If you’re an active Instagram user, then you have probably come across Seth Phillips’ account “@dudewithasign.” All of his posts are mock protests of simple but meaningful inconveniences or major trends dominating social media for that week or month. Recently, Seth has been able to expand his reliable and consistent brand image from comedic expression to being sponsored and partnering with major brands.
According to an article by Forbes, in October 2019, Seth Phillips who’s a content creator for the board game What Do You Meme? and Elliot Tebele, creator of the board game; created their first cardboard protest sign, “Stop replying-all to company-wide emails.” The picture was originally just for Tebele’s personal Instagram account, but after posting their second protest sign saying, “Seinfeld is way better than Friends” in front of a Friends billboard, they gained a growing online following and within four months, the account grew to have more than 4 million followers.
4. Identify ways to leverage your activation for promotional opportunities: Simplistic and concise imaging, there is nothing over the top or gaudy about the signs. If you look at Phillips’ instagram, the only way to tell the ads a part from his regular posts, is to see the partnership label in the post background. There is a uniform look to the Instagram page, ads don’t feel like ads.
Do you think Phillips’ brand activation plan is successful? Why or why not?
What opportunities for brand image growth are available for Phillips?
With redundancy there is room for fatigue, do you foresee Phillips and his growingly copied brand dying out?