Discovering Why Cuteness Just Works In Marketing
Everybody loves “cute”.
Yes, that is right. It is actually a scientific fact. So, what is the appeal? Well, we are all still animals, deep down, with inborn instincts to nurture, and it seems that these are what gets triggered when we see something we find adorable.
More precisely, what actually happens when we see something “cute” is that our brains 🧠 get flooded with chemicals - dopamine and oxytocin, which create a feel-good emotion. In other words, we get happy 😊. Apply those positive feelings to marketing initiatives and with some luck, they are reflected and become associated with the brand and product.
These are 3 things you need to consider before you wave 👋 this whole idea away as just fluff with zero Return On Investment (ROI):
1️⃣ Cuteness sells better than sex 😜
The cute factor is something that can be applied across all ages - from kids to adults. Also, it speaks to those who lean towards the conservative side. Cuteness, as opposed to sex, has no age restrictions, requires no political correctness, limits or ratings. On the other hand, sex requires a lot of finesse to stay within the realm of tasteful.
2️⃣ Cute has greater reach on media
Mobile and video advertising is increasingly becoming the norm as we move further into the digital 📱 age. If you think investing in adorableness is a waste of time and money, think about the last time you read about a cute video being banned and taken down.
3️⃣ Cute can be applied to anything
Any product, regardless of how “masculine” or tech savvy it is, can be sold through the idea of endearment. A great example would be Baby Yoda blowing up the internet as many people around the world went crazy 🤪 (and still are going crazy) for the little green being.
If you are looking to revamp your brand this year and are in need of a novel way to kickstart a new campaign, we are paw-sitive 🐾 that we can help you out with that! All you need to do is send us a message to our direct messages 🤩😎.
Reference:
Ng, S. 2017, March 27. The Science Behind “Cute” in Marketing. Medium.
