In today’s world, where every scroll counts, brands are pulling out all the stops to grab attention. But when does a clever PR move cross the line into a desperate stunt?
Take Yes Madam, a home salon service, as the latest example of shock marketing gone awry. Their recent campaign—pretending to fire 100 employees for being “stressed”—sparked outrage before they revealed it was all a ploy to highlight workplace stress and introduce a “de-stress leave policy.” While the intentions may have been noble, the execution was tone-deaf.
This isn’t the first time brands have dabbled in shock tactics. Remember Poonam Pandey’s fake death announcement to promote HPV vaccine awareness? Or Zomato’s controversial job posting requiring candidates to pay ₹20 lakh? These stunts went viral, sure, but did they truly benefit their brands in the long run?
Here’s the truth: Shock marketing doesn’t work. And if you’re a freelancer, small business owner, or independent consultant, these tactics are not just ineffective—they can be outright damaging.
Table of Contents
The Problem with Shock Marketing
- It Risks Alienating Your Audience
YesMadam’s “firing” stunt left many feeling angry and manipulated. Workplace stress is a serious issue, and trivializing it for the sake of virality is a quick way to lose trust.
As Vikram Kharvi, CEO of Bloomingdale PR, puts it, “Trust is much harder to rebuild than to lose.”
- It Chips Away at Industry Credibility
PR professionals work hard to build authentic relationships and meaningful campaigns. Shock marketing stunts undermine that credibility, reducing PR to a game of who can shout the loudest.
Tarunjeet Rattan, managing partner at Nucleus PR, notes, “Viral briefs are a thing of the past. True professionals focus on serving their customers and safeguarding brand reputation.”
- It Lacks Long-Term Strategy
Aman Dhall of CommsCredible points out that smaller brands face greater risks with such stunts. Without a clear follow-up strategy, the attention you gain might be fleeting, leaving your audience confused about your brand’s core message.
The Freelance Perspective: Why Stunts Are a No-Go
As a freelancer, your brand is your reputation. One poorly thought-out campaign can damage years of hard work. Unlike big corporations with deep pockets, you don’t have the luxury of recovering from a PR disaster.
Clients come to freelancers for innovative solutions, not for sensationalism. Stunts may win a moment of fame, but they don’t foster trust or loyalty—the real currency in any business relationship.
What to Do Instead
So, how do you stand out in a crowded market without resorting to gimmicks?
- Be Authentic
People crave genuine stories and connections. Highlight the real value your product or service provides. Instead of faking stress-related firings, YesMadam could have launched an authentic campaign around their new “de-stress leave policy,” sharing real stories of employees benefiting from it. - Solve Problems
Instead of shocking your audience, surprise them by addressing their pain points. Neil Patel famously says, “People don’t buy products. They buy solutions.” Focus on how your brand makes life better for your customers. - Build Community
Freelancers and small businesses thrive on relationships. Use social media to engage with your audience, not manipulate them. Share meaningful content that aligns with your values and resonates with your target audience. - Invest in Long-Term Strategy
One viral campaign won’t make your brand memorable. Consistency in messaging and delivering value over time will. As Danish Malik, co-founder of Boomlet Group, says, “Widespread recognition won’t matter if the core message or service isn’t clear.”
The Bottom Line
Shock marketing might create a buzz, but it often leaves a bad taste. Instead, focus on building genuine connections and delivering real value.
Because at the end of the day, trust, authenticity, and long-term strategy will always win over momentary fame.
So, skip the stunts and double down on what really matters: your audience.
What do you think about shock marketing? Have you seen examples of it backfiring? Let’s discuss in the comments!
Odell Dias is the founder of RightlyDigital.com where Online Marketing concepts are made easy. He has over 6 years of experience in the Digital Marketing industry, helping brands and individuals alike to achieve their marketing goals. He is known as one of the best digital marketing freelancers for small-to-medium-sized businesses.
