Emotional Marketing

Using emotion in marketing

Emotional Marketing


Case Study

Oreo Olympics
Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study demonstrates how Oreo, the cookie brand, grew in consideration and sales in Canada through its sponsorship of the Winter Olympics.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study describes how TD Bank launched its 'Dear Mortgage' campaign in Canada to differentiate its mortgage offers from those of its competitors and redefine the relationship homeowners have with their mortgage.


Case Study

Scotiabank SCENE
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Scotiabank, a Canadian bank, used a cinema loyalty scheme to attract younger customers.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study explains how the Hospital for Sick Children (SickKids) in Canada communicated the resilience of its patients to grow donations.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study demonstrates how the Toronto Raptors, an NBA basketball team, overcame indifference from people in Toronto, Canada to grow ticket sales and viewers.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Honda, despite the efforts of competitors, maintained the position of the Honda Civic as Canada's best-selling car model.


Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2015

This case study demonstrates how WestJet, the Canadian airline, used a holiday real-time experience to gain media attention and grow revenue.


Institute of Communication Agencies, Grand Prix, Canadian Advertising Success Stories, 2015

This case study demonstrates how Molson Canadian, the beer brand, used a patriotic campaign to reverse a five year downward trend and grow share.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Jackson-Triggs, a wine brand owned by Constellation Brands, reversed a decline in sales in Canada.

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