Snoop Dogg recently took us for a ride, and I must admit, I loved it!
Last week, when Snoop Dogg declared he would ‘give up smoke’ on social media, many around the globe, myself included, thought that the iconic rapper might have quit smoking weed. Social media went into a frenzy. Messages of support poured in, making it quite the emotional rollercoaster. However, today, Snoop Dogg – the ultimate celebrity stoner – revealed that ‘giving up smoke’ was, in fact, an advertisement for a smokeless stove.
How ridiculously funny.
The Doggfather’s manoeuvre not only grabbed my attention but, I believe, also imparts valuable lessons for leaders and brand marketers navigating the challenges of contemporary communication.
So, what exactly are these lessons?
Firstly, people love to laugh, so I say, make them laugh! A whopping 91% of consumers prefer companies unafraid to inject humor into their messaging. Astonishingly, a staggering 95% of brands hesitate to embrace humor in their interactions. What’s more, 41% of Gen-Z respondents and 34% of Millennials use social media primarily to find funny or entertaining content. In a landscape where audiences crave humor, I believe brands wielding this tool can organically boost their content, capturing attention and engagement.
Secondly, humor isn’t just about creating buzz; it’s about creating buyers. A Journal of Marketing study from 1993, still relevant today, found that humor in advertising enhances recall, evaluation, and purchase intention when well-integrated with ad objectives. And, Professor Martin Eisend’s study from Viadrina University in Frankfurt further confirms that humor not only increases purchase intent but contributes to various brand benefits. It’s intriguing to realize that humor goes beyond making us laugh; it can drive sales and enhance a brand’s image.
Last but not least, humor helps create a personality for your brand and allows you to personalize it. Snoop Dogg’s adept integration of humor seamlessly humanizes his brand, forging a deeper connection with his audience. I believe brands adopting a similar tone can engage effectively and carve a distinctive identity in the crowded market. It adds a personal touch that resonates with consumers.
In my mind, Snoop Dogg’s move makes perfect sense; 45% of individuals admit to experiencing a lack of happiness for over two years. So surely the pursuit of happiness must become paramount?
And here’s what I also believe: humor, ultimately, is about emotions, and branding is also about building emotional connections with audiences.
In a world marked by political polarization, conflict, and economic challenges, I’d say brands stand to make a significant impact by infusing humor into their messaging.
Think “Netflix and chill.” Netflix is a great example of a brand that has undoubtedly experienced fluctuations in the past few years. However, amidst these changes, one constant has been Netflix’s unwavering dedication to being one of the most humorous brands out there. Beyond crafting memorable memes in its social media posts related to content, Netflix boldly engages in self-deprecating humor, endearing itself to its millions of binge-watching enthusiasts. Through this approach, Netflix not only assures viewers that indulging in their favorite shows is acceptable but positions it as the cultural norm, solidifying the phenomenon known as “Netflix and chill.”
So thank you, Snoop Dogg, for bringing some joy and laughter into my life. As Snoop himself might say, “It’s not just about the smoke; it’s about sparking a fire of connection and laughter that resonates with your audience.” And personally, I think that’s a lesson worth embracing.
Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)