I have a customer and am putting a proposal in front of them which is to shoot a funny advert that also hits the 'need' for a solution they are selling. The small group we've tested the idea on find it funny, albeit at different levels ranging from a smile to a belly laugh. It's also bringing up reactions such as 'warm,' 'family-oriented,' and most importantly gets the message across in a way that has potential to get people watching it to respond.

My customer sells B2B tech solutions, they have an existing customer base and this will give them something their sales team can really get behind to not only current but future customers. It's a great campaign to cold call on because it's both something that their typical customers need and it's genuinely funny which stands out in the B2B tech world.

However, I wanted to ask the forum on your experience. Does humour as part of campaigns work for you? We help our customers grow through creating video that gets B2B prospects to respond and our customers tell us our traditional stuff generates around 20% - 25% more responses (i.e. MQLs and SQLs) than they are typically used to. However, this is a real risk for us because we've only once created a 'funny' vid so would appreciate knowing your experience around this.

What is your experience of 'funny' marketing within B2B (as part of a larger, most sophisticated campaign). Did it work? What were response rates like? How was it for you?