Selling Sympathy

Heartfelt sharing campaigns utilize kindness to connect with consumers

Implications - With brands often featuring ads that center around product placement and aesthetic appeal, consumers are looking to more emotionally enticing concepts that allow for a relatable connection. Commercials that feature sharing and kindness provide features of good will and graciousness that people constantly strive for, appealing to a consumer's need for more honest and down-to-earth approaches.
SCORE 4.3
Popularity
Activity
Freshness
Megatrends
Patterns
328,809 Total Clicks
Jun 13 - Feb 14
Mild
MarketingLifestyleLifeInteractive
Featured Examples
Sweet-Sharing Promotions - MILKA Helps People Show Love by Sharing the Last Square of Chocolate
SCORE 5.4
Warm 2,935 Clicks Pub: Sep 2, 13
Sweet-Sharing Promotions
MILKA Helps People Show Love by Sharing the Last Square of Chocolate
Chocolate brand MILKA knows that the best piece of a chocolate is always the last square of chocolate. In order to spread awareness of the tenderness of its chocolate bars, the brand actually put... [More]
Guerrilla Fact-Sharing Campaigns - This Campaign Shares Crazy Facts to Promote the Big Bang UK Fair
SCORE 4.4
Average 3,518 Clicks Pub: Oct 16, 13
Guerrilla Fact-Sharing Campaigns
This Campaign Shares Crazy Facts to Promote the Big Bang UK Fair
The ‘Guerrilla Science’ campaign for the The Big Bang UK Young Scientists & Engineers Fair is a fun way to remind people of how integral science, math, technology and engineering are... [More]
Warmth-Sharing Campaigns - SOS Mayday Asks: Would You Give Up Your Jacket to a Child in Need?
SCORE 5.3
Warm 1,246 Clicks Pub: Feb 25, 14
Warmth-Sharing Campaigns
SOS Mayday Asks: Would You Give Up Your Jacket to a Child in Need?
SOS Mayday set up an interesting social experiment asking Norwegian people: would you give up your jacket to a young boy who was alone and shivering at a bus stop without one? When the boy was... [More]
Happiness-Dispensing ATMs - The ATM of Happiness Gives Out Free Money and Encourages Sharing
SCORE 4.9
Average 1,431 Clicks Pub: Jul 3, 13
Happiness-Dispensing ATMs
The ATM of Happiness Gives Out Free Money and Encourages Sharing
Instead of withdrawing money from your bank account, ‘The ATM of Happiness’ or ‘El Cajero de la Felicidad’ gives you money for free. Set up in Spain, the ATM of Happiness... [More]
Heartwarming Cab-Sharing Campaigns - This Coca-Cola Christmas Ad Encourages Sharing Taxi Rides
SCORE 3.9
Mild 1,189 Clicks Pub: Dec 24, 13
Heartwarming Cab-Sharing Campaigns
This Coca-Cola Christmas Ad Encourages Sharing Taxi Rides
It wouldn’t be Christmas without a heartwarming Coca-Cola Christmas ad and this one truly communicates the joy of sharing. This year, Coca-Cola teamed up with the DAVID ad agency to set up... [More]
Dramatic Fry-Sharing Ads - The French Fries Story Depicts a Tale of Golden Fries and Friendship
SCORE 1.7
Untested 398 Clicks Pub: Jun 5, 13
Dramatic Fry-Sharing Ads
The French Fries Story Depicts a Tale of Golden Fries and Friendship
Set in a picturesque park, the French Fries Story is a dramatic commercial for McDonald’s fries created by advertising agency DDB Ukraine. A man is enjoying a stroll beside the stream and... [More]
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