This presentation briefly discusses the role of emotions in advertising and marketing and the science behind that before sharing a care study of TapestryWorks' approach to finding the right emotional platforms for brands and communications. This is an edited version of a presentation for Asia Research in Jakarta on 19 June 2014 (with some content taken out for reasons of confidentiality).

1. Finding your Brand Story:
Marketing with the Right
Emotions
19 June 2014
Neil Gains

2. Divider slide
If you want to be remembered, be emotional
“I’ve
learned
that
people
will
forget
what
you
said,
people
will
forget
what
you
did,
but
people
will
never
forget
how
you
made
them
feel.”
Maya
Angelou
(1928-­‐2014)

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Divider slide
Marketing with the Right Emotions
• EmoIons
in
adverIsing
• Why
emoIons
maKer
• Finding
the
right
emoIon

4. Divider slide
Emotional beats rational
0
5
10
15
20
25
30
35
Rational Only Rational &
emotional
Emotional Only
Source: Advertising Effectiveness: The Long & Short of It. IPA UK 1012
ROI(%oflargebusinesseffects)

5. Emotions increase sales volume
Source: Advertising Effectiveness: The Long & Short of It. IPA UK 1012

6. Divider slide
Emotions build price elasticity
0
1
2
3
4
5
6
7
8
Rational Only Rational &
emotional
Emotional Only
Verylargereductionin
priceelasticity(3+years)
%
0%
5%
7%
Source: Advertising Effectiveness: The Long & Short of It. IPA UK 1012

7. Divider slide
Successful brands have emotional focus

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Emotions guide us to the right behaviours
Scary movie
Popular choice
Self protection
Romantic movie
Exclusive choice
Status
[Source: Kenrick & Griskevicius, The Rational Animal, 2013]

9. Behaviour depends on emotional context

10. The Emotions associated with Fresh milk and Yoghurt
0
20
40
60
80
100
WARRIOR
(INDEPENDENT)
ARTIST
(CREATIVITY)
EXPLORER
(CURIOSITY)
REBEL
(FREEDOM)
JOKER
(FUN)
SEDUCER
(LOVE)
EVERYMAN
(BELONGING)
CAREGIVER(NURTURE)
IDEALIST
(OPTIMISM)
RULER
(STABILITY)
GURU
(WISDOM)
CATALYST
(CONFIDENT)
Fresh milk
Yoghurt
Hong Kong, general sample, August 2013

11. Divider slide
Finding the right brand story
Back story
Category
codes
Emotional
stories
Validation
Creative
workshops
Experience
design

12. Divider slide
Case study : back story
Back story
Category
codes
Emotional
stories
Validation
Creative
workshop
Experience
design

13. Divider slide
Why is my advertising campaign not working?
• HK telco client launched first high
profile ad campaign for years
• Targeting entrepreneurs, expats,
business travellers (key segments)
• Initial indications that performance
targets not being met
• “Why is my campaign not working?”

14. What is the emotional message?
Freedom or
destruction?
Independence
or arrogance?
Many of the creative executions
confused independence with
arrogance and challenge with
destruction

15. Divider slide
Case study: decoding the category
Back story
Category
codes
Emotional
stories
Validation
Creative
workshop
Experience
design

16. Divider slide
The category does a better job of selling
phone brands than mobile services

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A lot of communication about plans,
possibilities, variety & options

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Themes of openness, exploration &
discovery are also common

19. Exploration
& discovery
Something for
everyone
The category is dominated by
codes of feeling unique,
curious, equal and ordinary

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Case study : consumer stories
Back story
Category
codes
Emotional
stories
Validation
Creative
workshop
Experience
design

21. Divider slide
Divider slide
Uncovering consumer stories & conflicts
Homework
Storytelling
Seeing the
big picture
Hierarchy &
oppositions
Sensory
blending
Summary

22. Business travelers are not rebels
Fascinated with new things and enthusiasm to
learn
Out of my
comfort zone
Innovation
in my work
Treating people fairly and
with respect
Exploration
and travel
Staying
connected and
understated
style
Authenticity and discovery
Being in the know
for work
Keeping in
touch with
family and
loved ones
whilst
working
Fear of becoming out of
date and obsolete
Stay smart and
efficient in work Want to live ,my
life to the full
and make most
of opportunities
Connects me to
inspirations and
new ideas
Answers and
contacts
wherever,
whenever
Keep connected
to who I want to

23. Customers want to feel
connected, secure,
knowledgeable & creative

24. Reliability & care enable knowledge & creativity
Artist • Create opportunities
Guru • Stay ‘in the know’
Everyman • Stay connected
Caregiver • Secure network

25. Divider slide
Case study : quantitative segmentation
Back story
Category
codes
Emotional
stories
Validation
Creative
workshop
Experience
design

26. What do users want to feel when they use mobile services?
0
20
40
60
80
100
WARRIOR
ARTIST
EXPLORER
REBEL
JOKER
SEDUCER
EVERYMAN
CAREGIVER
IDEALIST
RULER
GURU
CATALYST
HK general
Target segments

27. Geeks
Entrepreneurs
Business travelers
Business travelers want to
create something new
Entrepreneurs want to feel
unique & impactful
Geeks want to feel different &
playful
All segments want
connection, security,
knowledge & change

28. Solution:
A blend of
knowledge and
change agent
The best opportunity for the
client was to mix mastery &
transformation with expertise
& understanding

29. Final recommendation : ‘knowledge empowers’

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Divider slide
Finding the Right Emotions
• Know your brand’s history
• Understand the category codes
• Focus on emotional goals

31. Thank You
www.tapestryworks.asia