
I try to instill a sense of ironic humor on our Twitter. I like to lean in to the mom/dad joke lifestyle.

Christmas lights absolutely call for a National Lampoon's Christmas Vacation joke. I knew women of all ages would get this reference, no matter their age.

The women of Buzzfeed's LadyLike are highly recognizable, but even if our followers didn't know who they are, they would certainly understand the Rosie the Riveter reference. #GirlPower

Knowing your audience is everything. Step Brothers worked in the original tweet because the scene in question is highly quotable. Then, Michael Scott is the character embodiment of the type of humor I try to portray, so he made a perfect addition.
The most important thing here is that you can tangibly see how this humanizes "nationals" in a way that you just can't achieve without social media and reaction gifs.