5 Emotional Storytelling Campaigns That Tug on Your Heart Strings



It’s no surprise that storytelling is an effective way to advertise your product or service.

What you might not have known though is that emotional storytelling, the kind that tugs on your heartstrings, is 31% more effective than any other type of marketing.

The reason it works is simple. Humans are emotional beings. And emotional beings are swayed by emotional factors when making purchases.

When you create your next business campaign, think about the fastest way to dive into your customer’s heart. (Metaphorically, of course. Unless you’re a heart surgeon…then go for it!)

Typically, we try to avoid making our clients cry when communicating, but trust us on this one. Emotional storytelling is a marketing strategy that will make your brand, and your message, stand out from the crowd.

Here’s why it works:

It’s Memorable

Marketing content created with human emotions in mind has the power to make deep connections. These deep connections make it hard for consumers to forget a message.

Think about it for a minute. What is something you’ve seen or read that’s engraved into your memory?

That’s the power of emotional marketing.

It Creates Positive Associations

Linking feel-good emotions to your marketing content through storytelling creates positive associations for your consumers to your brand.

It works because storytelling gives you the ability to link memorable images of your brand with the objectives of your marketing campaign.

It Appeals to Emotion, Not Reason

Simply selling a product isn’t enough anymore. You need to give your audience an experience.

Creating an experience is easy with emotional storytelling.

When you appeal to emotion, instead of reason, you…

  • Establish deeper value with your product or service.
  • Eliminate psychological pain.
  • Vanquish Regret.

Now that we’re clear on the advantages of emotional storytelling, how do you do it effectively?

Let us walk you through our 5 favorite emotional storytelling campaigns and why they are successful.

  1. Folgers – Home for the Holidays

The Folgers “Home for the Holidays” campaign was launched in 2009, and has continued to run around the holiday season ever since.

This commercial tells a story of a brother who traveled home from Africa to visit family for the holidays. It’s clear that the brother rarely gets to see his family, which makes coming home for a visit special.

Why This Campaign Works

  • It speaks to parents whose hearts ache because they miss their children when they aren’t home.
  • It speaks to siblings who don’t get to see each other on a regular basis.
  • It takes place during the holiday season, the time of year where it’s most important to have everyone under one roof together.

How Folgers Positioned Their Brand Story

Folgers established their product as an item that brings the whole family together. They did a beautiful job of associating their coffee with warm, fuzzy, and heart-filled emotions.


  1. Iams – A Boy and His Dog Duck

The Iams campaign “A Boy and His Dog Duck” tells the story of a little boy growing up and going through life with his dog named Duck. The point of the commercial is to show viewers that Iams dog food will keep your pet going strong for years to come.

Why This Campaign Works

  • It plays into the emotions of pet owners who want their pets to live forever.
  • It tells a story that resonates with people who have grown up alongside their pets.
  • It makes viewers contemplate the inevitable…that your pet will grow old. This sparks an emotional response to want to do whatever is possible to keep them healthy and around longer.

How Iams Positioned Their Brand Story

Iams communicated that they are the solution to keeping your pets healthy and young at heart as they age.

  1. Budweiser – Puppy Love

The Budweiser “Puppy Love” campaign tells an endearing story of a puppy and a horse that will stop at nothing to be together. It’s a feel-good story that will melt your heart (and make you cry).

Why This Campaign Works

  • It creates a positive association with the brand.
  • It’s memorable thanks to the story and adorable puppy.
  • It appeals to emotion, not reason. This is essential for “luxury” products.

How Budweiser Positioned Their Brand Story

Budweiser positioned themselves as the warm and fuzzy friend that everyone wants to be around.

  1. Pampers – Mom’s First Birthday

The Pampers “Mom’s First Birthday” campaign features dads thanking moms for everything they did during their child’s first year of life. It’s a story that not only brought the moms in this commercial to tears, but touched the heart of many other moms around the world.

Why This Campaign Works

  • It tells a story that resonates with women around the world.
  • It connects emotionally with mothers who have made sacrifices during their children’s first year.
  • It’s memorable thanks to its tear-jerking storyline.

