Viral health and fitness marketing: Transgression

Cases
16
Median Spread Score
31
Most started on
Instagram19%
First post to peak
6 days

By mechanic

All57Press loop36Controversy23Maker origin18Transgression16Newsjacking13Identity badge10Challenge10Response chain9Real-world spectacle8Visible in use7Creator relay7

Aspercreme: The 58 Year Old Freshman

46
Aspercreme on Instagram: "You lose something when you age. The ability to give a damn about what anybody else thinks. @cillo.tom #NIL #Ad #AspercremePartner"

1.13B impressions

Equinox: We Don’t Speak January

45
It’s not you, it’s January. #ItsNotFitnessItsLife

2.4B impressions

Zombies, Run!

45
The original game’s base screen, showing the hospital and collected supplies.

500K sold

LEAD FROM BEHIND: Ryan Reynolds and Rob McElhenney

44
Rob & Ryan Lead From Behind

3.3B impressions

Specsavers wrong-city airport welcome signs

39
Specsavers Welcome to Melbourne billboard on a road at Sydney Airport.

97.2M impressions

Peloton: Such a Great App

38
We love all our Members...even those who observe interesting holidays #NationalNudeDay

400K views

Dame’s Trump Tariff Surcharge

37
Yes, there’s a “Trump Tariff Surcharge” in our checkout. | Alexandra Fine

Manforce DOT AI

31
Manforce Condoms on Instagram: "Introducing the new era of pleasure and protection with the world’s first AI-powered condom - Manforce DOT AI. Coming Soon. #ManforceDotAI #TheFutureOfPleasure…

Hims & Hers: Sick of the System

30
Hims & Hers Big Game Commercial: “Sick of the System”

Durex Annu Kapoor true-friend advertisement

29
Durex India on Instagram: "Nolan : 0, Annu Kapoor : 1 . . . . . . #Collaboration"

806.6K impressions

Phexxi’s Unhinged Microfeminism Post

29
Original microfeminism prompt over a selfie of a person wearing sunglasses; image supplied by TikTok’s official embed.

12.9M views

Specsavers: The Misheard Version

28
Rick Astley playing guitar in the studio, from Tangerine’s campaign case study.

The Best Place in the World to Have Herpes

27
Make New Zealand The Best Place In The World To Have Herpes - An Introduction

22.4M impressions

Julie: Your Friends with Benefits

26
Two women argued over the last box of Julie, comparing reasons they could not have a baby with their partners.

9.4M views

Always #LikeAGirl

13
A filmed comparison of how older participants and young girls acted when asked to do things like a girl.

Nature Made Pickle-Flavored Multivitamin Gummies

13
Introducing our first-ever pickle-flavored gummy multivitamin, the Official Vitamin of @USA Pickleball! Are you down to try it? Click our link in bio to get yours and tell us – are you #ProPickle or…

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Transgression in every industry