Research reveals that 95% of purchasing decisions are subconscious, driven by emotional responses rather than rational analysis (Research and Metric).
It’s a jaw-dropping statistic and one which cannot be overlooked. Increasingly, successful brands are tapping into this insight, focusing on culture, community and emotive storytelling to capture the attention of their customer base and draw them in on an emotional level.
Many brands have realised that if they can build a deeper relationship with their customers, they have the opportunity to significantly improve long-term customer loyalty.
In a recent McKinsey report, “Over three-quarters of consumers (76%) said that receiving personalised communications was a key factor in prompting their consideration of a brand, and 78% said such content made them more likely to repurchase.”
Ahead of the curve
Let’s look at an example of a global brand leading the way in this area of marketing.
Dove’s 2004 ‘Real Beauty’ campaign cleverly turned traditional concepts of the ‘perfect body’ on its head. The campaign highlighted harmful stereotypes and featured ‘real’ women oozing confidence, coming together and posing proudly, proving that true beauty goes way beyond toned abs and blemish-free skin.
Dove tapped into wide market, a community of consumers fed up with the negative effects of ‘unobtainable body perfection’ splashed across the media. By purchasing Dove products, these consumers felt part of a revolutionary crusade, with the Dove brand at the helm, leading their community as pioneers of a new movement. This was more than Dove products, this was a celebration of ‘authentic beauty’ and high self-worth.
Analysis from Harvard Business Review discovered that, in a consumer survey they ran, only 22% felt “fully connected” to a brand. However, they accounted for 37% of revenue, spending on average, twice as much annually as “highly satisfied” customers.
In terms of what’s more lucrative for a brand when it comes to customer loyalty, it seems that although there’s certainly a baseline importance to selling a great product, this isn’t necessarily the best way to gain trust. Deeply connecting with consumers on an emotional level can speak volumes to a brand’s community in ways that go beyond rationality and reason.
Behind the technique
Meet Nastasia Jenkinson, Founder and Director of Good Appetite, a consumer-led communications agency, specialising in FMCG and lifestyle brands across Australia and New Zealand.
With over a decade of experience in PR and communications, Nastasia really knows how to pique the interest of consumers, and she’s got the results to back up her reputation.
Her portfolio is impressive, showcasing collaborations with business giants such as Whittaker’s, Pic’s Peanut Butter, Proper Crisps and PopBox, creating campaigns that have got both the industry and the consumer market talking.
The team at Good Appetite are all about consumer connection, taking what they call a “tailored approach” to creating a PR campaign. For them the secret ingredient to building a successful brand is resonating with the target audience, building an authentic relationship between the consumer and the brand.
Welcome Nastasia!
Why is the technique of building emotional connection with consumers so effective?
Marketing in today’s age isn’t just about function; it’s about building identity and connection. The most successful brands that do this tap into community and culture and use storytelling to connect with their customers.
This makes everyday items feel aspirational and gives customers an opportunity to feel like they’re a part of something. They’re not just buying a body care brand, snack product or chocolate block. They’re buying into a community, a movement, a way of life. Emotional marketing creates that deeper connection with customer and brand.
How does emotional marketing work?
Emotional marketing starts at a brand identity level. A brand needs to build its own persona and establish values before implementing tactics to connect with customers.
Once this foundation is in place, emotional marketing can come to life. Emotions such as nostalgia, joy, aspiration, humour or trust can all be utilised by brands to create something more meaningful – and then amplified by the following tactics:
- Experiential and Sensory Marketing via Experiences – using immersive experiences to connect brand with a sensory indulgence. A brand that does this well is Whittaker’s chocolate, who drive creative pop-ups and explore sampling opportunities to connect with Chocolate Lovers and drive connection through product trial and delicious experiences, in creative ways
- Community Building through Relatable Content – it’s important to use online and offline tactics to build your community, and using viral, relatable content keeps you relevant. Viral self-care brand, Tree Hut has built a playful, trend-driven community on TikTok, encouraging fans to create and share content, making customers feel like insiders into the brand experience
- Storytelling and Brand purpose through brand action – showing your brand values through action is a way to connect with your customer on a deeper level. For example, Pic’s Peanut Butter’s is a BCorp, and their brand purpose is the foundation of their business. The ‘purpose’ drives all marketing decisions and brand activity and is clear across all communication points. From socials, to activations, to charity partners. Their ‘why’ is clear to their customer.
Why, in your opinion is it such an effective technique?
Traditional marketing tells people what a product does and is often focused on features, price or promotions. Emotional marketing goes deeper by tapping into why someone should care. When customers see their values or aspirations reflected in a brand, it creates belonging and loyalty. That emotional connection is harder to build, but once it’s there, it’s powerful. People don’t just buy product, they buy brand. And they buy into the why. It’s a long-term play.
Can you talk about a brand that you think are using this technique well?
A brand that does this well is viral self-care brand Tree Hut. They’ve built a really strong brand persona – fun, vibrant, and in tune with their target audience. Their social posts are highly relatable, often leaning into trending content and cultural moments, so they feel like a friend rather than a faceless brand.
They create content that makes people laugh, feel seen, or inspired. They’ve built a real community around everyday products – scrubs, body butters, gel washes. That relatability drives loyalty – customers don’t just buy Tree Hut products; they share them, gift them, collect them. The brand has become part of their lifestyle, and they’re proud of it too.
An example of a strong trend Tree Hut tapped into was the ‘everything shower’ – the type of shower that you do, well, everything. Scrub, wash, shave, hydrate. Tree Hut has all that, and they almost made it their personality. It was reactive marketing, done in a relatable, aspirational yet simple way. Build your everything shower routine, but with Tree Hut.
It’s the ritual and connection that customers fell in love with, not necessarily just the products themselves. Although the products are incredible – trust me, the range has taken my ‘everything shower’ to the next level.
What are your ‘key takeaways’ for brands looking to try this technique?
Define your brand personality and values
Be clear on who you are and what you stand for before you start putting tactics in play that drives your customers to connect.
Tell stories, not just product features
Weave your values into all forms of communication that make your product feel part of a lifestyle, not just a purchase. What is your purpose, how do you want to show up for your customer and how do you want to connect.
Tap into culture and community
Create content that feels relatable, trend-aware, and invites conversation. Find connection points with your customer and drive community.
Continue to connect with your customer
Show them how they’re part of the brand’s movement, not just the audience for your ads and EDMs. Think about ways you can give back to them. Reposting content, hosting competitions, listening to feedback, popping up where your customers are and sampling there.
Stay consistent, but be creative
Reinforce your brand identity across every all your touchpoints so the emotional connection continues to grow stronger. Continue exploring tactics to creatively connect with your audience.
Emotional marketing isn’t a one-off marketing play. It’s a consistent, long term strategy to connect with your customers, build trust and a way to stay true to your brand values in a deep way.
For more about Nastasia Jenkinson, Founder and Director of GOOD APPETITE, visit: www.goodappetite.com.au or follow on Instagram: @goodappetite._