A new marketing phenomenon: The Positive Effect of Negativity

"When we came across the Coca-Cola Superbowl ad paradox, we investigated and analysed it to death. We then started thinking about similar cases that may support our hypothesis i.e negativity brought out by a relative minority, under certain circumstances, may have a positive effect through awakening the majority.

What we discovered had actually happened was almost unbelievable, at least for it to have occurred organically..."

Article no.4 of the Social Media Listening series by @DigitalMR_CEO is out on ESOMAR Research World Connect. Stay tuned for more.