Joy of marketing what makes you different

It was real. Because people crave that authentic feeling of joy, her video spread across the world… and its hit count is still climbing a year later. It might seem that marketing technology products and services through joy is difficult—or maybe even impossible. By showing how their networking solutions would soon drive the Internet of Things and how that would impact all of our lives, they linked what would seem to be a sterile set of racks, wires, and servers to the improvement, enrichment and progress of society as a whole.

They made their technology products tangible and important in the eyes of the viewers. They showed how real people from every walk of life could benefit from a Cisco solution. They showed trains that knew a concert ran long, thus they held at the station to make sure people got their rides home. The depicted a future where trees communicated with scientists about air quality.

These types of human connections with technology show the world that tech products are more than cold steel and electric impulse. They are game-changing, life-enriching solutions that bring greater joy to the lives they touch. The stories of Starbucks cups, Chewbacca Mom and Cisco demonstrate how captivating joy can be. In each of the cases above, the emotions evoked were either spontaneous or authentic. They capture or depict real moments, widely shared and collectively experienced.

When companies market technology brands, they tend to tell the story of what their products and services do from a features-and-benefits standpoint. But in reality, the reason we create technology and offer services is to improve and enhance the lives of people. However, in a world where messaging is mostly staged, scripted joy gets lost in the noise.

And how can you use it to boost business? Following their worst sales results in over a decade , McDonald's re-launched their "I'm lovin' it" campaign While the original campaign asked people to talk about their happiest moments in McDonald's, the new campaign actually created memories. Taking shape over the course of one day, McDonald's set out to bring "moments of joy" to 24 cities across the globe.

As a result, people associated feelings of happiness with the McDonald's brand, creating an emotional connection built on joy. The brand called up psychologist Matt Killingsworth -- who studies human happiness -- to create a campaign that embraced the notion that the emotion of joy is key to progress.

Armed with a new tagline, "Joy Will Take You Further," the brand has created a set of joy-centric adverts which will appear in over 50 countries and be seen by over million people. Although joy marketing is a relatively new term, the concept is long-standing. In fact, this feel-good, joyful sentiment can be seen as far back as , when Coca-Cola released this iconic advert.

The man responsible for the campaign, advertising executive Bill Backer, was clear about what he was trying to achieve:. Coca-Cola received over , letters praising the advert and thousands of requests for sheet music — spreading the joy certainly worked!

Launched in an effort to increase sales, the campaign not only resulted in higher monthly sales, but it ultimately helped the company exceed their goal by boosting sales by 3. According to shortyawards. A very merry Christmas indeed. To keep up with the tradition, West Jet released a variation of the campaign -- "12, Mini Miracles" -- in which they set out to perform 12, random acts of kindness in a hour period.

John Lewis recently launched its eagerly anticipated Christmas ad for After spotting an old, lonely man on the moon through her telescope, a young girl tries and fails to make contact with him.

Eventually she manages to deliver him a present, just in time for Christmas, by attaching it to some helium balloons. At a time when joy seems elusive, this approach to marketing is now more appealing than ever before.

Since showing is often more helpful than telling, let's take a look at six content marketing examples that spark and spread joy.

Then, we'll analyze why they're so successful. Cadbury has always associated itself closely with simple joy, the term coming in and out of multiple campaigns over the years. But no content so perfectly embodies the feeling quite like its Quest for the Joyville Taster , an online competition that prompted audiences to taste its sweet treat and describe it in creative new words. Over 77, people took to Twitter to gush about the chocolate in never-before-uttered verbiage.

The contest produced the most dramatic ever sales spike for Cadbury's Dairy Milk Chocolates, driving a 20 percent revenue increase year over year. The winning word? Although the brand's joyous commercials are enough to make the point, they didn't stop there. Domino's also hired top artists to create new GIFs so it could update its custom GIPHY library , which is now loaded with the many joyful GIFeelings audiences use to express satisfaction in their decision to stay in with tasty Domino's products.

To date, the jubilant branded expressions have earned over million views on social and in messaging apps. Two years ago, Cupcake Vineyards launched an online contest showcasing the tagline, "Choose Joy.

To help audiences rejoice in the authentic, merry moments of everyday life. What sparked the campaign? The observation that wine has been welcomed into the special moments we experience amid our regular routines, and that it isn't just reserved for rare extravaganzas. Cupcake Vineyards' joy marketing has included both the user-generated social media contest and its ongoing sponsorship of the Coachella Valley Music and Arts Festival.

In a push to increase awareness and attract visitors, the San Diego Tourism Authority launched five new content series, all of which were focused on the joy that region creates for guests. Viewers would normally be confused by random, unexplained clips of San Diego scenes, but the brand lets audiences off the thinking hook by clarifying that this is "your second bliss break," as if to say, "Don't try to make more sense of it than that.

Just enjoy this moment. To date, the Bliss Break series alone has earned over 4 million views on YouTube. Join us each week for a behind the scenes look at what it takes to build a profitable and fun photography business.

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