Would you apply for this Director of Operations job?
- Mandatory 135+ work week
- 365 days per year
- Work load increase during the holiday period
- On call at all times - day and night
- Degree in medicine, finance and culinary arts
- Salary = $0
Well, 24 candidates did … It must have been the “infinite opportunities for personal growth and rewards” that was promised.
Card store, American Greeting was feeling the pain of the rapidly declining print industry and was experiencing a significant drop in gift card sales.
Instead of doing your run-of-the-mill advertising campaign they created a video that drew you in, made you participate and had you feeling the warm and fuzzies. Check it out here.
The video received more than 24 million views, increased card orders by 20%, increased their user base by 40% and with this campaign alone they met their sales goals for the entire year.
It went on to win a North American Grand Effie and a Silver Lion at the Cannes Lions International Festival of Creativity.
Emotional Marketing is subtle and can be extremely effective. Emotions are something that most of us cannot ignore and when you throw our mums into the mix – they’ve got us right where they want us. The best part about accomplishing this kind of marketing is that the consumer is affected long after viewing the video.
Allison
