Henry Hayes, VP of Marketing at Passionfruit, uses short-form comedy skits on LinkedIn, inspired by popular culture, to attract clients. He uses AI for ideation and editing but avoids AI-generated visuals to maintain credibility with CMOs and VPs aged 35-55. The strategy has generated good leads for Passionfruit.
This approach highlights a creative strategy for B2B client acquisition in a crowded digital space, demonstrating how unconventional content can build credibility and generate leads.
Henry Hayes, the UK-based Vice President of Marketing at Passionfruit, has found success in using short-form comedy skits on LinkedIn to attract new clients. Initially creating content for Instagram and TikTok, Hayes was recruited by Passionfruit due to his ability to produce engaging short videos. He began posting comedy skits on LinkedIn in February 2025, escalating his efforts in the summer with themes like "Pride and Prejudice - but for marketers" and "Batman: The Dark Knight - but for marketers." His most significant project to date is a "Grand Theft Auto Vice City - but for marketers" spoof. Hayes utilizes Passionfruit's internal AI tool, PIP, for scriptwriting and post-production, drawing inspiration from his best-performing social media posts and LinkedIn integrations. He emphasizes that while AI aids in ideation and editing, he deliberately avoids using it for video visuals to maintain credibility and demonstrate effort to potential clients, such as CMOs and VPs aged 35 to 55. Hayes believes that the rawness and effort invested in his content are crucial for engaging this target audience and generating leads, despite acknowledging that LinkedIn may not offer the same viral potential as platforms like TikTok. He produces two to three videos per week for LinkedIn, focusing on presenting content relevant to the marketing world rather than creating clickbait.
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