November 9, 2016

Ford, Spotify & Expedia: Big name brands incorporating emotional responses into their strategies

Marketers are finding it increasingly difficult to consistently meet consumers’ rapidly changing demands. Traditional market research is just not able to keep up or provide personalised enough insights to really support brands in their quest to cut-through.

Incorporating emotional responses into the market research and creative campaign development mix is a good way to achieve this. Which is why we’ve based our business around it! Understanding audiences emotional responses to products, content, messages or campaigns allows organisations to understand them at a far deeper level, build stronger relationships and target them far more successfully.

And it seems that big name brands are starting to catch-up. Namely, Ford, Expedia UK and Spotify who’ve all started incorporating emotions into their strategies….

Ford use emotions to beat sales targets

As part of their UEFA Champions League Campaign last year, Ford teamed up with Xaxis Sports and used data to time ads to appear on viewer’s screen during emotional moments on the football game, such as when a goal was scored. The idea was that consumers would be more likely to positive engage with the brand when they were feeling positive about the game. And they were right! Timing advertising campaigns around positive emotions directly lead to sales targets being smashed. So much so that the same techniques will be used during this year’s Champions League season.

Expedia UK made booking trips online less stressful

In order to better understand the consumer journey on their website, Expedia used eye-tracking and facial recognition data to identify where exactly in the process people felt emotional highs and lows. They then adapted the user experience around this. As Expedia VP of User Experience Scott Jones explains - creating the perfect user experience comes down to understanding the emotions of those that use it.

Spotify looks at streaming data to understand users' mood

Spotify are looking to step up their game in the music industry. To enhance engagement with British customers, the brand is launching its first ever UK campaign. Focusing on outdoor, digital and social media they want to ‘storytell’ with the aim of building an emotional connection between the brand and current and new customers. Using customer streaming data, the brand is able to understand what mood users are in and will use this information to engage with their audience while pushing out original content. The emotions we can feel about music are powerful, and if Spotify can understand their customers’ emotions correctly, they have a great shot at building a stronger and more engaged relationship.

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