The world has been served something of an accidental master class in this strategy over the last ten days due to the furore created by an advert by, of all things, a protein supplement from a British nutrition supplements company called Protein World.
Until last Tuesday, most people were unaware of the 18-month old brand. Yet the company soon found itself on the receiving end of a 40,000 Change.org petition against its “Is your body beach ready?” advertisements, many of which were vandalised on the London Underground network, where they appeared. The ads were variously called “body shaming” and that they “purported violence against women” and on Saturday one SJW posted the company’s address and seemed to encourage the offices to be smashed up by “angry feminists with hammers”.
But then an astonishing thing happened: the company not only stood up to the SJWs, but got on the front foot and mercilessly baited them on Twitter, in the process creating the now-infamous hashtag #growupharriet
The company’s customers – surprisingly they are 84 per cent female, proving this wasn’t your standard man v feminist toe-to-toe – became feverish brand champions.
This was assisted by the brand’s defenders who scurrilously sabotaged the protester’s hashtag #everybodysready that attempted to show that any women, of any body shape, could be ready for the beach simply by putting on a bikini, which is of course an entirely valid point – just not to Protein World’s customers who are fitness freaks.
And, boy, they voted with their purses. To date, the furore has turned Protein World’s £250,000 ad campaign into a monster that has added 20,000 customers and driven revenue in excess of £1 million – in the last four days alone.
And this is all because the company took a stand against their critics who wanted to shut them down.
Says Head of Global Marketing Richard Staveley: “We’ve taken a stand. Everybody thinks it’s wonderful that somebody has stood up to this bullshit. What’s the point in pulling a campaign when you know you’re in the right?
“It’s getting bigger by the day. We thought it was dying down, but the last 24 hours it has gone totally berserk. It’s something else, I could never have anticipated today with all the media; TV, radio, online. It’s gone off the scale”.
I think it's excellent to see a company not only stand up to the SJWs but make a fortune as a result. Hopefully other businesses take note and follow this example. Everyone knows those SJWs would never buy your product anyway.