Any company can "do" marketing. But the companies that can consistently create marketing people love are the companies that really get noticed.
Problem is, lovability is kind of a hard thing to synthesize. I mean, how do you quantify exactly why the brands you love elicit those warm and fuzzy feelings inside of you?
Sometimes it's their copywriting, other times it's their design sensibility, sometimes it's just the way they talk to you on social media -- but it's not the easiest thing in the world to replicate for brands out there trying to create more lovable marketing. But, we're going to try to explain it (so maybe you can replicate it) anyway.
This post will highlight some brands that we think consistently create lovable marketing, and explain exactly why their marketing is worthy of such adoration. And of course, this is not an exhaustive list.
Moosejaw
Moosejaw is a outdoor apparel and sporting goods company.
Big whoop, there's lots of 'em, right?
That's one of the reasons their marketing is so fantastic—because they find a way to stand out in that already heavily saturated industry by positioning their products in a more entertaining, less clinical way.
When you go to most sites in this industry, you're reading about things like the lens width on your ski goggles. Yawn. Moosejaw's marketing content tells you all that … but in a way that doesn't make you want to take a nap on your desk. Take their site layout, for example. When you're looking up shirts, you see headings like these:
They're trying to show you their new items in stock, pretty common for ecommerce companies, but instead of just saying "New Items," they say something that your buddy might say to you. Or, what an in-store associate would say if you visited a location (way to replicate the in-store experience online, guys)!
They even get a little ridiculous. Take this heading, for instance:
"I have never eaten a radish." What? I don't even totally get that joke, but I love that it shows they don't take themselves too seriously. They think shopping should be a fun experience, and they do their best to make it feel like that with their marketing content. If you want a laugh, spend some more time perusing their website … you'll find content like this on every page.
Naked Pizza
Naked Pizza takes a different approach to the whole "not taking yourself too seriously" thing by leveraging an embarrassing experience that everyone can relate to in their marketing. Have you ever had a bit of sauce on your face after eating a slice of pizza? Or maybe some crumbs from the crust?
Everyone can relate to that -- either being the person with stuff on their face, or the one who has to tell the person with stuff on their face that ... they have stuff on their face. Their marketing pokes fun at you, and enables you to poke fun at yourself -- but in a way that isn't offensive. Creating marketing that brings everyone in on the joke is incredibly lovable.
JetBlue
JetBlue is known for being a beloved brand, and I think their engaging tone and creative marketing campaigns have a lot to do with it. You may remember their recent "2012 Election Protection – Live Free or Fly" campaign, or their "You Above All" campaign. In the latter campaign, they feature people in real-life situations being deprived of things they expect. For example, they created a video where people in a taxi cab were charged extra fees for legroom and luggage.
The campaign is lovable because it's playing off an experience everyone has been frustrated by. We've been stuck on planes with no legroom, charged ridiculous fees for having luggage (who doesn't have luggage when they're flying?!), and all those other pains of flying. JetBlue addresses them head on by creating real life analogies to demonstrate just how absurd the other airlines are. I mean, who wouldn't get behind a brand that mocks the others in the industry taking advantage of consumers?
See the rest of the story at Business Insider
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