We all love to laugh. Yes, that’s right, even B2B marketers.
Campaigns that make their audience smile are proven to be successful time and time again.
Earlier this year we created a campaign around the concept of a Tinder for cows (shortlisted for three B2B Marketing Awards). The success of the campaign was largely down to the humour surrounding it. The idea was funny – and we pitched it to media titles using puns, which they then used in their coverage of the story.
That particular campaign was created for an agritech business, which goes to show that humour’s not just for consumer brands. As is often preached, B2B audiences are people too, and people like to smile.
We are, thankfully, moving away from some of the formalities that previously surrounded businesses, both internally and externally. At a macro level, many are relaxing their dress codes, and some are experimenting with allowing their employees to spend more time away from their desks – even in more traditional sectors such as finance.
In communications, this trend towards being more personable and informal manifests in modern copy and design. And an important part of that is humour.
