Emotional Marketing and Samsung

Today you can get confused with all the different marketing strategies there are at your disposal. There is:

  • Content marketing
  • Contextual marketing
  • Inbound marketing
  • Video marketing
  • Affiliate marketing
  • SEO marketing
  • B2B marketing
  • B2C marketing
  • Email marketing
  • Social media marketing

The list can go on and on.

There’s also emotional marketing.

Buffer Social explains that new research has determined we are only capable of “four ‘basic’ emotions: happy, sad, afraid/surprised, and angry/disgusted [. . .] these four ‘mother emotions’ meld together in myriad ways in our brains to create our layered emotional stews.” (1)

602 Communications describes emotional marketing as, “messaging that builds your ego [. . .] the brand transcends mere product status and becomes a friend. This is what gives your brand that special something that builds life-long attachment.” (2)

This type of marketing creates passion in the consumer.

Have you or someone you know worn a shirt, pants, shoes, jacket or other clothing item with a favorite brand logo one it?

Even a favorite snack or soda or sports team generates passion enough to become a walking advertisement for the company. My grandson says he’s a “Twinkie” man.

It’s making that connection through an emotional element.

Samsung slammed it out of the park with its new “Hearing Hands” ad campaign. This is powerful marketing.

With most ads and commercials, I don’t remember the company who created them, often not even the product being promoted. Well, maybe Progressive ads because I like them. But, that’s usually it.

Well, Samsung made me cry. And, as you can see, I certainly remember their “Hearing Hands” campaign and their name.

The residents in “the neighborhood of Bağcılar, Istanbul in Turkey learned sign language as a surprise for one young adult who is hearing impaired.”

The idea behind the ad is to bring attention to Samsung’s new video call center. But, it went so much further.

To do this, they taught a neighborhood sign language, so they could ‘talk’ to a hearing impaired resident. It took around a month and he knew nothing about it.

The day residents signed to Muaharrem, cameras rolled.

Peopled signed to him on the street, in stores, and even in a cab.

His sister, who was in on the campaign, then led him to a street where the ‘sign language teacher’ spoke to him through a life size screen. As she spoke, neighbors gathered around him, signing.

Muaharrem cried. I cried.

This is one of the most powerful marketing strategies – the human element, the emotional element.

Well done, Samsung.

To watch this powerful video, go to:




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