Emotional Marketing

Using emotion in marketing

Emotional Marketing


Case Studies on Warc, Warc 100, 2014
This campaign for McDonalds was based around a competition encouraging Hong Kong children to submit their own creative ideas and designs for a new McDonald's outlet. The winners then had their ideas incorporated in the restaurant itself.

Case Studies on Warc, Warc 100, 2014

This campaign aimed to promote McDonald's in Hong Kong during Chinese New Year.


Case Studies on Warc, Warc 100, 2014

With this campaign, Mayflower broke with convention and got attention via a live event that demonstrated the toilet paper brand in an imaginative way.


Case Studies on Warc, Warc 100, 2014

This campaign highlighted a societal problem in Hong Kong, poor living conditions in tiny "cage" apartments, with a dramatic exhibition in the city's Cultural Centre.


Geoffrey Precourt, Event Reports, ANA Digital & Social Media, July 2014

This event report discusses how Frito-Lay, the snacks division of PepsiCo, has leveraged digital media to deepen its engagement with consumers.


Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This event report reveals how Adobe, the software and technology company, connected with young creatives studying at college in the US to promote its suite of software and programmes.


Joel Weinberger, Admap, July/August 2014

This article explains the importance of measuring unconscious engagement as part of engagement measurement research, alongside more traditional conscious measures.


Robin Schatz, ANA Magazine, Spring, 2014

This article explores the growth in the number of brands collaborating with musicians in order to change consumer perceptions and deliver tangible business results.


Joseph Clift, Event Reports, Cannes Lions, June 2014

This Cannes Lions event report, summarising a presentation from brand experience agency Jack Morton Worldwide, highlights some best practices for agencies hoping to create useful tech solutions and stories for clients and consumers.

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