The Importance of Emotional Motivators and How Video Content Reinforces Them (part 2)

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In Part 1 we talked about a new concept called ‘emotional motivators’ which were identified in a study by Scott Magids, Alan Zorfas, and Daniel Leemon that was published in the Harvard Business Review.

If you’re not familiar with how emotional motivators work, then make sure to head on over to Part 1 for a full explanation on what they are. In this case study our aim is to prove to you that video is a powerful tool that can aid you in delivering a message that successfully combines those emotional motivators with your marketing goals to achieve a deeply touching experience for the target audience.

Here are a couple of examples that depict this type of core video structure and relate to certain emotional motivators:

The Johnnie Walker “Keep Walking America” campaign (2016):

To be honest, we could have selected nearly any piece of Johnny Walker ad material to prove our point here. They’ve been pretty consistent with their core messaging over the years, as well as the way in which they relay that message. You’ll notice from the video above that it follows the tropes outlined earlier, and sticks to a narrative that touches on the emotional connection their American audience has with patriotism through an iconic song, while infusing the brand’s core message of “Keep Walking” with that narrative.

The emotional motivators that are touched on in this video include to ‘have confidence in the future, to ‘feel a sense of freedom, and to ‘feel a sense of belonging’. This is done masterfully by creating a narrative that the target audience can relate to through utilizing the words of the iconic song “This Land Is Your Land,” penned by Woodie Guthrie, which served as a rallying cry for American unification. What makes this message such powerful connector to the emotional motivators listed above, is that it speaks to the multicultural generation of American society, which is deeply passionate about their viewpoints and their role in contributing to the country’s advancement.

Johnnie Walker has succeeded in taking a powerful message that already speaks to people on an emotionally deep level, and making it part of their core message through creating a perfect parallel with their motto: “Keep Walking”.

Of course, it must then also be said that this message would not have had nearly as much of an impact if it had been done through any other medium but video. The combination of familiar visual imagery, powerful narrative, and inspiring melody comes together beautifully to relay a weighted significance and helps each person who views it feel connected to the brand in a way that only video can achieve.

The Investec “More Than Data” campaign (2017):

Investec also has their fair share of campaigns that fit into the well-worn trope outlined above. But one example does a good job of standing out above the rest, while also clearly linking to a particular emotional motivator. Take a look:

If you went back to read through the ten emotional motivators, you would have seen that the Investec campaign leans heavily towards a message of individualism that strongly relates to the ‘Stand out from the crowd’ motivator.

This video touches on a concept that many people deal with today – feeling like a faceless number that only serves to form part of a data set for large conglomerates. The irony that Investec used data analytics to identify emotional motivators so they’ll be able to create a message that connects to their audience isn’t lost here. Even so the point of the message still drives home.

A human touch is especially important in the banking industry because it’s so easy to reduce people to a set of numbers when it comes to finance and statistics. Customers know this, so it becomes hard to garner an emotional connection and loyalty. This campaign helps the bank stand out through its strong message that touches on a deep-seated emotional motivator paired with impactful visuals.

Creating a video to relay this message worked extremely well because it allowed the company to create a representation of people made up of data to tell the viewer in a robotic sounding voice that they are not like this – they are unique. This juxtaposition set against the black and white film creates a convincing effect that sticks with you even after you’re done watching it.

It would be hard to imagine this message having the same effect if it had been communicated through any other medium. Especially because the core goal of this campaign is to form a human connection with its audience – and what better way to do so than with human faces looking at them and voices speaking directly to them.

These two examples are only a small sample of the many campaigns out there that make use of the video concept structure mentioned here. They serve to show how effective video can be in relaying a message that speaks to the emotional motivators that influence consumer decisions.