The Hidden Dangers of Viral Marketing and What You Need to Know

Viral marketing can be a double-edged sword. It has the power to skyrocket brand awareness overnight, but if not executed carefully, it can backfire spectacularly.

A recent case in India involving beauty startup YesMadam is a textbook example of how a well-intentioned but poorly executed stunt can turn into a PR crisis. The brand sent out fake layoff notices, claiming that employees showing "significant stress" were being let go. The email quickly went viral—not because it was clever, but because it caused outrage. While YesMadam later clarified that no employees were actually fired and that the campaign was meant to raise awareness about workplace mental health, the damage was done. Many saw it as insensitive and deceptive, calling into question the brand's ethics and decision-making.

This serves as a critical lesson: authenticity and sensitivity matter. In an era where brands are scrutinized more than ever, using deception—even for a "good cause"—can erode trust rather than build it.

Another Viral Rollercoaster: Pepsi’s Kendall Jenner Ad

YesMadam’s blunder isn’t the first time a brand has faced backlash from viral marketing gone wrong. One of the most infamous cases in the U.S. was Pepsi’s 2017 Kendall Jenner ad. The ad attempted to position Pepsi as a unifying force during a time of social unrest, featuring Jenner handing a police officer a can of Pepsi to defuse a protest. The backlash was swift—critics slammed it for trivializing real-world protests and police brutality, calling it tone-deaf and exploitative. Pepsi quickly pulled the ad and issued an apology, but the damage to brand reputation was significant.

On the flip side, some brands have mastered the art of viral marketing without controversy. Take Wendy’s Twitter strategy—their witty, often savage roasts have built a strong, engaged community while keeping their brand fun and relevant. The key difference? Wendy’s humour is bold but never deceptive or insensitive.

How Wendy’s Mastered the Art of Social Media Marketing

Wendy’s has taken a bold, unconventional approach to Twitter (now X), setting itself apart from competitors by embracing a witty, often savage tone. Instead of playing it safe with traditional brand messaging, Wendy’s leans into humour, sarcasm, and playful jabs especially at competitors like McDonald’s and Burger King.

Key Elements of Wendy’s Viral Strategy

✅ Savage Roasts & Bold Personality
Wendy’s is known for its quick-witted responses and no-holds-barred roasting of both customers and competitors. This playful banter has led to viral moments that keep audiences engaged. For example, when a user asked, “What should I get from McDonald’s?”, Wendy’s replied, “A McRefund.” This kind of humour not only gets likes and shares but also reinforces Wendy’s brand as fun and confident.

✅ Real-Time Engagement
Unlike many corporate accounts that stick to scheduled content, Wendy’s thrives on real-time interactions. They frequently reply to tweets, challenge followers to fun games, and jump into trending conversations. This responsiveness makes them feel more human and relatable.

✅ Roast Day: A Viral Event
Wendy’s turned their reputation for witty comebacks into a full-fledged event. Every year, they host “National Roast Day”, where they invite users (including brands) to ask for a roast. This not only drives engagement but also creates massive viral moments as people eagerly anticipate their turn to get roasted.

✅ Leveraging Pop Culture & Trends
Wendy’s stays relevant by incorporating pop culture references, memes, and internet humour into their tweets. This allows them to connect with younger audiences while keeping their brand voice fresh and engaging.

✅ Savvy Brand Rivalries
Their ongoing “feud” with McDonald’s has been a goldmine for viral content. Wendy’s frequently pokes fun at McDonald’s, often highlighting their fresh, never frozen beef as a competitive edge. This playful rivalry fuels conversation and reinforces their brand messaging in an entertaining way.

The Payoff: Engagement & Brand Loyalty

Wendy’s social media approach has resulted in:
🔥 Millions of engagements per tweet, with high levels of retweets and likes.
🔥 Strong brand loyalty, especially among younger audiences who appreciate humour and authenticity.
🔥 Consistent media coverage, with many of their tweets going viral and being covered by news outlets.
🔥 A fun, distinct brand identity that makes them stand out in the crowded fast-food space.

The Takeaway for Marketers

• A strong brand voice matters. Don’t be afraid to let your personality shine.

• Engagement isn’t just about posting—it’s about conversation.

• Jumping on trends can boost visibility, but only if it aligns with your brand.

• Humor works—but it needs to be strategic, not offensive.

More Lessons for Marketers

Before launching an unconventional marketing campaign, ask yourself:

✅ Is it authentic? If the campaign feels forced or disingenuous, audiences will see right through it.

✅ Does it align with your brand values? Going viral for the wrong reasons can erode long-term brand trust.

✅ Could it be misinterpreted? What seems clever internally might land very differently with the public.

✅ Is there a plan B? If backlash occurs, how will you respond?

Viral marketing is a powerful tool, but as YesMadam and Pepsi have shown, execution is everything. Going viral should never come at the expense of integrity.

Would love to hear your thoughts—what’s a viral campaign that worked (or flopped) in your opinion? i’ll be posting this and discussing it on LinkedIn so make sure you join the conversations there with us. Here are our Linkedin profiles. Give us a follow 👉️ Melanie Amini 👈️ and 👉️ Stefanie Amini 👈️ Also, yes, we’re twins 😃