Evoking A Strong Emotional Response
Emotion matters in marketing. Emotion creates values and sets preferences. Inspires action. Drives sales.
These are maxims we live by at Tattoo Content Studio. We understand that emotion is the key to a great story. It creates true engagement with your audience, allows you to take them on a journey, and make them feel not just happy or sad but inspired, or nostalgic, amazed, or warm and fuzzy.
But why should telling a good story, and evoking a strong emotional response, matter to advertisers? It turns out the two go hand in hand. Numerous studies have shown that creating emotional engagement with your audience leads to an uplift in just about every brand metric that advertisers care about.
In their 2013 study ‘The Long and Short of It,’ Binet and Field found that over a 30 year period, 23% of organizations using rational or combined (rational and emotional) ad strategies reported large business gains vs. 43% of organizations that employed purely emotional ad strategies over the same time period. In 2016 Field’s 2016 Selling Creativity Short (The Gunn Report) study found that creatively awarded campaigns were far more likely to be emotional in nature than non-awarded ones and that award-winning campaigns delivered on average 10x higher profitability than rational campaigns.
Emotional targeting can unlock powerful uplift on campaign metrics for advertisers. A recent study found that people who had a strong emotional response to an ad were 3.5 times more likely to watch it again and 3.5 times more likely to tell their friends.
The same can be said for brand metrics too. Intent to share an ad was 310% higher among audiences who had a positive emotional response to an ad while reaching this emotionally engaged audience could drive purchase intent up by 235%.
At Tattoo Content Studio, we pride ourselves on creating unique and targeted videos that stand out and make an impact on your target client. Get in touch with us today to plan your next video campaign!
Tattoo Content Studio | 704 Morris Street, Charlotte, NC 28208 | 704.900.7150
Email contentstudio@tattooprojects.com or click here to schedule a call.
