Humour Trade Social Strategy

Who is our Audience?

• Trade Insta – 55% (largest demo) age 18-24 – These people spend all day on Insta & Tik-Tok watching funny videos and content
• Facebook – Biggest Demo 35-44, Followed very Closely by 25-35
• All online audiences want to be entertained – we should not be afraid someone will not get a joke – in favor of being bland and lowest common denominator

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• Tradies – Irreverent, Don’t take stuff that seriously, Casual, Don’t want or respect the veneer of pomp/professionalism, Have Inside Jokes

Who are we?

• We sell toilets – we can afford to be a bit cheeky�
• Australian Trade Company – I think; Hardworking Larrikin Vibe – does the job well and has a joke doing it�
• We are NO 2 – people expect a cheeky underdog punching up vibe from us – compared to Industry Leader Reece forced to be more professional
• It’s funny when Drakes makes a joke, not-so-much Coles/Woolworths

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The Strategy

• Humorous – Quick – Disposable Content
• Current/On-Trend – Timely Current Affairs Jokes – People feel in on the joke
• What people think now: “Tradelink’s socials are just like any retail brand and I don’t pay much notice but I use them so I follow them incase”
• What I want people to think when they think of Tradelink Social Media: “A Tradelink post pops up on my feed every couple of days, and it always gives me a quick laugh – those guys are alright in my book”

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Inpiration:

• Diggermate Tik-Tok – Very Funny, Very Not Serious – They produce a TON of content: Diggermate Mini Excavator Hire (@diggermate) | TikTok

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• Bunnings rides a very fine line – some funny content, they are assited by the variety of their products allowing them to utilize for ‘How-To’ Content – I would say their main appeal is – features young people, they don’t need to be funny per se, they are relatable instead: Bunnings Warehouse (@bunnings) • Instagram photos and videos

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• Sydney Tools Tik-Tok: All of their Top Content is Humour – Some have MILLIONS of views: SydneyToolsAustralia (@sydneytools) | TikTok (These guys legit just repost random funny Trade related videos off the internet, this is a random Guiness World Records clip they reposted (AKA Stole) – it has 4 Million Views and 100,000 likes: SydneyToolsAustralia (@sydneytools) | TikTok)

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• Online content in general – the most popular content is content that captures your attention – I hate YouTube Shorts and they are a waste of my time but I watch a ton of them because they have a quick, disposable entertainment factor (I would even say it doesn’t matter that much if the jokes we make are even funny, just that they are in-fact jokes)

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The Content

• Not Professional / Highly produced – Doesn’t feel Genuine, Feels Manufactured, Feels forced for humor content�
• Using AI – Can make a joke without it being about a real person, Quick & Allows us to stay relevant and pump them out, – will instantly understand what it is – a joke – know not to take it too serious�
• AI differentiates jokes from our other content – our professional content is real footage and real people – our joking content is AI and cartoony

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• Use of AI will allow us to maintain this – way too much work to actually film, won’t keep it up long-term

Example:

• I made all of these myself in 1 morning

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• I sent them to my friends in the same age demo (inc. some tradies) – and they liked them�
• NOTE: These are quick and dirty – In reality, these will probably require me to spend more time generating the image – and perhaps also manually photoshop to replace logo so it is 100% accurate

“Tradelink Customer Pictured Circa 3025”

Customer: We need a Plumber right now and will pay anything!

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Me: Say Less…

Me elevating my mental state with a new cold shower routine��(my hot water system is broken)

One Snag to Rule Them All, One Snag to Find Them, One Snag to Bring Them All and In the Mornings Revive Them.

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Stop by your local Tradelink on a Friday and you just might be able to grab yourself something to start your walk to Mordor off on the right foot. (THIS IS A REFERENCE TO LORD OF THE RINGS)

POV: You are the Coffee Van Barista at a Tradelink BBQ😳

See me rocking up to the Tradelink Golf Days like…

No Matter if you are shredding the quarter pipe or the toilet, Tradelink is here to support you

Tradelink: The GOAT Plumbing Supplies Store!

Otherwordly Value!

Watch it there Big T mate, you can’t be giving out deals that good

Don’t Let Your Dreams, Stay Dreams

Grab a bathtub today

My reaction when the Mars Colony puts in an order for on-site delivery…

Tradelink The Movie: The Bathroom Wars of 2077

They say the ancient tomes contain plumbing knowledge too great for the minds of mere mortal men.

When everyone finds out we have [Product] starting at just $[Price]…

Sup I’m Tradelink, or as the other suppliers call me “Mr. Steal Yo Customer”

A sneak peek of our onboarding training for new Tradelink employees:

Sir Tradelink, Founder of the Revered Tradelink Order of Plumbers, Circa 1057

The Risks

• This is a big Vibe shift – this will change the way people view our Trade brand on social media�
• The Local Store pages – remembering this content will go down-stream to them�
• Maintaining – Will we be able to maintain this approach long term? Will we be back to constant promo posts in a year or two?

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• Too Much AI – Using too much AI too frequently may cause us to lose our human face/humanity – need some real content & faces featured semi regularly still to avoid this – we don’t want to become a meme page

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• Will people get mad at us for using AI? – I don’t think so, we are not creating ART, we are not putting anyone out of the job, AI is very accepted on Facebook specifically, people don’t care if it is a quick joke that couldn’t have been made any other way (sentiment echoed by my friends)

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• I suspect this content would be much slower to produce for anyone taking over my role at a later date – due to the need for manual photoshopping to ensure branding is correct at this current stage�
• There is a chance of getting too risque due to want to reflect current affairs – I would say all of my examples are extremely tame compared to branded content I see on social media everyday – I would avoid anything political, sexual, religious

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• What I don’t like – This strategy would work SO MUCH BETTER if I actually had industry knowledge – as then we could make inside jokes that only tradies will get – but I do not have the necessary knowledge to do this effectively – which is why all my jokes are about Tradelink itself
• Follow Plumbers Crack and similar and steal premises for jokes and personalise for Tradelink�
• “Why are you posting this crap when your service sucks / my order was delayed / you are expensive, ect”

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Couple Last Notes

• I don’t think we should just post this content to be clear – maybe 1 per week mixed in with our UGC content

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• Hopefully, this will also elicit more joking/lighthearted comments from customers which we can respond to in turn
• Currently most customer comments focus around service – which makes it very hard to respond to with any personality or charm as risks making light of it