The increasing trend of fake user-generated content (UGC) in celebrity marketing stunts has been observed, where truth and fiction are sometimes distorted. This new kind of content manipulation has emerged in the digital age, adding to the already prevalent deepfake porn and AI-generated art.
Examples include the TMZ reporter chasing ASAP Rocky, who coincidently recommended his Puma x F1 collection in the video, or Charli XCX’s viral Instagram post and seemingly random videos by fans following discussions about her new single. However, the authenticity of these spontaneous incidents is hard to confirm.
Similar incidents involve the Michael Cera affair, where his carrying plastic bags of CeraVe skincare lotion in New York was made viral through tweets and TikToks, subsequently leading to a Super Bowl ad. Despite creating significant attention, the stunt also diverted away from boycotting calls against CeraVe’s parent company, L’Oreal, over its ongoing investments in Israel.
This raises the question of why marketers are choosing fake UGC as their new technique and whether it risks leaving dissatisfaction among consumers when manipulative strategies are realized. Chris Kubbernus, founder and CEO of social media agency Kubbco, explains that fake content has always been part of advertising, but the rise in fake advertising is due to the skepticism towards traditional advertising.
Digital marketing experts agree that the saturation of content and ads on social media platforms are causing brands to resort to unconventional methods. It ties into our desire for controversy, mystery, and internet drama. Genuine UGC has indeed been beneficial for the advertisers, with cases like the 2009 Ford Fiesta campaign and Cancer Research UK’s no makeup selfie campaign showing impressive results.
However, Georgia Branch, the co-founder of marketing agency We Create Popular, points out the overuse of authenticity in marketing has diluted its value. On the other hand, strong storytelling and a hint of surrealism are what often go viral. This seems to be particularly influenced by TikTok’s sequential storylines and surrealism.
However, these kinds of blurred reality and fiction can invoke strong emotions, which lead to higher levels of engagement. This could be amusing or even outrageous. However, content strategists warn that this double-edged tactic might leave the consumers feeling manipulated.
Source: We’ve Reached Peak Fakery in Celebrity Marketing Stunts.
