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Emotional marketing
Emotional marketing: How to create emotional campaigns for brands?

It is increasingly common to find emotional stories in brands. Today’s consumers are more aware than ever of the importance of humanization in the brands they consume. Emotional marketing and public relations have become fundamental pillars of identity, making this the perfect time to integrate social, sustainable and emotional values into your strategy, and thus encourage a more active and genuine participation of your digital community.

What is emotional marketing?

Emotional marketing is a strategy that seeks to connect brands with people through their emotions, beyond focusing only on the features or benefits of a product or service. It aims to create a deep bond between the brand and the customer, evoking feelings such as happiness, nostalgia, pride or trust. This emotional connection fosters loyalty and significantly increases purchase intent.

How do we apply it?

When developing 360º strategies for a brand, emotional marketing plays a fundamental role. Here are two key actions you can implement to connect emotionally with your audience:

 Storytelling: This is the technique of telling stories to connect in a deep, human and authentic way with your audience. A unique and well-told story can highlight and position the brand as more than just a supplier of products or services, transforming it into a cultural or social reference.

Storytelling has the power to inspire people to comment, share, and discuss content, which increases engagement on digital platforms and fosters a community around the brand.

 Colorimetry: The power of color in emotional marketing
Color psychology is much more than an aesthetic tool; it is a key component in emotional marketing. Colors have the ability to influence our emotions, perceptions and purchasing decisions, becoming strategic allies for brands looking to connect with their audience on a deeper level.

For example, when you think of McDonald’s, the choice of their iconic red and yellow colors have a reason: Red provokes stimulation, appetite, hunger; it attracts attention. Yellow is associated with feelings of happiness and friendliness.

Understanding how colors affect your audience will allow you to design more effective campaigns, generate specific emotions and strengthen your brand identity.

Why is emotional marketing effective?

 Emotion-driven decision making: Emotions directly influence our decisions. Many of the purchases we make are based on how the brand or product makes us feel, rather than the logic behind the purchase.

 Loyalty: Audiences tend to be more loyal to brands with which they feel an emotional connection, which creates long-term value and satisfaction.

 Creates differentiation: In saturated markets, where several products offer the same thing, brands that achieve an emotional bond with their customers tend to stand out and differentiate themselves from the competition.

 Virality: Emotional campaigns, especially those that inspire, are more likely to be shared on social networks, as they touch people’s hearts and motivate them to spread that feeling.

3 examples of strong emotional marketing

 Coca-Cola: This brand is a great example of how to use emotional marketing.

Christmas campaign: Coca-Cola’s Christmas campaigns revolve around family togetherness and memories, evoking nostalgia and joy.

A Coca-Cola with your name on it: This campaign conveys authenticity and closeness by offering the possibility of being the protagonist of your own bottle, generating a feeling of acceptance, happiness and personal connection with the brand.

 Foundations or NGOs: These organizations appeal to the public’s compassion through touching stories of people or animals in vulnerable situations. By sharing authentic and emotional stories, they seek to generate deep empathy and motivate the audience to take action, whether through donations, volunteering or supporting their causes.

 Nike: One of its most iconic campaigns focused on female empowerment. With “Unstoppable Together,” it took its famous tagline to a new level, inspiring women to embrace their strength and live their empowerment.

Emotional marketing turns consumers into brand ambassadors, not just for what you offer, but for how you make them feel. Focusing on the emotions and values of your brand and your audience can generate meaningful experiences that will not only drive sales, but also foster loyalty and long-term engagement.

Emotional marketing has the power to transform a brand. If you’re looking for a team to help you create winning emotional strategies, Ideal Team is ready to help you build a strong, authentic brand that resonates with your audience and makes you stand out in the competitive marketing landscape.

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