Humanizing Campaigns to Achieve Marketing Goals

By Guest Blogger, Varalakshmi D

How are you feeling? Happy? Sad? If you have these feelings, you are human. The obsession with brand authenticity over the years revolves around these feelings. Brands want to tap into your feelings by creating humanizing marketing campaigns because emotion drives purchase decisions. Consumers with an emotional connection to a brand have a 306% higher lifetime value, stay with a brand for an average of 5.1 years vs. 3.4 years, and will recommend brands at a much higher rate (71% vs. 45%).

Here are some of the top ways that brands are creating humanizing marketing campaigns today:


Amazon provides two great examples with their #AmazonStoryBoxes and #MomBeAGirlAgain campaigns. According to the Harvard Business Review, 64 percent of consumers cite shared values as the primary reason they have a relationship with a brand.

What marketing goals are achieved?

1. Restoring trust among the seller community who happen to be their major touchpoint in their business model.
2. Brand recall among customers who receive these boxes and paving way to increase repeat purchases via emotion they have created with these stories.
3. More importantly, improve customer attention which is every brand’s most priceless milestone to achieve.


This works by reinforcing a brand’s message so that consumers grow familiar and comfortable with the brand. It helps consumers feel instantly connected to the brand when they always recognize the same logo or mascot. Coca Cola is a great example of a brand that does this well.

What marketing goal is achieved?

Brand recall and familiarity increases, resulting in a stronger consumer connection to the brand.


Making something complex relatable can greatly impact the emotional appeal of a brand. Google does a great job with this – they don’t discuss their complex backend or programming – they create humanizing marketing campaigns. For example, Google’s #NearMe campaign.

What marketing goals are achieved?

1. Educating, informing and entertaining the customers at the same time.
2. Brand connects with people who are not tech-savvy.
3. Being able to touch different audiences across various demographies.


Brands who aren’t afraid to voice their opinion on diversity and inclusion are the ones that are able to create a strong connection with customers who want to purchase from brands that share their beliefs. In fact, 64% of consumers choose, switch, avoid or boycott a brand based on its stand on societal issues.

Nike is a great example of a brand that does this well with their Dream Crazy and Dream Crazier campaigns.

What marketing goals are achieved?

1. Brand relates to consumers that care about crucial social issues such as celebrating diversity and inclusion in sports.
2. Brand inspires a generation of consumers who feel empowered as a result of the company’s message.


Brands that see the human behind the purchases are the ones that succeed in creating memorable, emotional campaigns across modern channels.