Humor Across Continents: How Brands Can Connect with Audiences Through Comedy

In today's globalized world, humor serves as a universal language that transcends borders and cultures.

From the bustling streets of the Middle East to the quaint towns of Western Europe and the vibrant cities of the United States, comedic trends and styles vary, reflecting the unique characteristics and sensibilities of each region.

For brands aiming to captivate diverse audiences, mastering the art of humor is essential.

By tapping into the unique comedic landscapes of regions like the Middle East, Western Europe, and the United States, brands can forge deeper connections with their target markets. Let's embark on a journey through these distinct comedic terrains and uncover how brands can harness the power of comedy content to engage and resonate with their audiences.

Middle East

In the Middle East, humor often revolves around wit, wordplay, and cultural references. Popular comedic trends include satirical sketches, observational humor, and slapstick comedy infused with local traditions and customs.?

In this vibrant landscape of Middle Eastern humor, we find influencers whose comedic genius and cultural insight bring laughter to millions across the region.

MARIAM GEORGE

A renowned model and entrepreneur, boasts an impressive following of 2.4 million on TikTok and 348k on Instagram. Through her engaging comedy skits and fashion videos, Mariam captivates audiences while also managing a modeling agency dedicated to redefining beauty standards. At just 23 years old, Mariam's confidence shines through, contributing to the establishment of a formidable network.

Recognized as a prominent influencer and TikTok model, Mariam George's originality and top-tier content have left a lasting impact on countless individuals. Her lip-syncing prowess and skillful parody video edits have garnered widespread acclaim on TikTok. Additionally, Mariam frequently showcases her fashionable ensembles on Instagram, captivating her audience with her style and charm.

Mariam's influence extends to collaborations with brands like Mercari and Middle East makeup beauty salons, injecting her signature comedic tone into every partnership.

NJOUD AL SHAMMARI

Did you know that fashion and beauty content experiences a significant surge on YouTube during Ramadan? During this holy month, watch time for this category rises by over 10%, according to Google data. What's truly fascinating is the spike in engagement and interaction during this time, with average comments and likes increasing by approximately 50%. Even more intriguing is that these heightened engagement levels persist beyond Ramadan, indicating that this period serves as a prime opportunity for user discovery. Brands that cultivate user engagement during Ramadan are poised to retain their audience long after the month concludes.

For content creators like Njoud Al Shammari, a 21-year old Saudi lifestyle and comedy vlogger with 1.2 million viewers, Ramadan is a key period to connect with an engaged audience. She is the first Saudi female creator to cross a million subscribers with videos that range from comedy and makeup tips to funny tutorials.

Last Ramadan, Njoud shared how she prepares for Ramadan, Ramadan tips and tricks, and her favorite Ramadan recipes with millions of viewers on her YouTube channel. The majority of Njoud’s audience (60%) is made up of females in Saudi Arabia, over 50% of which are aged between 13-24. In Ramadan, Njoud’s channel viewership grows by 50%!

She often features her brothers Moha and Lofan who are also widely-followed YouTubers. Njoud scored the highest on the Tubular Influencer Score (TIS) making her Saudi Arabia’s Most Influential Female on YouTube. The report takes into account 10 different metrics when generating the rankings such as: the creator’s reach, engagement with viewers and subscribers, and the channel’s activity. Results revealed that the top influential female creators on YouTube make content that's nearly 5 times more engaging than average video.

She has forged partnerships with a variety of brands, such as Shein and Almarai Salmon, seamlessly integrating them into her content with authenticity and ease.

Western Europe

Across Western Europe, satire, irony, and subtle comedic nuances reign supreme. Comedy in this region often takes a more cerebral approach, poking fun at societal norms, politics, and everyday life.?

Over the past six and a half years, Snickers' campaign, "You're not you when you're hungry," has garnered recognition at prestigious creative events such as Cannes Lions, The One Show, D&AD, and the Emmys. It has also been honored with major effectiveness awards, including two Effectiveness Lions, an IPA gold, and both global and local Effies and AME Awards. In its inaugural year, the campaign contributed to a remarkable 15.9% increase in Snickers' global sales, expanding market share across 56 out of 58 markets where it was implemented – an impressive feat for an 80-year-old, billion-dollar brand.

The success of "You're Not You When You're Hungry" stands as one of the most impactful advertising endeavors of the past decade. Within its initial year, sales surged by 15.9%, followed by a substantial $376 million increase over a two-year period.

Snickers' objective was clear: broaden their target audience and achieve universal appeal. While the brand already enjoyed considerable awareness, their aim was to reignite public interest and generate buzz. They aspired for fame and recognition.

The concept behind "You're Not You When You're Hungry" tapped into a universal human truth that resonates with everyone. It narrates a story of hunger's universal effects – irritability, weakness, and frustration – highlighting how hunger can exclude individuals from the societal "pack."

This adaptable concept provides Snickers with creative flexibility, allowing them to convey the message in various ways. The campaign's debut commercial during the 2010 Super Bowl, featuring the comedic icon Betty White, immediately captured attention. The storyline, portraying athletes performing like Betty White when hungry, struck a chord with audiences, earning it the top spot in the USA Today poll for best Super Bowl ad of the year. The commercial not only revived Betty White's popularity but also became a cultural phenomenon, referenced in various media outlets and even on television shows like The Office.

