And we’re back for another blog! This week we will be taking a closer look at Kelsey Libert and Kristin Tynski insights on  “The Emotions that Make Marketing Campaigns Go Viral,”  along with  Jodi Dublin-Dangleben, the CEO and Founder at Jaydees Naturals, which is for skin and hair products. 

Create content the strikes the correct emotional chords

Libert and Tynski explain the emotional factors that contribute to the virality of online content. They highlight the importance of strong emotions in driving viral sharing, and how the emotions try to convey should tie to your brand or companies overall message. 

For example, the “Like a Girl” campaign launched in 2014 by the Always brand, masterfully utilized emotion to enhance the impact of its content, contributing significantly to its success. Here are the key emotional strategies used:

  • Challenging Stereotypes→ The campaign started with asking older children and adults to demonstrate doing things “like a girl.” Their exaggerated, weak, and clumsy actions highlighted the ingrained negative stereotypes associated with the phrase. This immediately evokes a sense of unease and reflection in the audience, as they recognize these stereotypes in society and possibly in themselves.
  • Contrast with Younger Girls→ The video then showed young girls, who, when asked to perform tasks “like a girl,” did so confidently and capably. This stark contrast effectively showcased the innocence and self-assurance in young girls before society imposes gender biases on them. This evokes a sense of hope and purity, stirring emotions related to the potential and strength in young girls.
  • Relatability and Reflection→ The campaign resonated with a broad audience because almost everyone, regardless of gender, could relate to the experience of being belittled or witnessing someone else being demeaned with stereotypes. This relatability prompted self-reflection among viewers, making them reconsider their own perceptions and language use.
  • Empowerment→ The campaign’s message shifted from highlighting a problem to encouraging empowerment. It transformed “like a girl” from an insult into a statement of strength. This positive turn evokes feelings of empowerment, pride, and motivation, especially among girls and women.
  • Call to Action→ By asking the audience to reconsider what it means to do things “like a girl,” the campaign engaged viewers not just emotionally but also intellectually and morally. It invited them to be part of a positive change, which is an effective way to inspire action and maintain engagement beyond just watching the video.

These emotional elements, combined with the campaign’s high production quality, clear message, and effective use of real people’s reactions, made the “Like a Girl” campaign particularly powerful and successful. It didn’t just sell a product; it sparked a social conversation and made a lasting impact on how gender stereotypes are viewed in society.

Jodi Dublin-Dangleben

Ceo of Jaydees naturals, Jodi Dublin-Dangleben talks about how your audience likes to see the genuinity of any content produced. Whether that means showing the behind-the-scenes, or a step-to-step tutorial on how the content is produced and created, this always gives the audience something genuine to go off from. Audiences who consistently find genuine content from a source are more likely to develop loyalty towards that brand or creator. This loyalty means they are more likely to return for future content and recommend it to others, creating a sustained audience over time. In addition, When viewers find content genuine and relatable, they are more likely to engage with it through likes, comments, and shares. This not only increases the reach of the content but also creates a community around it, where people feel encouraged to share their own stories and opinions.

Alright, that’s all for this week’s blog, can’t wait to see what next week has in store!