Yes, it’s important for brands to use social media to effectively communicate with their customers—letting them know about news, promotions, and most importantly, responding to their questions and concerns. However, it’s also good for brands to remember that at the end of the day, we’re still talking about platforms where people mostly go to be entertained. So if a brand can communicate with its audience and make them laugh, they’re going to get noticed in a positive way. Like in articles such as this one, for instance.
This strategy doesn’t work well for everyone, after all it’s not appropriate for every single brand to use humor as a tool, but when it’s appropriate, it can end up getting a brand tons of user engagement and attention. Here are just a few who make us laugh on an almost daily basis. Let us know which ones we missed in the comments so we can follow them as well.
We’d be hard pressed to find someone who didn’t love the Old Spice “The Man Your Man Could Smell Like” campaign, especially the part where the company filmed over 300 responses to social media compliments. Even though that campaign is over, Old Spice is still using its quirky sense of humor to push product, but also keep us laughing. With over 219,000 Twitter followers and 2.3 million fans on Facebook, we think it’s working.
Pop Chips stumbled a little bit when it released ads featuring Ashton Kutcher that were construed by many as racist, but the company's recent funny pics and tweets are definitely helping with redemption.
Earlier this month a high school swimmer posted on Taco Bell’s Facebook wall that he wanted Speedos that said “Think Outside the Buns” (Taco Bell’s tagline) on the bum. Guess who got just that in the mail a few days later?
They also do things like offer to donate $5 to charity for each “Like” a post gets or give away t-shirts. Ultimately, they’re just really great at engaging with their fans and that’s huge when it comes to brand loyalty.
Yes, the toilet paper company. Here’s the thing. We’ve all got to go. Charmin’s mission? To make sure you “enjoy the go.” Some of their Tweets are, well, potty humor, but who can get away with that if not a toilet paper brand?
A few examples that made us groan, but also laugh:
— Charmin(@Charmin) January 8, 2013
The moment you realize that no matter how good the price a hot dog should never be "free with fill up. #tweetfromtheseat
— Charmin(@Charmin) November 16, 2012
Granted, Skittles latest social media efforts may not be for everyone, but one has to admire the risk the company is taking with its completely bizarre tweets, many of which have absolutely nothing to do with Skittles at all. But it's using its weirdness to keep fans entertained and engaged and it’s clearly working as they have over 57,000 followers on Twitter and, wait for it, over 24 million fans on Facebook. Some of the Facebook posts have thousands and thousands of likes. Weird, but it works - and that’s what really matters.
To celebrate “100 years of dunking,” Oreo delivered 100 days of “Daily Twists” in which it took relevant news stories, anniversaries, and events and turned them into compelling visuals using their cookies (and plenty of milk). Though the campaign is over, Oreo is still using funny graphics and visuals to get the message across that Oreo is the "world’s favorite cookie." (Which, with over 31 million fans, it truly may just be.)
Kelloggs claims it's "really try to make the most of Twitter" and it did just that when it took a joking tweet from the lead singer of The Charltans who said he wanted a cereal called "Totes Amazeballs" and actually made it a reality. The Kellogg Twitter stream is a little staid, but the brand's Facebook pages have some fun posts, and we love that the company is willing to take risks and jump at great branding opportunities.
Kraft Macaroni and Cheese
First Kraft turned its social media accounts over to two octogenarians in order to celebrate its 75th anniversary, then it created a seven minute song that name checked fans who liked a Kraft Facebook post. But mostly we just love that Kraft Macaroni and Cheese uses social media to promote its product, but in a way that makes us smile.
The beer maker's slogan is "No Bollocks" and that’s just what you’ll get with the company's social media marketing efforts. Our favorite thing right now is The Subtexter on Facebook, an app that "shows the world what photos really mean."