Why the Best Influencer Campaigns Are the Ones You Never Expect?

 Have you ever seen a 21-year-old earning 30 lakhs a month? Or an entrepreneur managing each and every task all by himself? Imagine an influencer’s post that shatters people’s expectations and catches your attention in ways you never saw coming. What if I told you that these extraordinary scenarios are more common than they used to be, thanks to one innovative marketing technique.

Have you ever thought about why these people often go viral very quickly? Is it their content niche which makes them hyped or is it something else? It’s the X factor or a contradictory approach in their content due to which they have maximum likes and impressions, the use of unexpected or contradictory content. X factor never means you will ignite controversies most of the time, instead you will surprise people with content they didn’t anticipate. This strategy has become a new approach lately, allowing campaigns to gain traction in no time and leave a lasting impression in the audience’s hearts and minds.

In this blog, we’ll explore how injecting a dose of the unexpected into your influencer campaigns can subvert mundane promotions into viral sensations. We’ll understand the psychological reasons behind why the unexpected grabs attention, showcase successful examples, and provide actionable strategies to use this technique effectively. Buckle up as we move towards making your content not just seen, but remembered.

Understanding the Unexpected Approach
In influencer marketing, the conventional approach often follows predictable patterns: filtered brand sponsorships, boring product integrations, and AI caption strategies. However, there’s a growing trend that disrupts this process— which is infusing unexpected or contradictory elements into content. But what exactly does this mean, and why is it so effective?

Definition
Unexpected content, in this context, refers to infusing surprising or unconventional elements into influencer campaigns. These are not controversial or negative, but rather unexpected twists that your audience has never expected from you. For example, an influencer might start a video with an unrelated or humorous incident before integrating the brand message. This approach contrasts with the boring formulaic content and aims to hold the audience’s attention through a witty way.

Psychological Impact
The effectiveness of this approach can be attributed to several psychological factors. One key reason is the human brain’s tendency to look for novel stimuli. When presented with something unexpected, our brains are naturally inclined to pay closer attention and engage more deeply.

Unexpected content creates a form of cognitive dissonance—a psychological state where conflicting thoughts or perceptions create a sense of tension. This tension prompts viewers to engage more actively as they work to resolve the dissonance and understand the content’s context. For instance, a video that begins with an offbeat, related scenario before introducing a product in a creative way can intrigue viewers and make the brand message more authentic and relatable.

Creating a Viral Effect
Unexpected content has a high potential for going viral. When content surprises and delights, viewers are more inclined to share it with their networks, amplifying its reach beyond the initial audience. This viral potential can improve a campaign’s impact and visibility. The more engaging and unconventional the content, the more likely it is to be shared and discussed, driving even greater exposure for the brand.

Now let’s hop on to some brands who used the unexpected content approach in their marketing campaigns.

Dove’s “Real Beauty Sketches” Campaign
Dove’s “Real Beauty Sketches” campaign used unexpected content to grab its viewers attention. Instead of the typical beauty product ads featuring filtered models, Dove took a different approach by talking about the real problems faced by women and their self-perceptions.

The campaign featured a forensic artist who drew sketches of women based on their own descriptions and then based on descriptions from strangers. The surprising outcome showed that the women often described themselves more harshly than others did.

The campaign went viral due to its unexpected approach, leading to widespread media coverage and increased engagement on social media. It clicked well with viewers because it challenged conventional beauty standards and led a broader conversation about self-image and confidence.

Louis Vuitton’s Micro Handbag, Smaller Than a Grain of Salt, Sells for ₹51 Lakh
The title alone is surely not gonna convince you. Let us add more details to this to show you how this was a brilliant approach on part of Louis Vuitton. Sold for ₹51 lakh ($63,000), the brand’s new product- a new handbag measures just 657 by 222 by 700 micrometers. It’s incredibly tiny size smash traditional expectations of luxury fashion items, making it a striking example of using unexpected content to catch attention and engage an audience. The brand earned publicity whether positive or negative, publicity is publicity.

This tiny Louis Vuitton bag sparked some fun and extraordinary reactions on social media. People joked about its size or imagined what could fit inside. Above all, it was clear that its minuscule dimensions got people thinking and laughing. Sometimes, the most unexpected product launches like these can spark the most catchy conversations.

Burger King’s “Whopper Detour” Campaign
This is another brilliant example of unexpected content that once blended technology, location-based marketing, and competitive strategy. Burger King’s “Whopper Detour” campaign cleverly used mobile technology to drive customer engagement by giving Whoppers for just one cent—on the condition that customers ordered through the Burger King app while near a McDonald’s. The campaign led to a massive increase in app downloads, with over 1.5 million downloads in a short span, increasing mobile orders by 300%.

So, whenever you see an influencer’s profile going viral on social platforms, it’s the contradictory factor which is allowing them to make waves. They are challenging the perceived notion commonly held by the masses. The next time you want to make your influencer campaigns a trending hit, understand how you can incorporate that unique factor in the content and market it eventually.

Marqeting knows what makes people stop scrolling, so we work with influencers to add those unexpected twists that make their content go viral, hence improving a brand’s online visibility.