Our brains do a funny thing when we connect with a magical moment—we create a photographic memory that lasts a lifetime. My belief? Crafting magical moments is the foundation of good marketing. The connection through such magic is the single most powerful way to build grassroots, word-of-mouth, effective marketing, and customer relationships.
Magical moments can be pre-planned—the moment has to stand out, be out-of-the-ordinary, and be something that is unanticipated in a normal customer experience. As we journey through this narrative, we'll explore how top brands have created magical marketing moments, each deeply rooted in human connection. We'll touch upon AI briefly, and in a future article, delve deeper into how we can enhance human creativity with artificial intelligence. AI can play a significant role in crafting these moments.
Human connections
On average, a person in the US encounters 18 promotional emails daily, bombarded by continuous web advertisements, with social media platforms like Twitter, Instagram, and LinkedIn adding two to ten ads each per session. Even a typical commute is punctuated by three to five billboards that catch one's attention.
There is a tsunami of content flooding us today, and it’s difficult for people to notice, let alone engage with, content — even if it is relevant to their interests.
You have to stand out.
Standout companies masterfully connect with the human emotion.
Google: Don’t Be Evil
At the time, the tech industry was becoming increasingly scrutinized for ethical lapses. Google's commitment to "Don't Be Evil" set it apart as a company that not only prioritized technological innovation but also ethical considerations in its operations.
Apple: Think Different
Celebrated rebels, visionaries, and creative geniuses who changed the world, aligning Apple with innovation, creativity, and the courage to break the mold. Strong emotional appeal that resonated deeply with consumers.
New York Times: The Truth is Hard
By showcasing the lengths to which its journalists go to uncover the truth, including facing dangers and ethical dilemmas, the campaign forged an emotional connection with viewers. It highlighted the human effort and risk involved in producing each story, making the abstract concept of "truth" more tangible and relatable.
Intel: Meet the Makers
Focused on the creators, highlighting the stories of innovative individuals around the world using Intel technology to create new experiences and solve problems.
Dropbox: Creative Freedom
Stories from real users, including artists, designers, and filmmakers, to illustrate how Dropbox fits into and enhances creative processes — helped humanize the brand and align it with the values and needs of creative professionals.
Airbnb: Belong Anywhere
By sharing stories of hosts and travelers forming meaningful connections, focused on the experience of belonging and the idea that you can feel at home anywhere in the world.
Pinterest: What If
Encouraged users to think about the "what if" scenarios and see Pinterest as a source of inspiration and a platform for discovery. By focusing on the potential for personal growth and exploration, Pinterest strengthened its position as a tool for creativity and planning.
T-Mobile: Un-carrier
Revolutionized the mobile communications industry by positioning the brand as a customer champion fighting against industry norms like long-term contracts and hidden fees; emphasized transparency, customer freedom, and value, which resonated strongly with consumers tired of traditional mobile carrier practices.
The common thread across these campaigns is the greater connection, authenticity, and emotional affinity with the audience. Human emotion and the connection to these emotions play a large part in crafting magic. At the heart of all marketing lies an understanding of humans.
Spotify's "Wrapped" and Airbnb's "Belong Anywhere" tap into audience insights to build authentic connections. Spotify uses user data for personalized recaps, while Airbnb highlights belonging through real experiences.
Dove's "Real Beauty" and Patagonia's "Don't Buy This Jacket" blend emotional narratives with factual insights and core values. Dove confronts beauty standards, and Patagonia promotes environmental mindfulness.
Apple's "Think Different" showcases the strength of visual storytelling with iconic images that reflect creativity and innovation, proving visuals can deeply impact and simplify complex messages.
The power of AI
Creating magic in marketing isn't a one-off event; it requires sustained effort and consistency to build trust and truly resonate with audiences, as humans deeply value consistency. This is where AI can play a significant role—making it much easier to generate ideas, foster creativity, and build a consistent and efficient marketing engine—essential for developing a long-lasting and trustworthy brand.
There are great tools out there—ChatGPT, Claude, MidJourney, DALL-E, Runway, and so many others. If you've designed your questions and prompts—and curated the best creatives—then creating meaningful and magical content is possible. Doing this in a systematic way, as if a marketing machine is within the realm of possibilities today, and is now more achievable than ever. Stay tuned for more on this in the coming weeks.
What magical moments have you encountered in your favorite brands? Share your stories and insights!
