4 Companies That Use Humor in Marketing (And How You Can Too)
By Stefan Gol
Why is humor so effective when it comes to marketing? People always say laughter is the best medicine, and this platitude is starting to impact the marketing strategy of several big brands. Let’s take a look at some examples of companies that successfully added humor to their marketing strategies and how you can do the same.
After earning some backing on Shark Tank, the Squatty Potty became a huge success, thanks in large part to its funny marketing strategy. The concept is bizarre to say the least: The company’s video advertisement shows a unicorn defecating into ice cream cones for a prince.
Despite warnings from investors, advisors, and other founders, CEO Bobby Edwards decided to continue with this campaign. The result? Company sales increased by 600%.
This ad was effective for a number of reasons. For one, it approached a sensitive topic in a unique way, avoiding cliches and making people laugh while educating viewers on the value of the product. We learn how the Squatty Potty reduces strain and creates “a better bathroom experience.” Also, the absurd marketing strategy includes a catchy song and memorable theme. Who can forget the visual of a prince eating unicorn poop?
These kinds of videos are also shareable, which is why it became a social media hit, racking up nearly 800,000 views on YouTube; the Facebook version has more than 100,000 shares.
Takeaway: In the context of humor, find a way to educate your audience on the value of your brand. Just as the unicorn demonstrates proper squatting techniques, you can find a comical theme to center your strategy around, no matter what your product or service is.
It’s hard to believe that a toilet paper company actually stays relevant in the social media marketing world. Nothing is remarkable about toilet paper and the industry doesn’t change much; however, Charmin remains an industry leader, thanks to creative marketing strategies.
The company engages with its social media community in fun ways. First of all, it knows the power of a hashtag; it created #tweetfromtheseat, which is easy to remember and engaging for many. The use of video is important too. For example, in one video, couples share the number of dates they wait before using the bathroom in their partner’s place. It’s a cute, fun way to get people talking about an often taboo topic.
To describe the value of the product in cleaner terms, the company resorts to funny metaphors. For example, a Facebook post from January 2016 shows how Charmin will keep your “driveway” clear this winter.
Takeaway: Never allow your industry and your products to limit your marketing presence. If you need to approach sensitive subjects, like using toilet paper or improving your bathroom experience, do so in a lighthearted way. It makes people more comfortable.
Stuffed nachos, pizza sticks, and of course, the infamous pizza rolls. Totino’s has been a staple in college dorm rooms for years, and the company is not ashamed of one group it targets: cannabis-friendly consumers. In fact, it created a marketing strategy just for them.