It’s all about humanizing your brand, isn’t it? Smart companies
realize that these days it’s not enough having the best price or best product. No
sir, those glory days are a thing of the past. Today customers care for what do
the company stand for? That’s why, as a brand, it’s inevitable to have a trustworthy
story which establishes the emotional connect with your customers.
So what oxytocin really is? Let me provide you a
non-technical explanation. When brands tell you an emotional story, it actually
changes the chemistry in our brain. We as customers get seduced by the power of
storytelling and release oxytocin, moral molecule. When triggered, oxytocin
opens our mind to contentedness & trustworthiness, which makes us fall in
love with a brand. Still too technical? Okay how about this? Oxytocin is the
mother sauce which controls all your emotions. Makes sense?
For marketers, there’s more to oxytocin than what meets the
eye (of course it’s a hormone, which means you cannot see but only experience
it). Powerful releases of oxytocin in customers promote generosity. Don’t
agree? Let me tell you a cute little story based on a true incident.
Meet Carson, a 4 year old adorable boy. When Carson was born
he couldn’t drink milk protein. His parents had to get him alternate milk formula
delivered to home. The delivery used to happen via brown truck. Carson was
slowly infatuated with the frequent appearances of this truck. As a kid, Carson
was anyway in love with trucks. But that big brown truck became his
favourite. It held a special place in his little heart. The fascination only
grew as a friendship developed between Carson and the truck driver Mr. Ernie.
The driver got Carson a similar uniform, which completely made the boy fall in love and made him look adorable. Soon, seeing
Mr. Ernie, twice a week, became the best part of his day. One day, Carson
confessed to Mr. Ernie that he would want to be like him. He would like to
drive the big brown truck in his neighborhood. Little did Carson know that his wish was about
to come true. On his next visit, Mr. Ernie surprised the kid with a mini
brown truck which came with cool packages, like room maps, signature pad, etc.
What’s more, the mini truck had a pedal. Carson packed up his mini truck with
boxes for the neighbors, and after glancing at his hand-drawn map, began his
route of deliveries, going door to door and making sure the recipient signed
off for their packages, just like Mr. Ernie. This was a dream come true moment
for Carson. But wasn’t it a great news for the truck delivery company? Carson’s
entire neighborhood was now in love with the company. They were perceived as a
company who not only delivered packages but much more – love, surprises,
excitement, etc. They were making Carson & his neighbors release oxytocin.
The brown truck company was no one else but UPS (United
Parcel Service), a global leader in logistics. They have been delivering 15
million packages a day since 1998. Now they have started humanizing their
service with a touch of love, joy & excitement along with the packages.
Their campaign “Your Wishes Delivered” is creating waves in social media. It is
helping the company to connect emotionally with their customers, thereby
creating evangelists. The campaign is simple. Invite customers to share their
wishes during the holidays. For every wish shared on ups.com/wishes or via
social media channels like Twitter or Instagram using #WishesDelivered, UPS
will donate $1 to one of three charities: The Boys and Girls Clubs of America,
The Salvation Army and Toys for Tots Literacy Program.
Take a look at the commercial and get ready to release some
oxytocin.
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