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How Emotion influences buying decision 

By  Alan Cox

The Challenge: Marketing a Brand

With a Logo That Nobody Wanted Share.

This video shows you how they solved the problem. 'Like a Girl' became one of the most successful social Media campaigns. Twitter followers tripled in the first three months; they gained 4.4bn+ media impressions, had 90m+ views, and YouTube Channel subscribers grew by 4339%. Not a bad effort.

Introducing #LikeAGirl.

’For most of us, we recognise those words in a very negative way. We’ve grown up hearing phrases like ‘you run like a girl,’ and ‘you fight like a girl.’  The inference is that girls aren’t as good as boys.

And then came the 'Always' ‘Like a Girl campaign'. Their goal was to convince vulnerable young girls to turn that thought on its head. They wanted young girls to really think what #LikeAGirl means. 'Always' created a video that had well over 100 million views.

'Always' used emotion to boost their brand awareness but, as the proud father of three beautiful daughters I was thrilled when I saw this video. 

If you watched the video you would have seen the girls so confident and proud to be who they are is inspiring.

What does the video #LikeAGirl tell you about Always products?

Absolutely nothing! This amazing video is a worldwide viral sensation and subsequently created one of the most successful advertising campaigns ever run, but during the video we are never told what they are selling.

 Why? Because they are relying on the emotional impact that their brand will have on their target market.

But, I believe that the spin-off benefit was for the thousands of girls who saw this video and were inspired to believe in themselves.

Another modern fairytale

Once upon a time, way back in the 90s, two companies were selling the similar products to the same market.

One was a giant dominating their industry, and the other was just 90 days away from bankruptcy.

While the products they offered were similar, their marketing strategies were poles apart.

The industry giant's strategy focussed on the technical features of the product. You know, features like processing speed, power, storage and the like.

The company that was just 90 days from extinction adopted the slogan of ‘Think Different’.

Now, this was different.

But ...

  • Does 'Think Different' describe the product?
  • Does 'Think Different' say anything about the quality of the product?
  • Does the slogan 'Think Different' tell you what the product is?

No. And yet IBM, the industry giant's market share fell off the cliff while Apple's revenue and growth exploded. In 2020 Apple's revenue was reported at $114.4 billion making Apple one of the biggest companies on the planet.

And then there’s Nike?

Once again, what does ‘Just Do It’ tell you about Nike, the company?

Nothing.

Does it tell you about their products? Does it describe the quality, range, features and benefits of their company and products? No.

But…

The Just Do It campaign has taken Nike to $32 billion a year in sales. 

What do #LikeAGirl, ‘Think Different’, and ‘Just Do It’ campaigns have in common?

They all evoke an emotional response!!!

Your emotions determine what you buy and how you see yourself.
  • Are you aware of your emotions?
  • Do you know what triggers your emotions?
  • Does your marketing material connect with your buyers' at an emotional level?

Mindful Communication shows you how to understand and connect with your inner emotions. 

Three Take Aways:

  • Be aware that what you say and do impacts others at an emotional level
  • Engage your potential customers unconscious mind.
  • When speaking with others be aware of your emotional response 

So, how did the 'Like a Girl campaign' preform?

Check out the results.

90m+ views; number two viral video globally.

1100+ earned-media placements and 4.4bn+ media impressions in the first three months.

Always Twitter followers tripled in the first three months; Always YouTube Channel subscribers grew 4339%

177,000 #LikeAGirl tweets in the first three months, including many celebrities.

Higher-than-average lift in brand preference; claimed purchase intent grew more than 50% among our target.

In a study conducted in December 2014, almost 70% of women and 60% of men claimed that "The video changed my perception of the phrase 'like a girl'". Source.

Alan Cox


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