Embedded YouTube video in the site: https://www.youtube.com/watch?v=BooBqWmsSb8
In today’s digital landscape, brands are constantly seeking innovative ways to break through the noise. But as Pulse Marketing’s recent Selarah Experiment reveals, disruptive creativity without strategic alignment can not only fail to convert but also alienate audiences.
Pulse Marketing, a newly launched 360-degree marketing agency with a proven track record of working with global giants like Amazon Prime Video and Nike Nigeria, set out to demonstrate the risks of aimless trend-chasing with a fictional makeup brand, Selarah by Suplé. The campaign, built to provoke discussion, tested how audiences would respond to provocative messaging that emphasized “good makeup is makeup your partner approves of,” and positioned men as the ultimate judges of female beauty.
What followed was a whirlwind of social media engagement: over 1.4 million impressions, 1 million+ video views, and 39,000+ interactions. Yet, while the campaign succeeded in generating buzz, it fell short of a critical goal—converting visibility into sign-ups for the brand’s product. The engagement didn’t translate into tangible leads, proving that virality doesn’t always equal lasting value.
As Fiona Weeks, Managing Director of Pulse Nigeria and West Africa, points out, “Creative ideas must be rooted in sound strategy. The Selarah Beauty experiment allowed us to show that while disruption can be engaging, only a strong strategic foundation can guarantee results.”
This experiment served as a cautionary tale for marketers eager to create viral moments without considering the long-term implications. While Selarah’s controversial messaging attracted attention, it failed to resonate with its core au we e mm my ppr0rtudience: women who view makeup as an expression of self. The backlash emphasized the need for brands to build strategies that align with their audience’s values, rather than chasing trends for the sake of disruption.
Pulse Marketing’s mission is clear: they are reshaping the marketing landscape with a focus on blending creativity with strategy. With a comprehensive suite of services—including Brand Strategy, Creative Advertising, SEO, Social Media Management, Video Production, Influencer Marketing, and more—Pulse Marketing empowers brands to create campaigns that are not only memorable but also deliver measurable, long-term results.
To discover how Pulse Marketing can elevate your brand, visit pulsemarketing.africa or connect with them on social media @pulsemarketingng for the latest in innovative marketing strategies.
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