Turning Scrolls into Sales: How Brands Win—or Lose—with Social Media Buzz

Social media has become more than a marketing tool—it’s the global stage where brands perform, provoke, and persuade. Done right, a single post can rack up millions of views and translate into real-world sales. Done wrong, it can lead to backlash that overshadows the product entirely. Recent moves from KFC and American Eagle offer two very different case studies in leveraging the scroll economy.

KFC’s Potato Wedges: Nostalgia Meets “HERE, DAMN.”

On August 11, 2025, KFC announced the long-awaited return of its cult-favorite potato wedges and hot & spicy wings. The post—an all-caps “HERE, DAMN.” on X—instantly went viral, amassing over ten million views.

“You asked (a lot), and we listened. Wedges are back,” KFC declared, confirming that years of fan petitions, thousands of comments, and a limited-market test in Tampa had convinced them to bring the menu items back nationwide. The wedges, first introduced in the mid-1990s, had achieved “cult status” before their 2020 discontinuation, sparking years of nostalgia and debate among fast-food lovers. By leaning into that history—and delivering the news with unapologetic social media swagger—KFC not only catered to loyal fans but also reminded the internet why brand voice matters.

American Eagle’s “Great Jeans” Gambit: Playing with Fire

In contrast, American Eagle’s recent denim campaign featuring actress Sydney Sweeney took a riskier route. The tagline’s play on “great jeans/genes” drew accusations of invoking racially loaded undertones, particularly given Sweeney’s look and political associations. The controversy spread rapidly, amplified by political figures and media coverage, driving both criticism and praise.

Remarkably, American Eagle’s stock jumped as much as 25% during the uproar, and social sentiment analyses revealed that favorable mentions outnumbered negative ones on platforms like TikTok and X. Still, marketing experts warn that such “clout-chasing” strategies carry long-term brand risk—especially when the buzz stems from cultural insensitivity.

Lessons for Brands Navigating the Social Media Spotlight

• Own your voice: KFC’s casual, confident tone made their wedge announcement feel like a message from a friend, not a corporation.

• Leverage nostalgia carefully: Tapping into emotional history can deepen loyalty and drive engagement.

• Consider the cultural cost: Controversy can boost impressions, but may erode trust and alienate audiences.

• Balance virality with values: The most sustainable buzz comes when a brand’s message aligns with its identity and community.

Call to Action

Whether it’s a joyful product comeback or a polarizing campaign, social media is where brands can win big—or misstep publicly. The challenge isn’t just getting attention—it’s keeping it in a way that builds lasting loyalty. If you’re leading a brand, ask yourself: Are we chasing clout, or cultivating community? The answer could decide whether your next viral moment is a celebration—or a cautionary tale.

References

USA TODAY. (2025, August 11). KFC potato wedges, hot & spicy wings return nationwide after fan demand. https://www.usatoday.comThe Guardian. (2025, July 31). Born in the USA: Is American Eagle really using whiteness to sell jeans? https://www.theguardian.comRetail Brew. (2025, August 6). Most social media posts about American Eagle’s Sydney Sweeney ads are favorable. https://www.retailbrew.com