What Brings You Joy?

Is it the anticipation of a weekend free from work? The sheer joy of hanging out with your friends? Perhaps it's that one song that speaks to your soul and instantly uplifts your spirits. 

The most successful brands spend an immense amount of time and resources to discover what brings people joy and how to integrate that into their marketing campaigns.

Why? As a brand, it's much simpler to generate sales if heavy persuasion isn't necessary. After all, if you love a brand and the way it makes you feel, why wouldn't you choose its product over a direct competitor's?

Throughout the history of marketing and advertising, brands like Coca-Cola and Hewlett-Packard have successfully tapped into joy by using various tools in their marketing campaigns. And one of the most emotion-evoking tools that brands have at their disposal is music.

The power of music is undeniable.

It has the profound ability to evoke strong feelings of joy or sorrow. Also, great songs can inspire. That perfect motivational song comes on and, all of a sudden, getting through your last set at the gym becomes possible.

You hear music everywhere you go. From coffee shops and bookstores to bars and clubs and even sporting events and churches, music is inescapable.

More importantly, it's one of the biggest components of an advertisement. Creative and copy are king, but music choice can either make or break the tone you're attempting to set.

In this post, we will explore the importance of music in marketing and delve into examples where music has been skillfully employed to bring out joy in brand experiences.

What is Joy Marketing?

Joy Marketing is a marketing approach that centers around fostering positive emotions such as joy, elation, or happiness.

It taps into the human desire for happiness and helps the message resonate with audiences.

It's more than just promoting a product or service; it creates a brand experience that leaves the viewer in a positive mindset.

With its ability to evoke strong emotions and leave a lasting impact, music becomes a key component in crafting brand experiences that resonate with audiences on a deeper level.

Music acts as the soul of joy marketing, selecting uplifting melodies or catchy tunes is a way to infuse joy into marketing campaigns.

I'd Like to Buy the World a Coke

In 1971, Coca-cola iconically utilized music in its "I'd Like to Buy the World a Coke" joy marketing campaign, which aimed to unite people from diverse backgrounds.

The commercial featured a culturally diverse group of people singing uplifting lyrics about unity and sharing a Coke.

The advertisement struck a chord with viewers because it evoked a sense of joy, inclusivity, and optimism.

Coca Cola's message was to spread a sense of happiness, joy, and togetherness.

The use of music amplified the emotional impact of the campaign, and the tune became synonymous with joy and unity.

Coca Cola was successful in associating joy and positivity with the brand, and this campaign is still one of the best examples of how effective it can be to integrate music with joy marketing.

Bend the Rules of Music Videos

The 2014 Hewlett Packard "Bend the Rules of Music Videos" campaign for the HP x360 laptop is another example that beautifully demonstrates the integration of music and joy marketing.

Meghan Trainor was one of the biggest up and coming artists of the year after the success of her single "All About That Bass."

The goal was to create a music video for Meghan Trainor's single "Lips Are Moving" that was entirely designed and produced by social influencers using HP's x360 laptop to help with the task.

Since Meghan Trainor's music known for being uplifting, empowering, and creative, the campaign was always naturally going to elicit a positive response from viewers.

Through this compelling campaign, HP demonstrates how music can be a catalyst for joy, creativity, and embracing one's individuality, resonating with audiences and showcasing the brand as a facilitator of joyful experiences.

The Power of Music in Joy Marketing Campaigns

The power of music in marketing is undeniable, and its ability to evoke joy and positive emotions has been leveraged by successful brands throughout history.

By embracing joy marketing and infusing music into their campaigns, brands have been able to create impactful brand experiences that resonate deeply with audiences. 

Coca Cola's iconic "I'd Like to Buy the World a Coke" campaign exemplifies the successful integration of music, joy, and unity. The use of music in this campaign amplified the emotional impact, fostering a sense of inclusivity and optimism. 

Similarly, the Hewlett Packard HP x360 campaign "Bend the Rules of Music Videos" showcased the seamless blend of music, technology, and joy marketing.

Through these examples, we see how music enhances joy marketing by evoking positive emotions, fostering connections, and leaving a lasting impression. 

As brands continue to explore the impact of music in their marketing efforts, it remains a powerful tool to create joyful brand experiences and forge meaningful connections with audiences.