From a Prank to the Bank: Can Hoax Campaigns Work for B2B?

Laura Thompson

April Fools-style marketing tactics have become extremely commonplace in the consumer world (so much so that I expect any email or digital communication that I see on the 1st of April to contain a hoax message). While planning for April eCRM campaigns earlier this year, I began thinking about the implications for non-consumer brands. Since this methodology has helped generate some truly impactful and memorable campaigns in the B2C world, can it be leveraged to support B2B projects? I have seen a limited offering of examples or best practices as applied in this space; however, if properly planned and executed,...

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