The backlash transformed a standard ad campaign into a cultural phenomenon that generated 45 billion impressions. This massive earned media reach dwarfed competitor campaigns, demonstrating that provocative work—even with negative reactions—can deliver far greater ROI than a safe media buy.

e.l.f. achieved a workforce that is 76% women and 44% diverse by fostering an open culture, not by implementing quotas. CEO Tarang Amin considers this composition, which mirrors their customer base, their single biggest competitive advantage, proving that authentic representation can be a direct result of company values rather than forced initiatives.

In a polarized climate, e.l.f. Beauty partners with companies like Target that may have different public stances on issues like DEI. CEO Tarang Amin focuses on aligning on core business values—like customer service and ethics—rather than demanding perfect ideological agreement, enabling broader partnerships and avoiding polarization.

To signal a major shift, the NFL ran an ad opening with "Football is gay." Despite internal pushback, it was a smart, courageous move that successfully resonated with the LGBTQ+ community and younger audiences.

The IVF company Nucleus ran a subway campaign with provocative slogans like 'Have your best baby' to deliberately anger a segment of the population. This 'rage bait' strategy manufactures virality in controversial industries, leveraging negative reactions to gain widespread attention that would otherwise be difficult to achieve.

Tushy develops viral brand campaigns by filtering ideas through a critical lens: 'Would people outside this room actually care and talk about this?' They embrace a performance mindset, taking many 'shots on goal' to find ideas with true cultural resonance, even tracking metrics like 'post shares' in ad accounts.

Elf's CEO asserts the company is in the "entertainment industry," not beauty. This mindset shifts their marketing focus from selling products to delighting their community. It justifies tactics like a Twitch channel or airdropping care packages, which build brand love over direct ROI.

When leaders resist DEI on moral grounds, reframe it as a business necessity. Connect a diverse workforce to understanding and capturing untapped, diverse customer markets. This shifts the conversation from a perceived cost (subtraction) to a clear business gain (expansion).

The CMO states that when landing a major star like Sydney Sweeney, you can't be "meek." The creative process was intentionally aggressive and bold, designed to "define culture" and generate headlines. While they didn't anticipate the specific eugenics criticism, they fully expected and planned for the campaign to be provocative.