Emotional Marketing

Using emotion in marketing

Emotional Marketing


The Communications Council, Silver, Australian Effie Awards, 2015

This case study explains how social listening and adaptive planning saved SPC, the Australian canned fruit brand.


The Communications Council, Bronze, Australian Effie Awards, 2015

This case study explains how Officeworks, an office supplies chain, encouraged Australian parents to shop there in the back-to-school period.


The Communications Council, Gold, Australian Effie Awards, 2015

This case study explains how SA Health, an Australian public health body, increased immunisation rates amongst Aboriginal children.


The Communications Council, Bronze, Australian Effie Awards, 2015

This case study shows how the St John Ambulance charity used a hard-hitting emotional campaign in Western Australia to increase the number of people with first-aid training.


Faris Yakob, Admap, September, 2015

This case study explores how brands can improve trust by setting up situations and using real people in advertising.


Guendalina Graffigna and Rossella C. Gambetti, International Journal of Market Research, Vol. 57, No. 4, 2015
Consumer–brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence.

Kate Cox, Admap, July/August 2015

This articles argues that to be agile a brand needs a high-level emotionally engaging idea or purpose that can be easily adapted to multiple campaign executions.


Joseph Clift, Event Reports, Cannes Lions, June 2015

This event report considers how marketers are neglecting opportunities to engage all of consumers' senses and suggests four practical ways they can make their brands more distinctive.


Poonam Kumar, WPP Atticus Awards, Merit, Advertising, 2015

This article explains how brands can use metaphor to build an emotional connection with 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