How To Use Humour In Marketing To Engage With Your Customers
Climate change, sustainability and renewable resources have been centre of attention in the media for what seems to be forever.
Whilst one can argue both sides of centre on these topics, what is agreeable is that sustainability and renewable resources are crucial for our planet.
But how can a business communicate their sustainability-centric values to their customers in a way that is not bland and boring?
It comes down to humour. This is how to use humour in marketing to build strong relationships with your customers.
The Launch Of The World's Most "Comfortabliest" Shoe
In November of 2023, San Fransisco based shoe brand, Allbirds, co-founded by former Wellington Phoenix Football Club central midfielder Tim Brown, launched their second edition of the Wool Runner – the Wool Runner 2.
It is a shoe built for the future.
Made from the wool of Merino Sheep, the processes of building Allbirds shoes uses 60% less energy than the materials used in typical synthetic shoes.
The shoes’ laces are made up from recycled plastic bottles, the insoles use castor bean oil, and the packaging for the shoes use 90% recycled cardboard.
Allbirds’ shoes could be considered to be the ultimate shoe for the 21st century.
Using Humour To Spread The Message
Unfortunately, listing all the above statistics in a message to consumers is pretty boring – despite being as exceptional as they are.
There is no way to integrate these stats into a brand story film that won’t bore the viewers.
Except there is one way.
Through humour.
The team over at Allbirds have done an exemplary job at conveying humour into their brand story film for Wool Runner 2.
But why is humour important at all?
If we look at what the purpose of a brand story film is, at its roots, it is used to connect a brand with its target demographic on a deeper and more emotive level.
To form this connection, you need to use methods that connect – emotion, values and beliefs being the 3 core components.
Humour, is one of the best emotion provoking strategies for a brand story film.
Humour is first introduced in the film within the opening shot, with the little arrow and description saying:
“Tim Brown, first Allbirds person ever”
This gives the audience a little laugh, as it introduces Tim in a non-professional manner. The impact of this, is that it helps ease the level of defensiveness of the consumer, which has been etched into us thanks to pushy sales brand and campaigns in the past two decades.
Humour continues to be shown throughout the film, with the development of the new word “Comfortabliest”, the transition to Tim’s mum, and the constant integration with sheep.
Even at the close of the film, the cut to the deliberately shot “behind the scenes” look is part of the humour.
Building Credibility
Now that the consumer has let their guard down by being entertained through humour, Tim and Allbirds now have the opportunity to present the facts.
This can only be done because the humour has opened the viewer to the film, and they are happy to continue viewing it.
Tim begins to show insight into the manufacturing process of Allbirds – the process from Sheep to shoe, except, he does this verbally, without showing any sort of warehouse, farm, machinery etc.
This is perfect, because it keeps the viewer’s guard down.
If they had of shown this process in its literal sense, the guard would be straight back up, and all the hard work to reduce it, would be lost.
Through discussing the process, Tim is also building his credibility with the viewer.
He mentions that the evolution of the Wool Runner 2 has been 3 quarters of a decade in the making through research and planning.
Core Values Make The Sale
With humour created, viewers engaged and credibility rising, it’s now time to bring it home, and connect to the consumer where it matters – through their values.
Ultimately, a consumer, client, customer, will only buy from a business if their values are aligned with that business.
Core values and beliefs are critical in the sales process.
Tim highlights Allbirds commitment to sustainability, the use of Merino wool, a renewable resource, from a source not under threat, to explain viewers that they are doing the right thing by the environment, and that if the viewer believes in this, then this is the shoe for them.
The Key Takeaways
There are three major lessons learnt from this brilliantly produced brand story film.
First and foremost, you need to be a memorable brand. Allbirds have done this through the use of sheep in the film (because seriously, we aren’t forgetting this film now!), and through highlighting their commitment to their core values and beliefs. Mixed in with the humour and laughs from the film, as a viewer, we’ll remember this brand story film for an extended period of time. When we see sheep, we’ll think of Allbirds, and Tim’s stroke through the wool of an unsuspecting sheep.
The second key takeaway is that humour is a powerful tool. With consumers, clients and customers being bombarded with advertisements hundreds of times a day, their guard is naturally up. Humour can be used to break their defence, and open up a viewer to your brand’s message.
Finally, knowing exactly what your brand’s core values and beliefs are, is extremely important. Knowing them will allow you to engage your ideal client – one that holds the same core values and beliefs.
Ultimately, you now know how to use humour in marketing to improve your brand engagement with your customers.
What was the major takeaway from the film for you?
Need A Hand Forging A Deep Connection With Your Clients?
It’s not always easy to forge a deep connection with your clients. Which is why we’re here to help.
Brand story films are your brand’s north star. They help you to make decisions internally, and act as the centrepiece of your marketing strategy.
If you’d like to learn more about how we can help you forge a deep, emotive connection with your consumer through a brand story film, contact us via:
didier@fixonmedia.com.au
+61 400 801 891
All the best,
Didier Le Miere
Director | Fixon Media Group