3 Emotion Marketing Video Examples
EMOTION MARKETING: THREE VIDEO EXAMPLES OF BRANDS CONNECTING WITH THEIR CUSTOMERS
Change can be good, but it also can create challenges, especially when the continual evolution or technology and innovation require consumers to adapt accordingly. And as they adapt, consumer behaviors change, as well. Marketing to skeptical consumers requires a new level of emotion and transparency, and understanding your target audiences becomes more critical to the long-term success of a brand than ever before.
Here are three examples of organizations that have successfully developed emotion marketing strategies, how they did it, and some of the results of their efforts.
Apple loyalists take pride in the fact they are connected with other people “like them.” In this 120 second commercial, Apple uses a series of small vignettes that highlight people’s lives being fundamentally altered by FaceTime
Since February 2011, the Apple FaceTime app is now the third most popular VOIP software for the Mac, even with the .99 cent cost to download (via cnet)
Google Search Story, “Parisian Love”, which aired during the 2010 Super Bowl, was a 60 second ad made simply with a few Google searches and a little music. From TIME TV critic James Poniewozi:
Did a freaking Google search seriously just make me cry? I give up, Google. You win.
The YouTube Search Story channel now boasts over 37,000 subscribers and the original video has nearly 6 million views.
PROCTOR & GAMBLE
Recognizing the power of emotion marketing, Proctor & Gamble created a campaign designed to appeal to the emotional side of mom in a very authentic way during the 2010 Winter Olympics.
The company’s “Proud sponsor of Moms,” campaign ingeniously touched the emotions of moms everywhere, in a very authentic way, to gain their brand loyalty.
Today, the P&G YouTube channel, “Thank You Moms” features 48 videos which have received over a half a million video views.
Here’s one example:
When brands apply emotion into their customer marketing strategy (both in message and vehicle), the impact will resonate strongly with customers, and thus the result of the marketing more sustained over time. In the era when campaign effectiveness is measured by its ability to deliver ROI, organizations should remember to also work to keep their customers more engaged with their brands.
Whether it’s a story we can all relate to that brings a sense of belonging, a reason to believe in love or simply the pride of achievement, these three campaigns are more about connecting to real life values than selling products.
Through application of real consumer insights toward the storytelling coupled with the technical evolution (the ways that brands can reach customers), more now than ever….brands can seize the opportunity to channel emotions to build trust and deliver enhanced, memorable, engaging experiences with customers.
Ultimately the goal is to grow the business…but it helps to aim to gain brand advocates along the way.