That’s where reactive marketing steps in.
What is reactive marketing and why does it matter?
Reactive marketing is a brand’s ability to respond quickly to what’s happening in the world. Think jokes, cultural references, memes, or even just a clever repost.
When it works, it shows the brand has a sense of humor, understands the world around it, and knows how to be part of the culture.
You’ll use it when:
– you want visibility without a massive budget,
– you’re trying to connect with a specific audience,
– there’s a cultural moment already getting people talking.
But reactive marketing isn’t for everyone and it’s not right for every situation.
When should you lean into reactive marketing?
1) When the moment connects naturally to your brand.
Does it make sense? Does it fit your tone, your product, your audience? If yes, go for it.
For example: A cosmetics brand joins the “no-makeup makeup” trend. Their products are all about natural beauty, so they share their own tips and a tutorial video. It’s relevant, timely, and on-brand.
2) Yes, it’s fast but it shouldn’t be thoughtless.
Having someone on the team who understands not just memes but also reputation risks is a must.
For example: An electronics e-shop reacts to an outage of a popular app with a funny post—but first, they check to make sure it’s not due to a serious issue like a security breach.
3) You can handle potential backlash.
Reactive marketing can split audiences. That’s why it’s important to have a clear stance and a crisis plan in place in case your message doesn’t land the way you intended.
Take this: A game studio pokes fun at a bug in a competitor’s game. Fans love it but some people call it unfair. The studio responds with humor, but also admits their own games aren’t bug-free either.
And when should you stay away?
1) You want to do it just because “everyone’s doing it.”
Sometimes less is more. Not every brand needs to have an opinion on every scandal.
2) When the situation is sensitive.
Especially when it involves personal or ethical issues. You risk sounding tone-deaf or worse, opportunistic.
3) When the joke overshadows your values.
If people are talking about you, but for the wrong reasons, it’s not a win.
Real-world example: The Coldplay x Astronomer Incident
During a Coldplay concert in Boston, the kiss cam caught a cozy moment between two people: the CEO and the HR manager of the company Astronomer. Both, as it turned out, were in committed relationships with other people. The clip went viral. People started digging. Identities were revealed. What seemed like a harmless moment turned into a full-blown PR crisis.
Brands had two options: stay silent or respond.
Who got it right?
IKEA struck the perfect balance: distance, humor, and brand alignment.
Their post featured a plush orangutan hugging a panda, with the caption:
“HR approved 💕”
Clean, metaphorical, on-brand and most importantly, no names, no exploitation, no insults.
This is A+ reactive marketing.
Users loved it, laughed, and praised the brand for staying classy and relevant.
Who got it wrong?
Košík.cz posted:
“We’ll turn a blind eye to this affair 👀”
Alongside a photo of the actual couple from the viral video—plus a promo for Häagen-Dazs ice cream.
At first glance, maybe “funny” but:
- It’s in bad taste.
- It’s deeply personal.
- And most importantly it’s legally questionable.
As lawyer Petra Dolejšová summed it up on LinkedIn: “Using real people in your ad without consent? No. Public interest or ‘it’s on the internet’ won’t save you here.” In other words: public ≠ free to use. Especially not for commercial gain.
In Summary
Reactive marketing can be a powerful tool but it’s not just about speed. It’s about sensitivity, brand fit, and knowing your why.
Want to be part of the cultural conversation? Great. But have a plan, the right people, and the guts to say: “Maybe not this one.”
At WOO, we approach reactive marketing with care. We don’t chase every trend, but we know when and how it makes sense to jump in. Need a partner who gets it? Get in touch. We’ve got your back so you can stay calm and confident.
