Read on TwitterTHREAD ...
1/ Popular Instagram account “DudeWithSign” takes aim at home workout videos:
2/ Beachbody is a home workout company.
Their CEO, Carl Daikeler, responds with his own sign, “keep posting your home workouts (you& #39;re inspiring people)”.
Carl then rallies his followers to hold up their own signs on Saturday:
Their CEO, Carl Daikeler, responds with his own sign, “keep posting your home workouts (you& #39;re inspiring people)”.
Carl then rallies his followers to hold up their own signs on Saturday:
3/ Saturday comes round.
Thousands join in with Carl& #39;s protest. Beachbody gets a load of free publicity:
Thousands join in with Carl& #39;s protest. Beachbody gets a load of free publicity:
4/ Why does it work?
The secret ingredient is conflict.
Without DudeWithSign, Carl& #39;s campaign is a movie with just the good guy. There’s no story. No one cares about shiny happy people.
Opposing forces create energy. And Carl leverages that.
The secret ingredient is conflict.
Without DudeWithSign, Carl& #39;s campaign is a movie with just the good guy. There’s no story. No one cares about shiny happy people.
Opposing forces create energy. And Carl leverages that.
“Counterpunch like Carl” 
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