From Jokes to Loyalty: How Brand Teasing Transforms Marketing Strategies

Source:

Demi Oba, Holly S Howe, Gavan J Fitzsimons, Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers, Journal of Consumer Research, 2024;, ucae051, https://doi.org/10.1093/jcr/ucae051

In the latest episode of Marketing Science Lab, we take a deep dive into groundbreaking research on brand teasing and its impact on consumer relationships. The study, published in the Journal of Consumer Research, challenges conventional marketing wisdom and explores how brands can build stronger connections by playfully poking fun at their consumers.

Understanding Brand Teasing

Brand teasing is an emerging marketing strategy that involves using humor and mild provocation to engage consumers. This approach, exemplified by brands like Wendy's and RyanAir, has gained traction in recent years, particularly on social media platforms. But what makes brand teasing effective, and how can marketers leverage this strategy without alienating their audience?

The research we discussed defines teasing as an intentional provocation accompanied by playful markers that comment on something relevant to the target. In the context of brand communication, teases are a subset of humorous content where the "violation" is directed at an entity, such as a person or brand.

Prosocial vs. Antisocial Teasing: Walking the Tightrope

One of the key insights from the study is the distinction between prosocial and antisocial teasing. Prosocial teases are characterized by mild provocations with numerous play markers, such as emphasis, exaggeration, or a friendly tone. These types of teases tend to strengthen consumer-brand relationships. On the other hand, antisocial teases involve stronger provocations with fewer or weaker play markers, which can potentially damage brand perception.

We found that the effectiveness of brand teasing hinges on striking the right balance between playfulness and provocation. Successful teases are perceived as more playful than provoking, activating positive human schemas in consumers' minds.

The Role of Anthropomorphism in Brand Teasing

A fascinating aspect of the research is how brand teasing influences anthropomorphism – the attribution of human characteristics to non-human entities. The study reveals that teasing leads to increased anthropomorphism because:

It's a uniquely human form of communication

It's unexpected from brands, triggering consumers to apply human schemas

This increased anthropomorphism is key to understanding why brand teasing can be so effective in building stronger consumer-brand relationships. By making brands feel more human and relatable, teasing can lead to higher self-brand connection compared to purely funny or neutral communication.

Real-World Success Stories

We explored several real-world examples of successful brand teasing campaigns:

Wendy's #NationalRoastDay: This annual Twitter campaign, where Wendy's playfully teases followers, resulted in 350,000 new Twitter followers and positive media coverage.

Postmates "We Get You" Campaign: These ads poked fun at consumer behaviors in a relatable way, increasing brand engagement and connection.

RyanAir's Social Media Strategy: Known for its "savage" social media presence, RyanAir's teasing approach has led to increased engagement and brand distinctiveness.

These examples demonstrate how, when done right, brand teasing can cut through the noise of traditional marketing messages and create memorable, engaging content that resonates with consumers.

Actionable Takeaways for Marketers

Based on the research findings, we discussed several key takeaways for marketers looking to incorporate teasing into their strategies:

Focus on prosocial teasing with mild provocations and plenty of playful markers.

Pre-test teases to ensure they're perceived as prosocial rather than antisocial.

Use teasing as a tool to make your brand feel more human and relatable.

Be cautious with sensitive topics and monitor language and tone carefully.

Consider your brand personality and audience when implementing teasing strategies.

Tailor teasing to your audience, considering individual consumer traits.

The Double-Edged Sword: Navigating the Risks

While brand teasing can be a powerful tool for engagement, it's not without risks. We emphasized the importance of understanding your brand, your audience, and the nuances of execution. Antisocial teasing can backfire, activating negative human schemas and potentially damaging consumer relationships.

Marketers must be mindful of cultural differences, sensitive topics, and the psychological distance between the brand and the teasing target. It's crucial to maintain a playful tone and avoid language that indicates strong neg...