The 9 Most LOL-Worthy B2B Marketing Campaigns Ever
We’ve come a long way in the B2B marketing world, and our customers are looking to be entertained, too. And if my YouTube queue is any indication, I see a lot more video marketing in our future.
Videos are a compelling and effective way to connect with your customers. And yes – you can even have fun in the process! Not sure where to start? That’s okay. I’ve found 9 of the most LOL-worthy B2B marketing campaigns ever.
ON24: This is How You Webinar
ON24 takes the opportunity to highlight the features of their webinar software while craftily parodying a webinar in progress. By the end of the video, you aren’t only aware of what ON24 does; you’re probably ready to learn more AND pumped for your webinar later this afternoon.
Lenovo: I Fixed It #usershappen
Here, Lenovo is cleverly able to relate their business offerings to several audiences at once. While there’s no doubt that every IT department could relate to this message, so can most employees in an office environment. It may also pique the interest of your operations team, as Lenovo highlights the durability of their enterprise computers.
Why they’re effective: Both companies use a catchy rap song to make their video memorable and engaging for viewers. Additionally, they use industry-specific terms that resonate with their target audience, without alienating non-industry viewers that may stumble upon their videos.
Cisco: A Special Valentine’s Day Gift
At first, you sort of wonder how this video has anything to do with Cisco (I know I did…), but as the story unfolds, you get it. Their server is the ultimate sign of forever because that’s how durable it is. So, why not add it to the list of things you can give to your beloved to show your affection?
Zendesk: I Like It When He Gives Me the Business
Delivering great customer service can be hard sometimes – and this couple shows that they know that all too well. Sometimes you just need to tell everyone about how bad the service you’re getting is before the business gets the picture. Luckily, Zendesk can help with the use of their customer service software while using safe for work innuendo to really drive it home at the end.
Why they’re effective: Business is all about relationships, so why not have a little fun with the idea? In any relationship, times can get rough – but you’re committed to building something that lasts. These two videos are prime examples of how you can take your relationship to the next level with your customers by injecting a little humor to relate on an emotional level.
Slack: So Yeah…We Tried Slack.
Sandwich Video Inc. is happy to share their experience using Slack in this video campaign. Throughout the video, you’re able to meet several of the Sandwich staff members through personal (and funny) testimonials of how the use of Slack has improved productivity across the company.
Why it’s effective: Just like the text version, case studies are an effective way to show the value of your product or service. Sandwich Video’s case study shows how an actual company integrated Slack into their everyday business needs while keeping it light and fun. Additionally, it addresses several questions and challenges that potential customers might have through hilarious testimonials from Sandwich employees. It also leaves you wondering – what doesn’t Slack integrate with?
Squarespace: How to Build Your Squarespace Website, with Jeff Bridges
Apparently, Jeff Bridges has a side business outside of acting – creating sleeping tapes for restless people who need rest. Because he knows that the least he can do to market his business is create a website, he shows potential customers just how easy it is to quickly set up a Squarespace site so he can start selling his sleeping tapes album, stat.
Why it’s effective: How-to content has long been a staple for blog posts and has proven its effectiveness in answering customer questions. Pair that with visual content and you’ve hit a content gold mine! Plus, Jeff Bridges’ ability to go the distance with literally any type of acting never ceases to amaze me. Bravo, Jeff. Bravo.
Epuron: Mr. W
If you’re like most people who have watched this video – the whole time you’re wondering…who is this guy? What’s his deal? You can’t help but be intrigued by his story. The end doesn’t disappoint and will leave you equal parts chuckling and in awe of the creativity of this video.
Why it’s effective: Storytelling has been around forever, and there’s a reason for it. It’s familiar and when done well, can really attract customers to your content while they happily wait for the resolution to the story. Also, with Epuron finding a way to creatively market the wind, we B2B marketers can certainly find a way to have a little bit of fun with whatever product or service we’re working with.
FedEx: When It Absolutely, Positively Has to be There Overnight
Remember how I said this post is about the most LOL-worthy campaigns ever? This is a FedEx commercial from the early 80s that highlights how we’re living in a fast-paced world where things are moving so fast, that it needed to be there yesterday. Since FedEx isn’t in the business of time travel, they tell you how they can do the next best thing. Get it there overnight.
Verisign: Cart Whisperer
This video campaign came out in 2008, when many online shoppers were wary of entering their payment information online. This ultimately left many online retailers with abandoned carts all across the web. Verisign understood this concern and found an amusing way to engage their e-commerce customers in the process.
Why they’re effective: Putting customer pain points front and center can draw in a target audience quickly. In both of these examples, the pain points are called out right away and the intended audience immediately has an understanding of where the video is going.
Chances are, your customers are already looking for video content about your product or service. So why not give your target audience what they want, while keeping an element of fun in the mix? With that in mind, get back to work and think about how you can creatively entertain the people who will enjoy it most.