The fallout following Anheuser-Busch's partnership with transgender influencer Dylan Mulvaney has proven to be a teaching moment in marketing.

Viral Nation's Chief Business Development Officer Emma Ferrara broke down what when wrong in Anheuser-Busch's marketing campaign in an interview with Fox News on Friday. The result of the company sending one personalized can to Mulvaney, who subsequently made a post that led to a report that total Bud Light sales for the week ending on April 15 were down 21% in volume, is "one of the most polarizing instances within the social media space," Ferrara said.

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"This very much ties back to the notion that not all publicity is good publicity," she said.

Ferrara noted the brevity of the influencer's participation in Anheuser-Busch's marketing effort. Mulvaney only made one post which didn't quite add up to a campaign, but it still made a difference.

"I really am of the belief that there is no such thing as a small post, or one post, or diminishing the meaning behind that," Ferrara said. "I do believe that there was an effort to connect with the community and one that, I think, just came about in the wrong way because it was inauthentic, and it wasn't credible."

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In the future, Ferrara recommended that brands consider their "core audience" and instead find influencers that are authentic consumers of their product. Should another brand want to include the transgender community, Ferrara reminded listeners that it is not a monolith full of homogeneous personalities, but there are "nuances within that community."

Anheuser-Busch has employed lobbying firm Origin Advocacy with GOP roots in Congress in an attempt to undo the damage caused among its conservative consumer base.