Emotions

Do you recall that unexpected moment that left you in awe, or that hilarious cat video you just had to share with friends? Seeing some object really out of its ordinary environment, for example, a car in space – guys, you have to see this! Or that time at a local restaurant when something so reminiscent of your youth compelled you to share it with childhood friends?

This is the undeniable influence of emotions. Emotions act as potent drivers of human actions. A viral customer experience forges an emotional bond with customers, inspiring them to take action and share their experiences with others. Emotions are contagious – when we see others experiencing an emotion, we're more likely to feel it ourselves.

By designing experiences that evoke potent emotions, like joy, excitement, nostalgia or surprise, businesses can tap into this phenomenon and create moments primed for sharing. This is why forging an emotional bond with customers is so crucial; it's the emotional connection that propels sharing and virality.

An example of emotions driving viral success is the 2013 "Dove Real Beauty Sketches" campaign. In this video, Dove invited women to describe their appearance to a forensic sketch artist who couldn't see them. Then, strangers were asked to describe the same women to the artist. The campaign aimed to highlight the gap between how women perceive themselves and how others see them, ultimately promoting self-love and self- acceptance. The video evoked strong emotions, such as surprise, empathy, and warmth, as viewers recognised the common struggle with self-image and the importance of embracing one's unique beauty. The emotional resonance of the campaign led to its widespread sharing and discussion, making it one of the most-watched ads in history and sparking an ongoing conversation about self-esteem and the beauty industry's impact on women's self-image. But how can businesses create such an emotional connection with customers?

One approach to establishing an emotional connection is by tapping into customers' sense of nostalgia. When businesses craft experiences that remind customers of cherished memories from their past, customers are more likely to develop a positive emotional bond with the brand. For instance, a company that produces a product or service evoking childhood memories can create an emotional connection, driving customer engagement .

DeLorean, a multiple award-winning cocktail bar, masterfully evokes customer nostalgia. Its name alone hints at the past, but as you step in, an 8-bit Nintendo Duck Hunt greets you, accompanied by 80s synth-pop. Yet, the nostalgic journey doesn't end there. Their drink lists are ingeniously crafted as comic books, and at each table, guests are invited to build with Legos and capture their creations for Instagram. Everywhere you turn, shareable moments steeped in nostalgia await you. It's nearly impossible to visit without telling your friends about it.

This is a perfect example of a customer journey speaking to a certain group of ideal customers. Another method to create an emotional connection involves aligning with customers' sense of identity. When businesses design experiences that resonate with customers' values or sense of self, customers are more likely to form a positive emotional bond with the brand. For example, a company that creates a product or service supporting a specific cause can forge an emotional connection with customers who champion that cause.

Take the case of TOMS Shoes, a company founded by Blake Mycoskie in 2006. TOMS pioneered the "One for One" business model. For every pair of shoes purchased, TOMS promised to donate a pair to a child in need. This unique selling proposition immediately resonated with socially conscious consumers. Many customers identified deeply with the mission of providing for the underprivileged. By aligning the brand with a philanthropic cause, TOMS didn't just sell shoes; they offered consumers an opportunity to be part of a larger movement, to wear their values on their feet, quite literally. Customers who bought TOMS shoes were often proud to share their purchase story because it reflected their personal values of charity and giving back. When businesses can elicit a sense of surprise, wonder, or amazement in their customers, they create experiences that are not only memorable but also shareable.

Another perfect example is how personal trainers, gym apps, and weight-loss services use transformation photos. Seeing significant changes in someone's appearance, especially if we recognise them, often sparks our astonishment and compels us to share. Such transformations occasionally make their way into organic media as well.

For a simple example, I recently had a delightful surprise during a hotel stay. Instead of the usual bottled honey at breakfast, they served it straight from a bee nest's honeycomb. This unique and unexpected touch was so captivating that I couldn't resist taking a photo to share with my traveling buddies.