Communications Strategy Deep Dive: Brands That Are Successfully Targeting Gen-Z Humor
By Andrea Forelli, Account Executive; Anna Obsgarten, Account Representative; Lindsey Lindman, Account Representative; Melika AkhavanFarshchi, Account Representative
As communications professionals, it is imperative that we understand our audience and relate to them through our strategic messaging. Gen Z is a generation raised on social media, setting higher standards for what captures their attention online. They desire an entertaining experience and value authenticity, relatability, and cultural awareness while scrolling rather than being constantly marketed to. Many companies have taken this as an opportunity to go in a completely different direction when it comes to their social media strategies. By creating content that mocks advertising itself and relates to Gen Z’s very specific and often absurd sense of humor, many brands are seeing major success by using tactics they never would have imagined 15 years ago. Mastering Gen Z humor is no easy feat, however. If not executed properly, they risk being quickly labeled as "cringe" by this demographic. Only a handful of brands have cracked the code for Gen Z humor marketing, consistently going viral and establishing a genuine rapport and relatable brand image with this generation.
In today's blog, we will spotlight brands that have successfully mastered the art of Gen-Z-targeted marketing through humor and relationship building.
Duolingo
Duolingo, the language learning app, has transitioned from conventional product-centric promotion on social media to finding its niche within the realm of Gen Z humor. The app employs its mascot, the green owl, as the hilarious face of its social media activity. The owl doesn't just inhabit Duolingo's TikTok; it owns the platform by effortlessly following the latest dance trends, lip syncing to the latest viral sound, collaborating with amusing counterparts like the Scrub Daddy mascot, and even associating with pop culture celebrities such as Dua Lipa. The Duolingo Owl has also shown its followers where it stands in pop culture controversies by weighing in on Adam Levine’s cheating scandal, the feud between Hailey Bieber and Selena Gomez, and being anti-Jake Gyllenhaal in support of Taylor Swift. They create content that is edgy, unconventional, and amusing to the Gen-Z demographic in order to make their marketing tactics less pushy and more fun.
Consistency has been key for Duolingo, as it continues to deliver short-form content tailored for the shorter attention spans of Gen Z. For some Gen Z users, their first encounter with Duolingo was in high school language classes, where memories of the Duolingo owl 'keeping tabs' on them for failing to complete daily lessons linger. Duolingo astutely capitalizes on this shared experience, as shown in the TikTok below:
https://www.tiktok.com/t/ZT8As2wUC/
Further, Duolingo keeps up to date with pop culture references and what’s hot in the media. The Green Bird was even invited to the Barbie movie premiere and walked the pink carpet! Duolingo has perfected the art of keeping their videos relatable to the latest trends, including popular songs and sounds.
The once-pushy green owl has undergone a transformation, now symbolizing not just language learning but also a surprising intersection of social media trends and humor, and a positive relationship with Gen Z. Duolingo's unexpected transformation of its mascot into a symbol of relevance and amusement reflects a deep understanding of the dynamics that resonate with the Gen Z audience, and other brands can definitely take notes from Duolingo.
2. Scrub Daddy
Scrub Daddy is yet another example of a large brand using a social media strategy that appeals to gen-z’s humor. They are constantly keeping on top of the latest Tik Tok trends and even pull other brand mascots into their sketches- including the DuoLingo owl. Their keenness towards keeping their audience’s attention and staying relevant to the latest trends has helped them gain 3.8 million Tik Tok followers in just 2 years.
Other than keeping up-to-date with the latest memes and popular videos, one of the tactics that contributes to their social media success may be the involvement of their CEO in their content. The brand’s image takes on a more personable and authentic form when they include CEO Aaron Krause, who is widely recognized from Shark Tank, be front and center in their outlandish and hilarious Tik Tok sketches. While most people think of a typical CEO to be elusive and out-of-touch, Scrub Daddy’s CEO is portrayed as an involved, passionate, and relatable company leader who sometimes even serves as the man inside of the Scrub Daddy mascot costume.
Duolingo and Scrub Daddy have created and maintained a storyline via their Tik Tok accounts that includes their mascots falling in love and having children together, including chasing each other down for child support:
https://www.tiktok.com/t/ZT8DXjw2h/
3. Chobani
Chobani, which is one of the most popular yogurt brands currently, has evolved its Tiktok content tremendously. They are now posting videos that align with present Gen-Z Tiktok humor and trends, allowing their videos to reach more of an audience; essentially making the brand more and more popular. Their Tik Tok account has over thirty thousand followers, and their account is run by many younger communications employees from their team. They make their videos fun, lighthearted, and easy to understand what message they are trying to get across.
Many may ask, “What exactly is ‘Gen-Z humor?’”. While there is no direct answer to the question, it can be answered through different trends. The majority of Tiktok users fall into the Gen-Z category, aged anywhere from twelve years old to twenty-five. Gen-Z humor usually involves jokes that are ironic, multi-layered, and have several meanings. These jokes spark trends, and it is clear that Chobani’s team has been paying attention. For instance, the team announced their holiday collection on Tik Tok by making a video of one of them sitting at a desk typing aggressively, with the caption, “‘POV: It’s November so you have to let everyone know that Chobani Winter Limited Batch products are BACK.’” They used a Christmas song in the background, which is referring to the popular Gen-Z trend in which everyone begins to celebrate Christmas the second it becomes November 1st.
https://www.tiktok.com/t/ZT8DVt8rc/
By following Gen-Z humor and regular TikTok trends, it allows for their brand to exponentially grow which many others have not done. The younger generation is a massive target for many brands, especially for the food industry. Not only hiring young people to make the videos but also coming up with ideas, sets this brand apart from many others. Chobani has successfully embraced Gen-Z humor and used it to their advantage, causing for themselves to only benefit.
4. Wendy’s
In the ever-evolving world of social media strategy, Wendy's has not just kept pace; it's been a trendsetter, employing a carefully crafted strategy that showcases authenticity and humor in every interaction.
Wendy’s strategic use of user-generated content stands as a testament to its commitment to community engagement. By seamlessly integrating memes, comments, and content from its followers, Wendy’s cultivates a feeling of community while consistently bringing in a stream of new and engaging material. The noteworthy #NuggsForCarter campaign serves as a prime example, turning a simple fan’s tweet about free chicken nuggets into the most retweeted post on Twitter at that time.
https://www.wendys.com/blog/nuggsforcarter-and-chicken-nuggets-make-year-on-twitter-list
This strategy underscores the importance of encouraging audience participation, creating a vibrant and authentic digital community.The brand's swift and personalized responses to tweets initiate spontaneous discussions, showcasing Wendy's dedication to its customers. This approach establishes an element of excitement and unpredictability into its social media presence, highlighting the significance of prompt, personalized interactions.
Conclusion:
It is evident that Gen-Z humor is a powerful tool that brands can utilize to effectively engage with and connect with this generation. By understanding the nuances of Gen-Z humor and incorporating it into their social media strategies, brands can successfully build relationships with this influential demographic. The brands discussed in this blog post, namely Duolingo, Scrub Daddy, Chobani, and Wendy's, have all demonstrated remarkable success in tapping into Gen-Z humor, resulting in increased brand awareness, engagement, and loyalty. As Gen-Z continues to grow in purchasing power and influence, brands that can effectively navigate the complexities of Gen-Z humor and values will be well-positioned to thrive in the ever-evolving landscape of marketing and communications, especially through social media.