In the vast galaxy of marketing strategies, one shining star consistently stands out: humor. At Fraser, we believe that humor isn’t just a tool for entertainment; it’s a powerful force that can propel brands into orbit. Join us as we delve into the comedic cosmos and explore why humor in social media marketing is more vital than ever.
Why use humor in communication and advertising?
Imagine this: You’re flipping through a magazine or driving down the highway, bombarded by billboards and commercials. Suddenly, amidst the sea of advertisements, a humorous ad catches your eye. You pause, chuckle, and maybe even share it with a friend. That’s the magic of humor in marketing.
Studies show that over 20% of people follow companies hoping to receive funny or interesting content. And here’s the kicker: funny ads are the most memorable of all, with a whopping 71% recall rate. But humor isn’t just about making people laugh; it’s about forging connections and driving engagement.
Take a TV commercial with a humorous touch, for example. Not only does it garner twice as much attention, but it also leads to more conversions — views, shares, and purchases. In the fast-paced advertising world, where attention spans are shorter than ever, humor is the secret sauce that keeps audiences engaged and brands top of mind.
The Power of Brand Personality
But humor isn’t a one-size-fits-all solution. To truly connect with audiences, brands must develop a clear and consistent personality — one that sets them apart from the competition and fosters trust among consumers. And that’s where humorous brand videos come into play.
Take Skittles, for instance. With their colorful, crazy commercials, Skittles has carved out a niche as the life of the candy party. By eschewing traditional advertising tropes in favor of unexpected humor, Skittles has not only captured the attention of its target audience but also established a cheerful and playful brand identity.
Similarly, Old Spice has redefined masculinity with a wink and a nod. Instead of adhering to the serious tone of traditional male grooming ads, Old Spice embraces absurdity and self-deprecation. The result? A brand that’s modern, entertaining, and unapologetically confident.
Humor Done Right: Case Studies
From Dollar Shave Club’s razor-sharp wit to Ben & Jerry’s socially conscious scoops, the marketing landscape is rife with examples of humor done right. Dollar Shave Club’s founder, Michael Dubin, used humor to highlight the simplicity and benefits of his product, while Ben & Jerry’s combines laughter with social responsibility to create a positive brand perception.
And let’s not forget Liquid Death, the rebel of the canned water world. By parodying typical marketing conventions and embracing black humor, Liquid Death has made a splash in the marketing world, proving that even the most mundane products can benefit from a dash of humor.
But it’s not just brands that are getting in on the fun. Actor Ryan Reynolds has leveraged his quick wit to turn Aviation Gin into a household name. By sharing funny, self-deprecating content on social media, Reynolds has created an authentic connection with consumers, setting his brand apart in a crowded market.
And what happens next?
As we celebrate 150 years of Heineken, it’s clear that humor isn’t just a passing trend — it’s here to stay. By infusing tradition with a modern twist, Heineken has appealed to a younger demographic while staying true to its roots.
One question for… Alexander Detschades, our Creative Director Copy.
What do you think about humor in marketing and which ad made you laugh the most?
“Humor can be a difficult thing. What we think is funny or not often depends on where we come from, how we have been socialized or the time context in which we find ourselves. When coronavirus kept the world on tenterhooks in 2020, Christmas adverts were even more sentimental than they had always been. One of the few exceptions is the “Greenies’ Holiday Snowman campaign” by Adam&EveDDB from London. In 20 seconds, a wonderful little story is told that is so different from most other Christmas adverts at this time of year. The dry humor, the perfect timing, and the clever combination of story and product benefit made the ad stand out from the crowd and made it particularly memorable. For me, this is a good example of how humor can help to connect a product with positive feelings.”
So whether you’re a multinational corporation or a scrappy startup, remember this: in the ever-evolving world of marketing, humor is your greatest ally. So why wait? Take the plunge, embrace the laughter, and let your brand’s personality shine. Until next time, keep laughing, keep innovating.
Reading material:
https://www.acquisa.de/magazin/humor-social-media-marketing
https://contentworks.agency/10-brands-that-do-humour-in-social-media/
https://toppandigital.com/translation-blog/use-of-humour-international-marketing/
https://brandmasteracademy.com/brand-strategy-example/
https://khoros.com/blog/how-dollar-shave-club-changing-way-we-look-branded-humor
https://whitelabelcomedy.com/blog/funny-marketing-dollar-shave-clubs-success-and-failurehttps://allgoodtales.com/brand-story-hero-ben-jerrys/
https://www.creativemoment.co/how-liquid-death-is-making-funny-water
https://digitalmarketinginstitute.com/blog/aviation-american-gin-using-humor-to-lift-spirits
