IKEA: Stay At Home
IKEA Spain understood people’s frustration over staying at home. They launched a video campaign with a message that instead of viewing lockdowns as a bad thing, people should take the time to enjoy the comfort of their homes. They understood that during lockdowns, it was the perfect time for consumers to redecorate and rearrange their houses, offering a solution — a link to their e-store.
NIKE: Play Inside, Play For The World
Right at the most appropriate time, Nike released the “Play for the world” campaign about staying home during lockdowns. They stressed the message to stay at home but also offered a solution: working out at home is also a good and totally doable alternative option.
Nike athletes and representatives then posted and shared the campaign’s post on their social media channels, from top athletes Tiger Woods, Carly Lloyd, Christiano Ronaldo to football clubs like FC Chelsea.
DOVE: Reverse Selfie
Dove is known to engage with its target audience through empathetic marketing campaigns. In their most recent campaign, Dove understood the problem of the digital age consumers.
The research found that by the age of 13, 80% of girls heavily edit the pictures they post online. Their customers are mostly females aged 16 to 35, all active on social media. Dove used this knowledge to promote a healthy body image through the “Reverse Selfie” campaign, a video showing which digital tweaks and filters were used to edit the selfie.
American Greetings: World’s Toughest Jobs
Even though not current, this campaign is my personal favorite. In 2015, US greeting card company American Greetings launched the “World’s toughest jobs” campaign. To show how being a mom is a full-time job, and actually one of the hardest jobs there is, they created a real job ad and had held actual interviews.
They recorded several interviews for the position of “Director of Operations”, describing a job that doesn’t allow breaks and leaves little to no time to sleep or eat. On top of this, the candidates must be on their feet all day and won’t be offered any remuneration, basically describing everyday aspects of being a mother.
Zalando: We Will Hug Again
In August 2020, Zalando launched the “We will hug again” campaign, reflecting on the difficult situation that we are all facing globally. It focused on human closeness and the ultimate expression of human connection — a hug, that shows empathy and solidarity.
The campaign understood that many of us may be struggling and that unity and sticking together should be more important than ever, and that above all, things will get better. The emotional meaning and empathetic approach can be felt throughout the campaign.
2021 And Beyond
The pandemic has had a major impact on how people view brands and businesses and how consumers consider their purchases. In 2020, the world faced several challenges and changes. For any business that aims to relate to its customers and aspires to create an emotional connection, empathy marketing should be implemented in their overall business strategy — from marketing to customer service and sales.
Through emotional connection and empathetic approach, brands have to rethink their approach and look at things from their customer’s perspective, putting themselves in the minds of their target audience. Only then can businesses convey relatable messages and achieve a positive outcome and connect with customers.