Viral marketing campaigns: Dupe economy

Cases
6
Median Spread Score
36
Most started on
Instagram33%
First post to peak
4 days

By mechanic

All380Controversy154Newsjacking140Response chain110Transgression108Real-world spectacle75Pairing74Mystery & lore60Scarcity drop49Visible in use46Creator relay41Identity badge29Challenge26Maker origin18Underdog17Political adoption16Sell-out loop16Remixable template15Shareable output13Revival11Brand pile-on9Fandom mobilisation7Dupe economy6

Rhode Lip Case

48
Hailey Rhode Bieber on Instagram: "just girly things 🦄💗🍒🌸"

Xbox Cheeky Controller

45
Image of a custom ‘Deadpool & Wolverine’ Xbox Series X console with two katanas attached to the backside and a Deadpool-themed covering, set in an industrial scene. Two Deadpool-themed controllers…

5B impressions

IKEA Throws in a Towel

36
IKEA UK on Instagram: "Introducing the new VINARN Towel Skirt A 2024 Spring fashion essential #TowelSkirt #IKEAUK #Fashion"

900M impressions

The Originals Fake Collection

29
THE ORIGINALS FAKE COLLECTION | Entry

1.4M impressions

OMHU: The Iconic Dupe

27
How a campaign about lookalikes became a lookalike contest

38.8M impressions

Maybelline Sky High CGI lashes

18
Maybe London’s born with it, Maybe it’s✨Maybelline ✨

5.5M impressions

More collections

Dupe economy in every industry