Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 2: Content For Emotional Resonance
portrayed as a montage, they evoke emotions by having us reflect on meaningful moments. Google’s Year in Search amassed over 8K in comments and 172K likes as global audiences reflected on their own pandemic healing experiences.
Energetic
Creative Arts, Beats & Dance
Suspenseful Drama
Choreographed Slice-of-Life
Concept Imagery
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
Mesmerizing
H
umor
pure hedonic value restricts the capacity for inspiring audiences. For example, choreographed performances lack the capacity to stimulate ongoing conversations on meaningful life experiences. Consequently, these productions are intended primarily for extending audience reach and brand image.
E
xperiments
A
mazement
R eflective Vignettes
T heatrical Performances
Like social experiments, reflective vignettes often attain extraordinary performance success despite their low production costs. Theatrical performances cover a range of musicals, mini-movies, and artistic entertainment typically reserved for high- end luxury brands (e.g., fashion, fragrances, and exclusive resorts) where entertainment suits the emotional appeal of the brand’s products/services. Because of their short-durations, emotional responses are often short-lived. Also, their
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
H
umor
E
xperiments
A
mazement
R
eflective Vignettes
T heatrical Performances
Manifested Feelings
Mood Provoking Devices
E xperiments Theatric Entertainment H E A R T A mazement R eflective Vignettes
L iberation
T enderness
H umor
F ortitude
E xcitement
F E L T
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