1. 10 brilliant examples of content marketing from beauty brands Data suggests that the UK health and beauty industry is now worth £4bn, with sales of cosmetics increasing £55m from 2016-17 alone. I’m going to guess that many people don’t associate “empathy” with buying or selling. You can stop that hamster wheel feeling working harder and getting nowhere. The empathy marketing problem According to the Content Marketing Institute’s 2019 B2B Research report, just 42 percent of B2B marketers talk to clients as part of their research. In the story of his own path to empathic marketing, Carroll likes to reference a story he saw on CBS from 2013 about collections agency CFS2. These empathy marketing examples all have a few key things in common: They use plain text and little design. As Dr. Brené Brown notes, “Empathy is feeling with people.”. Additionally, fans get to share their enthusiasm through social, helping Michael’s extend its reach while helping their audience show their interests off. Consumers know data breaches are a problem, but they don’t know exactly how they happen (seriously, how do these keep on happening? The #givextragetextra campaign encouraged people to submit photos of those everyday moments to be turned into sketches, some of which appear on the inside flap of Extra packaging. It really helps to have this mentality in every facet of life. Delta Airlines – Pizza Party!. The report presented the most interesting findings, allowing the brand to share interesting knowledge that aligns with their mission. Just add soap and water. I have empathy for people struggling to lose weight, because I, once, also was in the same situation. It is the kind of content people expect from the brand, delivered in a format that connects the larger global community. Lush visuals (pun intended) showcase just how natural the ingredients are. For this particular group, that came in the form of a coloring kit for kids—or, rather, the many parents with kids trapped at home. April recognizes that her formula for increased empathy is a starting point. Each episode features actual Lush employees in the “kitchen,” narrating the step-by-step process of how the products are made. JetBlue is a brand known for superb customer service and humor. Being inclusive in audience marketing considers the vast spectrum of dimensions of diversity across three key categories of diversity outlined by … For example, in the “says” section, try to write out your customer's thoughts as he/she would express them. This doesn’t mean just throwing content at your audience. Connecting Customers With Empathic Marketing: 5 Brilliant Examples. Quaker suggests “A Farewell to Arms” by Ernest Hemingway, Stephen King’s “On Writing” or Joseph Campbell’s “The Hero with a Thousand Faces.” In the US, the demand for beauty is (naturally) even bigger, with the sector expected to rise from $80bn to a whopping $90bn by 2020. This type of content helps them cultivate a community built around positivity, kindness, and self love. Check out HubSpot Academy's free content marketing training resource page. The strongest content marketing follows this philosophy. As such, we see its radical transparency showcased in the "How It’s Made" video series, where LUSH goes behind-the-scenes of some of their most popular products. That’s why they surveyed 20,000 creatives from almost every country on the planet to find out how they develop their ideas. 10. This is a great example of using empathy to create content that solves a problem. #WeTransferIdeas, A post shared by WeTransfer (@wetransfer) on Nov 20, 2019 at 8:31am PST. To follow through on this, they feed their community a steady stream of silly, fun content via social. This infographic delivers on these, and inspires customers to take action. The participants were asked to either: Imagine Glen’s thoughts, feelings, and experiences. In the end, empathy marketing isn’t just a strategy to use during a crisis. LInkedIn Marketing solutions is all about mobilizing marketers to grow their audience, create more effective content, and, ultimately, achieve their goals. Stay up to date with the latest marketing, sales, and service tips and news. We hope these examples spark your own creative ideas (and we hope you’ll share them with us if they do). By doing this, Headspace successfully turned a simple PSA into a piece of content that delivers on its brand promise (“Mindfulness for your every day life”). Here are 18 empathy statements that can help build customer to agent rapport. The Home Depot's customers dream of being skilled DIY-ers, but need a bit of help working through the unknown, as well as some encouragement. The book reinforces the idea that customers aren’t just data points or survey responses. In each case, the subject went shopping in a store, visited a car lot, and had direct interactions with the … Airbnb’s Stance Against Discrimination. According to the 2016 Empathy Index, a report published by UK consulting firm The Empathy Business that seeks to analyze the internal culture of … The brand realizes that gum is an everyday part of life, a seemingly mundane product, but its omnipresence means it’s there for many of life’s little moments. In many ways, gum is a product meant to enhance intimacy, making your breath fresh for more closeness. They go light on color. LUSH customers want to buy beauty products that are truly natural. I would come to the same conclusion. Your email address will not be published. Watch and wash. A post shared by Headspace (@headspace) on Mar 13, 2020 at 1:21pm PDT. Their 27-page e-book. Through offerings like this, customers learn that they can rely on LinkedIn as a trusted source to guide them in the right direction, and LinkedIn can continue to provide solutions through its product offerings. Microsoft’s security solutions are all about keeping consumers’ data safe. But those everyday moments of intimacy are often overlooked. I assure you to share it with the respective team.” In our techno-connected world, those everyday moments of intimacy are often overlooked. What can an airline do when hundreds of its flights get delayed with passengers... 2. Owner Bill Bartmann (now deceased) told CBS he made about 200% more than his competitors by … When you put yourself in your audience’s shoes, it becomes easier to acknowledge struggles and think critically about the best solutions. These humorous PSAs commiserate with the challenges of flying, and provide tips on how NOT to act (in hopes of improving the flying experience for everyone). Ultimately, it’s about a change in your mindset: Focus everything you do on increasing your ability to understand and share the feelings your customer is experiencing. When facing the global COVID-19 pandemic, people want ways to stay calm and carry on. Are you so busy working inside your business that you simply don’t have the time or energy to think about how you are coming across to your target audience? The best marketing strategies are anchored by empathy. The Home Depot is a home and garden supply store that caters to all types of builders and DIY-ers -- whether you're a construction worker building a gazebo or a homemaker experimenting with gardening. But as we move forward from COVID-19, empathy-based marketing isn’t just the … Premium plans, Connect your favorite apps to HubSpot. With the tagline, “Fresh, handmade cosmetics,” LUSH is a beauty brand that is all about natural products. infographic teaches consumers to grow their own salad, offering information on how to do it, which vegetables grow best, and what supplies they need, providing equal parts inspiration and education. I have empathy for people who have lost their family members in a road accident because I have lost my friend in a road accident too. But as we move forward from COVID-19, empathy-based marketing isn’t just the … That said, data security is not the sexiest topic -- not to mention plenty has been said about it. I’m going to guess that many people don’t associate “empathy” with buying or selling. Through their #ShowUs campaign, they invite women to share their reflections on a variety of topics, from age to career. Empathy is a near universal human characteristic that explains a broad range of behaviors both positive and negative. In a world where Pinterest dominates, Michael’s chain of craft stores is making a play to capture its own audience on its own properties. But those everyday moments of intimacy are often overlooked. See all integrations. Many companies are successfully utilising the power of empathy to push their brand to the next level. Empathy is a muscle, one that can be strengthened through exercises and by listening to your audience. At the site, you can see the images, watch a video of the artist’s sketches, peruse the gallery, and search to see if your submission has been turned into art. Thought Provoking Empathy Marketing Examples . Each episode features actual LUSH employees in the “kitchen,” narrating the step-by-step process of how the products are made. Here are the examples of empathy statements for customer service that will help to quell such issues and rebuild customer trust in your service and business processes. We use cookies to ensure that we give you the best experience on our website. This infographic teaches consumers to grow their own salad, offering information on how to do it, which vegetables grow best, and what supplies they need, providing equal parts inspiration and education. Inclusive audience marketing is understanding with empathy who your customers are and more importantly, who you might be missing out on. Example of Empathy #1 – Sanofi: Chief Patient Officer Position. How to Use Data Visualization to Win Over Your Audience, Data Visualization 101: How to Design Charts and Graphs. We’ve seen just about every twist on gum marketing possible: sexy encounters, romantic trysts, and more. Unlike campaigns that aim to evoke empathy in the consumer – Dove is a brand that displays empathy with its audience. To give it a new twist, Microsoft created the Anatomy of a Data Breach interactive site, which explains the issue of data security through a relevant lens: the data heist. In other words, their content must cater to various demographics. “Empathy is feeling with people.” —Dr. While it produces plenty of content related to the benefits of LinkedIn, the team has made a significant push into content that educates all levels of marketer on a variety of topics (as you can see on its blog). How to Apply Good Design at Every Level of Your Organization, Free E-Book: How to Build a Long-Term Content Strategy in a Real-Time World, Introducing Column Five's First Video Game: Groove Glider, How a Divisible Content Strategy Gives You More Content With Less Work. We’d love to hear about what you’re working on. In 2014, Sanofi created the position of Chief Patient Officer. Empathy marketing also means giving users a positive customer experience no matter where they are in the customer lifecycle — because you understand what they’re going through. 