The Psychology of Unforgettable Campaigns
Have you ever seen an ad that resonated with you so deeply that it was locked in your memory for weeks, months, or even years?
Unforgettable advertising is good advertising.
While we may live in a world of AI and automation, humans aren’t robots. We’re living, breathing, FEELING creatures. And when it comes to marketing, emotional content packs the most punch.
Emotional marketing strategies put customers’ feelings at the forefront. Tapping into your audiences’ emotions fosters deeper connections, builds trust, and inspires them to take the intended action—making a purchase from your brand.
With 81% of consumers needing to trust a business before buying, emotional campaigns drive results, ROI, and revenue.
Understanding Emotional Triggers
95% of our buying decisions are emotionally driven. Our subconscious is our most trusted personal shopper. If your brand’s ads aren’t resonating with customers on a gut level, they’ll move on to the competitor who tugs at their heartstrings.
A good ad should make you feel something. It should stir something inside your core that grabs your attention and makes you look up from your phone. While research shows that positive emotions toward a brand boost customer loyalty, your ads don’t always have to evoke warm and fuzzy feelings. Pride, fear, and sorrow are all emotions that can be conjured by compelling content.
Have you ever noticed that most luxury car commercials give off a certain sense of prestige? These ads promise that you’ll be transformed from Joe Shmoe to George Clooney as soon as you get behind the wheel of a Mercedes. Feeling like you have an edge over your neighbors because you have a BMW sitting in your driveway sends your pride through the roof.
Or, take INFINITI’s recent “Infinitely You” campaign. These ads focus on the moments of personal pride we relish inside the privacy of our own vehicles. The automaker promises its customers a comfortable place to celebrate and be themselves. Now that’s some damn good marketing.
Examples of Emotional Appeals
Now that you know what emotional advertising is, let’s see it in action. Below are just a few examples of brands that got it right.
Pride: Nike’s “Just Do It” ads are among the most iconic campaigns to ever exist. Not only do Nike’s ads sell superior sportswear, but they also convince audiences that everyone can strive for greatness, no matter who they are or where they come from.
Sadness: Want to make your audience cry like babies without saying a word? Start with a devoted dog and his terminally ill owner. This “become an organ donor” ad doesn’t have any dialogue at all, but it packs all the conviction of a blockbuster film into a 90-second spot. Sometimes showing, not telling, leaves a lasting impact.
Humor: Zendesk, a leading SaaS customer support provider, played into the frustration we all feel when being stuck on the phone with a subpar customer service agent. The company’s “Sh*t Support Agents say” evergreen ad still brings in countless monthly views despite being posted to YouTube over a decade ago.
Intrigue: IBM Watson got a little help from the king of horror himself for its “Stephen King + IBM Watson on Storytelling” ad. Not only did the video make the most boring of business topics seem inspiring, but it also balanced informative and emotive perfectly.
Strategies for Creating Emotional Connections
So, how can you start crafting emotional ads? With personalization, authenticity, and
compelling stories. These three items are at the heart of every unforgettable campaign.
Authenticity: Over two-thirds of customers buy from brands that share their values. You need to humanize your business to demonstrate that your principles reflect those of your audience. And the best way to do that is through authentic content. This ensures that your advertising campaigns align with the reality of your values, convictions, and products. Brand authenticity builds trust and emotional bonds with consumers.
Personalization: Generic content doesn’t cut it anymore. Customers want to feel seen and heard by their favorite brands. Always tailor your ads to individuals, not the masses. Use CRM data and market analysis to develop buyer personas of your target audience. Segment them by needs, objectives, and pain points. This ensures you’re always sending the right messages to the right people.
Storytelling: Our brains are hardwired for stories. You must craft a compelling and genuine brand story to establish instant connections with customers. Always position your customers as the heroes and show them how your products or services will solve their problems and improve their lives.
Measuring Emotional Impact
With the right tools, measuring click-through rates and conversions is easy. But measuring emotions? Not so much.
So, how can you measure the emotional impact of your ads? You need to ask your customers themselves. Send email surveys to uncover what campaigns resonate the most.
If you’re feeling brave, post a video of a new ad on your social channels and ask for your audience’s honest opinion. This gives you the opportunity to gauge their reactions in real-time.
Foster Deeper Connections with Psychology
Emotional advertising builds trust, improves loyalty, and makes customers feel closer to your business. Don’t be afraid to infuse your ads with real, raw emotions. Whether you choose to use dogs, luxury cars, or Stephen King is entirely up to you. But ensure your content is hyper-personalized and always genuine.