Hey — It’s Nico.

This is Behind Tactics 🧠, the Failory newsletter where I share the strategies behind the best startups.

In this issue:

• Why picking up a fight with other companies can be a viable marketing strategy.

• How startups like Hey and DoNotPay have used this strategy to expand their audience.

• Why this works and what are its potential risks.

• How to pick up a fight the smart way.

This issue is sponsored by Intercom for Startups, the AI-first customer service platform.

Let’s get into it.

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The Strategy

Controversy Marketing

Last week, one of my tweets went viral.

I complained about Webflow's recent pricing change, which forced me to pay 32 times what I previously paid. Since that tweet, the situation has been resolved. I had a meeting with their CEO, and we worked things out.

However, the tweet didn't just fix my problem with Webflow; it also became my most viral tweet ever, with 675.9K views—way more than my usual. It also brought in a lot of new followers and expanded Failory's audience.

When I sent the tweet, I didn't expect much—maybe a couple of retweets. I was just angry and wanted to vent. But looking back, it makes sense that it went viral. Twitter is great at amplifying minor fights and controversies. So, it got me thinking: Is picking fights on Twitter a viable marketing strategy? Have any startups benefited from this approach?

In this issue, we'll explore whether picking fights on Twitter can be a good marketing strategy. We'll look at 2 case studies and discuss the potential benefits and risks of this unusual idea.

DoNotPay vs. Robinhood

In 2021, during the GameStop short squeeze, Robinhood, the broker most people were using to buy GME stock, restricted trading of GameStop shares. This angered many users, who felt Robinhood was siding with financial institutions over its customers.

Amidst this backlash, a class action lawsuit was quickly formed, and many people wanted to join. DoNotPay, a platform that helps users navigate confusing processes to get refunds and cancel subscriptions, seized this opportunity by adding a service that automatically joined users in the class action lawsuit against Robinhood. They simplified the process, enabling thousands to participate easily.

DoNotPay's announcement on Twitter gained significant traction, with articles written about how to use the platform to join the lawsuit. In the first 24 hours, DoNotPay helped over 26,000 users join the class action lawsuit.

Many people who joined the lawsuit tweeted about it happily, giving DoNotPay plenty of free PR. This buzz on social media helped spread the word even further, attracting more users to the platform and enhancing its reputation.

Most importantly, DoNotPay positioned itself as a defender of regular people against large corporations and financial institutions. They became the true “Robin Hood” of the internet.

Hey vs. Apple

In 2020, the subscription email app HEY had a big clash with Apple. HEY charges users $99 per year for their service. They tried to charge users directly on their website, bypassing Apple’s payment system. Apple’s rules, however, require all apps to use their payment tools, which take a 30 percent cut.

HEY refused to pay this 30 percent cut, so Apple threatened to remove their app from the store unless they complied. One of HEY’s co-founders tweeted about this, and it went viral: 

The tweet went viral for several reasons:

• It captured the frustration many developers felt about Apple’s mandatory 30% cut.

• People love a good David vs. Goliath story.

• It raised questions about fairness and monopoly power in the tech industry, which resonated with many users.

This fight with Apple brought a lot of attention to HEY and earned them many new customers. Since then, HEY has tried to replicate this success by picking fights with Apple Mail, Gmail, and Yahoo, as you can see on their website.

Should I?

Why This Works

• Drives Attention on Social Media: Controversial or bold actions on social media can quickly capture attention, exposing your startup to a vast new audience. When people engage with your content, it spreads rapidly, reaching far beyond your usual followers and drawing in potential new users. This is what happened to my tweet, which was seen by many people who did not know what Failory is.

• Earns PR Coverage and Backlinks: Successful viral moments often attract media attention, leading to articles and features on prominent websites. This not only provides valuable PR but also generates backlinks from high-authority domains, boosting your site's SEO and credibility.

• Builds Loyal Supporters: By taking a stand and showcasing your company’s unique values and mission, you create a strong connection with like-minded individuals. These supporters are more likely to become loyal customers and advocates for your brand, helping to sustain long-term growth and engagement.

How to Apply It

• Identify a Relevant Issue: Choose a topic or competitor that has a significant impact on your target audience or business. Look for controversies or conflicts that resonate with your audience’s concerns or interests.

• Craft a Compelling Narrative: Develop a strong story that clearly outlines the conflict and your position. Make it engaging and relatable to capture attention and spark discussion. Stories of small companies taking on large corporations usually work really well and get people’s attention.

• Leverage Multiple Channels: Use social media, press releases, and blog posts to spread your message. Each platform can help amplify your story and reach different segments of your audience.

• Prepare for Backlash: Anticipate potential negative reactions and plan how to handle them. Set aside time for responding to comments, engaging with followers, and addressing any issues that arise, both on social media and with journalists.

Yes, But

• Risk of Alienating Potential Customers: Taking a strong position on a controversial issue can alienate customers who disagree with your stance. It’s essential to weigh the potential gains against the risk of losing part of your audience.

• Legal Battles: Engaging in public disputes can lead to legal challenges, which may be costly and time-consuming. Make sure to consult with legal advisors before taking any actions that could escalate into legal issues.

• Unsustainable Strategy: Picking fights is not a long-term marketing strategy. It’s a tactic that might only work once or twice before losing its impact.

• Impact on Partnerships and Investor Relations: Public conflicts can have negative implications for your business relationships. Potential partners and investors might view your company as risky or unprofessional, affecting future opportunities.

Keep Learning

Others Playing It

WePay vs. Paypal

This is a classic example of turning controversy into marketing gold.

WePay created a massive block of ice with the message “PayPal Freezes Your Accounts” and dropped it in front of the conference center where PayPal was having a convention.

The stunt was a huge success, significantly increasing WePay’s conversions, traffic, and signups.

Epic Vs. Apple

Epic Games took on Apple by suing them for trying to monopolize the mobile app space.

They also created a viral video that satirized a famous Apple commercial from the 80s, rallying people to join the fight to “Save Fortnite.”

This bold move not only brought attention to the issue but also positioned Epic as a champion for fair competition in the app market.

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That’s all for this edition.

Cheers,

Nico