Humor is becoming more popular in today’s marketing because it creates more relatable content for consumers. The visionary behind TUSHY, a growing brand of bidets and bidet attachments, is using “toilet humor” to help bidets catch on in America and to connect to her target audience of regular people with budgets who want better hygiene solutions without a lot of fanfare. Instead of trying to dance around the funny aspect of her brand, TUSHY creator Miki Agrawal embraces it to her company’s advantage. Here’s how.

Relating to Consumers Using Humor

As the divide between customers and corporations grows, businesses can be left struggling with figuring out how to connect with their customers. Humor is an easy and effective way to do exactly that. By publishing funny, relatable content associated with the brand, a company can engage its target audience with little effort. The TUSHY brand is a prime example of how incorporating humor, especially when it’s least expected, can drive engagement and sales.

Creating On-Point Branding

Entrepreneur Miki Agrawal sets a notable example of powerful branding that matches the company’s voice with its modern logo. Featuring a water droplet with a hidden backside, the tagline advertises TUSHY as a “shower for your butt,” getting straight to the point. While a somewhat risky choice initially, the logo is now easily recognizable and is a hallmark of the TUSHY brand. Prospective customers see the logo and make the connection to funny content they’ve seen before, which helps drive sales.

Leveraging Influencer Marketing

Social media marketing is taking over more traditional forms of advertising like billboards and commercials. Influencer marketing is a subtype of the social media marketing that Miki Agrawal recommends for companies looking to connect with their audiences and develop their personas. However, the bigger the influencer isn’t necessarily the better. Miki Agrawal suggests that an influencer with around 150,000 followers and about a 10% engagement rate is ideal; too large and you may have difficulty reaching an affordable and mutually beneficial agreement with them.

Publishing Engaging Video Content

Video marketing has never been more popular than it is now and long-form video content is arguably the most effective tool currently available in digital marketing. TUSHY utilizes long-form videos to help explain the company’s products and how to use them to potentially interested consumers. Ideally, videos will be educational, inspiring, and persuasive enough to guide the customer to the end of the buyer’s journey where they will make a purchase. Miki Agrawal suggests that explainer videos are some of the most powerful tools available to help consumers understand how one company’s product or service is different or better than another’s.

Another component of TUSHY’s success comes from organizational management, suggests Agrawal. She immediately brought in an operations professional from the get-go, after seeing the difference they made in the management of her previously owned restaurants. This allowed TUSHY to have a strong start and a solid foundation for growth, something that quickly became necessary as the brand’s popularity began to soar.