Google made us CRY during the Super bowl! 😢
EMOTION IS MAKING A COMEBACK FOR 2020. Here’s why realism drives results. This weekend was all about the marketer, the advertiser and the party goer. With Super bowl Sunday making quite the noise, we wanted to bring you the winning results in case you didn’t get to hijack the sofa and drink your share of beer last night.
Super bowl sets the tone. Viewers and experts always turn to Super bowl ads for inspiration, trends and upticks in creativity. They also weigh in on the results of this multimillion dollar advertising stint. The winner? Google’s Loretta ad.
You already know brands such as Google and Nest ( a Google company). They’re primarily based on robotics and tech, but their ads will always feature raw emotion to captivate viewers. Utilizing emotion in ads is a real and tangible way to add traction to the equation and it all begins with better copy.
Millennials aren’t stone cold yet. With sci fi and tech hits dominating the futuristic media space, Super bowl Sunday was proof that emotion is not all that dead yet. While Star Trek seems to be the rage, one senior couple stole the hearts of millions of Americans, known as Google’s Loretta ad. If you’ve already seen the ad, let us know your thoughts at the end of this email.
A lesson for fundraisers. Fundraising marketers often seek the unusual, unorthodox and most creative tools known to mankind. They will lead the donor with creativity, data, humor and the like, but emotion takes the stand. It’s a proven form of speaking to your ‘target audience’ that will never grow old. Fine tune emotion by thinking out of the box and into the hearts of your readership.
Analyzing the winning ad. You know how Google is always sending you ‘last year today’ updates and responding to ‘remind me to shut the lights’ updates? With Google’s voice assistant a trackable and useful part of many users’ day, the global tech giant opted for undiluted emotion to recite the story of its technology.
The opening line: “Hey Google, show me photos of me and Loretta”.
The observation: This line sparks the love story of one Google user, asking Google to remember the good times, the places, the Anniversaries and the happiness of his younger self.
The goal:When you’ll think of Google Assistant, chances are you’ll be thinking positive, emotional, connected and resourceful. These are thoughts Google wants you to think, replacing thoughts such as hassle, automation and annoying.
The ending line: “Remember, that I am the luckiest man in the world” is the grand finale of this emotional form of storytelling that takes you from the usefulness of its tech to the deepest connections of love and loss.
Emotional storytelling for brands.
When a potential client visits your website, does he/ she suddenly feel connected to your story, your solution or your style?
Have you challenged the depth of your brand by assigning loyalty, values and user experiences to match?
Is there a process or differentiator in your process that makes them come to YOU when there are 20 other competitors offering the same thing?
Do you know your target audience well enough to curate a custom form of storytelling to raise money for fundraising, crowdfunding or other strategic marketing methods?
Does your bio exude professionalism, while conveying genuine connection, traction and trust?
Storytelling [aka story selling] is just one of the copywriting secrets of marketing.
Sarah
Storytelling [aka story selling] is just one of the copywriting secrets of marketing.
