20 Emotional Marketing Examples to Take Inspiration From

One of the most powerful tools in any e-commerce marketer’s arsenal is emotional marketing. It’s not just about selling products or services—it's about forging genuine connections with customers on a deeper, emotional level. 

When done right, emotional marketing can transform a brand from just another name in the market to a memorable part of consumers' lives.What exactly is emotional marketing? 

At its core, emotional marketing is a strategy that appeals to the emotions of consumers rather than relying solely on facts and figures. It’s about tapping into feelings—happiness, nostalgia, fear, love, or even anger—to create a connection that resonates with people on a personal level. 

In a crowded marketplace where market space is tough to claim and a digital environment where customer attention span is drastically shrinking, emotional marketing can be a game-changer. 

The psychology behind emotional marketing

Emotions play a significant role in decision-making, often guiding choices more than logic does. When a consumer feels an emotional connection to a brand, they are more likely to trust it, remember it, and choose it over competitors. 

This is because emotions are tied to memories and experiences—when a brand makes a customer feel good, that positive experience is etched into their memory.

By creating content, campaigns, and customer experiences that evoke specific emotions, brands can influence purchasing decisions and foster a deeper relationship with their audience.

What kind of emotions can an e-commerce business use in emotional marketing?

We now know that emotions are powerful motivators, and savvy marketers know how to harness them to succeed at driving customer engagement and conversions. 

Here’s a look at some key emotions used in marketing, along with how they influence consumer behavior and hypothetical examples of how they might be applied in an eCommerce context.

Happiness = Improves Shareability

When content makes people feel happy, they’re more likely to share it with others. Happiness triggers positive feelings that people naturally want to pass along, which can help your content or product go viral.

‍Example: 

An eCommerce brand selling custom-made gifts creates a heartwarming video showing customers surprising their loved ones with personalized products. The joy and smiles captured in the video encourage viewers to share it on social media, amplifying the brand’s reach.

Fear = Creates Urgency

Fear is a primal emotion that can be leveraged to create a sense of urgency. When consumers feel they might miss out on something valuable, they are more likely to take immediate action.

‍Example

An online retailer sends out an email campaign with the subject line, “Only 3 Hours Left! Don’t Miss Our Biggest Sale of the Year.” 

The fear of missing out (FOMO) prompts customers to act quickly, boosting sales in a short period.

Surprise = Increases Curiosity

Surprise catches people off guard and grabs their attention, making them more curious about what comes next. It’s an effective way to stand out in a crowded market and entice customers to learn more.

Example

An apparel brand launches a “Mystery Box” campaign, where customers can purchase a box without knowing its contents. The element of surprise piques curiosity and drives sales, as customers are excited to discover what they’ll receive.

Sadness = Increases Clicks

Sadness can evoke empathy and a deeper emotional connection, prompting people to engage more with the content. While it’s a delicate emotion to handle, when done right, it can lead to increased clicks and shares.

‍Example

A charity-focused eCommerce platform shares a story about a community in need, highlighting the struggles of its members. The emotional narrative encourages viewers to click through to learn how they can help, ultimately leading to donations and product purchases that benefit the cause.

Anger = Sparks a Call to Action

Anger can be a powerful motivator when used carefully. It can galvanize people to take action, especially if the content aligns with their values and frustrations.

‍Example

A brand committed to sustainability runs a campaign showcasing the harmful effects of plastic pollution on wildlife. 

The imagery and messaging provoke anger, driving customers to support the brand by purchasing eco-friendly products and advocating for change.

Trust = Builds Loyalty

Trust is essential for building long-term customer relationships. When consumers feel that a brand is reliable and trustworthy, they are more likely to remain loyal and make repeat purchases.

‍Example

An eCommerce site offers a “100% Satisfaction Guarantee” and showcases customer testimonials and reviews prominently on product pages. This transparency fosters trust, encouraging new customers to buy with confidence.

Emotional triggers are incredibly effective because they tap into the core of human behavior. 

By strategically evoking specific emotions like happiness, fear, surprise, sadness, anger, and trust, brands can create content and campaigns that resonate deeply with their audience.

This resonance leads to stronger emotional connections, which in turn drive higher engagement rates, more shares, and increased conversions.

Emotional Marketing Strategies that can nudge your customers into making a purchase

Emotional marketing is more than just a tactic—it’s a strategy that can transform how customers perceive and interact with your brand. 

There are three major strategies you can consider to nudge your customers:

1. Storytelling
2. Forging a brand personality and voice
3. Creating emotional experiences

How brands use storytelling to connect emotionally with their audience

Storytelling is one of the most effective ways to forge an emotional connection with customers. In a way, the whole gambit of marketing is reliant on storytelling to capture attention and decision-making. 

