Emotional Marketing

Information and insights on using emotion in marketing

Emotional Marketing


Lizzy Pollott, Matt Spector and Jennifer Ekeleme, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign in the US by Havaianas, the Brazilian footwear retailer, which used social media to boost sales. The company primarily sells 'flip flops', with consumer interest in the product peaking in the summer.

Peach Natividad, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Coca-Cola, the beverage company, used social media to encourage small acts of gratitude in the Philippines, and so fulfil its brand purpose. Social listening was used to identify opportunities for the company to thank people.

Peach Natividad, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Coca-Cola, the beverage giant, which used social media to spread happiness by 'democratising' it in the Philippines. Sales growth had slowed for the brand, which research suggested was due to economic growth in the country creating greater inequality.

Sabrina Benz, Antonella Peschechera and Matteo Bosisio, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Arena di Verona, an Italian opera theatre, sought to attract a younger, non-opera fan audience through social media. The company used Twitter - despite not having a Twitter account.

Srikeit Tadepalli, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Mumbai Indians, the Indian cricket team, used social media to connect with fans and reward loyalty. The team already had a strong social media following, but with low engagement.

Ashish William and Win Huang, Warc Prize for Social Strategy, Entrant, 2014
This case study describes Procter and Gamble's, the multinational consumer goods company, sponsorship of the 2012 London Olympic Games which took a different approach to others by focussing on the relationship between athletes and their mothers. Consumer research suggests that in Asia, and China in particular, children do not have to spend a lot in order to please their moms, and yet a great number of consumers had expressed their guilt over not appreciating their moms enough.

Allen Eric, Yousuf Rangoonwala and Aditya Save, Warc Prize for Social Strategy, Entrant, 2014
This case study explains a campaign aimed at Indian women by Parachute Advansed Ayurvedic Hair Oil, a hair care brand owned by Marico, which encouraged social recommendation. Research had found that women are cynical about claims made by hair fall prevention products such as this, and valued recommendation by friends or family.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Coca-Cola, the beverage giant, used the International Day of Happiness in 2013 to engage with students in the United Arab Emirates. The company sought to prove that if the prevalent gloom in the Middle East was contagious, then happiness and laughter were even more contagious by building 'The Laughter Machine', a vending machine that replaced money with the sound of laughter, and placed it in two key universities in the UAE.

Jose Aguilar, Luis Guillen and Victor Figueroa, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign in Mexico by Koleston, a hair colour brand owned by Procter and Gamble, which used social media to target women. The campaign began with an unbranded emotional video in which a celebrity famous for her blonde hair explained how she was ready for a big change.

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