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How Making Your Audience Cry is a Great Marketing Technique
The increasing saturation of advertisement in both traditional and social media formats, has made it increasingly difficult for businesses to gain traction with their marketing campaigns.
According to research conducted by Cox Blue, businesses that use an emotional trigger in their advertising campaigns, are 3x more likely to report significant profit gains when running emotional campaigns, compared with logic driven advertising.
For example, take Germany’s largest supermarket Edeka.
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In 2015, Edeka launched their Christmas advertisement that featured an elderly man eating Christmas dinner alone, after all of his children cancel at the last minute. The elderly man fakes his own death to bring his children together for Christmas dinner.
Since the advertisement’s release 3 years ago, it has received over 60 million views.
Thus, using an emotional hook in your business’s marketing campaign is more likely to effectively engage your audience and receive more shares and placements on social media.
To read more on using an emotional hook in your business’s advertising campaign, visit our post on (backlink to how using an emotional hook can…. blog post)
How Controversy in Marketing is Your New Best Friend.
Most brand do their upmost to stay well away from featuring controversial topics in their advertising materials.
In the past, some marketers have even likened a controversial advertisement to the plague; most brands try to prevent using controversial topics and for those who do, they run a real risk of creating a bad reputation for themselves.
However, these days seem to be well and truly over, with controversial advertisements regularly hitting the headlines.
Thus, it seems that the old saying that “all publicity is good publicity”, has never been more true.
Take for example, AAMI’s 2017 “Up Ship Creek” advertisement:
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AAMI’s advertisement incorporated a ‘play on words’ that resulted in the advertisement achieving third place on the annual Australian Advertising Standards Bureau most reported advertisements in 2017.
As a result, the advertisement achieved widespread media coverage, hitting several headlines across Australia as a result of the controversy.
Despite this, the negative attention that the brand received was fairly limited in proportion to the saturated coverage AAMI’s Roadside Assistance Cover received.
To read more on the value of using controversial content in your business’s marketing strategy, visit (Insert backlink to controversial content blog)
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