hAHA Engine™t

Behavior-Led Humor for Modern Marketing

What is it

The hAHA Engine™ is a proprietary consulting approach that helps brands use humor strategically, not randomly.
It is grounded in behavioral research and applied insights from Prof. Lingrui Zhou (HKU Business School), translated into practical guidance for marketing and social media teams.

This is not comedy.
It is about using humor to improve attention, recall, and trust—without damaging brand credibility.

What it does

The HAHA Engine™ helps brands:

• Understand when humor works and when it creates risk

• Define what kind of humor fits their brand, industry, and audience

• Turn behavioral insight into clear social and campaign guidelines

• Use humor to reduce resistance and increase message impact

The result is marketing that feels more human, more intelligent, and more memorable—without becoming informal or off-brand.

Start with a Discovery Session

Every brand has different boundaries, risks, and opportunities.

The Discovery Session is a short, focused working session to assess:

• Whether humor is appropriate for your brand

• Where it can strengthen marketing and social performance

• Which opportunities are realistic—and which should be avoided

Outcome:
A clear recommendation on whether and how the HAHA Engine™ can support your marketing strategy.

Sign up for a Discovery Session →