By crafting a compelling narrative, brands can make their message more relatable and memorable. Stories have the power to evoke emotions, whether it’s joy, nostalgia, empathy, or inspiration, making the brand feel more human and approachable.

‍How Coca-Cola's "Share a Coke" Campaign used storytelling to create a brand connect

Coca-Cola’s "Share a Coke" campaign is a perfect example of how storytelling can create an emotional bond. By replacing its iconic logo with popular names on the labels, Coca-Cola encouraged customers to find and share a Coke with friends and loved ones. 

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Source: Branding Case Study : Success of Share A Coke Campaign

The campaign wasn’t just about the product—it was about the story behind each shared bottle. It tapped into feelings of connection, friendship, and joy, making it highly shareable and memorable. The personalized experience created a narrative that resonated with people globally, driving both engagement and sales.

The role of brand personality in establishing an emotional connection

When a brand has a distinct personality, it becomes more than just a product or service—it becomes something that customers can relate to, trust, and even aspire to be like. 

A consistent and authentic brand voice reinforces this personality, making every interaction feel personal and genuine.

Nike, Jeep, Levis, are all similar examples that have used product personality in establishing an emotional connection.

‍How Nike's "Just Do It" Campaign became a global life slogan

Nike’s "Just Do It" campaign is a quintessential example of leveraging brand personality to connect emotionally. Nike’s brand personality is built around themes of empowerment, motivation, and determination. 

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Source: HISTORY's Moment in Media: The Rise of Nike's "Just Do It" Tagline | MediaVillage

The "Just Do It" slogan encapsulates this ethos, encouraging customers to push their limits and achieve their goals. This powerful message resonates with athletes and non-athletes alike, creating a strong emotional bond that has made Nike a global symbol of inspiration and success.

‍How creating memorable experiences can evoke strong emotions and foster brand loyalty

Memorable experiences go beyond the product itself—they are about how customers feel when they interact with your brand. 

Whether it’s through exceptional customer service, immersive events, or personalized touches, creating positive emotional experiences can lead to increased brand loyalty and word-of-mouth promotion.

‍Airbnb's "Belong Anywhere" campaign is a classic example of creating memorable experiences.

Airbnb’s "Belong Anywhere" campaign is a brilliant example of how creating emotional experiences can foster loyalty. The campaign focused on the idea of belonging, emphasizing that no matter where you travel, you can feel at home with Airbnb. 

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Source: A Case Study on Airbnb's Belong Anywhere Campaign

By highlighting real stories of travelers and hosts, Airbnb tapped into emotions of connection, adventure, and inclusivity. The emotional experience of feeling welcomed and at home, even in unfamiliar places, resonated deeply with customers, turning them into loyal advocates for the brand.

By incorporating these emotional marketing strategies—storytelling, brand personality, and creating emotional experiences—you can effectively nudge your customers towards a deeper, more meaningful relationship with your brand.

Now let’s discuss the more relevant part of this article. How can e-commerce leverage emotional marketing?

Crafting Emotional Connections: A Guide for E-Commerce Brands to Implement Emotional Marketing

For eCommerce brands new to emotional marketing, the prospect can be both exciting and daunting. 

However, by taking a strategic approach, you can effectively harness the power of emotions to connect with your customers and drive engagement. Here are three basic steps to get started:

1. Identifying the Right Emotions for Your Brand
2. Crafting Emotionally Resonant Content
3. Integrating Emotional Marketing Across Channels

Identifying the Right Emotions for Your Brand

The first step in implementing emotional marketing is to identify the emotions that align with your brand and resonate with your target audience. Start by understanding your brand’s core values, mission, and the type of relationship you want to build with your customers. 

Are you aiming to inspire joy, build trust, or perhaps create a sense of urgency? 

Once you’ve pinpointed the emotions that best represent your brand, you can tailor your marketing efforts to evoke those specific feelings.

Crafting Emotionally Resonant Content

With your target emotions identified, the next step is to craft content that speaks directly to those feelings. 

This could include everything from storytelling in your product descriptions and social media posts to using imagery, colors, and language that evoke the desired emotional response. 

The key is to be authentic—your content should reflect your brand’s personality and values while genuinely connecting with your audience on an emotional level.

Integrating Emotional Marketing Across Channels

To maximize the impact of emotional marketing, it’s essential to integrate it across all your marketing channels. Whether it’s email campaigns, social media, website content, or even customer service interactions, consistency is key. 

Ensure that your brand’s emotional messaging is cohesive across all platforms, creating a unified experience that reinforces the emotional connection with your customers.

