Every marketing effort, one way or the other, is to get the attention of customers and create lasting impressions. But ever wondered why some adverts stick in your mind for days, weeks, or even years? Yes! The secret isn’t just a catchy jingle or clever slogan.
Here’s how it works: Remember the golden rule of marketing:
focus on what your customers need, not what you want to sell.
It may sound like common sense, but it’s easy to get caught up in pushing your products or services without considering what resonates with your audience.
You have heard the saying “Heartstrings are the new strings to pull” in marketing, right? But seriously, emotions are a powerful tool that can create lasting connections between your brand and consumers. It is about tapping into your heartstrings! The key is to make your audience feel something—joy, empathy, even nostalgia.
Listen, I know your company’s got a lot of marketing objectives—awareness, lead generation, brand building, retargeting…the list goes on. But do you know what really connects customers? Tugging at their heartstrings! When you appeal to their emotions, you’re really building a bond that’s more than just a business transaction. And guess what? It’s not as hard as you think!
Let me tell you a story:
Viva Detergent was pretty smart. They knew that during festivals, people want to have a good time. So, they organized a FREE “Sallah Fiesta” in a popular celebration spot. For five days, people danced, played games, won prizes and basically had the time of their lives. And during all this fun, Viva’s products were on display at discounted prices, their catchy jingle playing in the background.
So, at the end of the festival, this little boy, probably no older than 10, was walking home, singing
“Viva oh Viva, I love my viva”, guessed right – the jingle.
And you know what that meant? That meant Viva Detergent hit the jackpot. They had that kid hooked, and if he ever heads to the market or mall with his mom to purchase detergent, it’s definitely Viva always.
Again, as you visit any Access Bank branch or ATM, a song that conveys unwavering belief in success—“One day you go make am”—plays on loop, imparting an inspiring message to all who pass through the doors.
This, for me, speaks volumes about the brand. It’s a different kind of heartstring from that of Viva but it still works its magic. This jingle has become a powerful source of joy and motivation for many. A friend of mine sometimes visits the bank solely to dance and listen to it. This has created an emotional bond with my friend and other customers which goes beyond banking.
Before peeking into the “tricks” and “hows” to getting the same results, let’s take a moment to review three marketing campaigns that missed the mark, and why they fell short. There are learnings to glimpse from this:
- Everyone remembers that Pepsi ad with Kendall Jenner. The one where she basically resolved a protest just by handing out a Pepsi? It was a mess, right?
Here’s the deal: protests aren’t just about grabbing a soda and calling it a day. They’re about real issues that people care deeply about—social justice, systemic inequality, things that go way beyond a commercial. By trying to gloss over the complexities of these movements, Pepsi ended up trivializing the very real struggles of marginalized communities.
A more successful campaign could have centered on real people’s stories of empowerment and solidarity, highlighting the emotional impact of social justice movements and promoting Pepsi as a brand that stands behind these issues in a genuine, authentic way.
“Share a Coke” campaign on the flipside successfully tapped into the universal need for human connection and understanding. By creating personalized cans and bottles with common first names, they encouraged consumers to “Share a Coke” with friends, family, and loved ones.
Next up – Nivea’s “White is Purity” campaign. While the brand might have intended to highlight the effectiveness of its deodorant, their messaging fell short by implying racial superiority. This messaging reinforces problematic ideas that perpetuate the stigmatization of people of colour, implying that their skin color is somewhat “impure”. Unfortunately, this served as a reminder of harmful stereotypes that marginalize people of color.
Next up – Nivea’s “White is Purity” campaign. While the brand might have intended to highlight the effectiveness of its deodorant, their messaging fell short by implying racial superiority. This messaging reinforces problematic ideas that perpetuate the stigmatization of people of colour, implying that their skin color is somewhat “impure”. Unfortunately, this served as a reminder of harmful stereotypes that marginalize people of color.
But while Nivea missed the mark, Dove took a journey to the hearts of women by promoting diversity with their “Real Beauty” campaign.The campaign celebrated women from all walks of life, showcasing real women in their ads and highlighting their unique stories. This campaign didn’t just make people feel good; it started a conversation about beauty standards and helped shift the industry toward greater inclusivity.
