Lessons from HubSpot and that Papaya Global Super Bowl ad: Think big to stand out

For my team and I, building a brave brand requires a willingness to get uncomfortable in order to create something authentic that gets you noticed. Yes, it’s going to push your business outside of its comfort zone. But it’s also going to create a strong, memorable brand that gets recalled when the purchasing situation is right.

Luckily, just two months into 2024, we’ve already seen some great examples of brave branding, and each offers a unique lesson on how to do it well.

All marketing is business-to-human

Called “unhinged” by some and derided for pandering to GenZ by others, Hubspot’s recent social media posts have garnered attention and over a million LinkedIn followers. So what are they doing differently? Honestly, not much.

Several posts poke fun at typical office culture, one shares a funny TikTok video, and a Valentine’s Day post featured conversation hearts with phrases like “I’ll circle back for you.” Clever and humorous? Yes. Revolutionary? Not really.

But is it brave and bold? Absolutely. The haters on LinkedIn serve as proof – if a campaign carries no risk of haters, it’s too safe. Honestly, for a B2B software company to have a social media presence with enough personality to stand out is brave.

But here is a special reminder for B2B marketers: all marketing is B2H – business to human. We know eliciting emotional responses leads to better ad recall. And often big B2B purchases happen by committee – so why not speak to GenZ employees? By breaking the B2Boring barrier, Hubspot is ensuring it stays front of mind when future customers need a new CRM.

Papaya Global’s Super Bowl ad hit the sweet spot

It was a bold move for a relatively unknown B2B company to throw its hat in the Super Bowl ad ring, and yet Papaya Global took that chance. Aired regionally, the 30-second ad depicts stock photo-esque executives playing a game of ping pong that eventually plays itself.

While the ad also capitalizes on humor by poking fun at its own heavy-handed metaphor, the real lesson is in the strategy. The payments space is crowded, so announcing yourself at the most-watched telecast in history is smart. And again, B2B is still B2Human, so off-the-clock employees are tuned in.

Most importantly, however, the brand didn’t make such a hefty investment expecting immediate sales – they were in it for the building brand awareness long game. With 95% of B2B buyers not currently in-market, B2B brands need awareness campaigns that foster long-term memories and recall. As long as they stay consistent in the months (and years!) ahead, they’ll see customer acquisition touchdowns in their future.

Think outside the box, while aligning with brand values

Maybe the bravest of today’s examples, the financial platform Neon Money Club created a dating app exclusively for people with high credit scores. Released shortly before Valentine’s Day, the app’s shelf life is just three months, but the cumulative impacts of the campaign will certainly last much longer.

Launching a dating app is obviously really creative, fun, and attention-grabbing, but I think it’s also an excellent example of what’s possible when marketing aligns with brand values. Users of the app are encouraged to talk about finances without fear of taboo. Those whose credit scores are too low to qualify, on the other hand, are directed toward resources to help them build their credit. In either case, brand values regarding the importance of financial literacy and creating non-traditional pathways to financial awareness are front and center.

If you really want to build a brave brand, the first step should be to tune into your brand values. When you’re crystal clear on your ‘why‘ and what makes you different, those values are going to give you the courage to think outside of the box. Maybe that leads you to zany social posts, tackling a Super Bowl ad spot, or creating a dating app, but regardless of where you land, you’ll have the confidence of knowing that it’s right.