Have you ever wondered what goes on behind the scenes of creating comedy in marketing? It’s not always as hilarious as the end result. I had the pleasure of working with this week’s marketing master at The Onion’s HQ, and let me tell you, it’s a whole different world back there.
But that doesn’t mean it’s all work and no play. Making marketing fun is an art, and no one knows this better than Hassan S. Ali, the creative director of brand at Hootsuite. He leads a team that’s all about shaking up the B2B marketing world with their bold and humorous campaigns.
Case in point: Ali’s team recently created a commercial that turned a local green space into a nudist park to showcase how they can “uncover social media insights.” Now that’s thinking outside the box!
Lesson 1: Comedy begins with empathy
According to Ali, the key to using humor in marketing is starting with trust and understanding. By showing empathy to your audience and stakeholders, you can pave the way for a successful funny campaign.
Lesson 2: Data can make you funnier
Ali believes that data is crucial in convincing skeptical stakeholders to take a leap with a humorous campaign. By using data to show that consumers enjoy and engage with funny content, you can make a compelling case for humor in marketing.
Lesson 3: Use the peanut butter method
Ali’s secret to successful marketing humor? The “peanut butter method” – sneak your message into something enjoyable, like hiding a pill in a treat for a dog. By creating ads that resonate emotionally and are shareable, you can create a lasting connection with your audience.
Lingering Questions
As we wrap up our chat with Ali, we’re left with questions to ponder. What secret sauce is the creative brand team at Hootsuite cooking up, and what advice would Ali give his younger self starting out in the industry?
Stay tuned for more insights and wisdom from the world of marketing next Monday!