5 Startups Using Funny Marketing to Stand Out: Laughter as a Growth Strategy

In today's hyper-competitive startup landscape, capturing consumer attention and building brand loyalty is more challenging than ever. However, a select group of innovative companies has discovered a powerful secret weapon: humor. By infusing their marketing strategies with wit, irreverence, and unexpected laughs, these startups are breaking through the noise and forging meaningful connections with their target audiences. Let's dive into five companies that have mastered the art of funny marketing to fuel their growth and disrupt their respective industries.

1. Dollar Shave Club: Shaving Away Pretension with Razor-Sharp Wit

When Dollar Shave Club (DSC) erupted onto the scene in 2011, they faced the daunting task of challenging grooming industry giants like Gillette and Schick. Their secret weapon? An uproarious viral video that turned traditional razor marketing on its head and catapulted the brand into the spotlight.

The Video That Changed Everything

DSC's inaugural marketing campaign centered around a YouTube video starring founder Michael Dubin. Leveraging his background in improv comedy, Dubin delivered a deadpan monologue filled with absurd imagery and irreverent jokes about shaving. The video's tagline – "Our Blades Are F***ing Great" – perfectly encapsulated the brand's rebellious spirit.

What made this video so effective was its multi-pronged approach to humor. It mercilessly mocked the overly complicated and expensive razors dominating the market, while simultaneously contrasting DSC's down-to-earth approach with competitors' idealized notions of masculinity. The use of unexpected visual gags, like a machete-wielding employee named Alejandro, further cemented the brand's commitment to breaking convention.

The results were nothing short of staggering. Within 48 hours of the video's release, DSC's website crashed from the influx of traffic, and they had received over 12,000 orders. To date, the video has garnered over 28 million views on YouTube, kickstarting the company's meteoric rise in the grooming industry.

Maintaining the Comedic Edge

What's particularly impressive about Dollar Shave Club is how they've consistently maintained their humorous voice across all marketing channels. Their social media posts tackle real-life grooming challenges with wit and relatability. The company's YouTube channel, which has amassed over 180,000 subscribers, explores taboo topics that other brands shy away from, like manscaping and bathroom etiquette.

Even DSC's charitable efforts incorporate humor. In 2018, founder Michael Dubin live-tweeted his own colonoscopy to raise awareness for colorectal cancer screening. This unconventional approach garnered significant media attention and engagement, proving that humor can be an effective tool even when addressing serious topics.

While DSC's innovative business model of direct-to-consumer razor subscriptions undoubtedly played a huge role in its success, the company's commitment to funny marketing helped it build a fiercely loyal customer base. This strategy culminated in Unilever's acquisition of Dollar Shave Club for a reported $1 billion in 2016, cementing its status as a disruptive force in the grooming industry.

2. BarkBox: Unleashing Canine Comedy

BarkBox, a subscription service for dog toys and treats, faces stiff competition in the ever-growing pet product space. Their differentiator? A marketing strategy built on entertainment and dog-centric humor that resonates deeply with pet parents.

Hiring Comedians for Content Creation

In a move that raised eyebrows in the marketing world, BarkBox took the unusual step of bringing professional comedians onto their content team. This decision stemmed from their core philosophy: focus on entertaining customers rather than hard selling. Henriette Gomez, BarkBox's Head of Content, explained in an interview with Contently, "Our entire strategy is to entertain. We're not trying to sell, we're trying to make people laugh."

The results of this approach are evident across their marketing channels:

• Social media posts written from a dog's perspective, capturing the imagined inner monologue of our canine companions
• Viral video content like the "Dog Mom Rap" (over 550,000 YouTube views) that celebrates the unique quirks of dog ownership
• Comical product descriptions that resonate with pet owners, like naming a toy "The Bark Knight Rises"

Super Bowl Sunday: A Case Study in Canine Comedy

BarkBox's Twitter engagement during the Super Bowl perfectly illustrates their humorous approach. While other brands fought for attention with flashy (and expensive) TV ads, BarkBox entertained followers with a stream of tweets written as if a dog was watching the game:

• "why are the humans yelling at the magic picture box?"
• "do u think tom brady gets excited when he sees a squirrel"
• "halftime show needs more tennis balls imo"

This strategy earned BarkBox significant engagement without the massive ad spend of traditional Super Bowl marketing. According to Sprout Social, BarkBox saw a 200% increase in Twitter mentions during the game compared to their daily average.

Taking Risks and Pushing Boundaries

BarkBox's content team acknowledges that humor can be hit-or-miss. They're not afraid to take risks and push boundaries to discover what resonates with their audience. This willingness to experiment has helped them build a distinct brand voice that stands out in the crowded pet product market.

While it's difficult to isolate the impact of humor on BarkBox's bottom line, the company's growth speaks for itself. With over 2 million Facebook followers, 1.7 million Instagram followers, and revenue forecasted to reach $500 million in 2021, their comedic approach is clearly striking a chord with dog lovers across the country.

3. Squatty Potty: The Unicorn That Pooped Gold

Sometimes, the most challenging products to market are those addressing sensitive topics. Squatty Potty, a toilet stool designed to improve posture during bowel movements, faced this exact dilemma. Their solution? Embrace the awkwardness with over-the-top humor that transformed a taboo subject into comedy gold.

The Viral Video That Changed Everything

Squatty Potty partnered with advertising agency Harmon Brothers to create a video that would become one of the most viral ads in marketing history. The concept? A regal unicorn demonstrating proper pooping technique by dispensing rainbow ice cream. Yes, you read that correctly.