How Pampers Positioned Their Brand Story

Pampers made it clear that they support and care for women who take on the daunting task of raising a child. They established the idea that they are about more than just “making a sale.”

  1. Proctor & Gamble – Pick Them Back Up

The Proctor & Gamble “Pick Them Back Up” campaign tells the story of moms who supported their kids, who later went on to be Olympians, through every stage of life. The story highlights the use of P&G products that helped mom along the way.

Why This Campaign Works

  • It connects deeply to the emotions of parents who support their children’s dreams.
  • It tells a memorable story.
  • It creates an association that P&G products help parents raise successful children.

How P&G Positioned Their Brand Story

P&G positioned their products as helpful tools successful parents and children use throughout their lives. It doesn’t matter what stage of life you’re in, P&G’s got your back.

Love This Blog? Share it on LinkedIn!


    glass of red wine and candle light

    26 Mar

    Relevant Product Copy: How to Wine and Dine ‘Em

    The goal for any product copy should be to convert, so if you’re seeing visitors sans the sales, it’s time to make some changes to the online shopping experience....

    09 Sep

    When You Get Clear, You Get Clients

    I’m sure clients, colleagues, and you, Dear Reader, are sick of hearing me harp on how critical it is for companies to really understand their target market. Call me...

    16 Sep

    Top 5 Copywriting Posts on Copy Doodle

    While we cover a lot of topics on Copy Doodle, the one thing we come back to time and time again is copywriting. Instead of having you spend time...

    13 Oct

    What Poetry Can Teach Us about Writing Marketing Content

    Visit the poetry section at any major bookstore and you’ll likely find some Shakespeare, some Ovid, and maybe a copy of T. S. Eliot’s The Wasteland—in other words, little...

    12 Aug

    Waiting to Revamp Your Website Message? You’re Losing Money.

    “I’m waiting to revamp my website message.”   You might as well wait until flying saucers land in your backyard or someone invents calorie-free ice cream… Because waiting to...

    11 Nov

    Are You Marketing To Yourself Or To Your Target Market?

    Whether you’re writing copy for your website, a brochure, landing page, or press release, you must write for your target market. Sounds obvious, doesn’t it? But it’s a common...

    28 Sep

    Have You Met the New Website?

    After months of behind-the-scenes work and social media hint-dropping (check out the pics on our Facebook page), we are happy to announce our new brand and the launch of...

    31 May

    How to Use a Beat Sheet to Create Valuable Marketing Content

      One of the most successful storytelling structures content marketers use is based on the narrative storytelling format. This format gives a rich opportunity to break down your writing...

    24 Aug

    When Marketing Copy Gets Sassy

    Personality sells. We know as much from celebrities on Twitter—what they say either solidifies our adoration or tears them from the pedestal. The same is true for marketing copy...

    Don't let these activities kill your copywriting

    11 Feb

    5 Copywriting Killers and How to Beat Them

    Copywriting is the voice of your business. As the make-or-break factor in your customer attraction and sales, copywriting can feel like an overwhelming task. And when the copywriting process...

    Leave a Reply

    Your email address will not be published. Required fields are marked *


    Jalen Davenport 5 hours ago / Reply

    Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod odio, gravida pellentesque urna varius vitae, gravida pellentesque urna varius vitae. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod..

    Jorny Alnordussen 6 hours ago / Reply

    Gravida pellentesque urna varius vitae, gravida pellentesque urna varius vitae. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod..

    Marcus Farrell 7 hours ago / Reply

    Nam viverra euismod odio, gravida pellentesque urna varius vitae, gravida pellentesque urna varius vitae. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod..

    Post a Comment

    Your comment was successfully posted!

    Search This Blog


    Latest Tweets

    Follow @writtenbysumer on twitter.

    We Recommend

    [wp_social_sharing social_options='facebook,twitter,googleplus,linkedin,pinterest,xing' twitter_username='arjun077' facebook_text='Share on Facebook' twitter_text='Share on Twitter' googleplus_text='Share on Google+' linkedin_text='Share on Linkedin' pinterest_text="Share on Pinterest" xing_text="Share on Xing" icon_order='f,t,g,l,p,x' show_icons='0' before_button_text='' text_position='' social_image=''] Close