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Joy Marketing For Positive Brand Perception, Emotional Connection Guide Released

From Coca-Cola’s “Share a Coke” to Airbnb’s “Live There”, creative marketing campaigns that spread joy and happiness have been used for decades to build emotional connections with audiences and, in turn, drive sales. In the new report, LO:LA argues that in today’s world where negative news prevails, creating moments of joy and happiness is more important than ever.

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In the “Live There” campaign, Airbnb honed in on the experience and excitement of traveling and exploring new places — going beyond the features of the service to create an emotional connection with consumers. The campaign was a success; Airbnb bookings increased substantially. As such, LO:LA believes, that small brands can learn from the “big guy” and use this approach to increase loyalty, create positive brand perception, and grow sales.

“Now, some may argue that joy is a luxury we cannot afford in times of crisis,” writes a LO:LA staff author. “But I say that joy is not a luxury, but a necessity. When we experience joy, we are more resilient, more creative, and more connected to one another. Joy helps us to see the world in a more positive light, and to tackle our problems with renewed energy and optimism.”

The first step, LO:LA suggests, is building a culture of kindness and empathy. Whether through storytelling, humor, or positive experiences, brands can create moments of joy, inspire compassion, and make a real difference in people’s lives — something LO:LA believes is essential for building social cohesion for addressing important challenges, rather than being a distraction.

“When we prioritize joy, we create a society that is more just, more sustainable, and more compassionate,” a spokesperson added.

About LO:LA

Specializing in creative marketing solutions that tackle modern problems, LO:LA works with brands to develop authentic and consistent branding and marketing strategies. For small to mid-size businesses, the agency offers a brand-in-a-box service which includes everything from brand conception to website design.

Interested parties can learn more at

London : Los Angeles (LO:LA)

840 Apollo Street
Suite 100
United States

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