Brands that Sing a Happy Song (and you should too)

In a social encounter a couple of weeks ago, I was trying to explain to a not-so-tech-savvy individual about what I do and the digital media world. Like a school teacher explaining 2 + 2 = four, I tried to break down digital marketing into simple compounds. I explained to her about social media marketing, email marketing, re-marketing, Google Adwords [well, first, I had to re-iterate what Google does] whilst carefully not deviating into the intensive sub categories of Digital Marketing.

Are you familiar with the feeling of self-appreciation; the feeling that dawns upon you when you realize that you’ve done a brilliant job at a totally alien situation? Well, I was drowned in self-appreciation once my conversation came to an end. I gave a silent pat to myself to have accomplished educating a layman about the digital world and digital marketing. I felt like Hagrid breaking the news to Harry Potter of his enrollment into Hogwarts School of Witchcraft and Wizardry.

What came as a dampening response though was my student’s question. She simply said, “Oh! This is what it is then! All those times my web browsers were filled with frustrating product ads, I kept thinking it was virus! So, how do I turn them off?” Bummer.

Well, to be honest, some brands have spoiled digital marketing for us hard workers at the field. I’m afraid the internet is slowly being filled with these “Product Ads” as mentioned by my dear student. How many times have you searched for a product on Google and have faced a zillion flashy ads of similar products in all the other web browsers that you visit?

Your brand has an identity of its own. It needs to evoke a feeling that sticks with the consumer. And you have to give the consumer a reason to choose your product through your brand. The important thing is to make the consumer happy. Find the happy space in your consumer’s heart. Leave them with a smile.

One brand which has made its fans happy is Coca Cola. I’ve been an avid admirer of their campaigns and my prophecies about their campaigns have often come true. To cite one:

Reasons to believe in a better world

Through this ad they tried to say that although most people are losing hope to war and uncertainty, there’re always a zillion more reasons to believe that a better world exists. It’s brilliant how Cola tried to evoke hope inspite of all the bad that was happening.

The brand’s voice of Coke is that of a happy drink. What happens when you share a drink? Laughter and conversations; and this is something they cashed in on. It’s a simple anatomy which the marketing team drew in order to link a universal feeling with the consumer. And it succeeded.

Try to find the bridge between your brand and your consumer. Imagine the feeling or emotion your product will evoke and try to intrigue your consumer with that. So, when you have to create a digital marketing campaign, step into the shoes of the consumer and think what would appeal to you the most about the brand? What would make you want to purchase its product? And voila- you have your own happy song!