As humans, we respond to most situations in an emotional manner. We feel first and think second. As marketers, if we can change the way consumers feel, we can change the way they buy. Without incorporating emotional messaging, it will be very challenging to get consumers to engage with your brand and/or buy your products.
Millennials are emotional buyers that are pulled in by relevance. Ads that seem comforting and familiar have messages that build ego. By making consumers feel better about themselves, the brand becomes more personable and like a friend which helps to build brand loyalty. Many brands have been extremely successful by using an emotional advertising strategy.
During the 2014 Super Bowl, Jeep ran a remarkable ad saluting the troops overseas. It was serious and emotional and made people proud of Jeep and its values.
Budweiser ran a commercial where a puppy is left home by his owner and patiently waits at the door until he returns the next day. The ad tugs on your heartstrings and reminds people to “drive responsibly.”
Guinness reminds viewers that “the choices we make reveal the true nature of our character” in their basketball commercial. A group of men partake in an intense game of wheelchair basketball. After the game, the players stand up revealing they were only using the wheelchairs to include their disabled friend and leave to go enjoy a beer together.
Dove has asked viewers to imagine a world where beauty is a source of confidence, not anxiety. They launched the Campaign for Real Beauty in 2004 and have created many advertisements that are aimed to build self-esteem and send an empowering message about confidence. All have had positive responses and reactions.
Advertising is aimed to persuade people and make a connection. But, as advertisers, you can’t make it seem forced. If you are saying you want an advertisement that makes people cry, you’re doing it wrong. Too much emotion or emotion at the wrong time can turn people away. During the 2015 Superbowl, Nationwide aired a commercial that featured a little boy who was reminiscing about what his life could have been if he had not drown in a bathtub. Although this issue may need to be addressed, it received an incredible amount of backlash, especially because it was shown during the Super Bowl, a time where people are celebrating and socializing. Be sure to use the right kind of emotional appeal when creating advertisements because it could do more harm than good.