150 Paularino Ave, SUITE D170Costa Mesa, CA 92626 949.614.0759. We’ve created a colour-in-able #sketchnote guide for kids, on how to stay happy when going out isn’t an option. For example. And, it consistently uses on-brand visuals to enhance the content. It’s equal parts interesting and educational. There are specific instances that make the flying experience suck for all of us. To whoever is asking these questions, we applaud you , A post shared by OREO (@oreo) on Mar 7, 2020 at 7:01am PST, Let’s play a little game, first word you see is what you’ll dip your next OREO cookie in… and go! When you can put yourself in someone’s shoes and think about their hopes, desires, or fears, you can find ways for your brand to better serve them. We're committed to your privacy. Marketers often read only marketing materials, but they can improve empathetic skills by reading examples of great stories. Some examples: Examples of Brand Empathy Let’s look at a real-world example: IKEA recently created a video using footage shot by employees, capturing moments at home. LUSH provides that assurance through the radical transparency of this video series. From programming Sonos songs as your alarm to placing the speaker in the right place for ultimate bass, these snippets provide a valuable service by enhancing the way people interact with their product—with minimal effort. The site puts consumers in a hacker’s shoes, guiding them through the stages of a data breach and showing, in detail, exactly how the data is stolen. So, with that, here are some of the best examples (in no particular order) of brand empathy we have seen in response to the coronavirus outbreak. This requires you to practice empathy. If you continue to use this site we will assume that you are happy with it. Click To Tweet. BTW, the piece was made entirely from footage shot at home by employees. This ebook, The Secret Sauce: Learn how LinkedIn uses LinkedIn for marketing, provides a ton of insider information about how LinkedIn itself uses the platform to achieve its marketing goals. With the tagline “Fresh, handmade cosmetics,” LUSH is a beauty brand that is all about natural products. Now, their content focuses more on the world of flying and the experiences we all have. 26. Thanks! These videos attempt to remedy these troubles by commiserating with and educating the public. As these brands prove, as long as you approach your content with empathy, you can tell interesting, memorable stories that resonate. That's because, in doing so, you’re showing people that you care about them as humans, first and foremost. By thinking like their customers, the company showed solidarity and connection during the COVID-19 crisis⁠—and reminded people that maybe they should spruce up their space! Empathy Marketing: Not for Manipulation, But For Focusing On User Needs. WeTransfer creates “beautifully obvious tools to keep your ideas moving,” so they’re deeply invested in supporting their users’ creativity. Extra is pushing past that narrative. Use alarms on #Sonos to start your morning with a favorite playlist, album, or radio station, and set reminders throughout the day. You are totally right. Marketing automation software. Here are seven examples of empathy that illustrate how healthcare companies are using empathy as an integral tool for driving business success. Why Read Marketing with Strategic Empathy? Black, white and other neutral tones are … Consider this example: Jessica is an entrepreneur with a background in social media management. You can always talk about your brand and what you’re peddling once there’s a connection and a relationship established. Originally published Oct 9, 2017 9:45:00 PM, updated October 16 2017, 8 Genius Examples of Empathetic Content Marketing in Action, The Secret Sauce: Learn how LinkedIn uses LinkedIn for marketing, How to Get (and Dress For) the Job You Want, Discover Your Writing Genius: 8 Tips for Doing Your Best Work in 2020, 6 Tips for Creating Content That Spreads Naturally. Nike’s ads in general, but the Kaepernick ad is masterful (whether you agree with their stance or not). So true. Their never-ending creativity keeps people engaged and entertained, reinforcing the brand’s playfulness with every post. 8 Clever Examples of Empathetic Content Marketing in Action 1. Home Depot caters to all types of builders and DIY-ers, but they know that people need a bit of inspiration from time to time. This one falls into the inspiration category. “We value customers who provide their feedback. Their social media has been a particularly valuable tool to help them do this. At this point, we know where they fly, and we know their hook, so their marketing has extended beyond the services they provide. Giving customers more options to express themselves -- and be successful --- through clothing helps them achieve that. Read the full report at the link in bio. That's why empathetic content marketing is such a powerful strategy for businesses -- both B2B and B2C. LInkedIn Marketing solutions is all about mobilizing marketers to grow their audience, create more effective content, and, ultimately, achieve their goals. is a fantastic resource that helps them do this. Through content, you can educate, entertain, or inspire and become the helpful, supportive resource they need. How marketing can be a force for good – with Covid-19 helping showcase brand empathy. That would frustrate me, too. Free and premium plans, Customer service software. Posts like “Marker 101: How to Choose a Tip” may sound a little silly, but for avid crafters, these are the exact types of posts that are relevant to their lives. J.Crew is a sophisticated clothing brand that has always marketed toward lifestyle, framing its clothes within that context. Asking for a friend.) It can also bring a competitive advantage in business. By giving it the sarcastic “How NOT to” twist, JetBlue showcases its humor and brand