By: Keelyn Crowe
The real question is do brands have the ability to make the world a happier and kinder place? Brands like McDonalds, Dove and Coke are ready to tackle this assumption with their new ad campaigns for 2015, all with the same theme of happiness and positivity.
ZenithOptimedia did a study that stated that brands that feature “Happiness” as their goal have the best chance at having the best relationships with consumers and also relationships that last long. Linda Tan, who is the director of ZenithOptimedia, thinks that if you find out how millennials find inspiration in their lives the brands can play a role in their happiness.
The first brand that adopted this ideology is McDonalds; they used the Superbowl to first get their message out there. Their commercial featured an ad campaign with the message Pay with Lovin’ in which randomly selected consumers to pay for their meals with things like a hug, or to do a dance, or to say something they loved abut that person. This proved to be a huge success. It boosted the online brand from 30% positive to 85% positive mentions. This ad was featured on multiple websites and it was trending for a while. I even found myself watching it over and over because if how sweet it was, and to see consumers’ reactions when they found out they didn’t have to pay; it was priceless. The idea of a brand focusing on their consumers’ happiness rather than their money is a great way for them to gain more consumers and a positive brand because people will look at them in a more positive light. A brand like McDonald’s doing this is a good idea as well because they are sometimes looked at negatively because of their lack of nutrition and because of the negative criticism their food gets all the time.
McDonalds wasn’t the only one with this idea: Dove, along with Coke, decided to do positive hashtags on twitter to try to get rid of hate online. Dove used the #Speakbeautiful and coke used #Makeithappy. Dove’s goal is to create positive self esteem for women and girls, in which they send tweets to girls with the intent of raising their self-esteem. They also came out with an ad which showed women who were asked to tell an artist what they thought they looked like, and then a random person would tell the artist what they thought that person looked like. The ad was more than inspiring and showed how women look at themselves with much more criticism than when other people look at them. The video became trending and was featured on many media sites and gained a lot of attention.
This campaign proved to be successful for all three brands, with their online presence rising dramatically. Using the theme of happiness is a good way to target people because if someone is having a bad day and they see an ad, like McDonalds’ ad or Dove’s, it could improve their mood and make them want to buy that specific brand.
Source: For Brands, 2015 Is Shaping Up to Be the Year of Positivity. Retrieved April 27, 2015, from http://www.adweek.com/news/advertising-branding/brands-2015-shaping-be-year-positivity-163186