Outrage Marketing Strategy

A luxury pet brand marketing strategy that leverages influencer marketing, mimetic theory, and outrage to create viral reach on platforms like TikTok.

Key Points:

• Apply Mimetic Theory to Pet Products:

  • People want what others want (Renee Girard's theory that Peter Thiel follows)
  • Target influencers who can create desire among their followers

• Influencer-First Marketing Approach:

  • Get products to high-profile pet owners (e.g., Kim Kardashian's poodle)
  • Focus on "influencing the influencers" then let them spread to the "creator army"
  • Even mid-tier influencers can drive significant sales overnight

• Leverage Outrage Marketing:

  • Use the shock value of luxury pet products' high prices to generate reach
  • Create content that triggers reactions like "I can't believe people are doing this"
  • Most comments will be negative but will still:
    • Plant seeds that the product exists
    • Create awareness that others are buying it
    • Eventually convert some viewers who "do love their pet"

• Positioning Strategies:

  • Play into existing luxury brands (e.g., "Louis Vuitton doing it")
  • Target high-margin opportunities where there's room to play
  • Sell to people with more money (following the "sell to people with money" principle)

• Cultural Context:

  • Capitalize on abundance culture where "anything and everything is possible"
  • Follow the model of luxury services for billionaires that seem absurd but exist and do well