Updated: May 31
Author: Helena Rogulj
Date of Publication: 30/01/2023
Although it is considered very difficult to evoke emotions in a digital environment, sometimes it is easier to achieve this through social networks in the form of photos. Emotions are a mix of reactions that manifest differently in each individual, in a positive or negative sense. Therefore, brands cannot rely only on telling a story through a marketing campaign. So, they should ask themselves first which emotions the campaign will evoke in their audience. Of course, the marketing side of every campaign tries to arouse positive emotions in the audience that will remind them of that brand in the future. In fact, we live in a society driven by emotions, and that is exactly why emotional marketing is focused on the wishes and feelings of customers who give feedback to the brand. Thus, if a brand fails to connect emotionally with its consumers, its marketing potential is limited. What’s more, a good connection between the consumer and the brand extends the life of the product/service and creates loyalty.
Great Practical Examples
Ikea is one of those companies that only runs successful marketing campaigns. Namely, Ikea knows when and how to act and adapt to the current situation with which its consumers can identify. Through its ads, Ikea shows creatively combined experiences, and the most important of all, through its campaigns, it doesn’t sell a product, but an idea, and that’s what arouses emotions.
What did Ikea actually do with this campaign? Ikea allowed the audience to identify with the brand and be who they want to be, not what the environment wants them to be. On the one hand, Ikea started a topic that is current because every individual needs to express themselves. On the other hand, Ikea encouraged its consumers to express themselves through their products. This is because Ikea has something for everyone. With its logo, it showed that it is recognizable even when it changes the layout of the letters of its name. So, in this way, it encouraged its target group to make the same moves, whether they be for life or just shopping.
2. Amusement park
Another interesting example is the one of an amusement park evoking a dose of adrenaline through its advertisement. In particular, it provided an opportunity for all passers-by to sit in the front row but … in bus stops. Therefore, there are no aggressive signs that advertise exclusively the offer of the amusement park, but play on emotion and feeling. For instance, adrenaline, which is visible on the faces of the people in the picture, awakens different emotions in the observer. In any case, this campaign made sure that the passers-by felt an amount of dopamine even while waiting for their transport. What is actually the most interesting of all, with this campaign the amusement park will remain in the deep memory of the observers. This is because they did something different, they included emotions and allowed passers-by to be part of their story.
Nescafe has dealt with the sense of comfort it provides through its marketing campaign. At first glance it seems like a romantic sunset by the sea, but in fact it is all contained in a cup of good coffee. What it's all about, Nescafe sends the message that you should indulge and enjoy yourself with a cup of coffee, because that's what their coffee provides. All a person needs is relaxing mornings with a Nescafe cup of coffee. In this way, Nescafe connects with its target group on an emotional level. The first feelings that arise when you look at this picture are warmth, positive energy, relaxation and comfort. Of course, like any other brand, Nescafe wants to leave a mark on its target audience. So it carefully chooses the way it expresses itself through its campaigns because individuals remember such things.
Barilla makes dynamic use of its packaging. For example, for the new year, they made their spaghetti into the shape of fireworks and wished their consumers a Happy New Year in that way. This actually shows that they care about their target group. Such a design on the packaging is something new compared to the classic Barilla packaging. Thus, it certainly caught the attention of customers and made them interested. So, the emphasis is again on the emotional experience, and in this way they sell the idea through their product. Although Barilla doesn't stand out much holding some kind of standards, things like this make them more noticeable and at the same time attract new potential customers.
The emotional experience of a brand or individual products has become very important when connecting with the target group. It is clear from the examples above that no text is needed to convey emotions to the target audience. In fact, emotions have a strong connection with memory. Therefore marketing campaigns are carefully designed, because any ad that has an emotional effect, remains permanently in the memory. That's why brands try to evoke emotions in their target group because this is what will keep them in the consumer's memory. In addition, individuals are more likely to initiate a conversation about a product that has evoked strong emotions in them. This is ideal for a brand actually because it has encouraged its audience to share their experiences. Individuals who connect on an emotional level with a particular brand, give that brand much more value. Thus, the power to evoke emotions in your consumers is something that creates loyalty. That simply cannot be bought because it is emotions that are unmeasurable units.