When it comes to online marketing, more and more advertisers are focused on creating an emotional appeal over a rational appeal. Simply saying that something is on sale isn’t necessarily an effective way to advertise a product, it’s about strengthening the emotional relationship between the brand and the consumer. Emily Lamunyan, Senior Digital Strategist at eROI explains, “great brands will win consumers over with personal connections. Impactful, memorable, emotional connections lead to true brand loyalty.”
Happiness, inspiration, hilarity, fear and nostalgia are just a few emotional responses advertisers should aim for in video advertising, according to Unruly. Research from Gallup shows that, “consumers with strong emotional connections to retailers will visit their stores 32% more often and spend 46% more money.” Millennials especially will be loyal to a brand if it gives back to society or contributes to a charity. So how do you create an emotional connection to drive brand loyalty? Here’s what we can learn from two companies who are leading the charge in emotional marketing.
Grab a Tissue
Psychology Today states that the richer the emotional content, the more likely the consumer will be a loyal customer. So when Kleenex launched their Messages of Care campaign, their commercials were brimming with emotional content intended to make viewers reach for a tissue. As seen below in “Unlikely Best Friends,” there’s little to no mention of the benefit of choosing a Kleenex tissue over the competing brand. Rather, the commercial tells a story of a young puppy who was hit by a car and saved by a young couple who faces disability challenges. Kleenex tissues are scattered throughout the commercial as we watch the happy puppy become a part of the family.Are you tearing up yet? Do you feel the need to share this with every dog lover you know? Well good, that’s exactly what Kleenex was going for. This viral video has over 25 million views and counting. According to marketer and content creator Emily O'Shaughnessy, “Today, the most successful businesses focus their marketing on the customer, not themselves. They build relationships and develop trust over time, which leads to long-term success.” So if I’m in the shopping aisle and I have to choose between a brand I might have seen before, or a brand that physically brought me to tears with emotion, chances are I’m going to remember that emotional connection and make my final purchase decision.
Not Everyone Will Drink it Up
To combat declining sales in the soda industry, Coca-Cola recently appointed a new CMO, Marcos de Quinto. One of the first strategic initiatives he carried out was to change the brand’s tagline from “Open Happiness” to “Taste the Feeling.” Upon first hearing the word “feeling,” it’s easy to imagine that the new campaigns under Quinto’s guidance would tap into the same emotional appeal as many of Coca-Cola’s past campaigns. However, Quinto’s stated that the focus of the new campaign would instead be on the thirst quenching benefits of the drink. Quinto explains, "Emotional marketing goes to the extreme; talking about message without product, and values without benefits. Over the last few years we have been talking about happiness and sometimes we forget we are a drink that tastes very good."
Despite Quinto’s statements that the brand is moving back towards traditional marketing, it’s hard to believe they aren’t trying to incite some sort of emotion with the launch of 25 different ads that places the product in the middle of different relationship scenarios. As seen in their creative below “Brotherly Love,” it easily brings up feelings of love, nostalgia and happiness when the brothers finally get along in the end.
According to Geoff Cook, founder of Base Design, whether Coca-Cola decides to advertise with emotional or rational appeal, it doesn’t change the fact that the majority of the population has adopted a healthier lifestyle and are simply avoiding sugary drinks. Cook explains, “until they actively change the product [to be healthier] and change the public's perception of the product, the new branding initiatives will ring hollow.” So although emotionally driven commercials are likely to lead to brand loyalty, it’s effectiveness might be skewed if the product isn’t in line with the interest of it’s audience.
When it comes to your creative the more you know about your audience, the more impactful impressions you’ll have. With current technology, advertisers don't have to guess who is viewing their ad. They can tailor their messages to the exact audience they have in mind and then target those exact people online, making emotional marketing even more effective. So, if a brand is looking to target a dog lover who will react with the emotional response they’re looking for, platforms like Yashi can do that.
To learn more about Yashi’s platform and targeting features, contact a Yashi representative today.