Emotional Marketing

Using emotion in marketing

Emotional Marketing


Rob Ward, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Cuprinol, the garden woodcare brand, attracted a new female audience to a low interest category in the UK to grow new value.


Saji Abraham, Varsha Chawda and Jane Dorsett, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Unilever's soap brand Lifebuoy used a hand hygiene message to save lives and increase sales in India.


Nick Radley and Greg Phitidis, Institute of Practitioners in Advertising, Gold, Small Budget, IPA Effectiveness Awards, 2014

This case study demonstrates how Pancreatic Cancer Action (PCA) publicised the symptoms of pancreatic cancer in the UK, in order to improve the chance of early diagnosis.


Craig Mawdsley, Shannon Singh and Michael Salter, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study shows how EDF Energy, the UK energy company, differentiated its brand from competitors through a 'low carbon emissions' message to recruit customers more quickly than all other major suppliers.


Mattijs Devroedt, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Expedia, the internet-based travel company, cut through a crowded category with an emotion-led campaign to increase profit margins in Europe.


Amelia Redding, Fiona Keyte, Matt Gladstone and Lucy Jameson, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Fairy, the washing up liquid brand, built on its iconic status to increase its market share in the UK.


Alice Huntley and Alison Hoad, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how the Department for Communities and Local Government in the UK nudged people into checking their smoke alarms by connecting it with a pre-existing behaviour.


Stephen Wallace, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Ford, the car manufacturer, used emotional advertising to attract new customers and increase its price point after rational appeals had pushed its price down in Europe.


Toby Harrison, Les Binet and Sarah Carter, Institute of Practitioners in Advertising, Gold and Grand Prix, IPA Effectiveness Awards, 2014

This case study demonstrates how Foster's, the Australian lager brand, revitalised its brand in the UK by reassessing men's attitudes towards social drinking and regained its market leader position.

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