Marketing Hack – Hit at the Customer’s Emotions

In this ever increasing competitive market, it becomes very difficult for a brand to build and sustain a place in the customer’s mind. Brands are now experimenting with different messages to the customer and one such message which leaves a mark is one which hits out at the customer’s emotions. Connecting emotionally leaves a lasting impact and enhances the brand’s value significantly.

Nivea is a leading brand for skin creams. In Brazil, the company experimented by integrating a Bluetooth beacon in their magazine ads, which could be torn out by parents and made into a wrist band for children. Parents could download an app into their smart-phones which, coupled with the wrist band, could be used to track how far the children would be from their parents when in public places like beaches etc. This sent a message to these parents that Nivea is not just a company selling products to it’s customers, but is one which cares about the customers’ children as well.