Spin Creative Director, Katya Scott-Barrett shares her thoughts on how to go viral during the big cultural moments.
April Fools is that time of year when brands get to have a little fun, and social-first fun is definitely our sweet spot.
This year we were incredibly proud to have had three of our client’s April Fools campaigns recognised as some of the best in 2024. Our Marmite x Ann Summers collab was crowned 'Top April Fool's Prank of 2024' and our work with Princes and Napolina were also featured in The Grocer's 'Best Foodie Pranks' list.
The key to any successful, humour-led marketing campaign is getting the tone right and capturing the mood of the audience. So how do you create a campaign that builds momentum and gets your brand noticed?
When ideating across our clients, we ask ourselves a few key questions to spark those big ideas:
What are the biggest consumer trends right now?
The biggest trends often have the most impact because of that magic word: relevance. Think Pet Subscription Boxes from Gusto or CBD Hash Browns from Iceland.
What's too good to be true—the things your consumers dream of becoming a reality?
The cookie dough paint from Dulux sounds like something we'd love on our walls!
What's awkwardly close to possibility but, at the same time, downright mental?
Think Guinness Cologne or The Sainsbury’s Double Decker Trolley (though we're less sure about its practicality here!)
What's the most weird and wonderful collaboration we could possibly think of to stun your community?
AldiAir was one to remember!
After doing some blue-sky thinking, you want to focus on relevance. Is the idea relevant to your audience and is it aligned with your brand strategy? If the answer is yes, you might have your winning idea!
To get your creative juices flowing, here’s some insight into what Spin did this April Fool’s:
Our Ann Summers Marmite collaboration made no sense but was the epic result of two glorious British brands partnering together. It was a truly weird and wonderful collaboration that got our communities buzzing—and believe it or not, it fit our "too good to be true" category too, with our followers dying to try this unique lube concoction! (For better or worse!)
For Princes and their tuna drink, we tapped into trends of 'nutrition' and the recent broth phenomenon, we thought our audience would LOVE a tuna drink packed with protein and the good stuff! Filming it in that classic American infomercial style, we thought we could highlight just how great this drink is. Although people seemed more interested in a sunflower tuna drink 👀.
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Everyone is using AI. Yes – everyone, including us. Whether it’s for data analysis, generating ideas, or tweaking the odd phrase, AI has become foundational to modern workflows.
People are rethinking their social habits in the same way they rethink their diet, sleep or exercise.
Here are the behaviours, formats, platforms and creative shifts we think will define this year’s social strategies.