Why you Need to Consider Using Emotional Marketing in your Ads

Why you Need to Consider Using Emotional Marketing in your Ads

Can you think of the last advertisement that was memorable to you? It’s almost guaranteed the reason it stuck in your head is because it evoked an emotional response, whether that be happy, sad, or angry. Used correctly, emotional marketing is a strategy brands use to connect with their audience, increasing metrics like brand awareness, reach and brand loyalty.

So, what exactly is emotional marketing? It’s when a brand intentionally creates an emotional connection with its audience through the content of its ads, leveraging emotion to build a powerful message.

We use emotional marketing as a strategy because humans make decisions based on emotions, rather than logic. In fact, emotion is the number 1 motivator in purchase decision making. Have you ever bought something you’ve been eyeing off because its suddenly on sale, even if you don’t need it? This is because we make emotionally based purchase decisions, and justify them rationally later. Consumers feel emotional pride in getting the ‘best deal’, and rationalise the purchase because it was ‘good-value’.

Because we know that consumers are innately emotional and make decisions based on how they feel, we can use this to our advantage when creating campaigns. This is why its important to consider emotional marketing in your ads.

Simply put, using specific emotional cues will trigger specific responses or actions from people consuming your ad. What action you want your audience to take will determine which emotions you should use.


Think of the last ‘viral’ video you saw a friend share on Facebook.  What do you think compelled them to share it with their Facebook community? People inherently love to share things with their friends and family that make them feel happy. At the end of the day, video ads are still videos, so the same goes in the advertising world.

If you want people to share your ad to build brand awareness, use smiles, happy people, and positive emotions.


Using negative emotions and sadness in your ad helps consumers connect. Moving people to tears as a goal does not necessarily mean you want consumers to be sad themselves, but rather evoke feelings of inspiration, relatability, and empathy.


Anger is a good way of getting peoples attention in advertising. Anger can be used to make a point, help spread awareness, advocate for change, or make a point. Anger and passion, when used appropriately, can create viral content, and increase brand loyalty.


As humans, it’s in our nature to want to belong, whether this is belonging to a group, a family or social network. By making your audience feel like they are a part of a community through advertising, you are likely to increase word-of-mouth marketing to like-minded people, increasing awareness of you brand.

A few brands have hit the nail on the head when it comes to emotional marketing, and consistently use it as part of their strategy. Here are two great examples:

Extra Gum – “Give Extra, get Extra”

Extra Gum are exceptional at evoking an emotional response in consumers.

With declining brand awareness and sales, Extra Gum changed their strategy from promoting the benefits of their product, to using emotional marketing to tug at people’s heartstrings, and promote the sharing of their product with others. In turn, this helped create a sense of community with its consumers and made their brand memorable to buyers.

Their 2015 campaign “The Story of Sarah and Juan” went viral, with news outlets, celebrities and social media users sharing the ad around the world. The love story at the heart of the campaign resonated with people, bringing them to tears. The extended version of the ad has been viewed on YouTube over 100 million times, and people felt compelled to share the happy video with their friends and family.

Again in 2021, Extra Gum created an ad that people could relate to, playing on the idea of a post-lockdown world. We see people emerging back into the real world, from being reunited with loved ones, stepping outside of their houses and apartments for the first time, going back to the office and even one man clutching for dear life at his packet of toilet paper. People resonated with the concept of the ad, making it incredibly relatable, and in turn very shareable.

Amazon – A Priest and Imam Meet for Tea

Amazons Primes 2016 Christmas ad, featuring an unlikely friendship between a priest and an Imam, was praised in the media when it was released for its detailed focused and politically correct execution, as well as the authentic story at its core. The feel-good ad, showing the two friends laughing about their mutual suffering of knee pain, followed by them unintentionally gifting each other knee support, encouraged viewers to help others during the holiday season and become better versions of themselves.