Sydney Sweeney’s nude ad might have benefited Novig more than they thought. According to a recent report, the commercial resulted in a massive spike in the sports trading platform’s social media mentions. It was said that not everyone seemed to know about the app, but now people were “talking about it.” For those unversed, the “Euphoria” star recently appeared in the company’s ad campaign. In the commercial, she almost bared it all, which led to immense backlash from several female athletes.
After Sydney Sweeney campaign, Novig’s social media mentions reportedly spiked ninefold
Sydney Sweeney’s ad collaboration with Novig seemed to be a “good thing” for the sports trading platform. A Business Insider report claimed that the app’s social media mentions spiked ninefold after the campaign controversy. While “The White Lotus” star faced backlash for the nearly nude commercial, Novig seemed to have benefited from the chaos.
The outlet shared a data report from the firm Peak Metrics, revealing the posts’ reach. They collected the data by reviewing X, Instagram, Reddit, TikTok, Threads, and Bluesky. It was stated that the social media mentions in half of the campaign posts were almost “neutral.” Furthermore, responses were higher for favorable posts (32.8%) than for unfavorable ones (17.5%).
Seeing the statistics, Nicky Vita, the head of strategy at advertising agency JOAN London, shared her opinion with the outlet. She said, “From an awareness point of view, the fact that people are talking about it days after launch is a good thing. A few days ago, who even knew about Novig?”
According to Vita, Novig used the “oldest trick in the book.” They created an advertisement where “sexy girl talking to men while looking super sexy.” She claimed that the campaign was a “bit lazy.” Meanwhile, Sweeney received criticism from several female athletes for her appearance in the commercial. She seemingly clapped back by sharing ESPN magazine covers featuring prominent athletes posing nude.
