Is your branding or ad campaign bringing joy to your customers? If not, then it’s best you read LO:LA’s latest expert piece on joy marketing and discover how it can turbo-charge your customer engagement.
Most people who decide to delete their social media accounts report many benefits, such as improved mental health and finally being able to make real-life connections. Ignorance is bliss, it seems, because without the constant bombardment of negativity, people just feel... happier.
For branding agency London: Los Angeles (LO:LA), the message is clear: people need more sources of joy, and your brand can be one of them.
This insight is what led to the recent publication of “Spread More Joy,” a primer introducing readers to the concept of joy marketing. In particular, the material answers the question “What does it mean to create joy with marketing?” and provides real-world examples of the use of joy in a number of successful creative campaigns.
Check it out at https://www.thelolaagency.com/2023/03/31/spread-more-joy/
“Marketing is not just about selling a product; it’s about creating an emotional connection with the consumer,” LO:LA said in the article. “When a brand creates joy and happiness, it’s creating an emotional connection with the consumer that goes beyond the product itself.”
To accomplish this, LO:LA advised to focus on experiences instead of highlighting your product or service. It pointed to Airbnb’s “Live There” campaign as an example, stating that the campaign succeeded in making people excited about travel and, by extension, booking an Airbnb because of how the campaign presented travel as an activity that must be experienced.
Another method of adding joy to a campaign is by adding the element of “fun”. It pointed to Oreo’s “Daily Twist” campaign as one of the best examples of an ad campaign that generated massive buzz owing to it being “simple and fun”. “Whether it’s through humor, storytelling, positive messages, or experiences, brands have the power to create joy and make a difference in people’s lives,” LO:LA added.
While not as mainstream as other marketing disciplines, joy marketing is starting to enjoy a surge in popularity. For example, EXHIBITOR magazine called for more joy marketing during the tail-end of the pandemic, stating that brands should use the opportunity to engage with an audience that “has never needed joy more.”
LO:LA’s latest piece offered something similar, saying that amid hot-button issues like climate change and political polarization, joy marketing may provide an alternative means to address these issues by helping build more social cohesion and trust.
“By making joy a priority in our actions, we can build a society that is more resilient, more creative, and more connected,” it said.
So maybe the secret to finally having a viral ad is just that—less negativity and more joy. Keep it simple, keep it fun, and see your stock rise among today’s joy-starved consumers.
Check out more expert insights from the 2022 Clutch Global 1000 inductee at https://www.thelolaagency.com/
