The festive season is here, and you know what that means—family time, travel plans, and all those warm, fuzzy feels.
Everyone’s thinking about where to go, who to see, and how to make the most of these special moments.
So, I figured it’s the perfect time to chat about the travel brand that flipped the whole industry on its head.
You’ve probably guessed who I’m talking about (hint: it rhymes with spare-room chair).
And since holidays are all about feeling light-hearted, loved, and connected, I thought—why not dig into how the biggest brands out there are nailing those vibes?
How do they sprinkle humor, warmth, and connection into their messaging to make people fall head over heels for them?
So here’s the pre-holiday special edition #22 of the Viks MIX (Marketing. Insights. Exchange) newsletter.
Winning Heart and Wallet with Humour
Airbnb’s Killer Marketing Game
Brand Love
Let’s go.
Winning Heart and Wallet with Humour
When you hear "B2B marketing," your brain probably conjures up something dry and corporate—endless meetings, stiff suits, and jargon so thick you need a machete to cut through it.
But hold up! Some B2B brands are flipping the script, using humor to stand out, connect, and make themselves unforgettable.
And let me tell you, they’re owning it.
Breaking Down Business Barriers
The B2B world often feels like one giant formal dance—careful steps, polite nods, and that ever-present feeling that everyone’s wearing metaphorical neckties.
But humor? It’s the party-crasher who shows up in sneakers and says, “Let’s ditch the small talk and get real.”
It melts away that awkward tension faster than you can say "synergy."
Take Slack's campaign, “So yeah, we tried Slack…” They turned everyday office moments into a mini sit-com.
Think The Office but in ad form. Instead of feeling like a hard sales pitch, it was like chatting with a co-worker in the break room.
And that is the magic of humor—it transforms cold, formal interactions into genuine human moments.
Be Unforgettable
Here’s the deal: if you make someone laugh, they’re not going to forget you anytime soon.
It’s like giving their brain a little nudge that says, “Hey, remember us!” Humor is sticky—once it’s in there, it’s hard to shake off.
Take Mailchimp's "Did You Mean Mailchimp?" campaign. Instead of getting defensive about people butchering their name, they leaned all the way in.
The result? A hilarious series of ads playing on different (and ridiculous) mispronunciations.
Not only was it funny, but it was also brilliant branding. Mailchimp took something as simple as a name and turned it into a joke people wanted to share. And guess what? Now no one forgets it.
Humanize Your Brand
Let’s be honest—B2B brands tend to come off a bit...robotic. All business, no personality. And nobody connects with that. Humor, though? It’s the handshake that says, “Hey, we’re real people too.”
Zendesk nailed this with their "Zendesk Alternative" campaign. They created a fictional grunge band that was annoyed Zendesk “stole” their name. It was quirky, weird, and downright funny.
And just like that, Zendesk went from being a faceless software company to a brand with personality. And here’s the kicker—people don’t just buy products, they buy into people. Brands that feel human get more attention, more love, and more business.
Make It Shareable
Let’s face it—nobody’s rushing to share a bland corporate ad. But give people something funny, and they’ll be smashing that share button like it’s going out of style.
Vistaprint knew this all too well when they dropped a series of over-the-top ads, like a yoga instructor stretching next to a flaming asteroid. It was so ridiculous, you just had to tell someone about it.
Source: Youtube
And that’s how you take something mundane—like business cards—and turn it into a viral sensation. Vistaprint got their audience laughing, and in return, those same people spread the word like wildfire.
Lighten Up the Heavy Stuff
Now, let’s talk about the dry, heavy topics—stuff like taxes, project management, customer service.
Not exactly comedy gold, right? But with the right sprinkle of humor, even the driest subjects can feel light and approachable.
TurboTax did this flawlessly with their customer testimonials. They took the annual stress-fest known as tax season and gave it a humorous spin.
Real people, real stories, but with a wink and a smile.
Suddenly, taxes didn’t feel so terrifying. Instead, people actually enjoyed hearing about it. And when you can turn tax talk into something fun? That’s marketing gold.
The Bottom Line: Humor can be your secret weapon, breaking the ice, sticking in people’s heads, and building real connections.
Airbnb’s Killer Marketing Game
When you think of Airbnb, what comes to mind? Cozy stays? Unique homes? What about their killer marketing game that changed the travel industry?
Yep, Airbnb didn’t just get lucky—they hustled with some creative, down-to-earth strategies that put them at the top of the game.
Let’s dive into what made Airbnb’s marketing so genius and how they built their empire without breaking the bank.
