Navigating Authenticity and AI in Creative Marketing

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

Ahrefs Podcast

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CHAPTER

Navigating Authenticity and AI in Creative Marketing

This chapter delves into how AI is shaping creative marketing strategies for dating apps, emphasizing the balance between technology and authenticity. The discussion highlights the importance of innovative content experimentation and the operationalization of successful marketing efforts to engage users effectively.

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Episode notes

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