Then there’s “Hump Day“, in which a talking camel excitedly asks office workers what day it is. No prizes for guessing what the correct answer is.
The 2013 campaign, by auto insurance firm GEICO, did not just increase brand awareness and engagement. It became a cultural phenomenon. The clincher? The simplicity and relatability of the joke.
Another hit campaign latches onto the fact that hunger can make us cranky. In “You’re Not You When You’re Hungry“, Snickers features celebrities acting out of character in vignettes that are both funny and relatable. Needless to say, the message that a Snickers bar is restorative was well-received.
Crafting content that tickles
Ads that draw laughs typically share most of these characteristics:
– Relatable scenarios: Humour works best when it is rooted in everyday experiences that the audience can relate to. This creates a sense of shared understanding and connection.
– Exaggeration and absurdity: Amplifying the ordinary to the point of absurdity can create comedy. This technique works well when it’s used to highlight the benefits or features of a product.
– Wordplay: Deft use of language like puns can draw chuckles. Just be sure the joke is clear.
– Visual humour: Funny characters, unexpected outcomes or visual gags surprise the audience.
– Timing and pacing: Good timing can enhance the comedic effect while poor pacing can make the joke fall flat. This is where the skill of the copywriter and director is critical.
How to know if you’re actually funny
Humour in marketing is like trying to pat your head and rub your belly while riding a unicycle – – it’s tricky, but when you nail it, people can’t look away. How do you tell you’ve got them hooked?
Check your engagement rates – likes, shares, comments and impressions – on social media platforms. High engagement typically indicates that the humour resonated with the audience. You could also conduct surveys or focus groups to assess whether the audience remembers the ad and associates it with your brand.
Is there any bump in sales or conversion rates? Positive comments on the ad? How about the extent of media coverage and mentions?
If all else fails, there’s always cat videos. They’ve never let the internet down, and they never will (the dogs may or may not agree).
“INSEAD, a contraction of “Institut Européen d’Administration des Affaires” is a non-profit graduate-only business school that maintains campuses in Europe, Asia, the Middle East, and North America.”
Please visit the firm link to site
