Warc Briefing: Using Emotion
Definition:Emotion-based communications aim to stimulate joy, contentment, surprise, fear and other feelings in order to encourage consumer decision-making and brand preference.
Quick facts
- For established brands emotional campaigns have been found to outperform those based on rational messagesi.
- Coca-Cola has a five stage model for encouraging Brand Love among consumers- from knowledge and acceptance to liking, love and exclusive loveii.
- SuperBowl spots with highly emotional content create more online buzziii
History and future outlook
Business has not fully embraced emotion as a lead indicator of consumer behaviour and communications effectiveness....