Next year SNICKERS will satisfy again with new campaign that profiles the out-of-sorts behavior of passengers trying to navigate the friendly skies The campaign is set to launch initially in the U.S. and Australia, spanning across TV, social media, digital platforms, and in-flight/in-airport activations. Following its debut, the campaign will gradually expand to encompass regions across Asia, the European Union, Brazil, Mexico, China, India, the Middle East, and Africa. With a planned rollout in over 30 countries, the campaign will continue its presence from now through the first quarter of 2025. As it gains momentum, the campaign will further extend its reach to encompass other mass transportation channels.

United States of America

In the United States, comedy is as diverse as the nation itself, encompassing everything from stand-up comedy and sitcoms to internet memes and viral videos.?

The recent years have presented their fair share of challenges. Between navigating a global pandemic, economic uncertainty, and approaching elections, finding moments of respite can be rare. During such trying times, the pressures at work and home tend to escalate, shifting priorities away from mere product promotion to offering solace. A good laugh, regardless of its origin, can often provide the relief needed.

It’s perhaps why Cannes Lions is introducing a new category this year, recognizing the role of humor in advertising. Chaka Sobhani, Chief Creative Officer at Leo Burnett UK and Global, aptly remarks, “At a time when the world needs hope, optimism and joy more than ever.”

Brands that infuse humor into their marketing not only have the chance to deepen connections with their audience but also to become more relatable and beloved.

Want evidence? Read on for insights into how three prominent brands are leveraging humor to enhance their business, and how your company can join the fun.

CeraVe Embraces Comedy with Michael Cera

Comedic Inspiration

CeraVe’s comedic journey began with a serendipitous discovery through social listening. According to Charlotte Tansill, President of Ogilvy PR, Social & Influence, North America, stumbling upon old Reddit threads discussing the potential link between the actor and the skincare brand sparked inspiration.

Winning this year's Super Clio, (an annual award that recognizes the best Super Bowl ad), CeraVe’s collaboration with Michael Cera brought forth a unique comedic style. Engaging over 400 influencers and prompting conversations around the question, "Is Michael Cera behind CeraVe?" The campaign achieved remarkable success, generating 6 billion earned impressions with no paid media spend.

Adam Kornblum emphasizes the importance of every touchpoint, stating, "Every touchpoint was just as important as the ad itself... The ask wasn’t just ‘make a Super Bowl ad and let’s build some buzz around it;’ it was ‘let’s create a world.’”

Brands should recognize the power of humor in connecting with their audience. Even unlikely brand mascots can serve as effective tools. Alternatively, focus on crafting content that provides a mental break and genuine value for your audience.

Hubspot Embraces Memes for Social Media

HubSpot’s social media transformation revolves around memes. Departing from traditional content, the company's platforms now feature meme-ified workplace comedy aimed at eliciting laughs and driving engagement.

Content across?Instagram, TikTok, and X,is now humor-centric, reflecting a shift in the company's social media strategy. Tom Pepper, Senior Director at LinkedIn Marketing Solutions, acknowledges the impact of humor on LinkedIn, stating that it significantly enhances content performance.

Content and videos may resurface across various channels, with select jokes making their way into different forms of content to sustain the enjoyment. While this approach may not resonate with every audience, the enthusiastic community response underscores its effectiveness. Additionally, considering that Gen Z is forecasted to comprise 27% of the workforce by 2025, this strategic maneuver is already proving to be a significant driver of engagement and impact.

Liquid Death's Humorous Approach

Liquid Death’s irreverent brand image centers around humor and sustainability. Andy Pearson, VP of Creative, describes their ethos as one of selling entertainment alongside their products.

“We’re just a funny beverage company who hates corporate marketing as much as you do,” the brand’s website reads. “Our evil mission is to make people laugh and get more of them to drink more healthy beverages more often, all while helping to kill plastic pollution.”?

Highlighting flesh-eating zombies craving hydration, Liquid Death's advertisement for the new product Death Dust exemplifies the brand's darkly humorous approach to marketing.

Featuring unconventional ads and a hardcore aesthetic, Liquid Death has amassed a significant following on social media. With a valuation of $700 million and millions of followers, the brand’s unique approach has resonated with audiences, making it the platform’s most followed beverage brand in the U.S. And when it comes to attracting and maintaining new audiences, the sustainability angle doesn’t hurt either.?

Seek opportunities to infuse humor into your content and design strategies to stand out amidst the clutter, foster favorable perceptions of your brand, and ultimately drive conversions. As Greg Fass, VP of Marketing, aptly puts it, "What we believe to be true is that if you can make someone laugh, they're way more likely to purchase."

Conclusion

In conclusion, humor is a powerful tool for brands seeking to connect with diverse audiences across continents. From the Middle East's witty wordplay to Western Europe's subtle satire and the United States' diverse comedic landscape, each region offers unique opportunities for brands to engage with consumers through laughter.

By understanding and embracing the comedic preferences and cultural nuances of different regions, brands can craft content that resonates deeply with their target markets.