Can you share an experience where you successfully used humor or entertainment to increase brand awareness? What was the key to making it work?

Question

Ever wondered how humor can skyrocket your brand's visibility? Insights from a Director of Marketing and a Head of Marketing reveal the secrets behind successful humorous campaigns. The article features a total of twenty-three valuable insights, starting with how humor illuminates shared experiences and ending with a unique giveaway that stands out at conferences. Prepare to learn the key strategies that can make your brand unforgettable.

Bernadette Orscher · Answer

Effective marketing storytelling truly connects when it uses humor and entertainment to illuminate shared human experiences. During my work with a maternity care service in New York City, I discovered a perfect example of this principle: the universal challenge of navigating public transit while pregnant. As a New Yorker, I (like most) was intimately familiar with the city's iconic stick figure graphic campaigns that humorously addressed subway etiquette--from calling out 'manspreading' to promoting considerate transit behavior. Inspired by these memorable MTA-style graphics, I envisioned creating a similar visual narrative that would illuminate the everyday challenges faced by pregnant individuals on the subway. For the campaign, we reimagined the classic MTA graphics through our brand's lens, strategically incorporating a pregnant individual into familiar subway scenes. Each graphic paired a striking visual with razor-sharp caption copy that captured the unspoken social dynamics of urban transit. One particularly powerful image depicted a very pregnant person's belly pressed against purposely unseeing subway riders, accompanied by the confrontational caption: 'I know you see me. You know you see me. Your move.' The graphic perfectly exposed the collective urban pretense of not acknowledging a pregnant person's need for a seat. The campaign blanketed subway stations and train cars throughout New York City and Brooklyn for a full month. Beyond our targeted metrics, the results were thrilling: we saw significant increases in social media followers and service appointments. Even more gratifying was the unexpected wave of organic reshares, as commuters enthusiastically spread our message across their personal social media stories and feeds. By transforming shared frustrations into moments of unexpected delight, we were able to drive awareness and shape perception. Relatable humor breaks down emotional barriers, creating an authentic connection that makes people feel genuinely understood, not merely targeted by marketing.

Kinga Fodor · Answer

Humor can be a powerful tool in marketing when used strategically, even for B2B brands. We leaned into lighthearted, relatable humor to make our social media content more engaging and memorable. Instead of the typical overly polished corporate posts, we shared a series of playful visuals and witty captions that highlighted common professional challenges. The key to making humor work is balance. It's important to stay authentic to your brand voice while also being mindful of your audience. Humor should enhance your message, not distract from it. We also ensured that each piece of content had a clear purpose. As an outcome, we noticed an increase in engagement and brand recall. People are much more likely to remember a post that made them smile, and that familiarity translated into more meaningful conversations and inquiries. My advice is to focus on humor that feels natural and reflects your audience's experiences, keeping it relatable without crossing into gimmicky territory.

Cyrus Partow · Answer

I learned the power of authentic humor when I made a self-deprecating video about my own marketing failures, which surprisingly went viral in our business community. The key was being genuinely vulnerable while teaching valuable lessons - we got thousands of shares because people could relate to messing up and learning from mistakes.

Joe Davies · Answer

I discovered that making funny memes about common SEO struggles actually tripled our social media engagement compared to our regular technical posts. The secret was keeping it super specific to our industry - like joking about Google algorithm updates giving us sleepless nights - which made our followers feel like we truly understood their daily challenges.

Faizan Khan · Answer

I created a memorable social media challenge using humor while working on a startup's marketing campaign, and it immediately acquired popularity. We urged followers to provide humorous, inflated "customer support horror stories" before providing lighthearted, extravagant remedies that made use of our software. The secret to its success was striking a balance between realism and fun, making sure it complemented the brand's voice and appealed to the sense of humor of our audience. It increased follower interaction and brand visibility by including users directly in the campaign. While preserving a cheerful, approachable image, the campaign's viral nature greatly increased brand recognition and encouraged sharing.

Fahad Khan · Answer

During a seasonal sale at my company, we decided to use humor to raise brand recognition. We produced a number of humorous, lighthearted videos that made fun of typical shopping problems, such as lengthy shipping waits or having too many alternatives to choose from. Making sure the humor connected with our audience. People who valued funny, accessible content were crucial to our success. We linked the videos with time-limited deals and posted them on social media. Customers shared the films and tagged others in them, causing the campaign to go viral. It worked because the humor wasn't forced, and the tone remained genuine and consistent with the essence of our brand. It greatly increased site traffic in addition to increasing engagement.

Sam Tarantino · Answer

Absolutely. At Grooveshark, we tapped into the power of humor with our "Shark Toss" in-app mini-game, aimed at increasing user engagement and brand recall. Users could "toss" virtual sharks across various virtual landscapes, earning badges that tied back to popular music tracks hosted on the platform. This fun feature led to a 35% spike in user retention over the months it ran.
The key was aligning the game with our community's interests—music and fun! It wasn't just about throwing sharks; it was about drawing connections with tracks, creating a playlist challenge that integrated seamlessly into the music discovery experience. Such creative elements not only entertained but organically reinforced our brand's identity, providing memorable user experiences and catalyzing word-of-mouth growth. During my time running Grooveshark, we leveraged humor and entertainment to engage our audience and boost brand awareness. We launched a campaign called "Shark Attack," where we filmed our mascot, a life-sized shark, doing humorous stunts around major cities. This not only entertained but subtly pushed the Grooveshark brand in a playful manner.
The key was making the campaign relatable and shareable. We encouraged users to send in their own "Shark Attack" videos, integrating user-generated content that was authentic and funny. This participatory element saw our monthly active users jump by 15% within three months as content went viral.
I've since applied similar strategies at Harmonic Reach with tech and music startups. One success was with an artist whose quirky behind-the-scenes tour pranks were turned into entertaining social media mini-clips. This blended humor with the artist's persona, resulting in a 30% increase in their social media following. The consistent thread in these campaigns is the balance of entertainment with a genuine brand message, ensuring the content feels organic and not forced.

Tornike Asatiani · Answer

Using humor strategically has been a game-changer for Edumentors. During our "Study Like a Pro" campaign, we created relatable memes about academic struggles that resonated with students globally. One post about procrastination gained over 10,000 shares and boosted website traffic by 40% in a week. The key was understanding our audience's challenges and addressing them in a lighthearted yet meaningful way. Humor, when paired with a clear call-to-action, turns engagement into actionable results, fostering both awareness and conversions.

Brandon Hardiman · Answer

I recently created a funny video series called 'House Whisperer' where I dressed up in a cowboy hat and playfully addressed common lowball offers. The videos resonated with both buyers and sellers because they tackled a frustrating situation in a lighthearted way, getting shared over 500 times on social media. What made it work was keeping the humor relatable and friendly, not mocking anyone but rather finding common ground in shared real estate experiences.

Vikrant Bhalodia · Answer

We once ran a social media series that highlighted the everyday struggles of custom software development like vague client requests, shifting deadlines, and endless bug fixes, all through lighthearted memes and short videos. The humor came directly from our real experiences so it felt authentic and relatable. The key to making it work was staying respectful and keeping the content simple and visual. We weren't trying to be comedians, just sharing what we knew our audience would understand and appreciate. Because it was quick and shareable, people tagged their teammates, reshared posts, and even sent us their own stories. This approach not only boosted brand awareness but also sparked genuine conversations with clients and potential hires. Sometimes, showing you have a sense of humor about the challenges makes people trust you more to handle them.

Nicole Farber · Answer

Absolutely! At ENX2 Legal Marketing, we've found that injecting humor and entertainment into our campaigns can improve brand awareness, particularly for law firms that often come across as too serious. One initiative involved reimagining common legal scenarios with humorous twists in short, animated videos for a social media campaign. These videos generated a 30% increase in social media engagement and piqued interest in our client's services.
The secret was in making legal issues less intimidating, relatable, and fun. We turned what could have been mundane into memorable moments while maintaining educational value. Our audience not only engaged with the content but also appreciated the human touch. Law firms must connect with people where they are, and humor is a bridge for that connection.

Praveen Kumar · Answer

At Wild Creek, we created a hilarious video series showing our team dramatically overreacting to basic website mistakes, which ended up increasing our brand awareness by 47% in just two months. What made it work was that we weren't trying to be cleverly funny - we just captured the real frustrations our clients face and turned them into relatable entertainment that made people say 'that's exactly how I feel!'

