Emotional Marketing

Using emotion in marketing

Emotional Marketing

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, rejecting assumptions that engagement must be conscious and combining conscious and unconscious research in testing.

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.

Matthew Carlton, Event Reports, Market Research Summit, June 2014

This event report outlines how Heinz, the food business, measured consumers’ implicit responses when it wanted to engage with its target market at an emotional level in the UK.

Stephen Whiteside, Event Reports, Social Media World Forum, May 2014

This event report discusses how Office Depot has employed content marketing in the US to add an emotional component to what can be a low-interest category.

Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Situation Stockholm, a magazine sold by homeless individuals in Stockholm, Sweden, cut through apathy by helping consumers connect with the sellers.

Case Study

Oreo: Daily Twist
Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how OREO, the US cookie brand, celebrated its centennial anniversary via social media to rejuvenate the brand.



Using Emotion

Key trends and theories in emotional appeals


Pervasive, Yet Misunderstood

Millward Brown on how emotion is misused by marketers


P&G: Thank You Mom

Activating an Olympics sponsorship through family ties


How TV Builds Big Brands At Low Attention

The emotional brand-building capacity of TV


Being rational about the emotional

A panel discussion on emotional and social research


John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising