Funny content marketing campaigns can be very effective. Yet many companies shy away from using humor in their marketing process.
It can be difficult to know where to draw the line between “amusing” and “offensive”. However, when done right, humor can help you gain brand recognition and new customers.
Seeing how others do it right can inspire you to give humor a try yourself. Check out these 4 campaigns and you’ll be sure to end up with a smile on your face.
Happy April Fools Day from Zappos.com
April Fools Day provides a great opportunity for clever and amusing campaigns. If they well thought out, you can draw new audiences, increase brand awareness, and give your brand a good reputation.
There are a lot of brands that fall flat, but Zappos seemed to be determined to see its customers take the fall – in a good way. In fact, the shoe company’s joke of the year was to offer invisible boxes so your new shoes wouldn’t be stolen from your doorstep.
The In Secure Box from Zappos.com
I can tell you right now that I’d be the first to trip over that box and clunk my head into the door. But watching that video made me laugh so hard tears came to my eyes.
With nearly 144,000 views and counting, that’s not a bad result from a single “joke” campaign. Bonus point for Zappos – I now love them even more.
Lesson learned: Don’t be afraid to poke a little gentle fun at yourself. You can charm your audience and show your personality at the same time.
Hamburger Helper Rocks Out
Hamburger Helper’s Feed the Streets mixtape was a stroke of pure genius. It was a little bit offbeat (see what I did there?) and certainly unexpected. After all, since when does a food company produce a set of utterly danceable, funny-yet-catchy songs that you might actually want to add to your list of favorite tunes
Watch the Stove and turn it up!
I love that they used no-name talent. It made me even more interested in hearing the songs. I was curious to see what these up-and-comers could do. And boy, can they do.
The songs are actually quite good and they put a smile on my face. With nearly 33,000 likes and 8,000 shares, I can see that I’m not the only one who enjoyed the mix tape.
Lesson learned: Try to think out of the box. A little creativity can go a long way in helping you to stand out of the crowd.
Denny’s Incorporates Humor as its Signature
Whatever social media channel you use to follow Denny’s, you will find yourself smiling. They are well known for their humor, as well as their odd, off-the-cuff remarks. When you follow them, you feel like you’re chatting with a goofy friend.
Do you snuggle in bed with your favorite menu?
Their posts are wacky yet fun, and never offensive. Denny’s deftly walks the humor line, allowing you – and them – to avoid having to take life too seriously.
Denny has tons of followers on their various channels and they interact with their audience on a regular basis. That’s the sign of a truly “social” social team.
Lesson learned: If your brand voice already has a sense of humor, make sure to keep that going across all of your social media channels. Consistency of voice is key.
Chatbooks Documents My Life
I’m pretty sure that Chatbooks was taking notes on my life before they made their brilliant video. All I can say is it’s funny because it’s true. All right, I’ll grant that I never fell into the bathtub fully clothed. But I have saved my kids from jumping off of dangerous places!
Done is better than perfect
This video taps into the anti-Martha Stewart lifestyle. It makes you feel better about the fact that your life can never be picture perfect – but your photo albums can. Watching this crazy mom makes me feel like I’m actually doing a good job parenting. It also makes me realize how much I’d like to have “a magazine subscription to my life.”
Lesson learned: Humor can be used to create a personal connection, so the selling process doesn’t feel so much like a hard-to-swallow pitch.
Don’t Be This Guy
If you think that humor is only for B2C companies, think again. Hilarious content marketing campaigns can be created by B2B businesses as well. Wondering how that works? Take a look at this great video about what can happen if you call tech support that doesn’t use visual engagement solutions. They have no idea what’s happening on your screen. And it can end in disaster.
How NOT to do remote tech support
Oy! Now, who hasn’t been through a call like that? I want every company with whom I’ve ever had a customer service call to watch that video and then go out and buy Glance Networks’ solutions. OK, full disclosure – I work for Glance so OF COURSE, I want every company to buy Glance’s solutions!
As an employee of the company, however, I can tell you that this ad works. It gets people on both ends: customers can relate to these issues, but so can the businesses that serve them.
Lesson learned: There’s a power in getting your customers’ customers to bring up a product in conversation. If you can enroll both your prospects and their customers in wanting to use your solution, you’re golden.
Develop Your Own Funny Content Marketing Campaigns
Have you developed some funny content marketing campaigns for your company? If so, I’d love to know about them! Let me know more in the comments below or Tweet me up at @HollyChessman.