Capturing Attention (with a little humour)
Alex Danobrega
Don’t Wait For an Opportunity, Create IT | Champions of Change | IT Partner
Humour in marketing is more than just a clever tagline or a funny ad, it's a strategic approach that can humanise a brand and create lasting connections with customers. As businesses strive to differentiate themselves in crowded markets, funny marketing has emerged as a vital tool for engagement.
Why Use Humour in Marketing?
1. Increased Engagement: Funny content is more likely to be shared on social media, increasing reach and visibility.
2. Memorable Messaging: Helps create a lasting impression, making your brand more memorable.
3. Human Connection: Evoke emotions, fostering a sense of relatability and trust with customers.
Successful Examples of Funny Marketing
1. Procter & Gamble (Old Spice): The Man Your Man Could Smell Like
- Overview: This iconic campaign featured a humorous character delivering over-the-top messages about masculinity and body care. The absurdity of the ads captured audience attention and generated millions of views online.
- Impact: Old Spice saw a 125% increase in sales and became a cultural phenomenon, proving that a humorous approach can effectively revitalise a brand.
2. Dollar Shave Club : Our Blades Are F*ing Great**
- Overview: Dollar Shave Club launched with a hilarious promotional video that humorously addressed the hassles of overpriced razors. The founder's comedic delivery and relatable scenarios struck a chord with viewers.
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- Impact: The video went viral, leading to over 12,000 new sign-ups within 24 hours and establishing the brand as a major player in the shaving market.
3. Doritos : Crash the Super Bowl
- Overview: Doritos invited fans to create their own ads for the Super Bowl, fostering creativity and engagement. The user-generated content often featured humorous elements, making the campaign fun and interactive.
- Impact: This approach not only generated buzz but also resulted in memorable ads that resonated with audiences, increasing brand loyalty.
How to Implement Funny Marketing
1. Know Your Audience: Understand what type of humor resonates with your target demographic. Different age groups and cultures appreciate humor differently.
2. Stay Authentic: Ensure that your humor aligns with your brand's values and voice. Authenticity builds trust.
3. Test and Adapt: Experiment with different humorous approaches and gauge audience reactions. Adjust your strategy based on feedback and engagement metrics.
Funny marketing is a powerful tool that can help brands stand out, engage customers, and drive sales. By learning from successful campaigns and understanding your audience, you can effectively incorporate humor into your marketing strategy. In an era where consumers crave authenticity and connection, humour can be a valuable asset in creating memorable brand experiences.
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