Ahrefs Podcast This is how viral marketing really works | Delbert Ty (Coffee Meets Bagel)
Jan 21, 2025
Delbert Ty, CMO at Coffee Meets Bagel, has a rich background in viral marketing from his time at Procter & Gamble and Circles.Life. He reveals the secrets behind successful campaigns, stressing the importance of storytelling and audience understanding. Delbert discusses unconventional tactics that often challenge traditional ideas, like his hilarious billboard stunt and an innovative $3 data plan from a vending machine. He emphasizes the need for courage in marketing, balancing wild creativity with strategic objectives, and even highlights when ‘bad’ ideas can lead to success.
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Sending Users Away
- Coffee Meets Bagel encouraged users seeking casual relationships to try other apps.
- This bold move, advertised on a NASDAQ billboard, reinforced their focus on serious relationships.
Vending Machine Stunt
- Circles.Life's vending machine stunt offered $50 for $3, promoting a new data plan.
- It involved a person in a box dispensing cash and generated significant buzz, even police attention.
True Cost of Viral Campaigns
- Viral campaigns have a low success rate, so don't invest too heavily in any single idea.
- The real cost lies in mental energy and courage, rather than just monetary investment.
