Associations are using funny videos as a way of communicating and building awareness around their campaigns. Follow their cue.
Laughter. It’s just one of the best things, isn’t it?
E.E. Cummings once said, “The most wasted of all days is one without laughter.” And Charles Dickens wrote in A Christmas Carol, “There is nothing in the world so irresistibly contagious as laughter and good humor.” The Irish playwright Sean O’Casey, who—I admit—I only know about because I looked up “Quotes about Laughter” in Goodreads, said, “Laughter is wine for the soul—laughter soft, or loud and deep, tinged through with seriousness—the hilarious declaration made by man that life is worth living.”
Pretty weighty, right? But I think there’s some truth in them.
Companies like Dollar Beard Club are counting on laughter as a way to drive sales. For example, have you seen Dollar Beard Club’s videos? Spoiler alert: They are ridiculous, hilarious—and more than their fair share of irreverent—but they’ve struck a chord with consumers. This past year, these videos have garnered 130 million views and $10.5 million in sales.
Associations are increasingly using humorous videos as well, as a way to create awareness and promote their goals. Here’s a quick rundown of three funny videos that had a big impact.
“Teach Me How to Brushy,” by the Oregon Dental Association
Several years ago, the Oregon Dental Association wanted to promote brushing and dental hygiene. Campaigns in the past had fallen short, but this time, instead of giving a serious lecture, ODA relied on humor. Its “Teach Me How to Brushy” video riffs off of Cali Swag District’s “Teach Me How to Dougie” with dancing kids wielding oversized toothbrushes and sporting floss bling. The video has garnered more than 850,000 views on YouTube and was featured on Good Morning America and The Today Show.
“Talking Cat Consultants,” by the American Pet Products Association
Back in 2012, the American Pet Products Association wanted to boost pet adoptions—and in so doing, help its members. But rather than appeal to the sympathetic nature of consumers with a video like Sarah McLachlan’s on animal cruelty, APPA opted for something lighter with its video series that features pets—like talking cat consultants—being interviewed. The video series has generated more than 3 million YouTube views and more than 6 million overall Twitter impressions.
“Site Unseen,” By the Ontario Road Builders’ Association
Earlier this year, the Ontario Road Builders Association launched a series of humorous videos in order to highlight a serious issue: road-builder safety. ORBA’s “Site Unseen” video series “imagines what would happen if the types of behaviors drivers display in construction zones were instead conducted by road workers in other professional settings, such as the traditional office,” according to a news release. “ORBA hopes the campaign will help drivers see how recklessness and poor etiquette in construction zones endangers workers and encourage drivers to change their behavior.” The three short videos—each less than 40 seconds—have generated more than 30,000 YouTube views.
And who can forget the Institute of Management Accountants’ commercial touting its CMA credential? With more than 200,000 YouTube views and spots during late-night TV shows like The Tonight Show Starring Jimmy Fallon, chances are it has spurred awareness among its target audience of millennials.
How does your association use video as a way of creating awareness and achieving goals? Leave your comments below.