Marketing Turbulence: When Viral Marketing Goes Too Far!

By Yonso Kwon & Jasmine Lo

In a breakneck attention economy, digital platforms (especially TikTok) feed off the growing monster that is: internet drama. The recent Sophadopha x Sydney Airport controversy demonstrates why resorting to antagonism is a flimsy social media tactic.

Creators are incentivised to chase volatility and adopt a laissez-faire attitude towards the larger societal implications of their content: “Who cares? As long as I get views!”.

The result is a digital ecosystem polluted with manufactured conflict- quick grabs for the audiences’ diminishing attention spans.

With the great power of social media fame comes the great responsibility of social impact….

And it seems content creators have forgotten (or don’t care) that their platforms could be used to impart meaningful, positive changes. Content creators have access to millions of people, and one word from an influencer’s mouth is basically the flap of a butterfly’s wings in the tsunami of the social media trend cycle.

Round One: Sophadopha

Influencer turned All For Mimi brandowner, Sophia Begg (AKA Sophadopha) became an overnight sensation in 2020 popularising the “Blue Glassons Corset” trend. She successfully capitalised on split-second virality, making it onto the cover of 2025’s Forbes Australia’s 30 Under 30.

On July 22nd Sophia posted to her second account @Notsophadophaa : “Sydney airport, you need to get your sh*t together…” expressing outrage towards Sydney Airport’s lack of GF alternatives. The original video amassed 3 million views.

Though a few minority criticised Sophadopha’s harsh callout, a greater majority applauded her for raising awareness on behalf of the coeliac and gluten intolerant community.The comment section was transformed into a forum of shared experiences.

The general consensus approved of Sophadopha’s call to action: more gluten-free alternatives at Sydney Airport, STAT!

Round Two: Sydney Airport’s Counterattack

When Sydney Airport’s unassuming TikTok page with a humble following of 60k fired back with a post straying from their usual air travel-themed content, audience reactions were mixed.

The “What to eat at Sydney Airport if you’re gluten free” post was received either as tone-deaf by Sophadopha fans and some members the gluten-free community while others supported the message.

As users pointed out: “For some people it’s not a choice. It’s a medical condition.”

Maybe the intention was to construct a witty response to a hot topic, however the intended tone did not translate well and commenters complained that the post read more like a Regina George fireback which blatantly targeted Sophadopha who had simply brought to light a relevant issue.

KO: Audience Victory

Despite the main ‘showdown’ occurring between the talking heads(@Notsophadophaa vs. @sydney.airport) , audiences ultimately decided who appeared victorious in this online brawl.

Since content means nothing without its audience (“If a tree falls in a forest and no one is around to hear it, does it make a sound?”) brands need to beware: of the democratising power of social media that levels the playing field between audiences and creators. In a digital landscape where audiences wield mighty power, no one is safe. Netizens are willing and eager to hold creators and brands accountable.

So, instead of opting for a strategy that engages in negativity and risking turbulent backlash, brands should instead focus on being open to feedback and facilitating further discussions. In the case of Sydney Airport’s snarky response- even if the intention was to simply capitalise on the 15 minutes of fame without meaning to trivialise the larger issue at hand, it doesn’t matter. As soon as audiences deem it to be an insensitive response, you’ve now become a sitting duck for immense public scrutiny.

So… why does the Sophadopha x Sydney Airport controversy matter?

Though the controversy may seem like a trivial moment amidst the noise of the ever changing social media scene, it showcases the detriments of the drama-seeking persona that pervades digital forums. Case in point: the issue of lacking GF alternatives at Sydney Airport could’ve been more tactfully addressed and potentially worked towards resolving inaccessibility for coeliac patients and other gluten intolerant travelers.

As marketers we should make it a priority to be conscious of our responsibility to consider how our content strategy can shape online discourses and have real life effects on real people. When creators use their platforms to antagonise one another, it normalises a digital culture that polarises and divides for the sake of boosting metrics. By approaching these discussions with greater nuance and empathy, social media creators have the potential to contribute positively instead of spreading further toxicity.

So if you want to go viral quickly, sure, engage in the performative apathy of surface-level snark social media virality craves.

But if you want to build a loyal following with sustainable engagement, think again.

P.S: The best way to avoid ‘marketing turbulence’: don’t rock the boat in the first place!