It includes quite a few different methods, techniques and tactics of influencing the audience. The most popular of them are listed below.
Discrediting competitors
The classic version involves sending corporate spies to rivals, causing all the dirty secrets to come to the surface. The information is then sent to the media, which then spins it in the right way. The end result of all this manipulation is that everyone finds out that the competitor is not so fluffy after all.
Example: city news portals broadcast the news that a certain restaurant is infested with cockroaches. And then no one will figure out whether it is true or not, and trust in this establishment will be undermined for a long time.
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Playing the victim
This is an update of black chinese overseas australia data package self-promotion. In this case, the company deliberately sets itself up or creates a noisy information field around itself, as a result of which tomatoes and eggs will be thrown at it. After the scandalous information is thrown in, the organization publicly provides irrefutable evidence of its innocence. The result is universal adoration, and yesterday's haters experience a deep sense of guilt.
An example of a black PR campaign can be seen in the case of CGPods headphones. The Internet resource Pikabu published the results of an investigation in which the author seemed to have convincingly proven that the headphones from Tyumen are a cheap Chinese counterfeit.
The owner of this business announced a large prize for anyone who could confirm the results of the investigation in practice. As a result, specialists from the Murmansk service published an article stating that the truth is on the entrepreneur's side.
The result of this approach resulted in thousands of coverage and discussions, which automatically attracted increased attention to the brand, and orders poured in one after another. This is an example of a classic game of victim in the context of a black PR campaign.
Case: VT-metall
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Expression
Artemy Lebedev is a shining example of this method in developing one's own brand, when the speech and actions of a person are unlike similar manipulations of other people. In this case, it is no longer related to a one-time action. Here we can talk about the formation of a certain image. As a result, Lebedev's studio has been keeping close attention for a long time and receives the best orders on the market.
This approach can be called very convenient, since due to expression a person gets a lot of coverage.
Russian freaks like Oleg Mongol, Gogen Solntsev or Nikita Dzhigurda are following a similar path. They immediately become memes for their actions, no matter how most people feel about them. They have already received their share of recognition and fame, whatever it may be.
Memes with Nikita Dzhigurda
Source: ya.ru
Alexander Gudkov's parody of Shaman's song "I am Russian" caused a storm of criticism from all social strata of society, but the showman raised his own recognition.
The condoms "Visit" also built their SMM on expression, using humorous ambiguous statements, sharp wordplay and hints at sex in their advertising. Classical marketing has no place here, as it has been replaced by black expression, which consists of teasing the user more strongly, ridiculing what is happening in the world and thereby achieving recognition.
The company "Aviasales" practices other jokes, due to which their posts instantly become viral. Many consider the advertising of this organization a separate meme. These examples can be used to trace the boundaries of black self-promotion and viral marketing.
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