Emotive Marketing; Creatives that Struck the Right Cord in 2022

When it comes to the point of purchase, few consumers realize that decisions are likely influenced by emotions over logic. In fact, marketing toward specific emotional behaviors can elicit higher conversion rates than other methods of marketing with 36% of marketing leaders worldwide rating ‘emotive drivers’ as the key to creating long-lasting relationships with customers.

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It takes approximately 3 seconds for consumers to have a ‘gut reaction’ to emotive marketing – and producing that gut wrenching emotion is highly beneficial to advertisers, as it enables them to manipulate a viewers’ feelings, stimulating the emotional triggers that will ultimately influence decision making.

Using effective emotive creatives within your marketing can lead to increased purchases, customer loyalty and brand awareness as consumers build trust in your brand.

With this in mind, here’s some of Incubeta’s favorite emotive creatives from across the digital marketing industry in 2022.

Courage is Beautiful with Dove’s 2022 Ad Campaign

Challenging conventional notions of beauty for the last 15 years, Dove’s ‘courage is beautiful’ campaign honored the healthcare workers who battled on the frontlines of the COVID-19 pandemic – showcasing their courage and their sacrifice.

Dove has been commended time and time again for their impactful and emotive marketing that strikes just the right cord with consumers. They use their familiarity and position to voice important messages such as their Reverse Selfie | Have #TheSelfieTalk campaign, and their Toxic Influence: A Self-Esteem Project.


Made Possible with Hosts, Airbnb’s 2022 Campaign

Aiming to educate people on the magical experiences that Airbnb hosts bring to guests, their latest “Made Possible by Hosts” campaign showcases a series of videos using real photographs from guests staying in the homes of Airbnb hosts around the world. 

Tapping directly into the emotion elicited by the pandemic, Airbnb’s campaign features guest photographers staying in short-term rentals around the world (in a bid to expand their community and attract more hosts back onto the platform). Airbnb uses emotive marketing and ad storytelling to create a more ‘meaningful’ element to travel that encourages people to explore ‘the magical experiences that hosts bring to guests’.

Hitting Home with Budweiser’s Super Bowl 2022 Ad

Choosing not to run an ad for Super Bowl 55 amidst fallout from the COVID-19 pandemic, Budweiser’s 2022 Super Bowl ad hit home for viewers with the return of the iconic Clydesdale horse closely associated with the Anheuser-Busch brand. Captioned “In the home of the brave, down never means out”, Budweiser nods a hat towards the impact of Covid-19 and how the world is slowly rebuilding in the aftermath. 

Abuse is Not Love with YSL

Launching a long-term campaign, Yves Saint Laurent’s ‘abuse is not love’ is a stand against intimate partner violence (IPV) and aims to educate two million people around the world on IPV through its partnership with local non-profits. Running a series of short clips with actors and famous faces, such as Zoë Kravitz and Simon Buret, Yves Saint Laurent uses emotive advertising to connect with audiences and raise awareness about the nature of abusive relationships.

A Little Good Makes a Big Change with Hollard

Believed to be a world first, South Africa’s largest privately-owned insurance group Hollard launched their ‘changemaker’ campaign where policyholders can volunteer with leading South African volunteering platform, forgood, and in doing so, earn back a portion of their insurance premium. 

Although less likely to produce the ‘gut wrenching’ feeling advertisers strive for, Hollard’s ‘A Little Good Makes a Big Change’ uses a mixture of animated and live creatives to show viewers just how easy it is to make a difference.

Apple Watch Series 7 ‘911’ with Apple

A far cry from Apple’s comedic and energetic standard play of advertising, their Apple Watch campaign took a different approach, choosing to depict the 911 operator calls made by three individuals whose lives were ultimately saved due to the Apple Watch. 

Interested in the world of creative marketing? Want to hear what some of the brightest minds in the industry are getting up to? We’re taking to the boardwalk this June at the 2022 Cannes Lions International Festival of Creativity – the largest gathering of the advertising and creative communications industry. Incubeta will be meeting with an amalgamation of the world’s biggest partners and brands during the week of the 20th – 24th of June, facilitating a range of networking opportunities and content sessions.

Join Us At Cannes 2022


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