Over the years, emotion has proven to amplify memorability and advertising attention for audiences, building towards the health of brands in the long term. What emotion-based communications does in marketing is to appeal to and elicit human emotions to boost brand preference.
Read on to find out how impactful emotional marketing can be for your brand and its communications to create greater affinity with your target audience.
Success of Utilising Emotion for Communications
A study conducted by both Cannes Lion and WARC looked at winning campaigns that encompassed both creativity and effectiveness, finding that over half (52%) incorporated emotion into their creative strategy. From the findings, they introduced The Creative Effectiveness Ladder, setting out a hierarchy in terms of least to most commercially impactful communications as per the types of effects that creative marketing produces. Among the Ladder levels, the use of Emotion in communications has been proven to be most effective for campaigns that aim to change consumer behaviour and to improve brand health.
‘Go Viral’ with the Use of Emotions
Aside from a pressing want from marketers to ride on trends to reach virality, there are other ways to attain greater share of voice among your competitors. Research from evaluating what drives ad sharing on YouTube found that ads with strong emotional content are increasingly shared more than informative ones. Under the umbrella of emotional ads, those that appeal to positive emotions, like inspiration or amusement, enable emotional engagement. In regard to content and ad length, storytelling and 1-2 minute ad lengths generates more positive sharing responses as it allows the brand to evoke greater emotions and form a connection with the audience.
Taking a Consumer-First Approach
Consumers’ emotions differ throughout stages of their purchase decision journey. It is essential for marketers to understand the time-related situational circumstances and address the pain points or emotional challenges that the target audience experiences. All the while, also accounting for consistency of the brand experience in your messaging. Despite how the brand experience may not be a one-size-fits-all situation, from the research stage of the purchase funnel, to even post-sale, is as crucial to the consumer in terms of communication. 78% of consumers state post-sale communications as highly important, surpassing the research and purchase stage at 64% and 76% respectively. What’s even more concerning is almost one-third of consumers felt that brands failed to meet the mark at post-purchase, leading them to switching brands – in essence, shortening the consumer lifecycle and impacting the customer lifecycle value.
For Yeo’s, a mature brand in Singapore with high awareness amongst the general public, they wanted to reach out to connect with the local market, and create brand affinity, in particular reconnecting with and targeting youths of Singapore. Hence, for the brand, we leveraged on the festive season of Singapore’s National Day, while also linking back to how social isolation amidst the pandemic has been affecting mental health – find out about it here.
Keen on crafting effective marketing communications that effectively and efficiently taps into your consumers’ emotions? Contact us today!