The result of following these steps is a stronger, more resonant brand that not only attracts customers but also turns them into loyal advocates.

Using Fomo to Enhance Emotional Marketing for E-Commerce Brands

One of the most potent tools in the emotional marketing toolkit is the ability to tap into the fear of missing out, commonly known as FOMO. When leveraged correctly, FOMO can drive urgency, increase sales, and enhance customer engagement.

E-commerce brands can effectively utilize social proof tools like Fomo to create a sense of urgency and drive sales by highlighting real-time customer activity. 

Fomo works by displaying notifications on your website that show recent purchases, product reviews, or sign-ups. This taps into the psychological phenomenon of FOMO, where potential customers feel compelled to act quickly to avoid missing out on something popular or in-demand.

Souce: Announcing Fomo Inline

For example, when a visitor sees that others are buying a product they’re interested in, it can trigger a sense of urgency, pushing them closer to making a purchase. This subtle nudge, rooted in emotional marketing, creates an environment where customers are motivated by the fear of missing out, leading to higher conversion rates and increased engagement.

Now that we know how to use emotional marketing, let’s learn from real-world e-commerce brands on how to do it right. 

20 e-commerce Emotional marketing examples to seek inspiration from

Here are 20 e-commerce emotional marketing examples from top brands to inspire your emotional marketing:

1. Glossier: Community and Authenticity

Glossier leverages user-generated content and authentic customer reviews to build a sense of community and trust.

Source: Glossier's Social Media Marketing Strategy | RadarrEmotion targeted: TrustKey takeaways:

• Build trust by showcasing real customer experiences.
• Engage with customers directly to foster a sense of belonging.
  
  

2. TOMS: Compassion and Social Impact

TOMS’ "One for One" campaign promotes its mission of giving a pair of shoes to someone in need for every pair sold.

Soure: TOMS Shoes: One-for-One Campaign Impacting People Globally | Lab in MotionEmotion targeted: CompassionKey takeaways:

• Highlight your brand’s social impact to evoke compassion.
• Make customers feel part of a larger, positive mission.
  
  

3. Patagonia: Environmental Stewardship and Authenticity

Patagonia’s "Don’t Buy This Jacket" campaign urges customers to consider the environmental impact of their purchases.

Source: 'Don't Buy This Jacket' print advertisement (Property of Patagonia, Inc. Used with permission).Emotion targeted: Environmental consciousnessKey takeaways:

• Emphasize your brand’s commitment to social and environmental causes.
• Use authenticity to build a strong, values-driven connection.
  
  

4. Warby Parker: Convenience and Self-Expression

Warby Parker’s "Home Try-On" program allows customers to try glasses at home, enhancing convenience and personalization.

Source: Brands We Like: Warby Parker | Flying Hippo Brand + DigitalEmotion targeted: ConvenienceKey takeaways:

• Offer solutions that cater to customer convenience and personalization.
• Make the purchasing process more engaging and tailored.
  
  

5. Spotify: Personalization and Nostalgia

Spotify’s "Wrapped" campaign creates personalized year-in-review playlists, highlighting users' music tastes and memories.

Source: Here’s What’s in Store for Your 2023 Wrapped — SpotifyEmotion targeted: NostalgiaKey takeaways:

• Personalize content to evoke emotions and nostalgia.
• Use data to create meaningful and memorable customer experiences.

6. Ben & Jerry’s: Fun and Social Issues

Ben & Jerry’s frequently incorporates humor and social activism into its campaigns, aligning with customers’ values and beliefs.

Source: Ben and Jerry’s Social Media Strategy | SocialinsiderEmotion targeted: Fun and activismKey takeaways:

• Use humor and activism to build a relatable and socially conscious brand image.
• Connect with customers through shared values and causes.

7. Chubbies: Fun and Relaxation

Chubbies’ marketing often focuses on humor and laid-back lifestyle, resonating with customers looking for fun and relaxation.

Source: Chubbies Shorts: A Unique eCommerce Store Case Study – ecommerceliftEmotion targeted: RelaxationKey takeaways:

• Incorporate humor to create a relaxed and enjoyable brand experience.
• Appeal to customers’ desires for leisure and fun.

8. Casper: Comfort and Quality of Sleep

Casper’s marketing emphasizes the comfort and quality of sleep provided by their mattresses, using relatable and comforting messaging.

Source: How Casper Marketing Saved a Sleepy Industry [With Landing Pages]Emotion targeted: ComfortKey takeaways:

• Focus on key emotional benefits such as comfort and well-being.
• Create a soothing and reassuring brand message.

9. The Honest Company: Trust and Transparency

The Honest Company promotes its commitment to transparency and safe, non-toxic products for families and children.

