Troll marketing has brands making fun of their audience -- and people are loving it.

Internet trolls. They’re the people who post inflammatory messages trying to get a rise out of you. They often target celebrities or companies who are online because they think they won’t clap back. But, the rise of troll marketing has changed all of that.

With troll marketing, you can engage with your consumers in an often controversial manner but keep your brand’s identity or values intact. Take Wendy’s or White Spot, for example. Wendy’s will have an entire thread where they invite their customers to get roasted on Twitter. They also clap back on most internet trolls that try to diss them. Wendy’s has completely rebranded with troll marketing, solidly positioning themselves with a younger demographic.

White Spot has a more wholesome take on their method of troll marketing, which stays in line with their family-friendly brand identity. They’re using the viral Egg post which poached the title of the most-liked Instagram post from Kylie Jenner, spinning it into a contest to beat their own personal record (which they did).

Just to catch you up, Instagram user @world_record_egg posted a photo of an egg with the caption “Let’s set a world record together and get the most liked post on Instagram. Beating the current world record held by Kylie Jenner (18 million)! We got this 🙌”. They’ve got over 50 million likes, destroying Kylie Jenner’s record. The egg was the ultimate, wildly successful troll post.

While Wendy’s has cemented their brand voice with a witty attitude that always has a comeback, and White Spot’s IG post was more playful than actually trolling, some companies have dived into a troll marketing campaign and suffered for it.

Netflix’s campaign that poked fun at their audience for certain movie watching habits had some customers citing concerns over privacy and data specificity. Tweeting: “To the 53 people who’ve watched A Christmas Prince every day for the past 18 days: Who hurt you?”, Netflix sparked a debate over online privacy which was obviously not their intention. The debate did, however, bring more attention to Netflix’s Twitter account after being cited in publications across the internet. Overall, the campaign was successful with minor losses in public opinion.

Spotify managed to troll their consumers in the same manner but without the privacy concerns. They posted their “2018 Goals” on huge billboards, basing them off of the weird playlist habits of their users. The campaign was hugely successful, proving that troll marketing (when done right) can cut through the noise and stand out to a younger demographic.