This is how viral marketing really works | Delbert Ty (Coffee Meets Bagel)

What's the key to creating a viral marketing campaign? Meet Delbert Ty, CMO at Coffee Meets Bagel, a popular dating app that sets itself apart by courting only those interested in serious relationships. Before joining CmB, Delbert worked as Head of Marketing at Circles.Life - a Singaporean telco - where he grew revenue to 9 figures in 5 years. And even before that he worked at Procter & Gamble, where he was responsible for such well-known brands as Duracell, Tide & Pantene. During his time at these companies Delbert has pulled off quite a few hilarious creative marketing campaigns. Some of them failed, but others brought lots of new customers and tons of brand awareness. In our interview, we discussed quite a few of Delbert's viral campaigns and tried to deconstruct what made them successful and how you could replicate that success. In this episode: (0:00) Intro (02:17) Three biggest marketing campaigns
 (06:44) Vandalizing a billboard (11:10) Buying out telco contracts (failed) (13:10) Coffee Meets Bagel tells users to leave (16:30) "Free money" from a vending machine (25:01) The cost (not in $$$) of viral campaigns (30:10) Courage in viral marketing (35:43) Setting objectives for viral campaigns (41:13) Measuring the impact of viral campaigns
 (47:20) When bad ideas are actually good ideas (55:23) Structural elements of a viral campaign (01:15:07) Physical vs digital creative marketing (1:22:20) Split between creative marketing and other tasks (1:24:01) Is viral marketing only for consumer brands? (1:28:10) Why certain campaigns fail (1:38:00) The difference between celebrity and brand
 (1:47:25) Using AI for creative marketing (01:51:42) Outro We hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to like and subscribe (and tell a friend). Where to find Delbert: LinkedIn Website Where to find Tim: LinkedIn X Website ------------------------- Referenced: Coffee Meets Bagel  @CoffeeMBagel  Circles.life  @circleslifesg  Calm app  @calm  Kanye Super Bowl ad Coinbase Super Bowl ad Old Spice  @oldspice  Drake "God's Plan" music video Lenny’s Podcast with Lulu Cheng Meservey Lulu Cheng Meservey Supermensch Shep Gordon Data is Beautiful subreddit WePay/PayPal stunt Dan Price/Gravity Payments wages Coffeezilla:  @Coffeezilla  Paris Hilton for SodaStream _______________ Ahrefs Podcast Host: Tim Soulo Podcast Producer: Michelle Lindner Intro Storyboard: Michelle Lindner & Tim Soulo Intro Video Lead: George Dolgikh Intro Video Animations: Ilya Yakymchuk Filmed at: Poddster Studios (Singapore)

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