As Hong Kong people who enjoy gossiping with popcorn, rumor marketing can be a very effective marketing method in the local market. For example, when McDonald's recently launched the pancake burger, McGriddles, the news immediately sparked explosive sharing across social media platforms, creating a significant buzz even before the official announcement. This generated immense anticipation across Hong Kong, resulting in the brand selling one million burgers during the pre-sale period—a miraculous achievement. Similarly, every year before the launch of a new iPhone, various sneak peek images and rumored features circulate online, prompting in-depth discussions among Apple fans. Spreading rumors online before officially launching a product has 3 major benefits:

• Generates public discussion about the brand or product, increasing interest and potentially driving sales.

• Allows brands to gauge market interest in the product before launch and gather customer feedback.

• Helps brands establish market expectations and create a unique perception of the product, enhancing brand loyalty and customer engagement.

To achieve effective rumor marketing, keep the following 4 principles in mind:

1. Strategic:

Develop a clear strategy to ensure the marketing campaign is steered in the desired direction. Careful planning is necessary – contemplate the target audience, the message to be conveyed, and the associated risks to avoid negative repercussions.

2. Creative:

Create compelling and creative rumors that spark interest in the market. Utilize social media and other digital channels to spread the rumors effectively, maximizing the reach.

3. Transparent:

While rumors may not equate to final decisions, it is crucial to maintain transparency with the audience. Emphasize that the rumors are unverified to prevent the audience from taking them as facts.

4. Continuous Monitoring and Response:

Once the rumors start spreading, closely monitor audience reactions and respond promptly if necessary. This helps maintain authority in the conversation and ensures that the message is accurately conveyed to the audience.