Emotional Marketing

Using emotion in marketing

Emotional Marketing


European Association of Communications Agencies, Silver, Euro Effies, 2014

describes how Fairy, a washing up liquid brand, increased value, price premium and sales in Spain and the UK.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Audi, a car manufacturer, promoted Quattro, a four wheel drive system that can be installed in most models, to increase installation and sales in Germany, Italy and Russia.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study shows how Coca-Cola, the soft drinks manufacturer, reversed market share decline through its 'share a coke' campaign in several central & southern European countries.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Unilever promoted its Persil (UK) and Skip (France) laundry detergent brands through a successful TV campaign, increasing sales of both.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Vodafone, the mobile network provider, launched a new phone tariff in Europe to increase its revenue per user by talking about the emotional connection people have with their phone.


Nathalie de Rochechouart, Kim Gaspar, Florence Rainsard and Mark Whiting, ESOMAR, Congress, Nice, September 2014

This paper describes the thinking behind, the ambitions for and the challenges faced in developing an actionable and differentiated approach to generating and leveraging insights at Pernod Ricard, the alcoholic drinks company.


Massimo Cealti and Nicolas Siega, ESOMAR, Congress, Nice, September 2014

This paper assesses the multiple challenges for fragrance and flavour research in emerging markets and presents a new methodology tested in South Africa which overcomes these.


James Guerrier, Julia Lamaison, Christian Kurz and Jo McIlvenna, ESOMAR, Best Methodological Paper, Congress, Nice, September 2014

This paper outlines research from Comedy Central, the TV channel, on the impact of comedy on engagement and what effect humorous TV programming has on the ads that follow it.


Ruihong Tang and Danny Wang, ESOMAR, Congress, Nice, September 2014

The paper demonstrates a practical way of measuring videogame player emotions continuously throughout gameplay, building on the separate approaches of mechanics and narrative theories with neuroscience techniques.

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