![]() ![]() When executed correctly, brands can benefit from increased brand exposure and awareness but, like any campaign, things can backfire if you don’t understand your audience and/or you get the tone completely wrong. Competition is fierce and so campaigns must be carefully planned and thought through to have the desired impact. How many times have we either taken to friends, colleagues, or social media to assert the fact that you’ve clocked the April Fool, express admiration for the initiative, or to question whether the campaign is indeed a Fool or not? With the exception of the Christmas advert conversation, not too many other events spark such social stimulation (outside marketing circles), though while the Christmas adverts run for 6+ weeks, April Fool’s campaigns really are a one day hit and run.Īudiences now look forward to seeing what brands have in store for them on April Fool’s Day, and here lies the challenge. Such campaigns can also benefit from social stimulation. Whether consciously or not we come to expect our brands to communicate to us in a certain way and this predictability can be problematic for brands. ![]() Research into the ‘ humour effect’ shows that we pay more attention to humorous things than non-humorous things, which means we are more likely to remember them.Ĭapturing your audience’s attention is further enhanced by the fact that such April Fool’s campaigns disrupt the normative pattern of behaviour from brands, injecting an element of surprise. It also gives brands permission to go off-script from their regular advertising campaigns, whether in style, tone, or content – this can be very effective if they’re wanting to change perceptions or connect with your audience in a new way.įrom a behavioural science perspective, April Fool’s campaigns are particularly effective because brands can use humour and fun to communicate their message. Remember a time when putting a whoopee cushion on the seat of your teacher’s chair was the height of all April Fool’s jokes? Well, these days, brands are pushing the boat out just a little bit further.Īpril Fool’s campaigns have been growing in popularity and now it seems like everyone is at it, from the Pringles tingle lip balm, Lego’s smart bricks, to Interflora’s Mood Blooms.īut why bother with them? Well, like any form of ambush or hijack marketing, brands have an opportunity to leverage the noise surrounding a particular event to their own advantage.
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