Copying Viral Stunts Backfires: Po and Probyn Aouad on the 'Ick Factor'

Copying the format of a viral campaign — not its feeling — guarantees audience rejection and algorithmic punishment, according to Anthony Po, co-founder of the media company Pufferfish, speaking on Adweek's Adspeak podcast recorded live at Brandweek 2026.

Po, a creator and performance artist with a decade of content work across Instagram, YouTube and TikTok, including a tenure leading short-form creative at MrBeast, sat down with host Lauren Probyn Aouad, VP of entertainment & culture marketing at UTA. Their thesis: understanding culture matters more than chasing virality.

Why imitating viral moments fails

At [05:20] in the episode, Po explains that viral campaigns succeed because they capture a feeling audiences connect with, not because of their format. Brands attempting to replicate stunts like the Timothée Chalamet lookalike contest often miss that point. The workable alternative: understand what made the original moment resonate, then build something fresh around the same emotion. That way marketers participate in culture without appearing opportunistic.

What is the 'ick factor'?

Probyn Aouad and Po identify an audience signal they call the "ick factor" — the moment digitally native audiences sense a brand is exploiting culture rather than participating in it. Even small details expose the difference. As Po notes at [06:37], something as minor as a font choice can reveal whether a brand truly understands its audience.

He points to Duolingo and Wendy's as brands whose social presence reflects genuine digital fluency. The operational lesson: bring culturally immersed talent into campaign development, rather than expecting disconnected teams to manufacture authenticity from research alone.

Earn the view before the brand message

At [16:01], Po describes how his team prioritizes entertainment, education or practical value before worrying about custom fonts and other brand elements. Brand guidelines become relevant only after the content has captured attention. Content that leads with corporate messaging gets ignored; attention earned first makes a brand's presence feel natural rather than intrusive.

Conversion or brand equity — pick one

At [17:03], Po draws a hard line between campaign types. Creative built for immediate conversion requires a different approach from creative intended to build long-term brand equity. Expecting a single asset to deliver both direct sales and cultural buzz, he argues, leads to disappointing results on both counts. He recommends defining the objective first, then choosing the format and measurement framework: straightforward ads may work best for conversions, while culturally resonant campaigns build associations that strengthen brand value over time.

Test with fans before launch

At [19:21], the conversation turns to pre-launch testing. Creators use platforms like Patreon and YouTube memberships to gather feedback on early cuts and refine their work before public release. Po concedes that even when the feedback challenges his own instincts, outside perspectives improve the final product. For marketers, this offers a practical alternative to traditional focus groups and reduces the risk of public missteps.

The caveat running through the episode: none of these tactics substitutes for the underlying asset — people who actually live inside internet culture. Hiring that talent, Po suggests, is non-negotiable for authentic digital content.

For marketers targeting digital-native audiences, the episode's closing argument is that genuine cultural understanding and creativity accomplish far more than chasing the next viral moment — a claim easier to endorse than to staff for.