challenge

Ads that evoke strong emotions have four times the impact and are more likely to drive equity and go viral. How do you create that emotional connection between your brand and your customers & guests? Obviously it starts with understanding your audience & strategy. However, there are 5 key areas I look at when creating video content for all platforms & mediums.

approach

As digital advertising matures, it’s time for advertisers to treat it as an important brand-building channel as well as a transactional one – and leverage emotions and human stories to deliver impact. Brands should be conscious of how they communicate via digital channels and ensure their digital presence is doing the job it's intended to and contributes to their meaningfully different position. So how can you ensure your digital campaigns are effective and ultimately contribute to brand equity?

results

Go Beyond the Click.  Understand emotional connection in the digital world & harness it well. In order to begin and create powerful, emotionally driven content, I look at five areas that will help shape and deliver emotional content:

1. Emotional positivity drives brand impact

2. Intrigue early to mitigate skipping

3. Create a dynamic emotional story

4. Connect with consumers through humour

5. Get the basics right, and have a clear call to action