Emotional Marketing Strategies

Emotional Marketing Strategies


Emotional marketing isn’t a new term, but more and more companies are starting to focus on making their advertisements connected to customers’ feelings.


Remember Cadbury’s little girl who went into a convenience store, using her toys to buy a bar of chocolate to celebrate her mum’s birthday? NRMA’s commercial during a bushfire, “Every home and every life is worth protecting” with the Koala? Volvo’s ultimate safety test isn’t about the safety of the car but about climate change. These are just a few examples of what the advertisements are targeting to touch your heart, making you feel emotional and connect with the brand or the product. Next time, you go to buy a bar of chocolate, you might think of Cadbury first. Getting insurance, you might consider NRMA, and replacing a car, you might think of the future environment and connect with Volvo.


These commercials use human emotion to connect with their potential buyers, allowing them to feel basic human emotions which could be happiness, sadness, anger, or fear. A great explanatory video from Neighbourhood states that when people are emotionally fired-up, we have a high tendency to retain this event. A successful emotional campaign can help customers remember and connect to your brand.


Here are some tips from HubSpot to help you determine which one of the emotional marketing suits your campaign.


  • Happiness – People tend to share with others when they see happiness advertisements. Consumers will associate happiness with your brand.
  • Sadness – Sad emotions trigger us to have empathy toward others and motivate us to act on behalf of others. Creating a positive or sad emotional campaign not only helps the world be a better place but also plants a seed in people’s minds that your company cares.
  • Anger – Numerous studies show that it has the same or more effectiveness than happiness. It can lead to virality and produce a lot more responses than regular content. Using this method can be tricky, but if done well, it is very powerful.
  • Fear – Before pointing out the fear in people’s minds, you must have a solution for them. Let them know when fear presents, you have their back. This will have people connected to your brand when they run into their fear.


The most important thing before implementing an emotional marketing campaign is to know your audience. What are they most fond of? What is their trigger? What emotion would resonate with the audience the most? Once you find that emotion, write and tell a story. Don’t forget to put yourself into people’s shoes and consider if it’s appropriate. If it’s not done properly, it can lead to a backfire and ruin the company’s image.


Emotion is in our nature. We can’t resist that. A successful emotional marketing campaign can definitely help your business bloom in the most effective and long-lasting way.


Written by Kuan-Yu Lan