BRANDS & MARKETING
THE FUTURE 100
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Brands are filling their ads with uplifting and heartwarming moments, inviting audiences to join them in joy and jubilation.
Crowded with dance videos, funny pranks and stunt trends, TikTok is a solid source of joy—and a source of opportunity for brands seeking lighthearted, authentic connections with their audience. According to a study by the
Flamingo Group, 73% of TikTok users said they felt happier after logging into
the app. Associating those positive emotions with a brand continues to be a top strategy among marketers, as brands hone their marketing into positive spaces and platforms.
Emotional intelligence was at the forefront of a Lexus campaign in October 2021. The ad, promoting the Lexus ES Self-Charging Hybrid, uses facial
recognition technology to read and adapt the ad to the consumer’s emotions.
Euphoric ads Moments of joy are keeping spirits high in brand advertising and engagement.
The goal of the “Feel Your Best” campaign is to leave viewers feeling more positive after their personalized experience.
Gap’s “All Together Now” 2021 holiday campaign focused on love, kindness, and “modern American optimism”—one of the brand’s core philosophies.
The campaign starred Katy Perry and ran to the tune of “All You Need is Love” by the Beatles. Themes of unity, love and joy are consistent with the brand’s optimistic marketing motif.
