email List chooses you JCDecaux – the market leader in outdoor advertising in the Netherlands – says about this. It remains a fact that Suitsupply has scored an Country Email List unprecedented amount of earned media, which many PR agency can only dream of.” And we succeeded, especially if the big BBC also writes about your campaign. A positive example of becoming top of mind in 'cheap products' was Zeeman with the Lucht campaign in 2020. The Country Email List brand came to the attention because of the low asking price of €4.99 for an eau de parfum. The fragrances contain 20% perfume oil, just like expensive brands. The perfume was immediately sold Country Email List out in the Netherlands on the first day. Zeeman eventually also won a Golden Effie with this campaign. Sailor's goal? To show from its business operations that high-end products do not have to be expensive. .