HOW HUMOR IS DRIVING BRAND SUCCESS
in the fast-paced world of 2024, where emotional connection has become a competitive edge, one trend is capturing the hearts of consumers and the center stage of brand strategies: humor. with the focus shifting to creating deeper and more memorable connections, brands are rediscovering the power of a good laugh. this is the subject of our new report: “How Humor is Driving Brand Success,” an unprecedented collaboration between wee! and signals.
THE RESURGENCE OF HUMOR IN ADVERTISING
after years of more serious, purpose-driven marketing, humor has made a powerful comeback. according to our research, since 2023, an increasing number of brands have been using humor as a tool to attract and engage their audience more effectively. and the numbers don’t lie: 90% of people remember funny ads, and 75% are more likely to follow humorous brands on social media.
this return of humor reflects a shift in consumer desires, which crave relief and lighthearted moments amid the complexities of the modern world. brands like Liquid Death and Marc Jacobs exemplify how humor can be not just a means of entertainment, but a powerful strategy for creating identification and loyalty.
WHY HUMOR WORKS SO WELL
our report details why humor is more than just a passing trend. it creates emotional impact, helps brands stand out, and makes consumers more likely to remember the ad. studies show that funny campaigns deliver:
- 6 times more brand lift;
- 47% higher Return on Ad Spend (ROAS);
- and greater ad recall.
but the true secret of humor goes beyond the numbers. it connects brands with what is most human in us: the ability to laugh and share moments of joy. these experiences create memories that last long after a campaign ends.
SUCCESS STORIES
in the report, we explore case studies that show how humor has been crucial for successful campaigns. see how Liquid Death uses irreverent campaigns to create a unique market identity, or how Marc Jacobs connects with Gen Z by adopting a humorous approach on TikTok. these examples prove that humor is not just a detail; it’s the key to creating unforgettable campaigns and generating lasting engagement.
HUMOR AND DATA: THE PERFECT COMBINATION
in addition to practical examples, we provide solid data proving the power of humor. research from Orbit Data Science shows that 50% of positive consumer responses are related to the emotional appeal of humorous ads. another study from System1 and Pinterest reveals that funny digital ads leave consumers feeling more positive, increasing campaign effectiveness.
WHAT YOUR BRAND CAN LEARN
the report “How Humor is Driving Brand Success” highlights not only the importance of humor in modern marketing strategies but also offers valuable insights for you to apply to your brand. the resurgence of humor reminds us that, in a world seeking positivity, brands that make people laugh are the ones that win hearts and minds.
want to learn more about how humor can transform your brand? download the full report from wee! + signals and find out how!
