Guitar Center uses emotional appeal in new campaign

Published May 22, 2014 at 9:43 am

The viral video is something that many marketers strive to create, as their impact can be far-reaching. While there’s no specific formula for viral success, there are certain aspects inherent to successful videos. In fact, some of these elements have been revealed by scientists, who have found that emotional content is more likely to spread online.

Brands that are looking to change up their image can capitalize on this finding to connect with customers in ways that they may not have before. One recent example of this is the musical equipment retail chain, Guitar Center, which is looking to change up its branding strategy by making an emotional connection with consumers.

They have started this effort with an advertisement that came from a musician interview conducted at a Guitar Center location that quickly became popular online.

The original video features Metallica guitarist and lead singer James Hetfield playing guitar at a Guitar Center, where he was interviewed about the story of his musical journey. The original video has received over 1.7 million views since February, and is 13 minutes in length. Due to the video’s success, marketers saw an opportunity to use a clip from it for a new ad campaign.

The video was turned into a 30 second ad, which ends with the statement “All we sell is the greatest feeling on Earth.” As Adweek notes, Guitar Center is a retailer that has been “known primarily for promotions and price-point ads,” but the company is looking to branch out beyond this approach. As the campaign is rolled out, additional ads will feature other well-known artists in a “down-to-earth, relatable way.”

By taking an approach that gives consumers a way to relate, brands stand to foster a greater connection with consumers, and create campaigns that evoke emotional responses, making them more likely to go viral.