Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 2: Content For Emotional Resonance
nature in that we laugh after discovery of trickery. It could be realized immediately (e.g., irony) or immediately following an unexpected plot twist. The theory of superiority suggests that we laugh at others’ misfortune (e.g., well- deserved mockery). Besides putdowns, it often involves witnessing someone’s embarrassing quandaries. Finally, the theory of relief-tension suggests that laughter comes from our innate desire to blow off steam. It too is driven by a surprise twist, but the humor is physiological in nature. Much of it includes some form of social order deviancy or unruliness where an individual aggressively violates norms of professionalism. As seen in some of the humor video examples, reach and likeability scores for humor are perhaps the highest among the mood provoking devices. The one labelled
actors. This leads to a second shortcoming: its limited capacity for having a lasting impact. Once the humor is released, it rarely resurfaces. Finally, quality humor productions often require celebrities and elaborate props. The combined costs are prohibitive for most brand marketing budgets. Social experiments represent perhaps the most promising form of emotional content. Its ability to evoke emotions in unscripted real-world settings leads to extraordinary audience reach and engagement for productions that cost far less than recast TV
Acknowledgment
30K Likes, 1,203 Comments
123K Likes, 5,126 Comments
Reaffirmed Love
Community Help
186K Likes, 9,948 Comments
21K Likes, 726 Comments
Self-Esteem
Common Ground
Effectiveness in Practicality and Brand Impact
Mood Provoking Devices
Budge t (more stars = l ow e r b u d g e t )
Awareness
Engagement (comments)
Las t i ng Impac t
Reach
or social media created theatrical performances. Their long durations and live productions (often suspenseful) make them especially attractive for social media created content.
H umor
E
xperiments
A
mazement
R
eflective Vignettes
T heatrical Performances
Effectiveness in Practicality and Brand Impact
Mood Provoking Devices
Budge t (more stars = l ow e r b u d g e t )
Engagement (comments)
Las t i ng Impac t
Reach
“Exaggerated Outcome” is approaching 1M likes. But herein lies one of the major drawbacks of using humor. There is little opportunity to spark a conversation. Comments are typically accolades related to the humor production or associated
H
umor
E xperiments
A
mazement
R
eflective Vignettes
T heatrical Performances
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