Snoop Dogg recently took us for a ride and I have to admit I enjoyed it!
Last week, when Snoop Dogg announced that he was going to “quit smoking” on social media, many around the world, myself included, thought that the iconic rapper might have quit smoking. Social media went into a frenzy. Messages of support poured in, making it quite an emotional rollercoaster.
However, today Snoop Dogg – the ultimate celebrity stoner – revealed that the ‘smoking’ stop was actually an advert for a smokeless stove.
What a ridiculous joke.
The Doggfather’s maneuver not only caught my attention, but, I believe, also imparts valuable lessons to leaders and marketers navigating the challenges of modern communication.
So what exactly are these courses?
First, people love to laugh, so I say, make them laugh! An imposing one 91% of consumers prefer companies unafraid to inject humor into their messaging. Surprisingly, a staggering 95% of brands hesitate to embrace humor in their interactions. Furthermore, 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 using this tool can organically amplify their content, capturing attention and engagement.
Second, humor isn’t just about creating buzz. it’s about creating buyers. A Journal of Marketing study from 1993, still valid today, found that humor in advertising enhances recall, evaluation, and purchase intention when well integrated with advertising objectives. And, by Professor Martin Eisend study from Viadrina University in Frankfurt further confirms that humor not only increases purchase intention but contributes to various brand benefits. It is exciting to realize that humor does not make us laugh. it can increase sales and improve 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 masterful incorporation of humor seamlessly humanizes his brand, creating a deeper connection with his audience. I believe that brands that adopt a similar tone can effectively engage and create a distinct 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 people admit to experiencing a lack of happiness for more than two years. So surely the pursuit of happiness should be paramount?
And here’s what I also believe: humor, ultimately, is about emotions, and branding is also about creating emotional connections with audiences.
In a world characterized by political polarization, conflict and economic challenges, I would argue that brands will 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 ups and downs in recent years. Yet amid these changes, one constant has been Netflix’s unwavering dedication to being one of the funniest brands out there.
Beyond creating memorable memes in its content-related social media posts, Netflix boldly indulges in self-deprecating humor, endearing itself to its millions of binge-watchers. Through this approach, Netflix not only assures viewers that enjoying their favorite shows is acceptable, but positions it as the cultural norm, reinforcing 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 the smoke; it’s about igniting a fire of connection and laughter that resonates with your audience.” And personally, I think this is a lesson worth embracing.
Named Influencer of the Year by Esquire, Jeetendr Sehdev is a media personality, international Speaker and author of the New York Times bestselling sensation, The beginning of Kim Kardashian: Why Shameless sells (and how to do it right.)