Storytelling is at the heart of all successful brands. Indeed, nothing connects us quite like emotions, and storytelling helps marketers connect with their prospects. Examples of emotional marketing across brands indicate that marketers who inspire, encourage or even motivate their audience – will always grab the front pages. Additionally, marketers who use a variety of tools and platforms to convey their messages emotionally stand out from the noise.
What is emotional marketing?
A form of advertising that uses basic emotions, such as happiness, fear or anger, to evoke a consumer response. Typically, this results in more social sharing and sales. It can also increase customer loyalty, as trust is built between your brand and the customer, as well as improve the customer experience.
Emotional marketing appeals directly to people’s hearts. It doesn’t matter whether the marketing message uses positive emotions such as happiness or negative emotions such as fear, it inspires people to act on emotions.
In the world of marketing, emotional marketing can take place anywhere from social media posts to product descriptions. Emotions can be used at every step of the process to elicit a particular behavior from the customer.
(Detailed guide: What is emotional marketing? – Everything you need to know)
10 best examples of emotional marketing
Although damaging in the long run, people often expect instant gratification in many areas of their lives. People are always drawn to the urgency of your message. Include words such as now, today, within 24 hours, instant access, etc. is essential. Emotional advertising requires these words.
Just deliver what your audience wants – don’t keep them waiting. Host a contest or offer a discount. It’s so simple.
Brands want their customers to associate their brand names with smiles, laughter and positivity. According to a study, the most shared articles in the New York Times were positive and emotionally appealing. You can increase engagement and shares with positive advertising when creating emotional ads.
In the summer of 2015, Coca-Cola’s Choose Happiness campaign was a great example of how consumers could share happy memories and experiences that made them happy.
Trust has become one of the most important emotional marketing triggers, and many brands are trying to jump on the trust bandwagon. By using emotional advertising, you can:
- Persuade customers to trust you and buy from you again.
- Keep your customers informed and transparent. The public must be able to see everything.
- Provide links to your third-party reviews on sites like Yelp and TripAdvisor on your landing page.
- Ensuring consumer safety. Provide full refund, free trial and 100% satisfaction guarantee.
- Be human. Your website should display the faces of your team members, as well as links to their social profiles.
- Specify. Give facts, figures and statistics about your brand.
Ads that use anger make people angry about politics, environmental issues, political candidates, etc. As an emotion, anger can trigger negative associations.
Its use encourages people to ask important questions and reconsider their views. Their goal is to show people the big picture and show a positive attitude to change it for the better.
For example, the Always Like a Girl campaign uses a famous offense to get the public’s attention and awareness of the challenges women face and encourage them to play sports. Truly one of the best examples of emotional marketing of all time.
A brand, product or service can use fear to build loyalty. In a shop window, people warn that they risk losing something if they don’t take action. Fear can cause people to look carefully at certain areas. By inducing fear, people can avoid bad behaviors like alcoholism, drug addiction, and smoking.
To raise awareness of the harmful effects of global warming, the World Wildlife Fund uses fear in advertising. You and your descendants will be affected by climate change if you do not act to conserve it.
Empathy and compassion can be achieved by using negative emotions like sadness. Companies have found emotional content to be effective in raising awareness of social issues such as violence, gender equality, poverty reduction, immigration, and more.
Children of the World, for example, promoted a campaign to improve children’s literacy called Help Me Read This.
Almost everyone wants to be part of a group, community, family or social network. Belonging to the client is essential to satisfy psychological needs. Customers are often made to feel like members of a group by companies that use this emotion.
This is especially true in sports. Playing sports is a great way to show your belonging. A prime example of emotional appeal is the Rapha Cycle Club (RCC), an organization for cycling enthusiasts.
New products and services are eagerly awaited by consumers. Marketing promotions appeal to an emotional trigger related to leadership, making the target audience feel like they are first in their industry.
Are you familiar with Nike’s famous “Just Do It” campaign? This is a great example of how cultural leadership triggers emotional responses.
Consumers who want to look good and feel proud of their purchases will benefit from this emotion. Whether they’re buying organic food, bestselling books, or any other purchase that’s worth their money, they want to be proud. Since each person has different needs and wants, using this emotion is difficult and you need to do extensive marketing research to back up your offer.
Amazon Flex offers its customers the opportunity to earn a good salary when delivering packages through Amazon.
Marketers focus on stocks as a hot trend. People decide every day what they want. Marketing promotions are often tied to finding the best deal. Price, time and effort can all be taken into account.
The Citywide Law Group, for example, promotes the message “If you’ve been injured, you shouldn’t pay until we win,” which is effective in creating a sense of value.
Make sure your campaigns follow these examples of emotional marketing – they are the ones that bring meaning, purpose and joy to life! Aim for positivity whenever possible. Your marketing campaign can help explain why your brand is the solution to your customer’s problem. Try them one more time, this time emotionally, if your campaigns seem a little flat.