Case studies from Procter & Gamble, the FMCG giant, and John Lewis, the retailer, provided the greatest inspiration for brands looking to tap the emotions of consumers, according to a ranking of Warc papers in 2013.

Procter & Gamble effectively leveraged its sponsorship of the 2012 Olympic Games in London via the Thank you Mom campaign, a multi-brand effort telling the stories of leading athletes and their mothers. This was the single most-downloaded Warc paper on emotional marketing for the year.

For more details about the most read papers on Warc in 2013, visit our Most Read page.

John Lewis, the British department store chain, made a mark with shoppers for three years in a row by mixing its core brand promise of being "Never knowingly undersold" with TV ads based around storytelling.

Its success confirmed the thesis of the third most-read article in this category: a piece from Admap suggesting retailers must "move away from the safety of promotional ads and into uncharted and more emotional territory".

Taking fourth was a paper which supplemented this argument by asserting that marketing which hopes to appeal to the head rather than the heart is necessarily based on a long-term strategy.

Insights from an event organised by Thinkbox, the UK television industry body, suggested that a commitment to creativity also underpins this notion when making TV spots. This report rounded out the top five most-viewed emotional marketing papers.

Data sourced from Warc