Chris Bajda · Answer

Our ad was called "Sip Happens," and it was meant to get people to buy our high-end coffee items by making fun of common coffee mistakes. At the start of the campaign, there were a bunch of videos showing normal things that people do, like how they trip over fancy espresso machines or spill coffee during Zoom meetings. We always ended each movie with "Because great coffee deserves better moments." To get more people to share their own "Sip Happens" moments, we told them to use a word that worked with the brand. A lot of people wanted to join because the winners would get free stuff and be shown on our social media.
To make things even more fun, we made a line of one-of-a-kind cups with funny coffee-related things written on them. When we took the mugs out of the box in a funny movie with a famous promoter, it felt even more real. Coffee shops also helped us hold live events where people could buy our goods and talk about the mistakes they had made. Sales went up by 30% and the number of people who followed us on social media rose by 45% during the campaign. This was because there was a good mix of humor, information that was easy to understand, and rewards. We had a great time, and it strengthened the bond between our business and the people who saw it.

Barbara McMahan · Answer

At my brokerage, we experimented with making quirky property tour videos where I'd point out unique features with silly observations, like pretending to be a food critic reviewing a kitchen. These videos got three times more engagement than our standard tours because they made house hunting feel fun and approachable rather than stuffy. The key was being myself and letting my natural enthusiasm shine through, even if it meant sometimes being a bit goofy.

Brandon Batchelor · Answer

Oh, I've got a story for you! Back in my marketing days, we were launching a new software product aimed at streamlining returns for e-commerce businesses. Trade shows were a big part of our strategy, but let's be honest, booths about returns management aren't exactly the life of the party. So, we decided to spice things up with a little humor.
We printed up t-shirts with funny sayings about returns - things like "I Regret Everything" and "Keep Calm and Return On." We even had one that said "Returns Happen" with a picture of a sad-looking package. We gave them away at our booth and, get this, people loved them! They were a huge hit. Attendees were drawn to our booth because they were curious about the shirts, and it gave us a fun, approachable way to start conversations about our product. The key was that the humor was relatable. Everyone has experienced buyer's remorse or the hassle of returning something, so it resonated with them. Plus, who doesn't love a free t-shirt? It was a win-win.
The t-shirts created a buzz and got people talking about our brand. We saw a significant increase in booth traffic and leads, and even better, it sparked some really engaging conversations about the challenges of returns. It really drove home the point that returns are a universal experience, and we're here to help businesses handle them effectively. Sometimes, a little humor is all you need to cut through the noise and make a memorable impact.

Noel Griffith · Answer

One of my most successful experiences using humor to increase brand awareness was when I worked on a campaign for an eco-friendly cleaning product startup. We wanted to get people's attention in a crowded market, so we created a series of short, funny videos that poked fun at the clichés of traditional cleaning product ads. The videos featured a parody 1950s housewife character who would get overwhelmed trying to keep her impossibly perfect home clean. In the videos, she would break down crying about a single spot on the floor or dishes in the sink. Then our product would appear as the "easy solution" to help her relax and realize normal messes were OK. The videos went viral and really increased brand recognition.
The key was using satire and exaggeration to entertain people while also communicating our core message that you don't need harsh chemicals for a clean home. Sometimes humor can connect with audiences better than an overly serious or dry approach. It worked exceptionally well for us by making our brand memorable and relatable through laughter.

Christian Marin · Answer

I recently found success creating a 'Room Rescue' mini-game on our website where visitors could drag and drop furniture to fix hilariously bad room layouts, with funny commentary for each attempt. The game not only kept people on our site longer but created shareable moments when players posted their worst/best designs, bringing in lots of organic traffic through social shares.

Kristin Marquet · Answer

One experience where I successfully used humor to increase FemFounder's brand awareness was during a social media campaign aimed at engaging women entrepreneurs. I created a series of light-hearted, funny posts about the realities of being a female entrepreneur—like the chaotic "juggling act" of managing multiple tasks, handling unexpected challenges, and still showing up for meetings with a smile. I used playful memes and humorous captions, often exaggerated for comedic effect, which resonated deeply with my audience. The posts quickly went viral within the women's entrepreneurship community, sparking conversations, shares, and a noticeable increase in followers.
The key to making it work was ensuring the humor was authentic and relatable to my audience. Humor is most effective when it feels genuine and speaks to shared experiences. By tapping into women entrepreneurs' daily struggles and wins, I created a sense of connection and solidarity. This approach not only boosted engagement but also helped position FemFounder as a relatable, approachable brand that understands the unique challenges of its audience.
My advice to others looking to use humor in their brand marketing is to stay true to your brand's voice and ensure the humor aligns with your values and the emotions of your target audience. When done right, humor can humanize your brand, foster community, and create lasting connections.

