Coca Cola is a master of advertising and emotion. If you were asked to think of an advert around happiness, or Christmas advertising, you’d probably think of Coca Cola. They tap into warm emotions of happiness and contentment, driving millions of customers loyalty to their brand.
With a mixture of common sense, technology and creative you too could evoke similar triggers to that of Coca Cola.
1: Align Sentiment and Emotional Tone
What emotions are you trying to hit? Is it joy? Trust? Or even fear? Analysing the lyrics for Coca Cola’s “Choose Happiness – What Are You Waiting For?” campaign reveals highly activating emotions to drive happiness and admiration, with a dash of negative emotions to show what you might be missing. Backed up by lots of trust and admiration.
2: Track Emotional Response
The more emotionally arousing a piece of content is, the more likely it is to be shared (seen above as “High Activation Emotions”). Coca Cola floods it’s campaigns with emotional triggers such as generosity and friendship of “Share A Coke”.
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Technology is developing fast in the areas of tracking emotional response as biometrics and wearables push limits every day. Think Google Glass and interactive advertising that reads your emotional response using embedded cameras.
Reading books and using a ‘common sense’ approach is all you need to get started in emotion marketing, however leveraging ever-advancing technologies will allow you to take it to the next level. View this full post on The Wall.