Learnings on how to optimize ads in East Africa: How to use humour effectively
Having spent years in both local and multinational research companies in East Africa, I have observed fascinating trends in how East Africans engage with advertising - especially when it comes to humour. Today, let’s dive deeper into why testing ads before launch is crucial, how humour works in this market, and what makes it effective (or ineffective) in influencing consumer behaviour.
Why pre-testing ads matters
Before an ad ever reaches the public, pre-market testing exposes a near-final version to a sample audience. This process measures how well the ad is received, whether the message is understood, and what emotional response it provokes. Pre-testing is not just a box-ticking exercise – it is a cost-effective way to predict how an ad will perform in the real world and to optimize elements before investing in a full campaign. Research shows that pre-market ad testing is a strong indicator of in-market performance, helping brands avoid costly missteps and maximize the impact of their messaging.
The power (and pitfalls) of humour in advertising
Humour is a double-edged sword in advertising. When used well, it captures attention, boosts recall, and makes brands more likeable. Studies confirm that humour enhances attention, improves customer mood, and increases memorability – key factors that drive both short-term impact and long-term brand association. In fact, ads that make people laugh are up to 6 times more efficient at driving market share growth compared to more neutral campaigns.
But humour isn’t a must-have for every brand or every campaign. Its effectiveness depends on how well it fits the brand’s personality and the story being told. Humour should never feel forced or disconnected from the product; otherwise, it risks being a distraction rather than a driver of results. The most memorable and effective humorous ads are those where the joke is directly tied to the product benefit or brand story.
Cultural relevance: The secret sauce
In East Africa, humour works best when it is simple, direct, and rooted in everyday experiences. Audiences respond well to:
Visual gags: Like a soda spraying all over someone.
Funny reactions: Such as someone frantically searching for water after eating spicy chips.
Playful exaggeration: For example, a mosquito bouncing off skin after using repellent.
Role reversals: A child lecturing a parent about nutrition.
Innocent mischief: Hiding snacks to avoid sharing.
These types of humour resonate because they reflect daily life, are easy to interpret, and connect with local values. One of my favorite examples is this telecommunication ad in Uganda (https://www.youtube.com/watch?v=QVc4EU7F-ww). The ad was part of a mobile money thematic campaign. The humour is clean, culturally relevant, and tightly integrated with the brand’s story. It doesn’t just entertain - it sells the proposition effectively while making you smile.
Key takeaways
Pre-testing ads is essential for optimizing effectiveness and ensuring the message lands before full-scale rollout.
Humour drives engagement, recall, and positive brand attitudes - but only when it’s relevant to the brand and audience.
Cultural connection is crucial: Humour should reflect local experiences and values to resonate deeply with East African consumers.
Keep it simple and relatable: Everyday scenarios, visual jokes, and playful twists work best in this market.
Humour is a strategic tool, not a gimmick: It should support the brand story, not distract from it.
In summary, if you want your ads to be remembered (and not just for the punchline), test them thoroughly, keep the humour authentic, and make sure your brand remains at the heart of the story. Want to chat more about optimizing your communications? Reach out to us at info@sprout-insights.com.
And remember: in advertising, a good laugh is only as valuable as the message it helps deliver!