Kevin Pike · Answer

We started a TikTok series called 'Interior Design Expectation vs Reality' where we recreated Pinterest fails with funny twists, showing how common decorating mistakes happen and how to avoid them. The authenticity and relatability of showing our own goofs while providing helpful tips made people feel comfortable engaging with our brand and sharing their own stories.

Josh Benson · Answer

At Omnitrain, we once crafted a campaign using humor to tackle misconceptions about AI in advertising. We created a video series showcasing AI as a quirky, overzealous assistant that hilariously misunderstood simple instructions—like producing a beach ad with camels instead of sun loungers. This unexpected humor captured attention and drove a 40% increase in platform sign-ups within a week.
The key was to humanize AI through relatable tech hiccups, allowing us to connect on a personal level with our audience. This approach made the high-tech topic of AI more approachable, while demonstrating our product's real capabilities with a light-hearted twist. It emphasizes that humor, when aligned with brand message, can effectively increase engagement and brand awareness.

Sheraz Ali · Answer

One example of where I actually used humor to build awareness for a brand was in a social media campaign for a small food delivery service. We created a series of short, funny videos that showcased the humorous side of the most common mishaps we can all relate to during a delivery-for-a-service - getting the wrong order or having excessively energetic delivery people. In this campaign, we had to find the perfect balance to ensure that our humor was relatable to our target audience.
We told brand stories using everyday situations with which the potential customer could identify. So, entertainment and conversations sparked across our brand. The videos were meant to be shareable, thereby helping our audience talk about it. This engagement created a big price movement, leading to a jump in followers as well as inquiries about our service.
The effectiveness of this approach highlighted the importance of knowing your audience and using humor that resonates with their experiences. For others looking to implement similar strategies, I recommend focusing on relatable scenarios and maintaining a light-hearted tone that reflects your brand's personality.

Bill Murphy · Answer

I once had the opportunity to work with a tech startup that wanted to increase brand awareness in a crowded market. We decided to create a series of humorous video ads that parodied popular TV shows, integrating the startup's product as a clever solution to everyday tech problems. The key was to use relatable scenarios with a comedic twist, which resonated well with our target audience.
This approach led to a 40% increase in social media engagement and a 30% boost in website traffic within just a few weeks. The humor was not only memorable but also encouraged viewers to share the content, amplifying our reach organically. By aligning the humor with the brand's message, we fostered authentic connections with potential customers.
What's critical in making humor work is ensuring it aligns with your brand's voice and values. Also, understanding your audience's sense of humor is paramount. When done right, humor can cut through the noise and create lasting impressions, as evidenced by the increased brand visibility we achieved in this campaign.

Aron Solberg · Answer

As a startup selling to IT, we're still building our brand, so I know the importance of using humor to stand out. When my co-founder and I attended an IT conference in Pennsylvania, we knew we needed something unique and different to catch people's eye. For the vendor giveaway, instead of choosing the typical things like electronics or swag, we went with an item far more exotic: a 2" by 2" Tungsten Cube, weighing in at almost 5 pounds, one of the heaviest elements on earth! Everyone at the conference loved it because of how weird it was, and they all complimented us on our originality. Everyone that is, except the other vendors of course. I think they felt a little left out!

How to Successfully Use Humor to Increase Brand Awareness

How to Successfully Use Humor to Increase Brand Awareness

Humor Illuminates Shared Experiences

Lighthearted Humor Engages B2B Audience

Self-Deprecating Video Goes Viral

Funny SEO Memes Triple Engagement

Humorous Challenge Boosts Brand Visibility

Seasonal Sale Humor Goes Viral

Shark Toss Mini-Game Increases Retention

Relatable Memes Boost Engagement

Funny Video Series Resonates with Audience

Humorous Software Development Struggles Engage Audience

Humorous Legal Scenarios Increase Engagement

Hilarious Video Series Boosts Brand Awareness

Sip Happens Campaign Increases Sales

Quirky Property Tours Boost Engagement

Funny T-Shirts Drive Booth Traffic

Satirical Videos Increase Brand Recognition

Room Rescue Mini-Game Drives Traffic

Humorous Posts Engage Female Entrepreneurs

Pinterest Fails Series Increases Engagement

Humorous AI Misconceptions Drive Sign-Ups

Funny Delivery Videos Build Brand Awareness

Humorous Video Ads Boost Engagement

Unique Giveaway Stands Out at Conference