Capturing Emotion: A Lesson from Consumers

July 27, 2009

By Chris Cruz, Online Producer @

As marketers, we are always looking to capture emotion with the products we represent. We look to create copy, imagery, tell stories that strike an emotional chord that will not only differentiate our clients’ brands, but elevate them above all others. 

A continuing challenge is trying to retain the essence of a moment – it’s so easy to lose. By trying to market, we can lose the feeling that makes a moment special. By trying we are doing just that: trying, and not being.  

But when consumers share content with each other, they have authenticity on their side from the get-go. Consumers involving a brand in their social content are truly passionate and posses a genuineness that marketers covet. This type of messaging isn’t one that is told from “expert” (who are compensated in some way by the brand) to consumer, but from real advocates. It’s in this type of interaction that endorsement can be unbiased and therefore retain deeper emotional context. 

If you haven’t yet seen Jill and Kevin’s wedding entrance on YouTube, don’t miss it. 

In the past week over 8.5 million people experienced and shared, the fun, the joy, the creative nerve and most importantly the love that took place during the “Best Wedding Entrance Ever”, all set to Chris Brown’s Forever. 

Despite the fact that Chris Brown has had some terrible press lately, and the fact that this song hasn’t been in the top 10 since shortly after its release over a year ago, one week after the posting of Jill and Kevin’s Wedding entrance, the song rocketed back up to one of the top 5 downloads on iTunes this past weekend. Not coincidental. Jill and Kevin sold that music. 

Personally, Forever isn’t a song I would have been interested in – but this weekend, I downloaded it. The song puts a smile on my face – Jill and Kevin changed my experience with this song, and that of 8.5 million others too. That’s brand building, folks.