Emotional Marketing

Using emotion in marketing

Emotional Marketing


Federico Barallobre, ESOMAR, Latin America, April 2015

This paper reviews the seven drivers of digital brand engagement, calling on examples from PepsiCo's snack brands in Latin America to explain how brands can build 'buzz' online.


Cristina Brand, Carla Mayumi, Flavio Marcondes and Gabriel Aleixo, ESOMAR, Latin America, April 2015

This paper explains how Coca-Cola, the beverage brand, developed a platform to consolidate data from multiple sources in real-time, to inform its marketing communications and decisions.


Pablo Verdin and Renata Policicio, ESOMAR, Latin America, April 2015

This paper argues that using biometrics to test emotional response to ads can predict success, based on research from Latin America.


Geoffrey Precourt, Event Reports, ARF Re:think, March 2015

This event report details how Heineken put Instagram at the heart of a research program seeking to create an engaging nightspot for upmarket consumers.


Ilona Janashvili & Alexandra Carroll, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how SPC, the largest fruit processor in Australia, built a social media campaign off the back of a single customer tweet, to reverse sales decline.


Tahaab Rais, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Emirates NBD, the Middle East's leading bank, engaged affluent parents by creating a social experiment where it asked children to send a message to their future selves.


Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how American baked snack brand Honey Maid responded to negative comments about its inclusive ad campaign with an online video distributed by its fans.


Article

NSPCC: Pants
Case Studies on Warc, 2015

This campaign aimed to many children safe from a threat that often goes unspoken by introducing and promoting the ‘Underwear Rule’.


Michèle Weydert, Event Reports, MRS Impact , March 2015

This event report considers the importance of emotional connection between brand and consumer and suggests that the strength of such connections will become a standard measure of success.

WARC RECOMMENDS


WARC BRIEFING

Using Emotion

Key trends and theories in emotional appeals


ARTICLE FOCUS

Pervasive, Yet Misunderstood

Millward Brown on how emotion is misused by marketers


CASE STUDY

P&G: Thank You Mom

Activating an Olympics sponsorship through family ties


RESEARCH PAPER

How TV Builds Big Brands At Low Attention

The emotional brand-building capacity of TV


WEBINAR

Being rational about the emotional

A panel discussion on emotional and social research


CASE STUDY

John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising