Emotional

Marketing

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 Emotional marketing is a type of advertising that uses basic
emotions, such as happiness, fear, or anger, to elicit a
consumer response. It connects with people at the core of their
feelings.

Emotions are one of the main reasons why people prefer using
products of a certain brand.

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 The Power of emotions

Studies show that people rely on emotions, rather than

information, to make decisions.

Out of 1,400 successful advertising campaigns, those with

purely emotional content performed about twice as
well (31% vs. 16%) as those with only rational content.

www.thedailymarketing.in
 Ariel
“#ShareTheLoad”

Ariel’s campaign #ShareTheLoad highlighted the burning issue

of gender equality, throwing light on some daily activities that
the contemporary professional women are indulged in.
The campaign drew attentions to the uneven distribution of
domestic labour, highlighting the impact of the unequal
division of chores on women's well-being, and leverage this
with men to drive an urgency to act.

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 P&G
“Thank You, Mom – Strong”

P&G released a super emotional campaign during 2016 Rio

Olympics, which highlighted the mother’s role in our lives. The
video beautifully captured the Olympic athletes’ emotions
when they remembered how their mothers encouraged them
and comforted them as children, which helps them have the
courage to compete in the Olympics.

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 WhatsApp
"It’s Between You"

WhatsApp launched its first brand campaign in India that

narrated real stories about how people communicate daily on the
platform with their closest relationships. The campaign was built
on the belief that when privacy is deeply felt we can
communicate as our true selves and experience real relationships.

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 Dabur Vatika
"Brave and Beautiful"

Dabur Vatika rolled out a Brave and Beautiful Campaign

which salutes female cancer survivors. The ad shows a bald
woman who’s just recovered from cancer but is not confident
enough to step out. However, the ad beautifully captures the
support of her husband and colleagues. The campaign
definitely gives one not tears of sadness but of hope.

www.thedailymarketing.in
 Burger King's
"A Day Without Whopper"

BK sold 0 whoopers in 107 restaurants across Argentina in

order to support McDonald's Children with Cancer Day
promotion campaign. BK embraced the cause and encouraged
their customers to go and buy McDonal’s Big Mac instead

www.thedailymarketing.in