Pulse Marketing has launched a daring social experiment to shed light on the dangers of creative marketing ideas that lack strategic direction.
The campaign, featuring the fictional makeup brand ‘Selarah by Suplé’—a clever play on the brand name ‘Pulse’—serves as a cautionary tale for marketers aiming to “break the internet” without a clear strategy.
Leveraging its extensive digital media reach, Pulse Marketing drove visibility for the campaign and assessed the effectiveness of its disruptive approach, which positioned men, rather than women, as the ultimate judges of female beauty.
While the campaign achieved impressive metrics—over 1.4 million impressions, 1 million+ video views, and 39,000+ engagements—it fell short in converting visibility into leads.
Despite the buzz, the interactions did not translate into sign-ups for the product wish list, proving that attention doesn’t always equal sales.
“Creative ideas must be rooted in sound strategy,” says Fiona Weeks, Managing Director at Pulse Nigeria and West Africa.
“The Selarah Beauty experiment allowed us to show that while disruption can be engaging, it is only a strong strategic foundation that can guarantee desired results. At Pulse Marketing, our focus is on crafting campaigns that are not only memorable but deliver measurable, impactful results.”
Many participants emphasized that while disruptive content attracts short-term attention, aligning a brand’s vision with authenticity and strategy is key to long-term growth—a sentiment echoed by Pulse Marketing.
As a leader in transformative marketing, Pulse Marketing offers services ranging from Brand Strategy and Creative Advertising to SEO, Social Media Management, Video Production, and Influencer Marketing.
Their portfolio includes collaborations with global giants like Amazon Prime Video and Nike Nigeria, as well as local brands like Mouka Foam and Nigerian Breweries.
Watch the embedded video below to explore the Selarah Beauty campaign: