Apple acknowledges that we are social animals and want to be part of a revolution of varieties — part of the latest cutting edge technology, part of something critical and Steve Jobs exemplified this brilliantly. Instead of sending out sterile press releases, he created events that helped spawn habitual bulletins just like the latest iPhone 7 free up to unveil new Apple merchandise, fostering a way of secret and allowing Apple users to feel a part of anything big and critical. Steve Jobs set the precedent for these events and their big impact on client culture, and they continue to this day — even after his passing:Gillette’s ad “Perfect Isn’t Pretty” exhibited a number of athlete’s non-public and professional struggles that shaped their strong characters. PGandE’s ad “Thank You, Mom – Strong” is a series of small tales from various athletes’ lives that show their respective mothers masking them in a dangerous or disturbing condition, and the way they overcame these cases to become one of the best athletes on the earth. These themes — private struggle and protection from harm by those you’re keen on — are regularly occurring, and touch a deep emotional nerve with audience.
As the infographic shows below, emotionally charged storytelling creates a rush of dopamine in the brain, which is linked to memory. The Ted talk “Storytelling, Psychology and Neuroscience” by Amanda D’Annucci, helps this idea about storytelling enhancing the listener’s memory of the story. She discusses how storytelling engages the entire brain including the amygdala, the memory center of the brain. So it makes perfect sense then, that agencies leverage storytelling to make an emotional and psychological impact to keep consumers remembering a story, and hence their brand. Emotional branding at its finest.
The split second first impact is helpful, as the viewer acknowledges that others trust the agency. For post click landing pages especially, the first impact is key — you have milliseconds to emotionally attach with audience — or not. In this sense, it’s best to use a committed post click touchdown page program with customizable templates and intuitive design. As marketing automation application like Optimove to be discussed below build emotionally intelligent connections with clients. Post click touchdown page customization program can also create emotional connections that work.