Wednesday, 14 March 2018


After my lecture the other day, I really have been thinking about this idea of brands creating empathy within their campaigns. A particular quote that stood out to me was; 

"Your customers don't care about you, your products, your services... they care about themselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you." 

In the lecture they talked about how brands are using empathy to enhance marketing. There were a few examples that I found really interesting because I've now started to notice brands using these techniques everywhere. 

The one that I found really interesting is the idea of brands 'presenting a social statement, rather than one centred around corporate gain.' 

This idea can either work really well or really backfire on a brand. For example the Pepsi advert starring Kendall Jenner was a huge example of bad practice. They aimed to put out a social message but it was greeted with a lot of anger and frustration. 

The brand that do well, are the brands that do more than put a diversity campaign out there. People want to know that these issues mean something to the brand and that they are doing something about it before they invest their time and money into the brand. A good example of this is 'Airbnb.' The hashtag for the campaign was #weaccept and the statement was “we believe no matter who you are, where you’re from, who you love or who you worship, we all belong. The world is more beautiful the more you accept.” The campaign was so successful because as well as promoting such a positive message it aligns with the brand and they were doing more than just talking about the issue. They released a statement a few days after the campaign stating "to provide short-term housing over the next five years for 100,000 people in need." and they also pledged to contribute 4 million dollars to the 'International Rescue Committee' to support the needs of the globally displaced.

I personally feel that brand empathy only works when brands do more than what it says on the tin. They have to do more than just post an Instagram photo or tweet a hashtag. 




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