As much as facts are the core of an excellent marketing strategy, it would be amiss not to mention how important emotions are in the field. Customers tend to prefer companies they can develop a relationship with, since many of their decisions are made on trust. Emotional marketing can further help get customers on board and provide that extra impetus needed to close a sale.
However, emotional marketing is volatile, and it tends to backfire if poorly used. Here, seven associates of Forbes Communications Council talk about the best examples of emotional marketing they've seen and explain why they were so impactful with those audiences.
Members share their favorite examples of great emotional marketing campaigns.
Photos courtesy of the individual members.1. Uber's Anti-Racism Billboard
Uber launched a billboard stating, "If you tolerate racism, delete Uber. Black people have the right to move without fear." By tapping into the emotions surrounding Black Lives Matter and the social unrest the world was experiencing, Uber built stronger relationships with customers who shared their point of view. Maybe some deleted the app, but Uber made it clear what they were about to its customer base. - Meghann Craig, Empower
2. Heineken's ‘Worlds Apart’
Heineken once made an ad called "Worlds Apart" to discuss people's differences and how, among those differences, there is still more that unites us than the things that divide us. It was a good way to cater to people's emotions and make them see each other in a new light and understand each other's different opinions after spending a bit of time with each other. It sent a powerful message. - Haseeb Tariq, Universal Music Group (ex Disney, Fox and Guess)
3. Nike's ‘Just Do It’
Nike sets a great benchmark when it comes to conducting emotional marketing. Their "Just Do It" campaigns often feature elite athletes that have suffered hardship or made sacrifices to get to the top. The stories that they use create both lasting impact and inspire viewers to better themselves either through exercise, sport, or in other aspects of life. - Liam Quinn, Reach Interactive
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4. Procter & Gamble's ‘The Choice’
Procter & Gamble is firing on all cylinders in “The Choice.” It doesn’t just touch on the “hot button” issue of race in America, it confronts it head-on with powerful and provocative copy and images. P&G’s CMO Marc Pritchard talks passionately about the need for advertising to be both a force for good and a force for growth. This spot is a compelling example of that strategy in action. - Marta Cyhan, Catalina Marketing
5. Thai Life Insurance's ‘Unsung Hero’
One of the best emotional marketing campaigns I've seen was for Thai Life Insurance. In its ad "Unsung Hero," the product itself isn't directly mentioned. Instead, it plays to human psychology and a belief in values. Emotional marketing connects with the customer on a highly personal level, achieving a much greater rate of recall and engagement. This also expands reach by increasing discussion. - Gerard Escaler, Lyrium Venture Partners Limited
6. Verizon Wireless' Pandemic-Themed Campaign
Advertising’s emotional resonance can dramatically change depending on the context of ad exposure. For example, a brand's ideal message when its ad is near humorous content might be different than when the ad is near tragic content — this is called contextual congruence. Verizon Wireless was effective at this during the pandemic, with ads thanking frontline workers adjacent to coronavirus articles. - Tony Marlow, Integral Ad Science
7. Military Ad's Appeal To Family
A recent military ad comes to mind — rather than the "patriotic duty" or "transferable skills" angles of previous ads, it focuses on a child's desire for approval of their life decision from a parent. This emotion-led campaign taps into the family dynamic, speaking to the human need for belonging, which is more effective than a functional approach, typical of previous ads. - Patrick Ward, Rootstrap
