February kicks off the Insure Your Love life insurance marketing campaign. Put together annually by non-profit organization Life Happens, Insure Your Love connects to sentiment surrounding Valentine’s Day in an effort to raise awareness about the value of life insurance products.
Each year brings a new theme to the Insure Your Love campaign. Last year’s “Life is for Living” featured a heartstring-pulling scene of a father reading a bedtime story to his daughter. Those of you who saw the video undoubtedly remember the tear-jerking swerve at the end. And there’s a good reason that scene sticks in your head – emotional marketing. This refers to marketing efforts that tap into real human emotions and can be one of the most effective ways to capture consumer attention and leave a lasting impression.
This year’s campaign – “A Simple Act of Love” – is much more uplifting, but just as powerful. Featuring scenes of a couple with their newborn baby and other tender family moments, Life Happens once again delivers something that many of us can relate to. And when we, as viewers, see these experiences unfold in front of us, we can’t help but to internalize them. This is why emotional marketing can be such a powerful tool.
Content aimed at eliciting an emotional reaction – be it sadness, happiness, fear, anger, nostalgia, etc. – can inspire people to take action. The more impactful the content, the more significant the action. We see this play out all the time on social media every time someone shares a meme, story, or video. Whether the content is funny, political, sad, or motivational in nature, it impacted that person enough that they wanted to share it with friends and family. If they hear a song or watch a show that hits close to home, they buy the album or binge watch the series. The point is, they respond to your call to action.
This also applies to marketing and advertising. If your content makes an emotional connection with consumers, they are more likely to remember your brand, follow your social media channels, and/or take the time to look into your services. All of these are forms of engagement that can ultimately result in landing a new client.
Content like that featured in the Insure Your Love campaigns can be an effective vehicle to promote the importance of life insurance. These ads lean heavily on very real, familiar scenarios that directly connect to our personal lives. The emotional reaction is genuine, the impression left is long-lasting, and the message is powerful enough to inspire action.
While the Insure Your Love campaign is exclusive to February, the concept is evergreen. So, next time you’re brainstorming for your next marketing effort, think about those things that would inspire action on your behalf. Chances are that your target market feels the same way.