When the product becomes the 'promotion'

Illustration: TBS

In 2023, when InterContinental Dhaka introduced their gold jilapi, valued at a whopping Tk20,000, it took the internet by a storm. One order, comprising around 20 to 22 pieces of the famous dessert, came with a thin coating of edible 24 carat gold foil. 

If this has jogged your memory of the post, then you probably also remember thinking who in their right mind would buy this dish at such an outrageously high price tag.

But once you dig into the results, it reveals a much more interesting story. On rare occasions, brands will release products that evoke reactions from the public, often making you question how practical the product is, and who it is catered towards. 

In the age of fast-paced social media trends, brands have begun to feel the pressure of increasing their reach organically. And what better, cost-efficient way is there to achieve this than aiming for a viral moment?  

What did InterContinental Dhaka's Tk20,000 gold jilapi offer achieve? The outrageously priced dessert was sold out within less than a week. However, the impact of this campaign goes deeper than that. 

Their initial post on Facebook garnered 5,800 reactions and their sold-out post surpassed that with 16,900 reactions. The gold-coated jilapi had earned the luxury hotel their viral moment. 

Social media has forced advertisements to shift from mailboxes and televisions to our mobile screens. Keeping a page active with paid promotions has become part of the job now. But for a brand's page to go viral — it requires more than just social media posts. 

On rare occasions, companies will release products that seem a little too out-of-the-box, getting people to share their thoughts and reviews of the product online. 

One example of this was MAC Cosmetic's Rollerwheel Liquid Liner. Released years ago, the product was an eyeliner with an applicator similar to a pizza-cutter. Though it is not really available now, it had taken the internet by storm back in the day. 

Beauty influencers, YouTubers in particular, from across the globe rushed to get their hands on the product — after all, they had to keep up with trends to make sure their platforms thrived. 

Products such as this eyeliner almost feel like they were catered towards creating buzz online rather than with the intention of creating something that is meant to stay in their collection. 

But since the internet loves products like these, online content creators love them too. Content that features such viral products naturally perform well, benefitting both the creators and the company. 

"The first 3-4 seconds of a reel are crucial to hook viewers, and viral products naturally lend themselves to that. For instance, starting a video with a line like 'This is the most expensive steak in Dhaka' immediately grabs attention, making people curious and encouraging them to keep watching," commented Ifreet Tahea, the brains behind the page 'Iffy Biffys'.

Even though clickbait is a surefire way for content creators to get traction, whether it can actually benefit the brand is a little more complicated.

"Not every campaign works. Take the $1 ice cream campaign by Le Méridien; while it initially sparked interest, the excitement eventually faded. Even so, these campaigns can still attract customers who wouldn't typically engage with such brands, so they remain valuable," said Tahea. 

In Bangladesh's market, local companies have also adopted the strategy of creating products that market themselves.

In 2023, the Dhaka International Trade Fair caused quite the stir. One particular stall only had a bed that was priced at Tk1 crore. People surrounded it with their phones, taking numerous photos and videos.  

Saying this bed went viral would be an understatement. 

Made of teak, the grand bed took up the entire space of the stall and had wooden posts designed like fairies. But what made people gather around the stall and post videos on Facebook and YouTube was its insane price. 

"Hook is the name of the game. Ultimate goal of the brands is to attract attention, get people talking, and amplify their brand presence and become memorable to the customers mind," commented Rafsan Rashed Nayeem, general manager of Brand and Marketing at Garibook, who also has over 10 years of experience in marketing. 

He continued, "Some brands take an approach that might come off as tacky, while others manage to execute it in a highly creative way."

The case was similar for MAC Cosmetic's oddly-designed eyeliner as well. Its design made it stand apart from the highly-competitive cosmetics industry. 

Whether it made the user's experience better or not was not quite the concern of buyers, it was rather their curiosity that led them to click on content centred around the product. 

"The idea is that even if customers don't buy the product, they are more likely to remember the brand, visit the website, or check out other, more affordable options," said Nayeem. 

He further elaborates how these 'clickbait' products and campaigns are motivated by the aim of expanding the brand's reach. 

And in the age of social media, all it takes is interaction and engagement with content to get the ball rolling. 

Creating viral reach, or essentially getting your content across to people outside of your normal audience can improve brand visibility and indirectly, sales.

Without paying a penny for advertisements or campaigns, products such as InterContinental's jilapi and DITF's fairy bed were able to go beyond their Facebook page. 

These brands had in fact made headlines in national newspapers — all contributing to their aim of increasing their reach.

Another example of how successful clickbait offers are is the infamous 'Cloud 9' Valentine's Day offer by Amari in 2018. The offer included a helicopter tour, a Mercedes limousine ride, dinner, live music, a one-night stay at their honeymoon suite, and more. 

The detail that made people do a double take was the price tag of Tk900,000 (and they made sure to emphasise that this price was exclusive of VAT).

The post about the offer garnered 8,100 likes and around 2,700 shares on Facebook. According to an article by Dhaka Tribune, the shares alone added around $5,218.26 to their brand value.

"Since these campaigns go viral organically, they don't have to put in the extra work for marketing. In such cases, the cost of traditional marketing decreases a lot. However, it only works as a temporary solution," commented Avijit Mallik, Assistant Professor at Institute of Business Administration (IBA), Dhaka University.

But a question still lingers — where do you draw the line with clickbait campaigns and gimmick products?

"Whether this is 'good publicity' or not really depends on how well it aligns with the brand's long-term goals. If it feels inauthentic or exploitative, it can backfire," commented Nayeem.

There are many examples of bad marketing moments. In 2014, Apple users will remember the incident where U2's album titled, 'Songs of Innocence' randomly appeared on their devices. 

The promotional stunt by U2 and Apple was met with a lot of backlash as users did not appreciate how the album was forced on them. In turn, Apple had to take measures to help users remove the album.

When you take a closer look at local campaigns, one common detail among them is their price tag. It might make you wonder why brands choose the price to be the factor that pulls in the crowd. 

"Price tag-based clickbait is particularly effective because it delivers an immediate shock factor. This approach also taps into the concept of 'luxury signaling', positioning a brand as exclusive or premium — even if that's not its core market," said Nayeem. 

"While most people wouldn't buy such a high-priced item, they associate the brand with luxury, raising the perceived value of its other, more affordable offerings," he added. 

The wealthy consumers who can actually afford these goods and services perceive them as 'status symbols', and the exclusivity factor appeals to them just as much as the good itself. 

"When goods have exorbitant price tags, a group of buyers associate them with prestige. In economics, we call this Veblen goods. The pricier they are, the more the demand increases among a wealthy group of consumers," commented Mallik.

He continued, "Since these products go viral, they feel like these products are exclusive. They also may feel that it adds to their status."

However, this is not the only reason why brands might slap on a hefty price tag. Nayeem believes that in the case of DITF's fairy bed, the aim was not to elevate the brand, rather it was to create a spectacle around the fair itself. 

These campaigns and products were so outrageous that they were practically hilarious, but it looks like the brands are having the last laugh.