5 Ingredients Behind a Great April Fools’ Stunt
April Fools’ Day is right around the corner, and we’re about to see a lot of brands launch their campaigns. Some of them are going to land, and.. some just aren’t.
So, what are the key ingredients behind a great stunt? We’re outlining five essential components that brands use to make a lasting– and cool 😎– impression this April Fools’ Day.
1. Getting Ahead of It
Like all social content, planning your approach towards timing impacts success. Similar to Super Bowl campaigns, many brands make a campaign moment out of April Fools’ Day, with an array of content rolling out in the days before. Smaller rollouts may require more time to live, though, so tailoring a content plan to the lifespan of each platform makes all the difference.
2. Leaning Into Audience Insights
When it comes to April Fools’ Day, the most successful brand efforts lean into playful insights about their audience. This could look like:
Jokingly giving into something their audience has been asking for, like when Tinder announced a ban on men-with-fish photos last year.
Capitalizing on popular moments happening in culture.
Authentically inserting your brand into unexpected trending conversations.
By listening and engaging authentically, brands can create memorable experiences that strengthen emotional connections and deepen brand affinity.
3. Focusing on Brand Affinity
Focus on a simple, singular KPI: brand affinity. For brands, the main goal of April Fools’ Day is to engage and play with your audience, not sell something, drive clicks, etc..
A lot of April Fools’ stunts include fake products, like Subaru Forager Granola and Heinz’ “Ketch-Up and Down Bottle.” Both efforts were successful due to their focus on building brand love and affinity rather than a sales driving mechanism.
4. Knowing the Difference Between Being Risque and Risky
Sometimes brands take it too far, and risk their own reputation. The goal is to be risque & provocative, not to make the legal team scared.
One example that went just up to the line last year– without going over– was from air-quality monitor brand Airthing, where they launched a Bulls**t Detector. It was positioned as a product that detects the “hot air that is spewing from your neighbor, partner, or colleagues’ mouths.” It's snarky, it's risque, and it works because it's rooted in an insight that everyone can relate to. Of course, for some brands, this same example would cross the line and not be appropriate for them.
5. They Don’t Participate Just For the Sake of It
While it's always a great opportunity for brands to show their more playful spirit, brands shouldn't leap into April Fools’ Day just for the sake of it. Sometimes it’s better to pass than to be lame and end up becoming the punchline.
Brands that will hit the mark this April Fools’ Day are likely because they lean Into audience insights, understand that brand affinity is what should drive the campaign, make risque (not risky) choices, and are intentional about their participation.
If you’re looking for other ways to build brand relevance, sign up for our Connecting to Culture webinar!