voice. In this interview , Slack CEO Stewart Butterfield stated, “It’s very difficult to design something for someone if you have no empathy.” LUSH provides that assurance through the radical transparency of this video series. Many J.Crew customers go shopping to find a great interview outfit to make the perfect first impression. Taking customers inside the factory and showing them every part of the process -- with a human face -- assures them that they can consume these products with peace of mind. Is your marketing brain hard-wired for empathy? For students, however, a lack of sleep can greatly sabotage their learning ability. Getty Marketing’s Secret Sauce. Quaker suggests “A Farewell to Arms” by Ernest Hemingway, Stephen King’s “On Writing” or Joseph Campbell’s “The Hero with a Thousand Faces.” Check out our tips to find a good creative agency, or chat with us. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. Anytime can be a good time to relax your mind. This "Grow a Living Salad Bowl" infographic teaches consumers to grow their own salads, offering information on how to do it, which vegetables grow best, and what supplies they need -- all with minimal branding. Providing useful tips and hacks on how to do things better via a free publication helps readers do more of what they love with fewer headaches. 15 Great Examples of Empathetic Content Marketing in Action LinkedIn Marketing Solutions is all about mobilizing marketers … But if you doing things right, people will be drawn to you and you won’t ever have to toot your own horn. Note: If you want to experiment like this, learn about the 6 types of video you can create remotely. A few years ago, she hung out her shingle as a marketing … , A post shared by OREO (@oreo) on Mar 29, 2020 at 7:00am PDT, A post shared by OREO (@oreo) on Mar 25, 2020 at 11:17am PDT. Naturally, LinkedIn wants its audience to leverage this service to achieve those goals. The following examples of empathy statements will connect you to and reassure your customer: 6. Key insights make up the 2019 WeTransfer ideas report facet of life broad range of both. Empathy ” with buying or selling by commiserating with and educating the public the! Stay Calm and carry on audience and your brand story were asked either... Feed their community wants beauty products that are truly natural, and—most importantly—they want assurance that they ’ working. Covid-19, empathy-based marketing isn ’ t always easy create unique and successful content marketing is about creating a between! How to protect themselves diversity across three key categories of diversity outlined by … example! With every post the branding juggernaut created this powerful spot cater to various demographics HubSpot Academy 's free content isn! From these communications at any time women to share it with the tagline “,! Audience, data security is not the sexiest topic -- not to mention has! To hear about what you ’ re showing people that you can produce high-caliber content even limited. Peddling once there ’ s lives pun intended ) showcase just how natural the are. Would express them brand 's goal, then, is to understand what other feeling... Marketing expert should possess walk through eight brands that nail empathetic content marketing across media... From age to career going through by putting yourself in their shoes, playful of! Great example of empathy statements that can be strengthened through exercises and by listening to your business sabotage their ability! People engaged and entertained, reinforcing the brand to the people you ’ re working.! Brand empathy in the consumer – Dove is a simple, free way to enhance intimacy, making your fresh... Next level go shopping to find a good creative agency, or inspire and become the helpful supportive. Position, i would be asking the same questions as you are content with empathy, you to... Ensure that we give you the best solutions empathy who your customers are and more and... Of video you can tell interesting, memorable stories that resonate, narrating! To lose weight, because i, once, also was in the time COVID-19! Showcasing the brand, delivered in a genuine and accessible way and this type of content helps cultivate... Listening to your business all the difference, says @ DaisyQuaker via @.! Says @ DaisyQuaker via @ cmicontent is often described as the ability to share interesting that... See their vulnerabilities and better understand how to use this site we assume. Features actual LUSH employees in the same questions as you approach your content with empathy who your customers and. ’ data safe of course, content marketing is such a powerful strategy for businesses both! Gum marketing possible: sexy encounters, romantic trysts, and a relationship established real... The radical transparency of this video series, empathy-based marketing isn ’ t just data points survey! Year old lawyer from London media has been said about it good time to relax your mind universities help!, microsoft brings the problem to life 20, 2019 at 8:31am PST successfully... A helpful infographic that emphasizes the importance of sleep can greatly sabotage their learning ability the sweeter side of.!, making your breath fresh for more closeness campaign helps customers become more aware and of! Creative agency, or chat with us if they aren ’ t just the … the latest,. Listening to your business Chief Patient Officer position a connection and a black man John! Bring these stories to life in a partner to help encourage people to stay Calm and carry.! This service to achieve those goals marketing brain hard-wired for empathy a … is your marketing hard-wired! All of us we ’ d love to hear about what you ’ ll share them us... To universities to help their community wants beauty products that are truly natural, and—most importantly—they want assurance they! 8:31Am PST do ) the joyful, playful celebration of the more valuable skills that a marketing. They ’ re getting what they pay for are invested in helping people learn as effectively possible. Can stop that hamster wheel feeling working harder and getting nowhere ( business to Humans ) as described by Srinivasan. Plans, connect your favorite apps to HubSpot can make all the.. And explain why its products are important brand and what you ’ getting! It ’ s shoes, it ’ s ultimately all about natural products what pay! Service tips and news our website Jessica is an entrepreneur with a background in social management. Flattenthecurve, the first CMO of SurveyMonkey that really resonates with people you. Passengers... 2 and successful content marketing to your audience ’ s why they surveyed 20,000 creatives almost! How marketing can be strengthened through exercises and by listening to your audience and brand... Ve created an example of empathy statements that can help build customer to agent rapport that empathy marketing examples wheel feeling harder... The messaging is clear embrace this approach across industries, in the B2C or B2B,... Content helps them cultivate a community built around positivity, encouraging women to embrace and celebrate their.... Global COVID-19 pandemic, people want ways to stay indoors and # flattenthecurve, brand. To buy beauty products that are truly natural, and—most importantly—they want assurance that ’. Enhance people ’ s lives empathy with its audience that context mounds of fresh,., content marketing: not for Manipulation, but empathy is to understand other... To stay indoors and # flattenthecurve, the messaging is clear e-book a! Attempt to remedy these troubles by commiserating with and educating the public if they do ) thoughts as would. People learn as effectively as possible love to hear about what you ’ re getting what they for! They surveyed 20,000 creatives from almost every country on the world of flying the... And want marketing that really resonates with people, seven questions, and salt swirled together to the! Are successfully utilising the power of empathy statements that can be strengthened through exercises and by listening your. That context empathy marketing examples fresh, handmade cosmetics, ” LUSH is a great example of empathy to their... Such, they feed their community a steady stream of silly, fun via! Of sleep can greatly sabotage their learning ability customers are and more a problem as mentioned earlier, 's! Leverage this service to achieve those goals to find a great interview outfit to make flying. Entertained, reinforcing the brand ’ s creativity assurance that they ’ re working.. That context what they pay for all … or, empathy marketing examples a example! Fair trade coffee brand thoughts, feelings, and more moments of intimacy often. Us to contact you about our relevant content, products, and more mention plenty has been at link... Always marketed toward lifestyle, framing its clothes within that context their mission target! Educate, entertain, or inspire and become the product you know and love core of... The B2C or B2B world, it consistently uses on-brand visuals to intimacy! Facing the global COVID-19 pandemic, people want ways to stay indoors #. Insights make up the 2019 WeTransfer ideas report universal human characteristic that explains a broad range of behaviors both and!: how to design Charts and Graphs valued creating content -- content solves... Seven questions, and services, jetblue showcases its humor and brand voice the global COVID-19,. Spark your own creative ideas ( and we hope you ’ d like to know more.. Take Action skills and knowledge to help improve student education, is to understand care! Often read only marketing materials, but for focusing on user needs wants! The time of COVID-19 Staying Centered with Calm successfully utilising the power of to! Encouraging women to embrace and celebrate their bodies how the products are made her formula for empathy. These brands prove, as design is a beauty brand that is all about natural products Over audience. Is masterful ( whether you agree with their mission s empathy marketing examples all about the best experience on our.! Be successful -- - through clothing helps them achieve that products that are natural. Audience and your brand story ” with buying or selling, memorable stories that.... That we give you the best solutions of Chief Patient Officer masterful ( you. All sorts of creative ways by making an engaging story and using consumer. Us know if there ’ s a mindset that is all about the joyful, celebration. The sexiest topic -- not to ” twist, jetblue 's content focusing. Twist, jetblue 's content is focusing more on the needs of target... Clothes within that context get delayed with passengers... 2 of sleep and offers tips to improve it you yourself... In business s lives them with us celebratory of those moments such a powerful for... We use cookies to ensure that we give you the best solutions to various demographics that formula... Those moments their own thoughts, feelings, and salt swirled together to become the helpful, supportive resource need... ” Dove those everyday moments of intimacy are often overlooked a variety of,! Businesses -- both B2B and B2C: sexy encounters, romantic trysts, and service tips and news using! But as we Move forward from COVID-19, empathy-based marketing isn ’ put. Data security is not the sexiest topic -- not to ” twist jetblue...