- Reebok’s “I Am What I Am” campaign didn’t quite hit the mark.
If you look at the ad, you can see where they stumbled. They featured diverse range of people wearing Reebok products, with slogans like “I am strong” and “I am independent”.
While Reebok tried to tap into the power of individuality, it didn’t quite nail the emotional resonance that made Nike’s “Just Do It” campaign so memorable. It was a valiant attempt, but the messaging was a bit muddled, and their strategy could have used a little more focus.
Nike’s “Just Do It” campaign was the epitome of marketing genius. I mean, those three simple words captured the heart of determination and empowerment. They resonated with people of all ages and backgrounds, inspiring them to achieve their goals, no matter how tough. Nike’s marketing strategy struck a chord that still reverberates today.This highlights the importance of understanding your target audience, and finding an emotionally compelling message, whilst staying true to your brand identity.
Marketing is a tricky game, but even the biggest players misstep atimes. While Pepsi, Reebok, and Nivea might have experienced their fair share of marketing missteps, they’re certainly learned from these mistakes. Despite their previous marketing blunders, these brands however have shown they’re ready to take on the challenge of getting it right, showing that they’re in the game for the long haul.
Finally, the promised “tricks and hows”-
Creating an emotional marketing campaign that sticks in people’s memories is all about understanding your audience and crafting a narrative that speaks to their hearts. Here are a few tips to make it happen:
Know Your Audience:
“Know thy audience” is the first commandment of content marketing. Violate it, and you’re in for a world of hurt. Before you start creating your campaign, dig into who your audience is, what they care about, and how they think. This will help you create a message that connects with their emotions and values.
Tell a Story:
Crafting a captivating story for your marketing campaign is like writing a love letter to your audience. You want to sweep them off their feet with a tale that speaks to their hearts. The secret to a great story isn’t just in the details; it’s in the emotions. Put yourself in your audience’s shoes and imagine what they’re going through. Maybe they’re looking for comfort, excitement, or even a sense of belonging. Whatever it is, tap into those emotions and weave them into your story.
Keep It Visual:
When it comes to creating an emotional marketing campaigns, visuals are your secret instrument. Pictures, videos, and graphics are like the colours on your palette; use them wisely and you can create a masterpiece that sticks in your audience’s mind. They should complement and enhance your message, drawing your audience in with beauty, intrigue, or even humour. And don’t forget the power of a great photo; a single image can spark a thousand feelings.
Authenticity
For me, authenticity is the golden thread that ties a great marketing campaign together. When you’re honest with your audience, you’re not just selling a product; you’re inviting them into a relationship based on mutual understanding. Be vulnerable, be genuine, be human. This is what creates a connection with your audience that goes beyond a one-time purchase. They’ll want to keep coming back because they feel like they know you. And when they feel like they know you, they’ll trust you.
Feedback is your friend:
So you are Beethoven. You have weaved and glued the heart of your audience to the melodious serenades from your piano. They are enchanted and as you strike the final chord, they arise from their pew with applause. You have won their love and admiration. This is your aim as a brand builder.
It’s the key to understanding what works, what doesn’t, and what your audience really wants.
Hey, be open to criticism because it’s like getting a road map to success. As a musical audience will express their disappointment with a hollow silence at the end of a musical presentation, so will a brand’s target audience. Feedback, both good and bad, holds great pointers to a better version of your campaign.
As the legendary Maya Angelou said,
People will forget what you said, people will forget what you did, but people will never forget how you made them feel.
This quote encapsulates the importance of emotionally engaging your customers, which can lead to increased loyalty, lifetime value, and a real competitive edge.
Emotionally engaged customers are twice as valuable as those who are simply highly satisfied, and up to 95% of purchase decisions are emotionally driven. As you align with your customer’s values, brainstorm ways to touch their hearts.
You’ve got the ingredients for a powerful marketing campaign: storytelling, visual appeal, authenticity, and feedback. It’s time to weave those tunes together by creating a powerful marketing muse that lingers in their subconscious long after the sounds have ended.
Author: @Eunice Adebayo