Source: The Honest CompanyEmotion targeted: TrustKey takeaways:

• Build trust through transparency and authenticity.
• Appeal to customers’ desires for safety and reliability.

10. Blue Apron: Family Bonding and Convenience

Blue Apron’s campaigns emphasize the ease of cooking and spending quality time with family, enhancing the home cooking experience.

Soure: 'Lightyear' and Blue Apron Cook Up Family-Friendly Dinner KitsEmotion targeted: Family bondingKey takeaways:

• Highlight how your product enhances daily life and family connections.
• Offer solutions that simplify and improve the customer experience.

11. Lush: Ethical Values and Self-Care

Lush promotes its commitment to ethical sourcing and self-care, connecting with customers who value sustainability and personal well-being.

Source: Ethical Buying - We are LushEmotion targeted: Self-careKey takeaways:

• Align marketing with ethical values to connect with socially conscious consumers.
• Promote self-care and personal well-being as emotional drivers.
  

12. HelloFresh: Family Bonding and Convenience

HelloFresh’s marketing emphasizes the ease of meal preparation and the joy of family dinners, making cooking a pleasant experience.

Source: https://www.hellofresh.com/Emotion targeted: Convenience and family bondingKey takeaways:

• Focus on how your product enhances family life and convenience.
• Create a positive, emotionally appealing experience around your service.

13. Revolve: Aspiration and Lifestyle

Revolve’s marketing often features aspirational lifestyles and fashion-forward imagery, appealing to customers' desires for trendiness and social status.

Source: Fashion Forward: Revolve Explores Physical Retail Opportunities - Global Brands MagazineEmotion targeted: AspirationKey takeaways:

• Use aspirational imagery and messaging to resonate with customer ambitions.
• Create a lifestyle brand that reflects customers' aspirations.
  

14. Birchbox: Discovery and Excitement

Birchbox’s subscription model focuses on the excitement of discovering new beauty products each month, adding an element of surprise.

Source: Birchbox to launch a second, more personalized beauty subscription service | TechCrunchEmotion targeted: ExcitementKey takeaways:

• Leverage the excitement of discovery and surprise to engage customers.
• Use subscription models to create ongoing engagement and anticipation.
  

15. Ritual: Health and Self-Care

Ritual’s marketing emphasizes the importance of health and well-being, with a focus on transparency and high-quality ingredients in their vitamins.

Source: https://ritual.com/?srsltid=AfmBOooREte5TMkdryt6R36ay9fk6z1OSqEy9ckmyGRcsTJG3P55Hxf0Emotion targeted: HealthKey takeaways:

• Emphasize health benefits and self-care in your marketing.
• Build trust through transparency and commitment to quality.

16. Etsy: Personalization and Creativity

Etsy’s platform highlights unique, handmade, and personalized products, appealing to customers seeking individuality and creativity.

Source: How to make money on Etsy: 10 Pro tips for beginners [2024]Emotion targeted: CreativityKey takeaways:

• Focus on the uniqueness and personal touch of your products.
• Appeal to customers’ desires for individuality and creativity.

17. Gymshark: Fitness and Community

Gymshark’s marketing builds a sense of community and motivation around fitness, encouraging customers to join a like-minded group.

Source: United We Sweat | Gymshark CentralEmotion targeted: CommunityKey takeaways:

• Create a sense of community and belonging in your marketing efforts.
• Use motivational messaging to inspire and engage customers.

18. Sephora: Personalization and Beauty

Sephora’s "Beauty Insider" program provides personalized recommendations and rewards, making customers feel valued and understood.

Source: What We Learned From the Sephora Beauty Insider ProgramEmotion targeted: TrustKey takeaways:

• Use personalization to create a more engaging and relevant customer experience.
• Reward customer loyalty to enhance emotional connection.
  

19. ASOS: Trendiness and Self-Expression

ASOS’s marketing emphasizes current fashion trends and encourages customers to express their unique style through their clothing selections.

Source: How E-Commerce ASOS Grew it's Business & Instagram in the Midst of the Pandemic | HeepsyEmotion targeted: Self-expressionKey takeaways:

• Highlight fashion trends to appeal to customers' desires for self-expression.
• Use style and trend-based messaging to connect emotionally with your audience.
  

20. Zalando: Convenience and Excitement

Zalando’s marketing focuses on the ease of shopping and the excitement of discovering new fashion items, enhancing the overall shopping experience.

Source: Zalando to launch a fashion assistant powered by ChatGPTEmotion targeted: ExcitementKey takeaways:

• Emphasize the convenience of your service to improve customer satisfaction.
• Create excitement around product discovery to engage and retain customers.