Decades-old research, still valid today, confirms that humor, when in sync with ad objectives, enhances recall and purchase intention. On a purely human basis, when we make someone laugh, or even smile, we form a connection. Think how much more powerful your marketing message will be following that kind of rapport with your consumer.
Humor must be strategic. Know your brand and even more important, know your consumer. Remember, humor is a means to an end, not the end itself. The brand joke should reflect the brand identity and work toward a better consumer connection. When the lights went out briefly during last year’s Super Bowl, Mondelēz’s Oreo brand sent a tweet featuring a shadowy image of the iconic cookie with the headline “You can still dunk in the dark.” Playful and cute, the tweet was a wink at the devoted Oreo fan and a nod to the nostalgic fun of eating an Oreo.
For the successful use of humor to build rapport, you must also customize your humor to your audience. Not all humor is funny to all people. The Geico Caveman is probably funnier to their target audience of young men than to, say, elderly women.
Done right, humor can be a powerful tool. Consumers like brands with a sense of humor and a funny brand is a confident brand.
Source: Paula Brown “Brands with Humor.” CMIOnline. April 30, 2014.