1. Stealth Marketing
Back when Airbnb was just starting out, they used a clever trick that would make any marketer jealous—stealth marketing.
They didn’t roll out flashy ads or blow their budget on campaigns. Instead, they hit Craigslist, where people were already renting out their homes.
By sending friendly emails to those users, Airbnb got hosts on board without sounding salesy. It was subtle, sneaky, and brilliant.
Why It Worked:
They reached people already into short-term rentals, making it an easy sell.
Avoided expensive campaigns.
Happy hosts spread the word for them.
2. User-Generated Content
Airbnb didn’t stop with the stealthy moves. They tapped into the power of user-generated content (UGC), letting their guests do the talking.
Guests shared photos, reviews, and stories about their stays, creating a treasure trove of real, relatable content that spoke to future travelers way better than any polished ad could.
Why It Worked:
Authentic stories built trust.
Guests provided the content at no cost.
Sharing experiences built a sense of community.
3. Experiential Marketing
Remember when Airbnb offered people a chance to stay in Dracula’s Castle or the Louvre? Yep, that was part of their experiential marketing. These one-of-a-kind experiences weren’t just stays—they were stories that everyone wanted to be a part of, and the buzz they created was off the charts.
Sleepover with the Mona Lisa at the Louvre!
Why It Worked:
Talk of the Town: Exclusive offers generated excitement.
Social Media Frenzy: Winners shared their experiences, giving Airbnb free press.
4. Community Engagement: Winning Over the Locals
Airbnb didn’t just want to be the cool new thing—they wanted to stick around.
So, they got smart and started working with local governments and communities.
By showing how Airbnb could help local economies, they turned potential critics into supporters.
Why it worked:
Instead of being the villains ruining neighborhoods, Airbnb positioned itself as a positive force for local communities.
With locals cheering them on, it was easier to sidestep the critics.
5. Social Media
If you follow Airbnb on Instagram or Facebook, you know they’ve got their visuals down.
They don’t just post pictures of rooms—they post experiences.
Unique stays, stunning locations, and stories that make you want to pack your bags.
And their digital ads? Super targeted, meaning they reach the right people without wasting time.
Why It Worked:
In a sea of endless scrolling, Airbnb’s stunning visuals made people stop and stare.
Their ads weren’t just pretty; they targeted the right audience for maximum impact.
Instead of just posting ads, they connected with people, answered questions, and built real relationships.
6. Influencer Partnerships
When it came to influencer marketing, Airbnb knew exactly what they were doing.
They teamed up with celebs and influencers who could get people talking.
These partnerships weren’t just about getting more followers—they were about connecting with audiences on a personal level.
Why It Worked:
When a celebrity or influencer raves about your product, people listen.
With the right influencers, Airbnb tapped into new audiences they wouldn’t have reached otherwise.
Brand Love
What’s the glue that keeps customers coming back for more. What’s the magic that turns casual shoppers into loyal fans? Brand love – the emotional connection.
Let’s peel back the layers and see what makes a brand lovable.
1. Authenticity
People crave the real deal. Brands that show their true colors and live up to their promises build trust.
Take Patagonia, for example. Their dedication to saving the planet speaks volumes.
When customers see a brand that shares their values, they feel a connection that’s hard to shake.
2. Emotional Resonance
Feeling good is key. Brands that make us smile, reminisce, or feel understood hit the jackpot.
Dove’s "Real Beauty" campaign is a prime example. By celebrating all body types, they create a sense of community.
This warm, fuzzy feeling hooks consumers in, activating that brain chemistry that keeps us loyal.
3. Relevance and Empathy
Understanding what customers want is a game changer. Brands like Whole Foods listen to their customers and adjust their offerings.
When people feel valued, they’re more likely to stick around. It’s all about making them feel heard and appreciated.
4. Simplicity in Communication
Clear messages go a long way. Apple nails this with their straightforward product showcases.
Ditch the jargon and let customers grasp what you’re all about. This easygoing approach makes it simpler for people to connect.
5. Consistency Across Touchpoints
Consistency builds trust. Brands like Starbucks ensure that their messaging and quality stay the same, whether you’re at a local shop or ordering online.
Source: Starbucks
This reliability breeds comfort, and customers love a brand they can count on.
In a crowded market, that’s the way to stand out and make a real impact.
Well, that’s it for edition #23 of Vik’s MIX (Marketing Insights Exchange) newsletter.
If you’re digging this edition, don’t forget to smash that subscribe button!
And hey, drop a comment below—let me know the #1 thing that grabbed your attention in this edition. I’m all ears!
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