Key elements that contributed to the video's runaway success include:

• Using the ice cream metaphor to discuss a taboo topic in a family-friendly way
• Blending educational content about colon health with outrageous visual humor
• A charismatic prince character delivering tongue-in-cheek commentary

The risk paid off spectacularly. The video garnered over 140 million views across social media platforms and helped Squatty Potty increase online sales by 600% and retail sales by 400% in the months following its release. In just one year, the company's annual revenue jumped from $15 million to $19 million.

Continuing the Comedic Conversation

Squatty Potty has maintained its humorous approach across all marketing channels:

• Social media posts filled with poop puns and toilet humor that keep followers engaged
• Product descriptions on their website that blend information with jokes, making the shopping experience entertaining
• Ongoing video content that tackles bathroom topics with a light touch, including collaborations with influencers and celebrities

By using humor to broach an uncomfortable subject, Squatty Potty not only increased sales but also helped normalize conversations around digestive health. The company's success has led to expansion into other bathroom products, all marketed with the same irreverent tone that made them famous.

4. DeadHappy: Bringing Life to Life Insurance

Life insurance is typically seen as a somber, serious topic that most people would rather avoid thinking about altogether. UK-based startup DeadHappy decided to flip that notion on its head with a marketing strategy centered on dark humor and irreverence, aiming to make death and financial planning more approachable.

The "Please Die Responsibly" Campaign

DeadHappy's flagship marketing campaign features two comical characters, Mic and Tel, having casual conversations about death and life insurance. This approach allows the company to address a difficult topic in a relatable, entertaining way that resonates with younger consumers who might otherwise tune out traditional insurance messaging.

Key elements of DeadHappy's humorous strategy include:

• Referring to life insurance policies as "deathwishes," reframing them as a way to take care of loved ones rather than a morbid necessity
• Using casual, conversational language on their website and in marketing materials, breaking away from the stuffy tone often associated with financial services
• Creating social media content that pokes fun at the seriousness of death, like memes about millennials' financial anxieties

The Risks of Dark Humor

While DeadHappy's approach has garnered attention and led to significant growth, it also demonstrates the potential pitfalls of using humor for sensitive topics. The company faced backlash and regulatory scrutiny for an ad campaign referencing a notorious serial killer, which was deemed offensive and inappropriate by many.

This controversy serves as a cautionary tale for startups considering edgy humor: always consider the potential negative impact and be prepared to pivot if necessary. Despite the risks, DeadHappy's founders remain committed to their mission of disrupting the life insurance industry through unconventional marketing.

5. SURREAL: Disrupting Breakfast with a Bowl of Laughs

SURREAL, a UK-based cereal startup, entered a market dominated by established brands and health-focused alternatives. To stand out on crowded supermarket shelves, they embraced a playful, irreverent marketing style that contrasts sharply with traditional cereal advertising.

Billboard Brilliance

SURREAL's outdoor advertising campaign showcases their humorous approach:

• Posters playfully mocking well-known cereal mascots, like a dejected-looking tiger with the tagline "They're not so gr-r-reat anymore"
• Bold statements like "Frosties are gr…oss. Try SURREAL instead." that directly challenge competitors
• Small print jokes acknowledging the staged nature of testimonials, adding an extra layer of humor for observant readers

Social Media Silliness

The company's online presence maintains the same lighthearted tone:

• LinkedIn posts that subvert corporate communication norms, like sharing "meeting notes" filled with cereal puns
• Witty responses to follower comments that showcase the brand's personality
• Product descriptions filled with wordplay and pop culture references, making the act of buying cereal unexpectedly entertaining

SURREAL's co-founders, Kit Gammell and Jared Getzel, emphasize that this humorous approach was a strategic decision from the start. By injecting fun into a typically bland health food category, they've created a distinct brand identity that resonates with their target audience of young, health-conscious consumers.

Key Takeaways: Harnessing Humor for Startup Success

As we've seen from these five examples, incorporating humor into marketing strategies can be a powerful tool for startups looking to make their mark. Here are some key lessons we can draw from their successes:

1. Stand out in crowded markets: Humor can help your brand cut through the noise, especially in industries known for bland or traditional marketing approaches.

2. Address sensitive topics: Well-executed humor can make difficult conversations more approachable, as demonstrated by Squatty Potty and DeadHappy.

3. Build brand personality: Consistent use of humor across marketing channels helps create a distinct, memorable brand voice that consumers can connect with on a personal level.

4. Engage on social media: Witty, timely posts can drive significant engagement without the massive ad spend required for traditional marketing campaigns.

5. Take calculated risks: Don't be afraid to push boundaries, but be prepared to adapt if your humor misses the mark or causes controversy.

6. Hire for humor: Consider bringing comedy professionals onto your marketing team for fresh perspectives and expert execution of humorous content.

7. Balance humor and information: Effective funny marketing still communicates key product benefits and values, as seen in Dollar Shave Club's educational yet entertaining videos.

8. Know your audience: Ensure your humor aligns with your target demographic's sensibilities and cultural touchstones.

9. Maintain consistency: Develop a specific comedic style and apply it across all marketing efforts to create a cohesive brand experience.

10. Don't rely solely on humor: Remember that great products and solid business models are still essential for long-term success. Humor should enhance your offering, not replace it.

By thoughtfully incorporating humor into their marketing strategies, these startups have not only gained attention but also built strong connections with their target audiences. While funny marketing isn't suitable for every brand or industry, it can be a powerful tool for the right company willing to take creative risks and embrace a distinct personality in their communications.

As the digital landscape continues to evolve, and consumer attention becomes increasingly fragmented, innovative marketing approaches like those showcased by these five startups will likely become even more crucial. By studying their successes (and occasional missteps), other emerging companies can learn valuable lessons about leveraging humor to fuel growth and disrupt established markets.