Considering content marketing, there are no strict rules for building a successful marketing campaign. Video marketing often struggles between art and science, logic and emotions, and you need to carefully balance between them to achieve the results you want.
When it comes to rational advertising, it’s all about the practical side of the product. Advertisers are explaining why you should buy the product, pointing out the details about its characteristics, so the customer could understand the benefits of the product. According to Mindshare North America’s Culture Vulture trend report that examines what people want, consumers want products and services that provide a benefit to them, they want ads to be more informative. The study found that the percentage of Americans who would like a trusted company to help them simplify daily life has increased from 31% in 2012 to 42% today. On the other hand, advertisers clearly didn’t get the message last year, because the percentage of Americans who say advertising helps them learn about products and services has dropped from 52% in 2005 to 41% in 2014. (1)
Plain information is usually not enough for a compelling story. While watching a video, a potential customer needs to connect with an ad campaign on an emotional level, especially the positive one, and that can be detrimental in for him reaching the decision to buy the product. Emotions can play an important part in you video marketing campaign. For example, the Google 60 seconds search story, “Parisian Love” (see bellow), which aired during the 2010 Super Bowl, was a success, and the original video has nearly 8 million views.
Reason for its success was a heartwarming love story uniquely made simply with screenshots of Google search results and a little music in the background. It started with the “study abroad in Paris” search and evolved through other Google search keywords – like “how to impress a French girl”, “meeting places for a date”, translations of French (“you’re very cute”) , “chocolate shops in Paris”, “long distance relationship advice”, “jobs in Paris”, “tracking flights to Paris”, “finding a church in Paris”, and finally, “assembling a crib”. From the first search of trying to find a place for study to the wedding ceremony in the end with a French girl, viewer is forced to imagine the whole story and that’s why it was so powerful.
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“Did a freaking Google search seriously just make me cry? I give up, Google. You win”, was the comment of the famous TV critic James Poniewozi.
The other company who mastered the use of emotion and powerful storytelling in their campaigns and commercials is, without a doubt, Apple. Their latest commercial “The Song” (see bellow) is particularly eye watering by telling the human story about memories, family and love.
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The recipe, for choosing between logic and emotion while creating a marketing campaign, is certainly somewhere in the middle. Here’s one theory that could help the marketers a lot. Bryony Thomas illustrates the concept of using emotion and logic in marketing through the analogy of a ‘logic sandwich’. That’s when marketing messages, that start with emotion, lead on to logic and then return to the emotion to seal the deal. A campaign begins by presenting an emotively charged problem to attract the viewer, and after that giving a logical explanation of how the product can help them, and in the end returns to the previously established emotive theme.
So, when you start building your campaign, the right choice might be something original, memorable, that fits your brand’s image and style, and that successfully combines logic and emotions.