This is how viral marketing really works | Delbert Ty (Coffee Meets Bagel) from Ahrefs Podcast

This is how viral marketing really works | Delbert Ty (Coffee Meets Bagel)

1 hour 52 minutes Posted Jan 21, 2025 at 12:53 pm.

) Intro

) Three biggest marketing campaigns

) Vandalizing a billboard

) Buying out telco contracts (failed)

) Coffee Meets Bagel tells users to leave

) "Free money" from a vending machine

) The cost (not in $$$) of viral campaigns

) Courage in viral marketing

) Setting objectives for viral campaigns

) Measuring the impact of viral campaigns

) When bad ideas are actually good ideas

) Structural elements of a viral campaign

) Physical vs digital creative marketing

) Split between creative marketing and other tasks

) Is viral marketing only for consumer brands?

) Why certain campaigns fail

) The difference between celebrity and brand

) Using AI for creative marketing

) Outro

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Show notes

What's the key to creating a viral marketing campaign? Meet Delbert Ty, CMO at Coffee Meets Bagel, a popular dating app that sets itself apart by courting only those interested in serious relationships.

Before joining CmB, Delbert worked as Head of Marketing at Circles.Life - a Singaporean telco - where he grew revenue to 9 figures in 5 years.

And even before that he worked at Procter & Gamble, where he was responsible for such well-known brands as Duracell, Tide & Pantene.

During his time at these companies Delbert has pulled off quite a few hilarious creative marketing campaigns.

Some of them failed, but others brought lots of new customers and tons of brand awareness.

In our interview, we discussed quite a few of Delbert's viral campaigns and tried to deconstruct what made them successful and how you could replicate that success.

In this episode:

(

We hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to like and subscribe (and tell a friend).

Where to find Delbert:

Website

Where to find Tim:

X

Website

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Referenced:

Coffee Meets Bagel @CoffeeMBagel

Circles.life @circleslifesg

Calm app @calm

Kanye Super Bowl ad

Coinbase Super Bowl ad

Old Spice @oldspice

Drake "God's Plan" music video

Lenny’s Podcast with Lulu Cheng Meservey

Lulu Cheng Meservey

Supermensch

Shep Gordon

Data is Beautiful subreddit

WePay/PayPal stunt

Dan Price/Gravity Payments wages

Coffeezilla: @Coffeezilla

Paris Hilton for SodaStream

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Ahrefs Podcast

Host: Tim Soulo

Podcast Producer: Michelle Lindner

Intro Storyboard: Michelle Lindner & Tim Soulo

Intro Video Lead: George Dolgikh

Intro Video Animations: Ilya Yakymchuk

Filmed at: Poddster Studios (Singapore)

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