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You will see the ad at the end of the blog, and I suggest reading the article first and then seeing the ad. I want you to leave with tears and also follow OkTheFun 😀
So, dear fellow marketers and storytelling enthusiasts; ever in your career, have you ever come across a piece of art that struck a chord so deep within that you could shake it off for days? I call the ad a piece of art because it speaks to the emotional quotient of the audience and converts them into patrons. We as humans of this earth might speak different languages, but we all connect on the same note. And that note is emotional. A connection that reminds us of the sense of belonging towards humanity. Well, I recently came across such an ad in a webinar (I am overdosed on them). But this particular ad in a webinar evoked a reflection of the incredible power of emotional marketing.
I have heard Seth Godin saying they used to put babies in all the marketing campaigns until it stopped working. But it worked this time, at least on me. No wonder I saw it being used again in this “Hey Google, call mom” ad.
Moving ahead to the ad that I saw. A few days ago I stumbled upon an advertisement that featured a simple yet powerful story of how mothers not only raise their kids but also encourage them to rise. This is true for every mother. My mother your mother. They never give up on the kids. The ad beautifully showcases this journey together. First baby step to the fearless flights and everything in between. The highs the lows and the tears and the laughter. The point which I want to make although is, that it wasn\’t about the product they were trying to sell. The product itself was not integrated into the video like the Google ad above does. Instead, it was all about the story that resonated with countless people, Including me.
The ad flawlessly encapsulated the sentiment of the age-old phrase “ Mothers inspire their kids to rise every time they fall.”
Moreover, it says much more than just visual imagery. It sells the emotions, stirred within.
I don’t want to stop here only by expressing what I felt. It was personal but as the ad lingered for a day, a question arose.. Why this ad resonated with me as a luxury marketing professional. The realm of Luxury Marketing is not about selling a product. In fact, no one mentions the product at all. It’s all about how the product makes you feel. It is about selling a lifestyle, an experience, and an emotion. But more than that it is about carving a beautiful emotion out of the moment with purity as its vehicle. Of course, it is more about telling and selling but the luxury market thrives on exclusivity, sophistication, and the promise of something extraordinary. And that extraordinary is found in so ordinary things that seem like beauty in unexpected places. And what better way to convey these elements than through emotionally charged storytelling?
I have come to this reconciliation, more so after reading the book “The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands — By Jean-Noël Kapferer and Vincent Bastien” That, luxury marketing is not about bombarding the audience and potential customers with the features and specifications of the products. It is about evoking a feeling on a personal level and touching hearts long after the person has gone through the experience of experiencing the art. That\’s right we should speak to the person, and a person might know a language but he understands the feeling way better than that. This mother-child ad didn’t just showcase a product, it shared a relatable, emotional journey that left a lasting imprint.
The fact that the ad is not about a luxury product stuns me. I see many luxury brands only showcasing the products; on the runway in the campaigns and where not. Whereas they should take the route of emotional marketing focusing more on the person rather than the personality.
This again reminds me of this Prada ad featuring Ben Kinsley. I like it, I remember it. Especially because it looks away from the dreams induced by materialistic hierarchy — towards admiration of the beauty in art and what can it do to the person who aspires to possess it, in a personal and comic manner. I love the way Roman Polanski has treated this film (I don’t have any reservations about him and his work).
It smashes the conflict in the mind of a psychiatrist, a breed that is supposed to keep the emotions to themselves with the influx of emotions he feels looking at a piece of art.
Said so, Luxury marketing allows a unique canvas to be painted upon. The brands we work with are associated with elegance aspiration and a sense of belonging to the class of people who like to indulge in beautiful experiences. Banking on the power of emotional storytelling we can create a narrative that speaks to the dreams and desires of people. Marking the product in their life not merely as an object but making it part of their story and symbol of the journey towards opulence.
Finally, the ad that inspired me to write this article.
So, my fellow marketers, we need to embrace the art of emotional marketing. Humans excel in many areas like cognitive behaviour and paramount intelligence. But at the end of the day emotions win. Even a gynaecologist looks at her own child more than an embryo. Stories are infused with emotional quotient, we have been telling stories since the dawn of civilisation. Stories make our brand unforgettable and emotions foster the loyalty by building authentic relationships, and stand out in the ever-evolving landscape of luxury marketing.
Remember, we are not about selling products but telling stories by curating experiences and emotions.
If you’re as passionate about the magic of emotional marketing as I am, I invite you to follow me here on Medium. Together, we’ll explore the depths of storytelling, emotions, and the incredible impact they can have on our brands and our audience.
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